2019数字时代的中国孩童白皮书

数字时代的中国孩童 白皮书2019.2DIGITAL CHILDREN IN CHINA WHITEPAPERTURNING INVISIBLE POWER INTO VISIBLE BRAND GROWTH将隐形的力量化为可见的增长HIGHLIGHTS报告重点聚焦They are going to step out into society (graduate from high school) and “officially” become core target audience in 3-10 years. What does it mean for the future of marketing?他们在3-10年后即将步入社会(高中毕业)，“正式”进入被重点关注的受众格局，这对未来而言意味着什么？Most current Chinese children are the“one child” of the first “one child”generation. They have unique historicallabel and impact of the time upon them.中国当下的孩童群体是第一代独生子女的独生子女，身为“独二代”，他们身上有非常独特的历史标签和时代的影子THEY ARE A UNIQUE GENERATION他们是具有时代独特性的一代INFLUENCED BY POST 80S’ PARENTING在八零后父母雄心勃勃的育儿观下成长Their values and lifestyle are shaped by development of the society (e.g. consumption upgrade, expansion of middle class) and the comprehensively “scientific” parenting values of post 80s’ parents他们的价值观和生活形态由社会环境与经济发展(如消费升级、中产规模化)和泛80后父母全方位的“科学”育儿观共同塑造THEY ARE INCREDIBLY EARLY-MATURING, INDEPENDENT THINKING, AND EXPERIENCED他们空前早熟、思辨、见多识广Exposed to so many physical and digital experiences before they reach adulthood, this new consumer group will be hard to win. For brands to seize the opportunities and build brand advantages, they need to start paying attention now. 他们注定会成为未来难以赢取的新新人群，现在开始关注他们，才能抢占先机建立品牌优势DIGITAL CHILDREN OF TODAY ARE THE PURCHASERS OF TOMORROW1 孩童群体即将成为万众瞩目的新一代THEIR VISIBLE SPENDING POWER“财务自由”的小大人THEIR INVISIBLE INFLUENCES他们的“隐形”影响力MORE CATEGORIES THAN EVER儿童接触的品类越发广泛Currently, marketers mostly pay attentionon categories directly related to children,such as snacks and drinks目前，儿童市场更与儿童直接相关品类关联，如零食、饮料The “irrelevant” categories are no longer“irrelevant”, such as fashion, electronics,skincare, travel etc.而“间接”品类早已变得不再间接，比如时尚、电子产品、护肤、旅游等96% Have their own pocket money的孩子有自己的零用钱很多情况下，父母也希望通过购物来培养孩子的独立决策力Most of the time, parents’ buying decision will be influenced by their children30-50% 的小学4-6年级和初中生会进行网购，但他们多数没有自己的独立账号of the elementary school students from Grade 4-6 and junior high school students purchase online, but most of them do NOT have their own accounts. 2IN FACT, THEY ARE ALREADY MAJOR CONSUMERS他们拥有非凡的影响力THE MEANING AND CHALLENGE OF DIGITAL MEDIA 数字渠道的意义与挑战In China, children are a huge but invisible internet user group. They use digital devices but a lot of them do NOT have their own digital ID; therefore, it is worth to consider how to precisely identify them via technic solutions (e.g. machine learning) in the future.在中国，孩童是一个庞大的隐形互联网民群体。他们接触数字设备，但有较大比例没有专属的数字ID或身份，因而如何通过科技手段（如机器学习）更精准识别儿童用户是未来需要考虑的方向。THE IMPORTANT ROLE OF OUT-OF-HOME MEDIA (OOH)户外媒体的角色同等重要Outdoor life is abundant for children of all stages. Their high visit frequency makes OOH play same important role as digital media in their life. It is highly recommended to combine OOH with digital media to optimize marketing effects. 无论是哪个学级，孩童群体的户外生活都非常丰富精彩，对户外媒体有非常高的接触频率。户外媒体的重要性不亚于数字媒介，需要和数字媒介精密组合来优化营销效果。Digital children have mature tastes and are avid consumers of different types of content beyond those aimed directly at c