“China’s vast area, different levels of regional development and varied cultures mean that the middle class cannot be regarded as a single segment but represents multiple segments. These multiple markets present opportunities and challenges for companies, especially multinationals. In order to understand middle class needs and aspirations, companies need to understand their behaviour, demographic and socio-economic profile, and how these impact on their lifestyles, social positions and future plans.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Introduction
Executive Summary
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information
The Emerging Middle Class
Key Issue: The Impact of Regional Development on the Chinese Middle Class
Consumer
Consumer
Mintel runs online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000. Our consumer research is based on a random sample of internet respondents from a panel recruited by KuRunData China online research.
Key Issue: Attitudinal Differences Across Key Middle Class Segments
Key Issue: Balancing Financial Security and Material Wealth
Key Issue: Balancing Western Culture and Local Acceptability
Key Issue: Polarisation of Middle Class Consumption Creates large Market Gap for Mid-level Brands
Key Issue: LOHAS: Health and Sustainability
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Current Financial Situation
Appendix – Changes in Financial Situation
Appendix – Factors that Lead to a Happy Life
Appendix – Monthly Expenditure
Appendix – Repertoire Analysis
Appendix – Discretionary Spending
Appendix – Shopping Habits
Appendix – Cluster Analysis
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What are the different middle class segments, what are their priorities and what are they looking for?
