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Kids in China 2007: Children As Consumers & Lifestyle Trends

Access Asia
September 1, 2007
177 Pages - SKU: ACS1552677

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Countries covered: China

appreciate the full horrors suffered by the previous generation during a World War, it will perhaps be even harder for the new generation of Chinese to appreciate the shadows of pre-Deng Xiaoping China, and the “Great Proletarian Cultural Revolution”.

Many of China’s children are now born in a country that is radically different to the China of just 25 years ago. The economy has gone from bust to boom, the nation is now an outward-looking international heavyweight rather than an hermit pariah, there are computers and mobile phones everywhere. The bicycle used to represent technology, there are now massive luxury shopping malls, the Chinese can world travel, put a man in space and host the Olympics. Chinese children must feel that the new century is all about them and their country.

There were, in 2006, about 312 million Chinese under the age of 15. But, while the rest of the population of China grew by about 7.5% since 2000, the 0-14 age group only grew by about 1%. China’s children are therefore entering an ageing population - a profound break with history, and in stark contrast with other, more youthful, developing Asian nations, such as India and Vietnam.

As China develops into one of the world’s largest economies, and its consumer market grows in world significance, so the Chinese consumer of tomorrow has become the focus of huge amounts of product and brand marketing expenditure. If the children of today can be made loyal to a brand now, what potential for sales in the future, in a country where the economy continues to grow at over 9% a year?

China’s children are bombarded with media messages from all angles, all the time - from billboards, posters, TV at home, TV in taxis, cinemas, magazines, food packaging, lunch boxes, clothing, text m essages, websites, store shelves, radios, etc. All of this is having an effect, and some of it detrimental. Childhood obesity rates are soaring, and rates of depression and mental health problems are also increasing.

Yet, this new generation has a world view that their parents’ generation never dreamed of, has access to better healthcare, better education, more and better toys and electronic gadgets and not only a wider choice of careers to aspire to, but choice, full stop. Not only can they aspire to own a home and a car, many are likely to have these provided for them by their doting parents.

This is also the generation of the One Child Policy - the “little emperors”, doted upon by two parents and up to four grandparents, plus various aunts and uncles. Only children, in a society of only children, will learn to, and be expected to behave differently, more pressure to succeed will be placed upon them, and all of this is affecting how these children see themselves within their society, and how this affects their behaviour as people, and as consumers.

INTRODUCTION

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1 NEW CENTURY, NEW COUNTRY, NEW GENERATION

1.1 Overview

1.2 Chinese Children: How Many Are There?

1.2.1 Chinese Children: How Many Are There?: Child Population By Age Group

Table 1.1 CHINA’S CHILD POPULATION BY 5-YEAR AGE SEGMENT, 2000-2006

Table 1.2 % BREAKDOWN OF CHINA’S CHILD POPULATION BY 5-YEAR AGE SEGMENT, 2000-2006

1.2.2 Chinese Children: How Many Are There?: The One Child Policy

1.2.3 Chinese Children: How Many Are There?: The Changing Roles Of Children, Families & Society

2 THE PRE-SCHOOL YEARS (0-4)

2.1 Pre-school Population

2.1.1 Pre-school Child Population Trends

Figure 2.1: China’s Birth Rates, 2000-2007

Table 2.1 BIRTH RATES AND INFANT POPULATION TRENDS IN CHINA, 2000-2006

2.2 Baby Food Market

2.2.1 The Baby Food Market: The Total Market

Figure 2.2: China’s Baby Food Market, 2000-2006

2.2.2 The Baby Food Market: The Sectors

Figure 2.3: China’s Baby Food Sectors, 2000/2006

2.2.3 The Baby Food Market: The Issues

2.2.4 The Baby Food Market: The Future

Figure 2.4: Future Baby Food Market, 2007-2011

2.3 Nappies & Creams

2.3.1 Nappies & Creams: The Nappies Market

Table 2.2 TOTAL RETAIL MARKET VALUE FOR NAPPIES & DIAPERS IN CHINA, 2000-2006

2.3.2 Nappies & Creams: Infant Toiletries

Table 2.3 BABY CARE TOILETRIES RETAIL MARKET VALUE BY SECTOR IN CHINA, 2000-2006

2.4 Early Toys

Table 2.4 TOYS & GAMES RETAIL MARKET VALUE BY AGE GROUP SECTOR IN CHINA, 2000-2006

2.5 Kindergartens

Table 2.5 STATISTICS ON KINDERGARTENS IN CHINA, 1997-2005

2.6 Working Mums

2.6.1 Working Mums: Childcare Provision

Table 2.6 DISTRIBUTION OF CHILD CARE CENTER AVAILABILITY, CENTER CARE USE AND MOTHER’S WORK STATUS, 2002

2.6.2 Working Mums: Number of Working Mothers

Table 2.7 WORKING MOTHERS BY PROVINCE IN CHINA, 2000/2006

2.6.3 Working Mums: Maternity Leave

2.7 Sharing the Parental Responsibility

2.7.1 The Parents

2.7.2 The Ayi

2.8 The Key Points

3 SCHOOL STARTERS (5-9)

3.1 Primary School Begins

3.1.1 Primary School Begins: Population Trends

Table 3.1 AGES 5-9 POPULATION TRENDS IN CHINA, 2000-2006

3.1.2 Primary School Begins: The Schools

The Law of Compulsory Education

Table 3.2 CHINA’S POPULATION BY LEVEL OF EDUCATION, 2002

Primary school

Homework

Figure 3.1: Primary School Enrollment, 2000-2006

Table 3.3 STATISTICS ON PRIMARY SCHOOLS IN CHINA, 2000-2006

3.2 Starting to Read

Table 3.4 SALES OF PRIMARY SCHOOL TEXTBOOKS, 2000-2006

3.3 The Start of Media and Brand Exposure

3.3.1 The Start of Media and Brand Exposure: Toy Brands - Barbie Wawa Vs Yue-Sai Wawa

3.3.2 The Start of Media and Brand Exposure: Cartoons - Hai’er Brothers

3.3.3 The Start of Media and Brand Exposure: Books - Cartoon Animation Tie-ins

3.3.4 The Start of Media and Brand Exposure: Films - Talking Vegetables and Cyberheroes

3.3.5 The Start of Media and Brand Exposure: Chinese Culture - Reinventing The Old

3.4 The Games Children Play

Table 3.4 TOYS & GAMES RETAIL MARKET VALUE BY AGE GROUP SECTOR IN CHINA, 2000-2006

3.5 Fickle Feeders

3.5.1 Fickle Feeders: The Average Diet

Figure 3.2: Total Volume Growth in Retail Sales of Selected Food Products in China, 2000-2006

Figure 3.3: Per Capita Volume And Growth of Retail Sales of Selected Food Products in China, 2000/2006

3.5.2 Fickle Feeders: Breakfast Cereals

Figure 3.4: China’s Breakfast Cereal Market, 2000-2006

Figure 3.5: Future Breakfast Cereal Market, 2007-2011

3.5.2 Fickle Feeders: Instant Noodles

Figure 3.6: China’s Instant Noodles Market, 2000-2006

Figure 3.7: China’s Instant Noodles Shares, 2005

Figure 3.8: Future Instant Noodles Market, 2007-2011

3.5.3 Fickle Feeders: Soft Drinks

Figure 3.9: China’s Soft Drinks Retail Market, 2000-2006

Figure 3.10: China’s Soft Drinks Sectoral Volume Growth, 2000-2006

Figure 3.11: China’s Soft Drinks Sector Values, 2000/2006

Fruit Juices & Nectars

Table 3.6 LEADING JUICES/NECTARS RETAIL MARKET SHARES IN CHINA, 2000/2006

Carbonated Soft Drinks

Table 3.7 LEADING CSD RETAIL MARKET SHARES IN CHINA, 2000/2006

Figure 3.12: Future Soft Drinks Market, 2007-2011

3.5.4 Fickle Feeders: Ice Cream

Figure 3.13: China’s Ice Cream Retail Market, 2000-2006

Figure 3.14: Future Ice Cream Market, 2007-2011

3.5.5 Fickle Feeders: Dairy Products

Table 3.8 DAIRY PRODUCTS CURRENT VALUE & VOLUME RETAIL SALES BY SECTOR IN CHINA, 2000/2006

Table 3.9 LEADING NATIONAL DAIRY MARKET COMPANY SHARES BY SALES REVENUE, 2001-2005

Table 3.10 FORECAST DAIRY PRODUCTS CURRENT VALUE & VOLUME RETAIL SALES BY SECTOR IN CHINA, 2007/2011

3.5.6 Fickle Feeders: Fruit & Vegetables

Figure 3.15: China’s Vegetable Market, 2000-2006

Figure 3.16: Future Vegetable Market, 2007-2011

Figure 3.17: China’s Fruit Market, 2000-2006

Figure 3.18: Future Fruit Market, 2007-2011

3.5.7 Fickle Feeders: Meat

Figure 3.19: China’s Meat Market, 2000-2006

Figure 3.20: Future Meat Market, 2007-2011

3.5.8 Fickle Feeders: Candy

Figure 3.21: China’s Confectionery Market, 2000-2006

Figure 3.22: Confectionery Sectors, 2000/2006

Figure 3.23: Future Confectionery Market, 2007-2011

3.5.9 Fickle Feeders: Snacks

Figure 3.24: China’s Snack Market, 2000-2006

Figure 3.25: Snack Sectors, 2000/2006

Figure 3.26: Future Snack Market, 2007-2011

3.6 The Cram For Exams

3.6.1 The Cram For Exams: The Fear of Failure

3.6.2 The Cram For Exams: Dictation, Not Explanation

3.6.3 The Cram For Exams: Supplementing School

3.6.4 The Cram For Exams: A Lack of Creative Thinking

3.7 The Cost of Education

3.7.1 The Cost of Education: Institutional Funding

Table 3.11 EDUCATIONAL FUNDING BY SOURCE, 1996/2005

3.7.2 The Cost of Education: Family Funding

Figure 3.27: Average Household Spending on Education Per Child by Level of Education

3.8 Fat Little Emperors

3.9 The Key Points

4 THE PRE-TEENS (10-14)

4.1 Choosing A Middle School

4.1.1 Choosing A Middle School: The Pressure Begins

4.1.2 Choosing A Middle School: Why The Pressure?

4.1.3 Choosing A Middle School: Easing the Pressure

4.1.4 Choosing A Middle School: Points Win Places

4.1.4 Choosing A Middle School: The Middle School Population

Table 4.1 AGES 10-14 POPULATION TRENDS IN CHINA, 2000-2006

Table 4.2 EDUCATIONAL TRANSITIONS: %OF STUDENTS ADVANCING TO NEXT EDUCATIONAL LEVEL, 1990/1995/2000/2004

4.1.5 Choosing A Middle School: Middle School Stats

Table 4.3 STATISTICS ON MIDDLE SCHOOLS IN CHINA, 2000-2006

4.1.6 Choosing A Middle School: Secondary Education Funding

Table 4.4 TOTAL VALUE OF EDUCATION FUNDING BY INVESTMENT TYPE, 2000-2006

4.1.7 Choosing A Middle School: Middle School Texts

Table 4.5 SALES OF MIDDLE SCHOOL TEXTBOOKS, 2000-2006

4.2 Pop, Pulp & Power Rangers (How the Media is Shaping Generation-Zhang)

4.2.1 Overview: Economic Class & Social Status

4.2.2 Mandopop: Saccharine Sweet Dreams

4.2.3 TV Song Contests: Teenage Dreams

4.2.4 A Feeling of Self Worth: Does Media Happiness Make For Happy Children?

4.2.5 The Alternative: Expressing China’s Rougher Edges

4.2.6 Manga: Fetish or Fashion

4.2.7 The Internet Generation: Blogocracy and the Shaping of Young Opinions

4.3 Getting A Fashion Sense

4.3.1 Kid’s Clothes: From Function to Fashion

Table 4.6 RETAIL VALUE OF CHILDREN’S APPAREL SALES BY AGE-GROUP IN CHINA, 2000-2006

Table 4.7 FORECAST RETAIL VALUE OF CHILDREN’S APPAREL SALES BY AGE-GROUP IN CHINA, 2007-2011

4.3.2 Nagging For Nike: Sports Star And Peer Pressure

Overview

Table 4.8 RETAIL VALUE OF SPORTSWEAR & GOODS SALES IN CHINA, 2001-2006

The Key Sports And Their Tie-ins

The Key Foreign Personalities

The Key Local Personalities

Wushu For The Olympics

New Sports

Sports Involvement With Kids

The Key Brands

Figure 4.1: China’s Leading Sportswear Brands, 2004

4.4 Techno-savvy Children

4.4.1 Safe Surfers: China’s Net-nanny & Children’s Websites

How Many Minor Surfers?

Figure 4.2: Urban Household Computer & Mobile Phone Ownership Rates, 2000-2005

4.4.2 Thumb Kungfu: Video Games & Virtual Lives

4.4.3 Text Me!: Kids With Phones

4.4.4 TV Nation: Sofa Surfers

Table 4.9 URBAN HOUSEHOLD OWNERSHIP OF ENTERTAINMENT EQUIPMENT, 2000-2005

Figure 4.3: Total Audio/Video Media Output In China, 2005

Figure 4.4: Children’s Audio/Video Media Output In China, 2005

Figure 4.5: Children’s Audio/Video Media Output % of Total Output In China, 2005

4.5 Fast-food Fetish

4.5.1 The Rise of Fast Food and The Change in the Chinese Diet

How Big Is China’s Family-sized Bucket?

Table 4.10 TOTAL VALUE OF CONSUMER CATERING IN CHINA, 2000-2006

Kentucky Fried McZhang

Mr. Hot Pot

4.5.2 Scary Food

Food Poisoning: Bad Practice

Going Green

Genetically Modified (GM) Food

Vegetarianism

4.5.3 The Emperor’s New Body Shape

4.6 Sport & Leisure

4.6.1 Saturday Night At The Movies

Table 4.11 OVERALL FILM REVENUES (BOX OFFICE RECEIPTS) IN CHINA, 1989-2003

4.6.2 Helter Skelter: The China Theme Park Experience

4.6.3 Hooray for the Holidays!

4.6.4 Life of Leisure: How China’s Children Kill Time

4.6.5 The Young Pioneers

4.6.6 From Toys to Gadgets

Table 2.4 TOYS & GAMES RETAIL MARKET VALUE BY AGE GROUP SECTOR IN CHINA, 2000-2006

4.6.7 The Beijing Olympics Generation

4.7 Pocket Money

4.8 The Parent-child Relationship

4.8.1 The Family Relationship

4.8.2 Influence On The Adult World

4.8.3 The Parental Cost

4.10 Future Concerns

4.11 The Key Points

APPENDIX: MARKET BACKGROUND

A.1 Fast Facts

A.2 Regions of China

Map A.1 CHINA: PROVINCES AND MUNICIPALITIES

A.3 Demographics

A.3.1 Demographics: Total Population

Table A.1 TOTAL POPULATION, 2000-2006

A.3.2 Demographics: Population by Location

Table A.2 POPULATION BY URBAN-RURAL DIVIDE, 2000-2006

A.3.3 Demographics: Population Breakdown by Location

Table A.3 POPULATION % BREAKDOWN BY URBAN-RURAL DIVIDE, 2000-2006

A.3.4 Demographics: Population by Province

Table A.4 POPULATION BY PROVINCE, 2000-2006

A.3.5 Demographics: Population Density by Province

Table A.5 POPULATION DENSITY BY PROVINCE, 2003-2006

A.3.6 Demographics: Population Concentration

Map A.2 POPULATION CONCENTRATIONS BY PROVINCE, 2006

A.3.7 Demographics: Population by Gender

Table A.6 TOTAL POPULATION BY GENDER & % BREAKDOWN, 2000-2006

A.3.8 Demographics: Population by Age Group

Table A.7 POPULATION BY AGE GROUP, 2000-2006

Table A.8 % BREAKDOWN OF POPULATION BY AGE GROUP, 2000-2006

A.4 Consumer Attitudes

A.4.1 Consumer Attitudes: Overview

A.4.2 Consumer Attitudes: Response to Political Change

A.4.2 Consumer Attitudes: Response to Economic Change

A.4.3 Consumer Attitudes: Changes in Lifestyle

Livelihood

Individual loans

Housing

Possessions

Travel

Entertainment

Health and Fitness

Purchasing Influences

Taboos

A.5 Consumer Wealth

A.5.1 Consumer Wealth: GDP and Cost of Living

Dealing with WTO

China’s New Middle Class

Table A.9 MIDDLE AND UPPER INCOME HOUSEHOLDS IN CHINA, 1995/2000/2005/2010/2015

Table A.10 TOTAL CONSUMPTION BY MIDDLE AND UPPER INCOME HOUSEHOLDS, 2005/2010/2015

Table A.11 CONSUMPTION BY MIDDLE AND UPPER INCOME HOUSEHOLDS & % OF TOTAL HOUSEHOLDS, 1995/2000/2005/2010/2015

Confident Shoppers

Table A.12 GDP AND COST OF LIVING INDEX, 2000-2006

A.5.2 Consumer Wealth: Provincial Differences in GDP

Table A.13 GDP BY PROVINCE, 2000-2006

A.5.3 Consumer Wealth: GDP Growth by Province

Table A.14 GDP GROWTH BY PROVINCE, 2000-2006

A.5.4 Consumer Wealth: GDP Per Capita by Province

Table A.15 PER CAPITA GDP BY PROVINCE, 2000-2006

A.5.5 Consumer Wealth: Concentration of Wealth by Province

Map A.3 VALUE OF GDP PER CAPITA BY PROVINCE, 2006

A.5.6 Consumer Wealth: The Major Cities

Table A.16 LEADING CITIES KEY ECONOMIC INDICATORS, 2006

A.6 Households

A.6.1 Households: Overview of Household Conditions

A.6.2 Households: Total Households by Size

Table A.17 NUMBER OF HOUSEHOLDS BY SIZE, 2000-2006

A.6.3 Households: Total households by Urban/Rural Split

Table A.18 NUMBER AND SIZE OF HOUSEHOLDS BY LOCATION, 2000-2006

A.6.4 Households: Income Earners Per Household

Table A.19 AVERAGE NUMBER OF INCOME EARNERS PER HOUSEHOLD, 2000-2006

A.7 Employment

A.7.1 Employment: Number of Workers by Sector

Table A.20 NATIONAL EMPLOYMENT BY SECTOR, 2000-2006

A.7.2 Employment: Growth by Sector

Table A.21 GROWTH IN EMPLOYMENT BY SECTOR, 2000-2006

A.7.3 Employment: Number of Workers by Gender

Table A.22 TOTAL NATIONAL WORKFORCE BY GENDER, 2000-2006

A.7.3 Employment: Number of Workers by Habitation

Table A.23 NATIONAL WORKFORCE BY HABITATION, 2000-2006

A.7.4 Employment: Urban Unemployment

Table A.24 URBAN UNEMPLOYMENT RATES, 2000-2006

A.8 Consumer Income

A.8.1 Consumer Income: Average Incomes by Sector

Table A.25 AVERAGE INCOMES BY SECTOR, 2000-2006

A.8.2 Consumer Income: Growth by Sector

Table A.26 GROWTH IN AVERAGE INCOMES BY SECTOR, 2000-2006

A.8.3 Consumer Income: Average Incomes by Region

Table A.27 AVERAGE INCOMES BY REGION, 2000-2006

A.8.4 Consumer Income: Growth by Region

Table A.28 GROWTH IN AVERAGE INCOMES BY REGION, 2000-2006

A.9 Consumer Market

A.9.1 Consumer Market: Spending Trends

Table A.29 CONSUMER EXPENDITURE* BY BROAD SECTOR AT CURRENT PRICES, 2000-2006*

A.9.2 Consumer Market: Per Capita Consumer Expenditure

Table A.30 PER CAPITA CONSUMER EXPENDITURE* BY BROAD SECTOR AT CURRENT PRICES, 2000-2006*

A.9.3 Consumer Market: Retail Sales and Consumer Spending

Table A.31 RETAIL SALES AS A PROPORTION OF CONSUMER EXPENDITURE*, 2000-2006

A.9.4 Consumer Market: Urban Income and Spending Compared

Table A.32 URBAN AVERAGE ANNUAL INCOME/EXPENDITURE, 2000-2006

A.10 Exchange Rates

A.10.1 Exchange Rates: China

Table A.33 AVERAGE ANNUAL RENMINBI EXCHANGE RATES AGAINST A VARIETY OF CURRENCIES, 2000-2006

A.10.2 Exchange Rates: Hong Kong

Table A.34 AVERAGE ANNUAL HONG KONG DOLLAR EXCHANGE RATES AGAINST THE UNITED STATES DOLLAR AND RENMINBI, 2000-2006

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Kids in China 2007: Children As Consumers & Lifestyle Trends

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