Table of Contents
Introduction
-
- Hypothesis
- Key themes
- Methodology
- Limitation
Executive Summary
-
- Income is the pivotal driver of differentiating attitudes towards urban household lifestyle
-
- Figure 1: current lifestyle and attitude towards lifestyle, september 2013
- A safer, cleaner, healthier life
-
- Figure 2: Consumer attitude: anxiety, September 2013
- Harnessing the power of family
-
- Figure 3: important life values, september 2013
- Lifestyle Aspiration: Consumer Cluster
-
- Figure 4: Five clusters based on lifestyle aspiration, September 2013
- What we think
Market Drivers – Economic and Social Trends
-
- Key points
- Reform plan from 18th National Congress of the Communist Party
- Economic and financial reforms
-
- Figure 5: China annual GDP and annual GDP growth rate, 2002-12
- Key message: Changing people’s perceptions of state-owned enterprise
- Key message: The rise of small and mid-size enterprise activities
- Demographic reform
-
- Figure 6: Major statistics of China’s population, 2011
- Figure 7: Total population of China and its natural growth rate, 2006-11
- Key message: The booming babycare market
- Social reform
-
- Figure 8: Comparison of annual average wage, Guangzhou vs Zhengzhou 2003-11
- Key message: Faster economy growth and urbanisation in smaller cities
- Ecological reform
-
- Figure 9: World top 10 coal producers, by million tonnes, 2012
-
- Figure 10: Investment of environmental pollution treatment, China, 2002-11
- Key message: Investing in the new energy and anti-pollution market
- The rise of the Chinese middle class
- Key message: Increase middle class household consumption
-
- Figure 11: The growth of China’s middle class, 2000-15
Market Drivers – The Regions of China
-
- Key points
- East China (Huadong)
- North China (Huabei)
- Northeast China (Dongbei)
- Northwest China (Xibei)
- South Central China (Zhongnan)
- Southwest China (Xinan)
- Key message
Market Drivers – Local Demographics
-
- Key points
- Population
-
- Figure 12: Most populous regions in China (10,000 people), 2011
- Figure 13: Top five regions with most urban population in China (10,000 people), 2011
- Figure 14: Top five regions with least urban population in China (10,000 people), 2011
-
- Figure 15: Top five regions with most rural population in China (10,000 people), 2011
- Figure 16: Top five regions with fastest growth in terms of urban population in China, 2005-11
-
- Figure 17: Top five regions with the highest average life expectancy in China, 2011
- Figure 18: Number of over-65s for every 100 working age people in China (15-64), 2011
- Economy and Finance
-
- Figure 19: Top five regions in China with the highest annual disposable income per capita (Yuan), 2011
- Figure 20: Top five regions in China with the highest CAGR of annual disposable income per capita (Yuan), 2002-11
- Figure 21: Top five regions in China with most registered privately owned businesses (including all types), 2011
-
- Figure 22: Top five regions in China, by most state-owned public institutions, 2011
- Figure 23: Top five most expensive cities in China in terms of residential property price (Yuan /per square metre), 2011
-
- Figure 24: Top five most expensive cities in China in terms of residential property price (Yuan/per square metre), 2011
- Figure 25: Chinese cities, by top CAGR of property price from 2002-11
- Key message
The Consumer – Basic Profile – Type of Employment and Related Issues
-
- Key points
- National Level: Majority work for privately owned business
-
- Figure 26: Types of company/organisation, September 2013
-
- Figure 27: Employee number of each type of enterprise, based on national statistical data, 2011
- Regional Level: Difference remains in North-South line
-
- Figure 28: Employee percentage of each type of company, by region, September 2013
- City Tier: Foreign investors favour tier one
-
- Figure 29: Employee percentage of each type of company, by city tier, September 2013
- Key message
The Consumer – Basic Profile – Living Arrangements and Property Ownership
-
- Key points
- National Level: High ownership of property reflects family-oriented values
-
- Figure 30: Living status, September 2013
-
- Figure 31: Living status, September 2013
- Regional Level: Families most likely to live together in the South
-
- Figure 32: Living status, by region, September 2013
- City Tier: Little difference remains in house ownership across city tier levels, while renting behaviour differs from city to city
-
- Figure 33: Living status, by city tier, September 2013
-
- Figure 34: Living status, by city, September 2013
- Key message
The Consumer – Basic Profile – Mortgage Arrangement
-
- Key points
- Housing Loan
- National Level: Cash for homes
-
- Figure 35: Housing loan, September 2013
-
- Figure 36: Housing loan, by age group, September 2013
- Regional Level: People who live in the South more likely to take out a mortgage
-
- Figure 37: Housing loan, by region, September 2013
-
- Figure 38: Mortgage status by each city, September 2013
-
- Figure 39: Residential commodity house price ranking, top 10 cities, 2011
- City Tier: More affordable property prices in lower tier cities
-
- Figure 40: Housing loan, by city tier, September 2013
- Mortgage Status
- National Level: Most respondents are rational buyers
-
- Figure 41: Consumer behaviour: mortgage status 1, September 2013
-
- Figure 42: Consumer behaviour: mortgage status, by age group, September 2013
-
- Figure 43: Consumer behaviour: mortgage status, by loan term, September 2013
- Regional Level: People from the South are more likely to take out a higher mortgage
-
- Figure 44: Consumer behaviour: mortgage status, by region, September 2013
- City Tier: Little significant difference in terms of mortgage status amongst different city tiers
-
- Figure 45: Consumer behaviour: mortgage status, by city (tier 1 only), September 2013
- Key message
The Consumer – Attitudes and Values – Current Lifestyle and Attitude towards Lifestyle
-
- Key points
-
- Figure 46: Current lifestyle and attitude towards lifestyle, September 2013
- National Level: Incomes define lifestyle
-
- Figure 47: Leisure time, by monthly household income, September 2013
-
- Figure 48: Financial management, by monthly household income, September 2013
-
- Figure 49: Life aspiration, by monthly household income, September 2013
-
- Figure 50: Current lifestyle, by education level, September 2013
- Place of work influences lifestyle preferences
-
- Figure 51: Consumer attitude: current lifestyle and attitude towards lifestyle, by types of company/organisation, September 2013
- Privately owned business employees tend to have tougher lives
- People who work for foreign-owned business are likely to be progressive white-collar workers
- The frugal and low-profile lifestyle of National (local) civil servant
- Regional Level: Regional location shows little difference in people’s lifestyle
-
- Figure 52: Attitudes towards spending, by region, September 2013
- City Tier: Tier two city inhabitants keen to improve their financial status
-
- Figure 53: Attitudes towards spending, by city tier, September 2013
-
- Figure 54: Current lifestyle, by city tier, September 2013
- Key message
The Consumer – Attitudes and Values – Current Anxieties
-
- Key points
- National Level: A safer, cleaner, healthier life
-
- Figure 55: Consumer attitude: anxiety, September 2013
- The Diaosi generation
-
- Figure 56: The new portrait of the Diaosi generation in 2013, March 2013
- Metropolitan anxieties
- Income, age and anxiety
-
- Figure 57: Anxieties, by age group, September 2013
-
- Figure 58: Anxieties, by monthly household income, September 2013
-
- Figure 59: Anxieties, by mortgage status, September 2013
- Regional Level: Opportunity for anti-pollution market in the East
-
- Figure 60: Anxieties, by regions, September 2013
- City Level: Solution for pollution for tier one city inhabitants
-
- Figure 61: Anxieties, by city tier, September 2013
-
- Figure 62: Example of smog in Shanghai, December 6th 2013
-
- Figure 63: Anxieties, by city tier, September 2013
-
- Figure 64: “Counter smog battle”, headline of Tmall, December 2013
- Key message
The Consumer – Attitudes and Values – Important Values
-
- Key points
- National Level: Harnessing the power of family
-
- Figure 65: Important life values, September 2013
- Bet it all on education
-
- Figure 66: The image of a child comes from 4-2-1 family, a child looked after by two workers during a trip to Huang Mountain with his parents, May 2013
- Income, age and values
-
- Figure 67: Important life values, by monthly household income, September 2013
-
- Figure 68: Important life values, by monthly household income and age, September 2013
- City Tier: Lifestyle upgrading in tier one cities
-
- Figure 69: Important life values, by city tiers, September 2013
- Key message
The Consumer – Lifestyle Aspiration – Consumer Cluster
-
- Key points
-
- Figure 70: Five clusters based on lifestyle aspiration, September 2013
-
- Figure 71: Any agreement with attitudes towards lifestyle improvement, by typology, September 2013
-
- Figure 72: Cluster groups, by incomes, September 2013
- Who are they?
- Marketing message
- Traditional Self-Reliants (23%)
-
- Figure 73: Cluster groups, by age, September, 2013
- Who are they?
- Marketing message
- Progressive Life Variety Seekers (19%)
-
- Figure 74: Cluster groups, by gender, September, 2013
-
- Figure 75: Cluster groups, by city tier, September, 2013
- Marketing message
-
- Figure 76: Important life values, by clusters, September 2013
- Who are they?
-
- Figure 77: Cluster groups, by marital status, September, 2013
- Marketing message
-
- Figure 78: Cluster groups, by mortgage status, September 2013
-
- Figure 79: Cluster groups, by attitudes towards lifestyle, September 2013
- Who are they?
- Marketing message
- Key message
Key Trend Application – Economic Status Determines People’s Ideology towards Lifestyle
-
- Income defines lifestyle
- House ownership determines life quality
- Regional difference towards lifestyle remains insignificant
- What it means
Key Trend Application – Inspire the Rising Middle Class
-
- Inspire the emerging middle class
- Premium education service
- What it means
Key Trend Application – New Opportunities for Brands
-
- Marketing to families in different regions
- Opportunity of anti-pollution market in the East
- A safer, cleaner, healthier life
- What it means
Key Trend Application – Branding and Distribution Strategies
-
- The Diaosi and Wo Ju generations shape online consumption
- Designing city-specific solutions
- Battling to retain talent
- What it means
Appendix
-
- Types of company/organisation
-
- Figure 80: Types of company/organisation, September 2013
- Figure 81: Types of company/organisation, by demographics, September 2013
-
- Figure 82: Consumer attitude: value for life, by types of company/organisation, September 2013
- Consumer living status
-
- Figure 83: Consumer living status, September 2013
- Figure 84: Consumer living status I nets, by demographics, September 2013
-
- Figure 85: Consumer living status II nets, by demographics, September 2013
- Figure 86: Most popular consumer living status, by demographics, September 2013
-
- Figure 87: Next most popular consumer living status, by demographics, September 2013
- Figure 88: Consumer attitude: value for life, by consumer living status I nets, September 2013
-
- Figure 89: Consumer attitude: value for life, by consumer living status II nets, September 2013
- Figure 90: Consumer attitude: value for life, by most popular consumer living status, September 2013
-
- Figure 91: Consumer attitude: value for life, by next most popular consumer living status, September 2013
- Figure 92: Consumer attitude: anxieties, by consumer living status I nets:, September 2013
-
- Figure 93: Consumer attitude: anxieties, by consumer living status II nets, September 2013
- Figure 94: Consumer attitude: anxieties, by most popular consumer living status, September 2013
-
- Figure 95: Consumer attitude: anxieties, by next most popular consumer living status, September 2013
- Figure 96: Consumer attitude: important factors, by consumer living status I nets, September 2013
-
- Figure 97: Consumer attitude: imporant factors, by consumer living status II nets, September 2013
- Figure 98: Consumer attitude: imporant factors, by most popular consumer living status, September 2013
-
- Figure 99: Consumer attitude: imporant factors, by next most popular consumer living status, September 2013
- Consumer housing loan
-
- Figure 100: Consumer housing loan, by demographics, September 2013
- Figure 101: Consumer housing loan, by demographics, September 2013
-
- Figure 102: Consumer attitude: value for life, by consumer housing loan, September 2013
- Figure 103: Consumer attitude: anxieties, by consumer housing loan, September 2013
-
- Figure 104: Consumer attitude: imporant factors, by consumer housing loan, September 2013
- Consumer behaviour: Mortgage status
-
- Figure 105: Consumer behaviour: mortgage status 1, September 2013
- Figure 106: Consumer behaviour: mortgage status 1, by demographics, September 2013
- Consumer behaviour: Mortgage status
-
- Figure 107: Consumer behaviour: mortgage status 2, September 2013
- Figure 108: Consumer behaviour: mortgage status 2, by demographics, September 2013
- Consumer attitude: Current lifestyle and attitude towards lifestyle
-
- Figure 109: Consumer attitude: value for life, September 2013
- Figure 110: Consumer attitude: value for life – Leisure time, by demographics, September 2013
-
- Figure 111: Consumer attitude: value for life – Finance management, by demographics, September 2013
- Figure 112: Consumer attitude: value for life – Life aspiration, by demographics, September 2013
- Consumer attitude: Current anxieties
-
- Figure 113: Consumer attitude: value for life, September 2013
- Figure 114: Most popular consumer attitude: anxieties, by demographics, September 2013
-
- Figure 115: Next most popular consumer attitude: anxieties, by demographics, September 2013
- Figure 116: Other consumer attitude: anxieties, by demographics, September 2013
- Consumer attitude: Important values
-
- Figure 117: Consumer attitude: important factors, September 2013
- Figure 118: Most popular consumer attitude: important factors, by demographics, September 2013
-
- Figure 119: Next most popular consumer attitude: important factors, by demographics, September 2013
- Figure 120: Other consumer attitude: important factors, by demographics, September 2013
- Consumer attitude: Lifestyle aspiration
-
- Figure 121: Consumer attitude: lifestyle, September 2013
- Figure 122: Agreement with the statement ‘It would be nice to have more variety in my life rather than following a daily routine’, by demographics, September 2013
-
- Figure 123: Agreement with the statement ‘I don’t see the need to improve anything in my life as I am happy the way it is’, by demographics, September 2013
- Figure 124: Agreement with the statement ‘It is important to spend time together with my family than seeing other people’, by demographics, September 2013
-
- Figure 125: Agreement with the statement ‘Satisfying my child’s needs is the first priority for my family’, by demographics, September 2013
- Figure 126: Agreement with the statement ‘Having an active social life is very important to me’, by demographics, September 2013
-
- Figure 127: Agreement with the statement ‘It is important to invest time/money in being pampered’, by demographics, September 2013
- Figure 128: Agreement with the statement ‘Enjoying life at the moment is more important than saving money for the future’, by demographics, September 2013
-
- Figure 129: Agreement with the statement ‘Western lifestyle is more fashionable than the Chinese traditional lifestyle’, by demographics, September 2013
- Figure 130: Agreement with the statement ‘It is important to live your life your own way rather than being influenced by others’, by demographics, September 2013
-
- Figure 131: Agreement with the statement ‘Owning goods from international brands is a reflection of having a good quality of life’, by demographics, September 2013
- Figure 132: Agreement with the statement ‘It is important to follow a healthy lifestyle’, by demographics, September 2013
-
- Figure 133: Agreement with the statement ‘It is important to progress in a career’, by demographics, September 2013
- Figure 134: Agreement with the statement ‘Investing money is more profitable than using a savings account’, by demographics, September 2013
- Further analysis
-
- Figure 135: Target groups, by demographics, September 2013
- Figure 136: Consumer living status, by target groups, September 2013
-
- Figure 137: Consumer housing loan, by target groups, September 2013
- Figure 138: Types of company/organisation, by target groups, September 2013
Back to top