Post-95 dads set off a trend of "tough-guy parenting", and Tmall International's imported children's sports category surged

During this year’s Tmall 618 , tough dads born in 1990s and 1995s bought imported boxing gloves for children, children’s motorcycle helmets, sports balance bikes , travel safety seats, camping tents, etc. on Tmall International. The number of male consumers buying imported children’s outdoor, sports and travel products exceeded that of female consumers.

In recent years, it has become increasingly common for dads to take care of their children in their own way, such as running marathons with strollers and taking their children to participate in outdoor challenges. Especially with the development of competitive events such as the Spartan Warrior Children's Race and children's balance bikes, young dads have participated in them, and a trend of tough-guy parenting has gradually emerged .

( Post-90s and post-95s dads set off a trend of "tough guy parenting")

" Fathers born in the 1990s and 1995s are more willing to take care of their children than the previous generation. They are becoming the main consumer group of maternal and child products, among which those born in 1995s are growing the fastest . " The person in charge of the maternal and child category of Tmall International said that in recent years, the number of male consumers in the maternal and child category has grown rapidly, and the proportion has reached a historical peak.

Young fathers prefer to take their children to participate in outdoor sports and meet more challenges. They prefer imported professional products for outdoor travel. Tmall International data shows that the sales volume of the balance bike of the British brand COOGHI in the first three days of the 6.18 opening exceeded the total volume of May ; the sales volume of the German safety seat brand osann doubled year- on-year . In addition, the sales volume of imported educational model toys increased by 299% year-on-year .

On the eve of Children's Day this year, the proportion of male consumers buying maternal and child products also increased significantly, driving significant growth in related categories. Tmall International data showed that sales of children's balance bikes in May increased by nearly 500% year-on-year, and sales of model toys increased by nearly 300% year-on-year.

An interesting phenomenon is that “tough dads” not only take their children to play on balance bikes and motorcycles, but they are also likely to take their children to “play games” together.

In May this year , the sales of imported home game consoles on Tmall International increased by more than 760 % year-on-year , with Japanese Nintendo Switch handhelds and Sony PS 5 consoles selling well. On the eve of Children's Day, game products sold better than usual, and netizens couldn't help but joke: "They are taking advantage of the Children's Day discounts to buy toys for you in your child's name!"

At the same time, as the “tough guy style of parenting” becomes popular among young Chinese fathers, many overseas brands have also begun to design products specifically for “father parenting.”

"In the past, retailers of maternal and infant products often ignored fathers, but as young fathers become more involved in their children's growth, many overseas brands will design products based on fathers' habits of taking care of their babies, such as lotions suitable for fathers to touch and diaper bags specifically for dads. In the future, the platform will also accelerate the introduction of more new products to meet the needs of dads." said a relevant person in charge of Tmall International.

Tmall Global

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Children's Products