#chinesemums

I believe strongly that by being consistently relevant to consumers’ needs- this is the first step on a brand’s journey to drive customer loyalty. As a mother, when I shop for toys for my son, I often find it difficult to connect with some of the toy brands on shelf. Despite the fact that some of them are really well known brands. It’s definitely a missed opportunity for brands that would like to win over someone like me. 

What’s more every Mum is conscious that kids today tend to have too many toys...

And kids’ free time is already occupied with all kinds of leisure activities. 

This means that toy brands really need to give Mum a compelling, and most importantly relevant reason to choose their brand over the other products on the shelf. 

Whatever benefit toy brands do focus on, it is important to keep in mind what matters most to Mums in China.  Academic success is critical for Chinese Mums, despite claims that other things are equally motivating, it is clear from our research where priorities for mothers in China are. What a brand represents should, therefore, respond to her motivations.

Meanwhile, Mums also know that at different ages and stages their kids will need very different things…

And although academic success may be their main desire, they also want their kids to grow up with many life skills

This suggests that Mums have multiple needs and that they seek multi-dimensional solutions. 

Only when what toy brands offer begins to meet all of these needs, will brands successfully attract consumers’ attention and build a lasting sense of connection with their audience.

Jessica Tong

Planning Manager