中国孩童数字时代白皮书2019-wavamaker-2019.2-88页.pdf

DIGITAL CHILDREN IN CHINA WHITEPAPER TURNING INVISIBLE POWER INTO VISIBLE BRAND GROWTH 数字时代的中国孩童 白皮书 将隐形的力量化为可见的增长 2019.2 HIGHLIGHTS 报告重点聚焦 DIGITAL CHILDREN OF TODAY ARE THE PURCHASERS OF TOMORROW 1 孩童群体即将成为万众瞩目的新一代 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？ THEY ARE A UNIQUE GENERATION INFLUENCED BY POST 80S’ PARENTING THEY ARE INCREDIBLY EARLY- 他们是具有时代独特性的一代 在八零后父母雄心勃勃的育儿观下成长 MATURING, INDEPENDENT THINKING, AND EXPERIENCED 他们空前早熟、思辨、见多识广 Most current Chinese children are the Their values and lifestyle are shaped by Exposed to so many physical and digital “one child” of the first “one child” development of the society (e.g. consumption experiences before they reach adulthood, generation. They have unique historical upgrade, expansion of middle class) and the this new consumer group will be hard to win. label and impact of the time upon them. comprehensively “scientific” parenting values of For brands to seize the opportunities and 中国当下的孩童群体是第一代独生子女的 post 80s’ parents build brand advantages, they need to start 独生子女 ，身为 “独二代” ，他们身上有 他们的价值观和生活形态由社会环境与经济发展 paying attention now. 非常独特的历史标签和时代的影子 (如消费升级、中产规模化)和泛80后父母全方位的 他们注定会成为未来难以赢取的新新人群， “科学”育儿观共同塑造 现在开始关注他们，才能抢占先机建立品牌 优势 IN FACT, THEY ARE ALREADY MAJOR CONSUMERS 2 他们拥有非凡的影响力 THEIR VISIBLE SPENDING POWER THEIR INVISIBLE INFLU