2024年关于中国摩登家庭的真相洞察白皮书.pdf
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1、麦肯中国真相研究中心关于中国摩登家庭的真相MW Truth Central Studies Methodology麦肯全球真相研究中心研究方法2012 关于妈妈的真相Truth About Moms8 Markets,n=6,8002015 关于父母的真相Truth About Parents 16 Markets,n=18,0002023 关于摩登家庭的真相Truth About Modern Families28 Markets,n=55,9201 1China-specific In-depth Study深入中国本土摩登家庭洞察研究*?18-80 Y.O.Nationally Repr
2、esentativeCity Tiers 1-5Quotas:Family Size,Age,Region&City样本画像18-80岁 国民代表1-5线城市指标:家庭规模,年龄,地域&城市Sample DefinitionChina Market:n=2048中国市场样本规模量Base Size01/2024-08/2024本土调查Fieldwork数据收集&研究方法Data Collection&Methodology定量分析 Quantitative Analysis麦肯真相研究中心数据库 线上&移动端调查问卷MW Truth Central Database Online Questi
3、onnaires&Mobile Surveys定性分析 Qualitative Analysis15个焦点小组讨论 48次一对一访谈 中国主流社交媒体平台舆情监控 已发表资料&报告15 Focus Group Discussions 48 1-on-1 Interviews&Investigations Social Listening on Key China Platforms Published Sources&Reports2 23 3回看五千年 从“钟鸣鼎食之家,诗书 缨之族”到“活着回来啦”的当代居所,如今中国家庭中的每位成员都拥有了新风貌。For over five thousa
4、nd years,the Chinese family has transitioned from“generations sharing one quadrangle”to“atomic families and urban individualism”簮Today,every member of a Chinese family embodies a fresh and unique spirit.5Discovering 6 truths about MODERN FAMILIES1:家有新拼图 New Forms of Families 2:母职重塑 Redefining Mother
5、hood 3:父爱渐暖 Maturing Fatherhood 4:成长的烦恼 Growing Pains 5:时髦银发 Chic Silver Generation 6:毛茸茸的家人 Fluffy Companions4 4家有新拼图MODERN FAMILIESthe truth aboutNew Forms of Families15 56 6Source:?MW TRUTH CENTRAL 202372%认为家庭需要 一位父亲和一位母亲Global:42%Global:43%认为血缘和抚养关系 定义谁是家人Believe that a family should consist a m
6、other&a fatherAgree that family members are defined by blood ties and parental relationships中国人的家庭观更为传统71%Definition of family is still holding on to tradition表示目前没有生育计划Global:66%Source:?MW TRUTH CENTRAL 2023?Red?Douyin?Weibo61%Dont have plans to have children for now“丁克?”?Trend of“DINK”(Dual Income
7、,No Kids)is gaining popularity#丁克 3.8亿浏览#Dink,380 Million Views#丁克养老 1663万浏览#Dinks Elderly Care,16.63 Million Views#丁克 抖音 20.8亿播放#Dink,2.08 Billion Plays#丁克家庭 6.7亿播放#Dink Families,670 Million Plays#丁克#阅读量3279.2万#Dink,32.79 Million Reads7 7一人份小家也能充满对自己的爱A home for one can still be filled with self-lo
8、veSource?Red?Douyin一人住 Living Alone一人游 Traveling Alone一人食 Eating Alone一人练 Working Alone一人学 Learning Alone#独居日记 153亿播放#Solo-dweller Diary,15.3 Billion Views#独自旅行 17亿浏览#Traveling Alone,1.7 Billion Views#一人食 23.5亿播放#Eating Alone,2.35 Billion Plays#见人不如健身 165亿浏览#Workout Instead of Social,16.5 Billion Vi
9、ews#自我成长 41.5亿播放#Personal Development,4.15 Billion Plays8 8Source:?Douyin?TV Mango TV?Weibo分家不分爱,亲情代餐也能双向奔赴 Not together romantically,but still family at heart从仇人到朋友的前夫哥 Ex-husband is still my family离婚搭子排列组合:夫夫、夫妻、妻妻关系 Recombination of divorced individuals:husband-husband,husband-wife,wife-wife参加完某综
10、艺之后,两对夫妻分别离婚,开启了夫夫搭子的生活#前夫哥 20.9亿播放#Ex-husband,2.09 Billion PlaysAfter participating in a variety show,two husbands from divorced couples started to live together#老刘张硕同居 6735万阅读#LaoLiu&ZhangShuo Living Together 67.35 Million Views9 9userid:156862,docid:173405,date:2024-08-29,中国家庭的组成愈加灵活多变和不拘传统。强大的爱是
11、每个家庭中的隐形的脐带,无论他们身处何种状态依然因爱链接。真相 TRUTH The composition of Chinese families is evolving and breaking away from traditional norms.Yet love is the invisible thread that binds them,regardless of their form.摒弃传统固定家庭模式的观念,以爱、支持和尊重为纽带,为他们串联起新的家庭形式。品牌启示 IMPLICATION FOR BRANDS.Reimagine modern family structur
12、es by prioritizing love,support,and respect over traditional norms.1010母职重塑MODERN FAMILIESthe truth aboutRedefining Motherhood21111Source:?MW TRUTH CENTRAL 2023?Red?Douyin?Weibo高压之下的六边形战士81%Global:70%完美妈妈压力太大照顾家庭#女性每天无偿家务时间约为3到6小时 1亿阅读巩固事业发展#全职妈妈重返职场 3147.7万浏览教育后代#妈妈辅导作业被气到痉挛 1.8亿阅读情感支持#老公失恋了我该怎么安慰
13、1336.7万播放Too much pressure to be a perfect momBeing a perfect mom comes with sky-high expectations and intense pressureTaking Care of FamilySupporting Family EmotionallyEducating the Next GenerationPursuing Career Growth#Mom Gets Stressed from Tutoring Homework 180 Million Reads颜值在线#孕期护肤 10.8亿播放Bein
14、g Pretty All-time#Pregnancy Skincare 1.08 Billion Plays#How do I Comfort My Heartbroken Husband 13.36 Million Plays调解婆媳关系#婆媳关系怎样处理 4亿浏览Mediating Relation with Mother-in-law#How to Handle Relationship with Mother-in-law?400 Million Views#Full-time Mom Re-entering the Workforce 31.47 Million Views#Wom
15、en Dedicate 3 to 6 Hours Daily to Unpaid Housework 100 Million Views1212不被理解的世界隐形劳动被视为理所当然职场和家庭的双重压力情绪变化被误解#暴躁老妈 360万浏览 Source:?Red?Douyin?Weibo?ZhihuWorld of mom is often overlookedHousework Taken for Granted#家务就该女人做吗 4702.2万阅读#Is Housework the Duty only for Women?47 Million Reads#隐形家务才是最让人崩溃的 1765
16、万浏览#Invisible Housework is the Most Frustrating Thing 17.65 Million Views#男人挣钱回来晚就不参与家务了吗?17万浏览#Do Men Avoid Doing Housework just Because They Come Home Late from Work?170 Thousand Views#妈妈因妹妹发烧未及时接姐姐而自责 1亿阅读#Mom Blames Herself for Not Taking Good Care of Kid 100 Million Views#妈妈说我结婚了才能理解她的辛苦 846万阅读
17、#Mom Says I Cant Understand Her 8.46 Million Views#全职妈妈不快乐,又走不出去怎么办?37万浏览#Full-time Moms Unhappiness370 Thousand Views#请别再用更年期挖苦女人了 2592万阅读#Please Stop Using Menopause to Tease Women 25.92 Million Views#Irritated Mom,3.6 Million Views#被逼疯的妈妈 5479万播放#Overwhelmed Mom,54.79 Million Views自我价值的被忽视Self-Wo
18、rth being IgnoredPressures from Workplace and FamilyEmotions being Misunderstood#职场妈妈建议调整下班时间方便接娃 5448万阅读#Working Moms Need Time for Picking-up Kids 54million Views#上班背奶 1792万浏览#Breastfeeding at Work,17.92 Million Views#职场妈妈有多难 4787万播放#To be a Working Mom is Challenging 47.87 Million Views1313角色选择的双
19、岔路口Source:?Red?Douyin突出女性柔弱、贤惠的传统印象,强调爱是需要男人赐予。“被丈夫疼爱的”小娇妻抖音上的霸道总裁爱上平凡女孩的短剧#霸道总裁小娇妻 获得1.8亿播放量越来越多的妻子,在社交媒体上分享自己的蜕变经历和心得#大女主 6.3亿浏览“独立潇洒的”大女主她们独立、完整且自主,并非特指的会赚钱的女强人。Facing a crossroad assigned by societal expectations“Beloved”Trophy WifeThey emphasize traditional feminine virtues like gentleness and
20、dependability,believing that showing vulnerability is the key to win a mans heart.“Independent”Big HeroineThey are independent,complete,and self-driven individuals,defined by more than just their ability to earn money.The skit about a powerful CEO falling in love with an ordinary girl gained 180 mil
21、lion plays on TikTok#Hegemonic CEO and His Trophy WifeAn increasing number of wives are sharing their transformation experiences and insights on social media#BigHeroine 630 Million ViewsThey pursue the traditional role of women in family-tender,1414开启“妈妈的多重宇宙”关于母亲的面纱,正在一层层被揭开,由此,她们真正被看见是妈妈 也是旅行家是妈妈
22、也是艺术家是妈妈 也是运动员是妈妈 也是高材生是妈妈 也是二次元Source:?Douyin?WeiboUnlocking the“Multiverse of Motherhoods”As the veil lifts on motherhood,the true essence of being a mom is gradually revealedBoth a Mom and a High Achiever Both a Mom and an Anime Fan#有个二次元妈妈是什么样的体验 723万阅读#What is it like to Have a Mom who is an An
23、imeFan?7.23 Million ViewsBoth a Mom and an AthleteBoth a Mom and an Artist#996职场妈妈备考半年考上复旦MBA 7915万阅读#996 Working Mom Prepared for Six Months and Got Admitted by Fudan MBA 79.15 Million Views#不识字的妈妈为了孩子成了画家 216万阅读#The Illiterate Mother became a Painter for Her Child 2.16 Million Views#带娃健身 9.8亿播放#Go
24、ing to Gym with My Babies 980 Million PlaysBoth a Mom and a Traveler#有个爱旅行的妈妈是什么体验 538.3万播放#What is it like to Have a Mom who Loves Traveling?5.383 Million Plays1515高压的中国母亲从不被理解,到寻找依附 vs 独立中的新的平衡,并在积极的转折中,尝试解锁更多可能性。真相 TRUTHChinese mothers,often under high pressure and misunderstood,are now seeking a
25、 new balance between dependency and independence.In this positive shift,they are exploring more possibilities.品牌启示 IMPLICATION FOR BRANDS更多的看到和理解母亲,为她们展示更多人生可能。无论她们选择什么,都真诚的站在她们身边。Recognize and understand mothers more deeply,and show mothers the many possibilities in life.Regardless of their choices
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