SHANGHAI, May 4, 2011 /PRNewswire-Asia/ -- Premier Chinese parenting website babytree.com and Ogilvy & Mather China have teamed up to launch today a China Moms' Happiness Index (CMHI) - the first online indicator established to measure the happiness and well-being of mothers in China. The CMHI paints a true-to-life picture of mothers and babies in China today, and provides in-depth analysis of factors contributing to Chinese moms' happiness and other news and information regarding developments in the maternity and baby markets.
CMHI will also help companies and organizations in related industries to have a more precise understanding of the needs of mothers in China so that they may more effectively meet the needs of these young families.
Allen Wang, Founder and CEO of babytree.com, said, "The China Moms' Happiness Index provides the most genuine, relevant, and authoritative portrait of moms and families in China to date. Through this project, we hope to shed light on what can be done by corporations and communities alike to help families in China achieve happiness and harmony in their homes."
The babytree.com website will post surveys designed by Ogilvy and invite its more than 6 million registered users to respond to questions on a wide range of parenting topics. Each month new index results will be published, providing insights into the lives of both working mothers and stay-at-home moms. Ogilvy will then analyze the data and offer insights on the implications for marketers and employers, as well as suggestions for how to put the findings to work.
Kunal Sinha, Chief Knowledge Officer, O&M China, said, "In 2009 Ogilvy Discovery launched an in-depth exploration into the mindset of the modern mother in China for our report Mum's the Word. What we found was that many mothers in China feel marginalized by both their representation in society and the current marketing discourse. Essentially, brands are falling short of connecting with them. The China Moms’ Happiness Index will help brands find effective ways to solve mothers’ real life problems and improve their quality of life."
To encourage more people to participate, babytree.com will also initiate online discussions on topics close to the hearts of young mothers. Through these conversations, babytree.com and Ogilvy China will gain valuable perspective on moms' purchase decisions and usage behaviors of various products such as baby clothing, formula, toys, maternity necessities, as well as products such as digital cameras and automobiles.
The first topic of discussion – which can now be seen on babytree.com – is about the challenges that new mothers face when they return to work. More than 3000 moms participated in this survey.
View the China Moms’ Happiness Index at www.babytree.com/survey2011.
About Ogilvy Discovery
Ogilvy Discovery is the consumer insights and trends unit of Ogilvy & Mather Greater China. The Discovery team tracks changes in consumer culture, the evolution in influences on the choices that people make – both in their lives and brands, and the social context of consumption. In the last five years, the Discovery team has done large scale studies on the sustainability opportunity for brands in China, consumers and brand opportunities in the lower tier cities, the value of creativity in China, Chinese nationalism and its impact on brands, China's senior citizens, the nature of online influence on the millions of Chinese netizen, and ethnographic comparisons between the social influences on decision making among the middle class in India and China. Ogilvy Discovery also publishes a monthly digital newsletter called “Cool Path” that tracks and reports cutting-edge trends in China.
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.
About babytree.com
Babytree.com, referred to as the Chinese Facebook for kids and parents by CNN.com and the Washington Post, is an online space where parents can 1) share their family stories, pictures and videos; 2) acquire parenting knowledge; 3) network with other parents; and 4) review, rate and purchase baby, and household related products.
Launched on March 8, 2007, the power of babytree.com rests in its ability to engage Chinese parents, who are known for their devotion to the young and, at the same time, are in desperate need of finding other parents for knowledge and experience sharing. These parents consume an average of 85 page views per day on babytree.com, a site stickiness measure that is even higher than that of Facebook. With an overall loving, and caring community atmosphere, seamlessly integrated internet products such as blog, online albums, SNS, web game, knowledge sharing platform, babytree.com is seen as one of the best-positioned businesses to meet such needs, and to tap into the economic benefits of related spending in such areas as baby products, household related products, education and etc.
