Table of Contents
Executive Summary
-
- Impact of COVID-19 on Marketing to University Students
-
- Figure 1: Short-, medium- and long-term impact of COVID-19 on Marketing to university students, July 2020
- The consumer
-
- Figure 2: Income level, 2018-20, May 2020
-
- Figure 3: Income source, 2018-20, May 2020
-
- Figure 4: Selected digital services, May 2020
-
- Figure 5: Selected digital services, May 2020
-
- Figure 6: Brand nationality awareness, May 2020
-
- Figure 7: Celebrity endorsement, by gender, May 2020
-
- Figure 8: Attractive brand personality, May 2020
-
- Figure 9: Attitudes towards luxury, by age group, 2020
-
- Figure 10: Changes in lifestyle, May 2020
- What we think
Impact of COVID-19 on Marketing to University Students
-
-
- Figure 11: Short-, medium- and long-term impact of COVID-19 on Marketing to university students, July 2020
- Key trends after COVID-19
- Trend 1: spending confidence shaken by uncertainty in the job market
- Trend 2: stronger awareness of supporting domestic brands
- Trend 3: expanding usage of digital services, especially self-ordering services at offline spots
- Trend 4: desire for luxury sustains, but more rational consumption
- Implications on the marketing mix
- Adding technological elements in product innovation
- Turning contactless services into new attractions
- Engaging young audiences with an energetic sports-focused tone
- Emphasising meaningful and mindful essentials rather than self-indulgence
-
Issues and Insights
-
- Irresistible “fashionology” trend for young consumers
- The facts
- The implications
-
- Figure 12: Sensing textile
- Application of AI tools in offline spots
- The facts
- The implications
-
- Figure 13: The GUCCI boutique
- Brand modernisation with celebrity endorsement
- The facts
- The implications
-
- Figure 14: British triathlete brothers as Volvo’s brand ambassadors
The Consumer – What You Need to Know
-
- The majority spend all their money every month but very little irrational consumption observed
- As digital natives, students feel more comfortable with self-service purchases
- Big preference for domestic brands observed in most categories
- Singers lead in direct-to-fan marketing
- A comprehensive sense of modern and natural in brand personality appeals to the majority
- Practical luxuries earn more sustained interest among students
- Sense of localism and social responsibility being enhanced
Income Level and Income Source
-
- Average income surpasses RMB2,000, with a slight rise from 2019
-
- Figure 15: Income level, 2018-20, May 2020
- The majority spend all their money every month but very little irrational consumption observed
-
- Figure 16: Financial status, by income level, May 2020
- Uncertain intern and job market ahead due to the impact of COVID-19
-
- Figure 17: Income source, 2018-20, May 2020
- Local students are more likely to get internships opportunities
-
- Figure 18: Income source, by selected demographics, May 2020
Usage of Digital Services
-
- As digital natives, students feel more comfortable with self-service purchases
-
- Figure 19: Selected digital services, May 2020
- Lower acceptance of vending machines in lower tier cities might relate to logistical reasons
-
- Figure 20: Selected digital services, by city tier, May 2020
- Concerns of effectiveness and efficiency hold back services shifting to online
-
- Figure 21: Selected digital services, May 2020
- High-income students being early adopters of online services
-
- Figure 22: Selected digital services – selected items, by income level, May 2020
Brand Nationality Awareness
-
- Domestic brands have big leads in preference in most categories except beauty products
-
- Figure 23: Brand nationality awareness, May 2020
- Young female consumers are worth domestic home appliance brands fighting for
-
- Figure 24: Selected brand nationality awareness, by gender, May 2020
- Dream of high-end fashion products from abroad is still strong when income increases
-
- Figure 25: Brand nationality awareness – clothes and accessories, by income level, May 2020
- Domestic beauty brands still have a long way to go to win young consumers, especially in tier 1 cities
-
- Figure 26: Brand nationality awareness – cosmetics or skincare products, by selected demographics, May 2020
Influence of Celebrity Endorsement
-
- Singers lead in direct-to-fan marketing
-
- Figure 27: Celebrity endorsement, by gender, May 2020
- Sports and e-sports stars have more impact on high-income students
-
- Figure 28: Selected celebrity endorsement, by income level, May 2020
- Non-celebrity bloggers and writers better influence students in tier 3 or lower
-
- Figure 29: Selected celebrity endorsement, by city tier, May 2020
Attractive Brand Personality
-
- A comprehensive sense of modern and natural in brand personality appeals to the majority
-
- Figure 30: Attractive brand personality, May 2020
- Vision and courage to break rules are liked by high-income students
-
- Figure 31: Selected attractive brand personality, by income level, May 2020
- Considerate and understated brands more appreciated in tier 3 or lower
-
- Figure 32: Selected attractive brand personality, by city tier, May 2020
- Perception of persistence and straightforwardness differ among science and design majors
-
- Figure 33: Selected attractive brand personality, by major, May 2020
Attitudes towards Luxury after COVID-19
-
- Practical luxuries enjoy more sustained interest among students
-
- Figure 34: Attitudes towards luxury, by age group, 2020
- Foreign brand lovers have more desire for luxury products
-
- Figure 35: Attitudes towards luxury beauty products, by brand nationality awareness of cosmetics or skincare products, May 2020
- Luxury fashion shifting from bags to more affordable clothes, especially in tier 1 and 2 cities
-
- Figure 36: Selected attitudes towards luxury, by city tier, May 2020
- Low-income students more hesitant about paying for instant hedonic enjoyment
-
- Figure 37: Attitudes towards luxury – fine dining restaurants, by income level, May 2020
Changes in Lifestyle after COVID-19
-
- Sense of localism and social responsibility enhanced
-
- Figure 38: Changes in lifestyle, May 2020
- Higher intention to make a difference at a personal level
-
- Figure 39: Selected changes in lifestyle, by income level, May 2020
- Cautious consumption and pursuit of stability is stronger among non-local students
-
- Figure 40: Selected changes in lifestyle, by hometown, May 2020
- Overall high incentive to contribute to society, with medical students taking the lead
-
- Figure 41: Selected changes in lifestyle, by major, May 2020
Appendix – Methodology and Abbreviations
-
- Methodology
- Abbreviations
Back to top