关于中国摩登家庭的真相

关于中国摩登家庭的真相 麦肯全球真相研究中心研究方法 MW Truth Central Studies Methodology 2012关于妈妈的真相Truth About Moms8 Markets, n = 6,800 2015关于父母的真相Truth About Parents16Markets, n = 18,000 2023关于摩登家庭的真相Truth About Modern Families28 Markets, n = 55,920 深入中国本土摩登家庭洞察研究 China-specific In-depth Study 数据收集 &研究方法Data Collection & Methodology 样本画像 18-80 Y.O. Nationally RepresentativeCity Tiers 1-5Quotas: Family Size, Age, Region & City18-80岁 国民代表1-5线城市指标: 家庭规模, 年龄, 地域 & 城市Sample Definition 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 DatabaseOnline Questionnaires & Mobile Surveys China Market: n = 2048中国市场样本规模量Base Size 定性分析Qualitative Analysis 15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 01/2024 - 08/2024本土调查Fieldwork 15 Focus Group Discussions48 1-on-1 Interviews & InvestigationsSocial Listening on Key China PlatformsPublished Sources & Reports *๜ಸޞಅํࢶᇆრᛔᗑᕶ 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。簮 1:家有新拼图New Forms of Families 2:母职重塑Redefining Motherhood Discovering6 truths aboutMODERNFAMILIES 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 Companions MODERN FAMILIESthe truth about 家有新拼图New Forms of Families 中国人的家庭观更为传统Definition of family is still holding on to tradition 72% 71% 认为血缘和抚养关系定义谁是家人 认为家庭需要一位父亲和一位母亲 Believe that a family should consista mother & a father Agree that family members are defined byblood ties and parental relationships Global: 43% Global: 42% “丁克७”ࡂौᨺ༆ઐ˞຦៚Trend of “DINK” (Dual Income, No Kids) is gaining popularity #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 3.8亿浏览#Dink, 380 Million Views#丁克养老 1663万浏览#Dink’s Elderly Care, 16.63 Million Views 表示目前没有生育计划 #丁克#阅读量3279.2万#Dink, 32.79 Million Reads Don’t have plans to have children for now 一人份小家也能充满对自己的爱A home for one can still be filled with self-love 分家不分爱，亲情代餐也能双向奔赴 真相TRUTH 中国家庭的组成愈加灵活多变和不拘传统。强大的爱是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。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. 品牌启示IMPLICATION FOR BRANDS 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。.Reimagine modern family structures by prioritizing love, support,and respect over traditional norms. MODERN FAMILIESthe truth about 母职重塑RedefiningMotherhood 高压之下的六边形战士Being a perfect mom comes with sky-high expectations and intense pressure 照顾家庭Taking Care of Family 巩固事业发展 #女性每天无偿家务时间约为3到6小时 1亿阅读#Women Dedicate 3 to 6 Hours Daily to Unpaid Housework100 Million Views #全职妈妈重返职场3147.7万浏览Pursuing Career Growth#Full-time Mom Re-entering the Workforce31.47 Million Views 颜值在线Being Pretty All-time #婆媳关系怎样处理4亿浏览#How to Handle Relationship with Mother-in-law?400 Million Views #孕期护肤10.8亿播放#Pregnancy Skincare1.08 Billion Plays 情感支持 教育后代Educating the Next Generation #老公失恋了我该怎么安慰1336.7万播放Supporting Family Emotionally#How do I Comfort My Heartbroken Husband13.36 Million Plays #妈妈辅导作业被气到痉挛1.8亿阅读#Mom Gets Stressed from Tutoring Homework180 Million Reads Emotions being Misunderstood Housework Taken for Granted 情绪变化被误解 隐形劳动被视为理所当然 #请别再用更年期挖苦女人了2592万阅读#Please Stop Using Menopause to Tease Women25.92 Million Views #家务就该女人做吗4702.2万阅读#Is Housework the Duty only for Women?47 Million Reads #暴躁老妈360万浏览#Irritated Mom, 3.6 Million Views #隐形家务才是最让人崩溃的1765万浏览#Invisible Housework is the Most Frustrating Thing17.65 Million Views #被逼疯的妈妈5479万播放#Overwhelmed Mom, 54.79 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 TheyCome Home Late from Work? 170 Thousand Views 不被理解的世界 World of mom is often overlooked Self-Worth being Ignored Pressures from Workplace and Family 职场和家庭的双重压力 自我价值的被忽视 #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 Kid100 Million Views#妈妈说我结婚了才能理解她的辛苦846万阅读#Mom Says I Can’t Understand Her8.46 Million Views#全职妈妈不快乐，又走不出去怎么办？37万浏览#Full-time Mom’s Unhappiness370 Thousand Views #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 Kids54million 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 Challenging47.87 Million Views 角色选择的双岔路口 Facing a crossroad assigned by societal expectations “独立潇洒的”大女主 “被丈夫疼爱的”小娇妻 “Beloved” Trophy Wife “Independent” Big Heroine 突出女性柔弱、贤惠的传统印象，强调爱是需要男人赐予。 她们独立、完整且自主，并非特指的会赚钱的女强人。 They emphasize traditional feminine virtues like gentleness anddependability, believing that showing vulnerability is the key towin a man's heart. They are independent, complete, and self-driven individuals,defined by more than just their ability to earn money. 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 The skit about a powerful CEO falling in love with an ordinarygirl gained 180 million plays on TikTok#Hegemonic CEO and His Trophy Wife An increasing number of wives are sharing theirtransformation experiences and insights on social media #BigHeroine630 Million Views 是妈妈也是运动员 开启“妈妈的多重宇宙”Unlocking the “Multiverse of Mother