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？
MostcurrentChinesechildrenarethe
“onechild”ofthefirst“onechild”
generation.Theyhaveuniquehistorical
labelandimpactofthetimeuponthem.
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 brandsto seizethe 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 TOMORROW
孩童群体即将成为万众瞩目的新一代1
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 THANEVER
儿童接触的品类越发广泛
Currently,marketersmostlypayattention
oncategoriesdirectlyrelatedtochildren,
suchassnacksanddrinks
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”categoriesarenolonger
“irrelevant”,suchasfashion,electronics,
skincare,traveletc.
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 children
30-50%
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 juniorhighschool students purchase
online, but most of them do NOT have their own
accounts.IN FACT, THEY ARE ALREADY MAJOR CONSUMERS
他们拥有非凡的影响力。