Based on choice experiment data of 464 parents in Xi'an, Shaanxi Province, this research analyzes parental preferences and willingness to pay for childcare services for children under age 3. The results show that, with assistance from grandparents, young couples are the main childcare providers in most urban families. Families have to take the heavy burden of raising very young children due to the lack of public childcare services. In the choice experiment, parents prefer to purchase childcare services and tend to choose those providing early education, offering flexible service hours, supported by the government, equipped with video monitoring, but also charging low prices and locating in short distances. The willingness to pay for video monitoring is the highest, followed by service contents, type of childcare centers, service hours and distance from home. According to these demands, we suggest that childcare services should focus on improving quality, integrating childcare and education, providing general welfare and community services.