Growing up in a shopping mall – entertainment offers for children in Chinese shopping malls
During our user lifestyle studies, we always ask the participants to share details about their typical workdays and weekends. Typically, Chinese parents mention that they stay up late on the weekends and then take their child to the shopping mall for various activities, including courses, lunch/dinner there, playtime, and heading back home in the evening.
What does a shopping mall in China offer that allows parents with children spend the whole day there?
Let's start with a swimming pool for babies.
Almost every big shopping mall in China has at least one swimming pool designed for babies. Chinese parents believe it is their responsibility to let the children “win at the starting line of life”, meaning the cognitive and physical training for the children should start as early as possible. Swimming aids in the development of the nervous system, which is crucial for IQ.
Apart from swimming pools, there are various other facilities for children of different ages to “train their body balance”, such as a crawling area, labyrinth, climbing structures, ball games, and more.
Beside body training, „craftsmanship“ is also an important aspect for the parents. The shopping mall offers areas for building blocks, playing with sand, cooking, etc.
We asked the Chinese parents why they prefer letting their children stay inside instead of being outside. They told us they would prefer outside if it is possible, but outside options are not always feasible due to the following reasons:
- Sandstorms and pollen in spring
- Excessive heat and frequent rainy days in summer
- Harsch cold weather in winter
- Poor air quality outside (the shopping malls have air filter systems)
- Dog running around without a leash
Indoor facilities also offer significant benefits, such as:
- Clean diaper room
- Space for preparing milk
- No need for the parents to prepare anything or clean up afterward
- Presence of educators who take care of the children, allowing parents to rest
For children, it is very essential to be in places where they can find many peers. When all their friends are in the shopping mall, it becomes a natural choice for them to go there as well.
However, parents are aware that outdoors is always a good choice, as no one wants their children to grow up solely in the shopping mall.
Spiegel Institut conducts international consumer research studies, offering insights into the cultural and social background information for a better understanding of the consumer mindset. Feel free to contact us for cooperation: info@spiegel-institut.de
Author: Yue Liu, Spiegel Institut Ingolstadt GmbH
Copyright of all images by Spiegel Institut Shanghai