China Marketing

Reaching and engaging with Chinese moms

Ask any parent – babies cost money! The little darlings worth every penny of course, but how do you ensure their spend is going to boost your brand’s balance sheet?


In China, people pour heart, soul and wheelbarrows of Yuan into making sure Chan Junior reaches his potential. Remember, this country had a one-child policy from 1979 that only began being phased out in 2015. These millennials, who grew up as ‘onlys’, are now becoming parents. Many have far exceeded the educational and lifestyle achievements of their parents and grandparents. They want to see their children climb the ladder too.

From the right carry cot or baby nutritional supplements through to music lessons, language tuition and eventually coaches to ensure they excel in the notoriously competitive university entrance exam, the Gaokao (高考), mothers are a key consumer group in the ever expanding Chinese economy.

At Brandigo, we’ve worked with numerous brands that target mothers, and there are three key lessons we’ve picked up along the way:

  • Moms do not want to be defined by their motherhood

Today’s moms didn’t just grow up, get hitched and start popping out kiddies. They’ve been educated to college level, had careers and lived a life before they started nurturing the next generation. Their identity as a mom is important, but it’s not what defines them. They’re a professional, they’re a friend, they’re a runner, they’re a base jumping adrenaline junky with full-sleeve tattoos for all you know. Keep this in mind before trying to fit one label to tens of millions of people.

  • Safety First

After several notorious scandals concerning the food industry in China in recent years, consumers have become very wary when buying food and dietary supplements. The fact one of the most infamous of these scandals involved infant formula has put parents on high alert. A knock-on effect for brands is that trust is difficult to win, and consumers are loyal to familiar products. This makes it difficult (but not impossible!) for new players in the market. Messages have to be tailored carefully to emphasise quality, often reassurance and education are needed to teach moms about the benefits of new brands.

  • Leverage on the convenience of e-commerce

Tmall and Taobao, the giants of e-commerce in China, are the go to option for busy moms. Today’s twenty- and thirtysomethings have no qualms about shopping online, where a full range of products can be browsed, compared and reviewed from the comfort of their smartphone. An easier option than battling through China’s crowded city centers with a stroller and a grumpy baby in tow! Great brands complement their online marketplaces with education about their products and the benefits they bring.


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