David Ogilvy said it best when he stated “The consumer isn’t a moron; she is your wife.” It has been true throughout history that many day-to-day purchasing decisions are made by the wife and mother of the house. Below is a video about marketing to Chinese mothers. This video has been produced by Thoughtful China and if you have not been watching and following them, now is a good time to start. I have said many times that Thoughtful China is one best resources for marketing information on China and this video below is another great installment.
Introduction from Thoughtful China, “China has 320 million working mothers and they are a driving force of domestic consumption. This week on “Thoughtful China,” our experts Kitty Lun, Vijayanand Sinha, Linda Kovarik, Sherry Poon, Li Yuhong and Jacob Johansen help you understand the best strategies to market to Chinese mothers and explain why the “tiger mom” stereotype in the West no longer holds true within China today.”
YouTube – Marketing to Chinese Mothers
YouKu – Marketing to Chinese Mothers
The Death of Tiger Moms
In 2011, Amy Chua wrote a book about raising children the “Chinese way.” The book was called Battle Hymn of the Tiger Mother and the book was a controversial hit. In the book, she outlined what it is like to be a Tiger Mother and this idea has helped shape Western media and marketing for sometime.
NPR had this to say about the book when it first hit shelves, “Amy Chua may well be nuts. What kind of a mother hauls her then-7-year-old daughter’s dollhouse out to the car and tells the kid that the dollhouse is going to be donated to the Salvation Army piece by piece if the daughter doesn’t master a difficult piano composition by the next day? What kind of a mother informs her daughter that she’s “garbage”? And what kind of mother believes, as Chua tells readers she does, that: “an A- is a bad grade; … the only activities your children should be permitted to do are those in which they can eventually win a medal; and … that medal must be gold”?”
These stories and others like it make for good memes and good headlines, but has we can see from the video, Chinese mothers are more complicated than this and their ultimate goal is no different than any other mother. With more discretionary spending and higher standards of living, many middle class mothers are looking to provide a more balanced childhood for their children. This more balanced approach accounts for their child’s social, mental, and physical well-being and not just their academic or financial success. With this new approach becoming more common, we are starting to see the death of the tiger moms or evolution, according to the video. This does not mean that Chinese mothers will not obsess over their children or stop competing for the best, but we will see a more balanced and stable mother.
Marketing to Chinese Mothers
What can we expect to see with this new evolving approach and how will marketing to Chinese mothers change? Watch the video to find out what the experts have to say!
According to the video, Chinese mothers are educating themselves about products, brands, and companies. This process can start any were from 12-9 months before the birth of their child. These soon to be mothers are online creating social groups and using social media to consume information about best practices and best products. These mothers are only concerned about their children and tend to care less about global problems like the environment. These new mothers are connected, well informed, and eager to provide the best products and experiences to their children. And this is just the beginning of their evolution, in the next 5-10 years, the industry will be completely different from what it is today and brands that do not prepare for this change may find themselves out of luck and out of China.
What are your thoughts on the new Chinese mother? What are your plans to change with these raising trends and what is your strategy for marketing to Chinese mothers in the future?