Mainland parents want their children to "win at the starting line", so they will inspire children's intelligence and stimulate their creativity and imagination through a variety of toys. According to a survey conducted by the Hong Kong Trade Development Council [1], in the past year, 90% of respondents have purchased educational toys that can help children learn, and hope to be entertaining. When purchasing baby toys, the primary consideration for parents is "no harmful chemicals" (57%); other factors include "safety" (48%) and "can play other toys" (48%).
1. Consumption of baby toys
The survey found that respondents who bought baby toys in the past year spent an average of 343 yuan per month on baby toys, accounting for 1.3% of the average monthly household income. In terms of urban distinction, Qingdao respondents purchase an average of 413 yuan a month for toys, and the amount of consumption is the highest among the cities surveyed. At the same time, the amount of consumption of toys purchased by Qingdao respondents accounted for the percentage of household monthly income, which was also the highest in the surveyed cities (2.0%).
Family income is directly related to the amount of consumption of baby toys. The higher the household income, the higher the amount of money the parents spend on toys. Respondents with an average monthly household income of more than 30,000 yuan purchased an average of 399 yuan per month for children, and respondents with a monthly family income of less than 15,000 yuan purchased an average of 277 yuan per month for children.
If the number of children in the family is different, there are 2 children or more parents (hereinafter referred to as "2 parents") who buy the toys of 377 yuan per month for the youngest children in the family, which is more than the parents of one child at home (hereinafter referred to as "the parents"). "One parent" is 335 yuan. From this point of view, the cost of spending 2 baby parents on baby toys is higher than that of 1 parent.
2. Parents choose the type of baby toys
Mainland parents want their children to win at the starting line, so no matter which age group the children belong to, parents often buy toys (90%) that are educational and can help children learn, such as the ability to coordinate hand-eye coordination, learning phonics, training logic. Reasoning and so on. Followed by Mao Gongzi (81%), children's skateboard / tricycle (44%).
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In addition to bringing joy to children, toys also have an enlightening effect on children's mental growth. Therefore, parents will buy different types of toys to stimulate their thinking. In the questionnaire survey, the interviewed parents mentioned that they have purchased a variety of different types of toys for children in the past year, including remote control cars, swing cars, building blocks, and jigsaw puzzles.
Of course, the choice of toys should also meet the child's abilities and needs. Parents of children aged 4-6 choose to buy educational toys (95%), which is higher than the proportion of children aged 1 or younger (85%). The proportion of children who are under 1 year old who purchase training and hearing hand/hand bells (87%) is significantly higher than other age groups.
3. The main considerations for purchase
When purchasing baby toys, the overall parents have three main considerations: "no harmful chemicals" (57%), "safety" (48%) and "can be matched/matched with other toys" (48%) ). Relatively overall respondents, Shanghai respondents clearly focused more on “no harmful chemicals†(70%), “safety†(59%), “brand image/word of mouth†(51%), “quality†(45) %)the elements of. As for respondents in other cities, there are few differences in the considerations when purchasing toys.
Compared with similar surveys in 2013, the overall consideration for the overall respondents to purchase toys is “no harmful chemicals†and “safetyâ€. From this point of view, these two factors are still the key to affecting the choice of toys for mainland parents.
If the number of children in the family is different, the parents of 2 parents pay more attention to the factors of "educational meaning/helping learning" (52%) and "origin of product" (28%) when purchasing toys. On the other hand, parents of 1 child are more concerned with "safety" (49%) and "brand image/word of mouth" (40%) than 2 parents. It may be because 1 parent has no experience in parenting, so he relies on the brand's popularity and reputation to select toys.
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