Table of Contents
Executive Summary
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- The market
- Companies and brands
- The consumer
- Fashion-loving
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- Figure 1: Purchase of popular products, July 2015
- Preferred buying channel varies by different categories
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- Figure 2: Preferred purchase method of popular products, July 2015
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- Figure 3: Preferred purchase method of popular products, July 2015 (continued)
- Preferred shopping channel varies by cities
- Young shoppers’ brand loyalty varies across different categories
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- Figure 4: Brand repertoire behaviour of popular products, July 2015
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- Figure 5: Brand repertoire behaviour of popular products, July 2015 (continued)
- Young Chinese are more open-minded about online advertising and being targeted
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- Figure 6: Attitude towards advertising method, July 2015
- The diversity of twentysomethings in China
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- Figure 7: Cluster analysis based on personal values in digital era, July 2015
- What we think
Issues and Insights
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- Spending behaviour and preferred purchase channels vary by categories
- The facts
- The implications
- Brand loyalty differs by category
- The facts
- The implications
- Young Chinese are more open-minded about online advertising and being targeted
- The facts
- The implications
- The mixed message to operators targeting twentysomethings in China
- The facts
- The implications
The Market – What You Need to Know
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- Declining FMCG industry
- Online video advertising
- Twentysomethings in China
Market Drivers
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- Declining FMCG industry
- Online advertising is booming
- Background of twentysomethings in China
- Key characters of twentysomethings in china
- Hyper-connectivity
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- Figure 8: Online activities on different devices, by demographics, April 2015
- I know what I want
- Love to share
- Seeking uniqueness
- Experience is all
Who’s Innovating?
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- Hyper-connectivity: The value of now
- Freshly prepared for you
- One-Click House Renovation
- I know what I want: Crowdsourcing
- People’s concert
- Create your own ad
- Collective wisdom for Xiaomi
- Love to share: The common story of the lonely child
- Share a line with your buddy
- Share your journey
- Seeking uniqueness: Customisation
- Customisation from chocolate to fragrance
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- Figure 9: Guerlain Mon Exclusif Eau de Parfum, August 2015
- Experience is all: Fun and authentic
- Speak their language
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- Figure 10: PepsiMoji packaging, Canada
- Figure 11: Kang Zhi Wei cartoon-image-pack milk from mengniu, Q1 2015 and Apple Flavoured Fanta from Coca-cola, Q2 2015
- Fun walking
- Authentic travellers
- Never shy away from experimenting with new things
- Summer Sprouts
The Consumer – What You Need to Know
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- Fashion-loving
- Preferred buying channel varies by category and city
- Young shoppers’ brand loyalty varies across different categories.
- Negative views towards advertising on video streaming websites
- Young Chinese are more open-minded about online advertising and being targeted
- The diversity of twentysomethings in China
Purchase Behaviour across Most Popular Products
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- Clothing and accessories are the most popular category amongst young consumers
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- Figure 12: Purchase of popular products, July 2015
- Clear preference disparity led by gender
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- Figure 13: White Chocolate Flavoured Hawthorn Stripes by mu mu cha, q2 2015
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- Figure 14: Purchase of popular products, by gender, July 2015
- Entertainment has no gender boundaries
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- Figure 15: Purchase of popular products, by gender, July 2015
Preferred Purchase Method of Most Popular Products
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- Food and drink from brick-and mortar stores
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- Figure 16: Preferred purchase method of popular products, July 2015
- Sought after fashion online
- Buying beauty products online
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- Figure 17: Preferred purchase method of popular products, July 2015
- E-commerce booms amongst the Non-MinT demographics
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- Figure 18: Preferred purchase method of popular products, by demographics, July 2015
- Mobile shopping favoured by the young female Mintropolitan
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- Figure 19: Key drivers of users who frequently buy products on their smartphone, July 2015
- Preferred shopping channel varies by cities
Brand Usage of Most Popular Products
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- Brands play a significant role for mother and baby care for young shoppers
- Short life cycle for beauty products
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- Figure 20: Brand repertoire behaviour of popular products, July 2015
- New buyers and new products are essential for clothing and accessories
- Flavour-led segmentation for food and drinks
- Locally-sourced own-label opportunities
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- Figure 21: Brand repertoire behaviour of popular products, July 2015
- Brand loyalty varies from city to city
Attitudes towards Online Advertising Publishers
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- Negative views towards advertising on video streaming websites
- By contrast, consumers are less bothered by ads on portal websites (eg Sina, Sohu, 163.com) or online forums. This maybe because of their less intrusive format – ie users can ignore it while browsing.
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- Figure 22: Least liked advertising channel, July 2015
- Young female consumers are more concerned about data privacy
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- Figure 23: Least liked advertising channel, July 2015
- Figure 24: Least liked advertising channel, by cities, July 2015
General Attitudes towards Advertising
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- Native advertising is the common ground
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- Figure 25: Attitudes towards advertising method, July 2015
- Young Chinese are more open-minded than their peers in the UK in terms of advertising
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- Figure 26: Attitude towards advertising method, July 2015
- Young female viewers show more tolerance to online ads than males
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- Figure 27: Attitudes towards advertising method, by gender, July 2015
Evolving Personal Values in a Digitalised World
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- Analysis background
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- Figure 28: Personal values in the digital era, July 2015
- Key factors analysis
- Factor one: living in the moment
- Factor two: Seeking for balance between ego affirmation and conformity
- Factor three: the two sides of social media
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- Figure 29: Personal value in digital era, July 2015
- The diversity of twentysomethings in China
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- Figure 30: Cluster analysis based on personal value in digital era, July 2015
- The Blinkered Urban Dwellers (17%)
- The Aspiring Stargazers (17%)
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- Figure 31: Personal value in digital era cluster versus average, July 2015
- The Indulgent Optimists (27%)
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- Figure 32: Personal value in digital era cluster versus average, July 2015
- The Jaded Social Media Users (20%)
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- Figure 33: Personal value in digital era cluster versus average, July 2015
- The Digital Enthusiasts (19%)
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- Figure 34: Personal value in digital era cluster versus average, July 2015
Appendix – Methodology and Definitions
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- Key driver analysis – Methodology
- Interpretation of results
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- Figure 35: Key drivers of Users who frequently buy products on their smartphone – Key driver output, July 2015
- Mintropolitans
- Why Mintropolitans?
- Who are they?
- The “Lei Ren” Culture in China
- Abbreviations
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