By Kate Gong and Sophie Su

Chinese working mothers are a massive market, but you must know how to reach them

There are an estimated 320 million working mothers in China, which is more than the entire population of the United States. They are the bedrock of new markets, pillars of growth and drivers of domestic consumption.

This important demographic represents a great opportunity for marketers who can offer them something relevant and meaningful. "Mum's the Word," the latest study from Ogilvy & Mather Greater China, concludes that it would be presumptuous to assume that Chinese mothers are all the same and respond to marketing messages in the same way. Based on their personal goals, financial independence, self-image, beliefs and expectations of their children, the study identified three broad categories of mothers.

"Go-getting mums" want to prove themselves professionally and subsequently have to balance their careers with the responsibility of being a mother. They're more likely to rely on outside help, such as ayis or housekeepers. A recurrent theme amongst such mothers is the desire for acknowledgement from their husbands, in-laws and society.

"Easygoing mums" adopt a naturalistic approach to their child's development, focussing on health and happiness. Expenditure is diverted primarily towards their child's personal welfare, from which they too derive happiness.

Of the three categories of mothers, it is the "dedicated mums" that we see most often in marketing discourse. This group places the child at the centre of all their endeavors. Subsequently, they feel that they are judged by their child's successes or failures. They instill strict routines for their children in an effort to assume control over their fate. The only parts of the children's lives in which they were given any freedom are in choosing their own clothes and their food, when dining out.

Mum's the word

"Mum's the Word" offers a few tips for marketers trying to reach Chinese mums. First, you have to manage the grey area. It's not a simple case of "career women vs. homemakers". Despite the bipolar archetypes projected by the media, most women occupy a grey area with career women fulfilling homemaker responsibilities, and homemakers making money. Brands need to reflect this reality in their narratives.

Second, brands should remember the 80-20 rule: 80 percent of your sales come from 20 percent of your clients. Post-eighties mums are net savvy and use the internet to assert their freedom and express themselves through collective actions, such as online communities. The challenge for marketers is to pinpoint and engage the 20 percent of digital influencers who are the connecting points to the remaining 80 percent.

Brands should also think beyond recreation. The pragmatic nature of mothers in China holds a valuable insight for brands that target children, mothers or both. While portraying child-like fun, it is important for brands to demonstrate the value of this fun beyond pure recreation and more in terms of broadening their children's horizons. Imagine fun that stimulates intelligence, indicates street-smarts, and signifies social bonding.

Financial institutions marketing to mothers should provide small but focussed programs. Women control family finances, but on the whole there is a lack of planning and financial know-how. Planning takes place on a yearly rather than monthly basis, with one spouse's earnings often being put into savings. Microfinance takes place via intricate personal networks as opposed to institutions, with the flow of money being much quicker and reliant on trust.

Think small

This runs contrary to the practices of financial institutions that believe big is better; in reality, small and personal win out. For Chinese mums, financial management decisions are made on the basis of small groups, rather than by individuals. Therefore, banks should consider becoming involved in community activities that give financial institutions a face and a voice. Financial seminars which teach practical money management skills would also be warmly welcomed by mothers.

Finally, brands marketing to Chinese mums cannot afford to forget that "face" matters. It is estimated that the beauty and well-being market will reach €42.3-47.7 billion in China this year. Mothers are becoming increasingly concerned with their appearance, motivated not only by a desire to get approval from their husbands but also from their children. Beauty brands can look at connection opportunities beyond romantic ideals. Many mothers dress up for their kids – beauty from the perspective of a  son or daughter is another kind of beauty worth exploring. 

The segmentation of Chinese mums reveals how much their image is oversimplified in the current marketing discourse. A typical TV ad would show a brand helping mums do a better job at raising their children, or keeping the family healthy and happy. Yet in reality, Chinese mothers see themselves as being in control of the product; they are the heros, not the brand. That's the key insight that can make the difference for brands that are looking to reach this coveted consumer group. 

Katie Gong is an engagement planner for OgilvyOne Shanghai. Sophie Su is an associate consumer insight director for Discovery, Ogilvy & Mather China.

Sophie Su is an associate consumer insight director for Discovery,Ogilvy & Mather China. You can contact her via e-mail at [email protected].