Table of Contents
Executive Summary
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- Better financial status and more optimistic outlook
- Strong willingness to spend money
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- Figure 1: Percentage of consumers who would increase spending when the economy changes in a positive way, March 2016
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- Figure 2: Percentage of consumers who would reduce spending when the economy changes in a negative way, March 2016
- Paying more for better product quality
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- Figure 3: Factors for trading up, by consumer classification, March 2016
- Growing interest in collecting experiences
- Looking for deeper engagement with brands
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- Figure 4: Importance of customer services – percentage agreeing “Very important”, by consumer classification, March 2016
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- Figure 5: Membership card ownership, by consumer classification, March 2016
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- Figure 6: Membership card usage, March 2016
- Finding balance of life
- What we think
Issues and Insights
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- Innovative solutions to help Mintropolitans further improve quality of life
- The facts
- The implications
- Brand personality matters
- The facts
- The implications
- Going for subscriptions
- The facts
- The implications
- Targeting young Mintropolitans
- The facts
- The implications
Meet the Mintropolitans
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- Why Mintropolitans?
- Who are they?
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- Figure 7: Demographic profile of Mintropolitans vs Non-Mintropolitans, March 2016
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- Figure 8: Demographic profile of Mintropolitans vs Non-Mintropolitans, March 2016
What Makes Mintropolitans Different?
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- Quick-evolving lifestyles
- Individualism
- Personalisation against one-size-fits-all
- Specialisation against all-in-one
- Value-added services
- Ethical consumers
- Experience
- Sophisticated leisure needs
- Earlier adopters of new technologies
- Convenience is key
- Fancy for things abroad
- Balance
- Rest and play
- Healthy and tasty
- Safety and efficacy
- Tracking and improving
Food and Drink Targeting Mintropolitans
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- Health comes first
- Safety needs: Organic and fresh
- Nutrition needs: Protein, probiotics, vegetables and fruits
- Functional needs: Improve sleep quality, memory, skin condition, digestion, reduce fatigue and protect against heart problems
- Finding the “best match”
- Food pairing
- Seasonal ingredients
- Special occasions
- Co-branding
- Eat to feel good
- Indulgent taste
- Deluxe packaging
- Craftsmanship
- Curiosity for exotic flavours
Personal Care Products Targeting Mintropolitans
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- Well-being ingredients
- Natural nourishments
- Aromatic therapy
- Specialised care
- Unconventional ways
- Beauty devices
- Beauty supplements
- Beauty services
- Good looks matter
The Consumer – What You Need to Know
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- Mintropolitans pay more attention to macro-economic indicators
- Young Mintropolitans are the most optimistic spenders
- Mintropolitans value the “art” behind a product
- Mintropolitans are more engaged in brand loyalty programmes
Economic Indicators of Concern
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- Mintropolitans pay more attention to macro-economic indicators
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- Figure 9: Economic indicators of concern, by consumer classification, March 2016
- Mintropolitans aged 20-39 pay more attention to loan interest
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- Figure 10: Percentage of Mintropolitans paying attention to loan interest, by age, March 2016
- Mintropolitans in the East pay more attention to interest rates of financial products
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- Figure 11: Percentage of Mintropolitans paying attention to GDP growth rate, domestic real estate price, interest rates for deposit and financial products, by region, March 2016
- Mintropolitans in tier one cities pay more attention to exchange rates
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- Figure 12: Percentage of Mintropolitans paying attention to exchange rate of RMB, by city tier, March 2016
Influence of Macro-economic Situation on Spending
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- Changes in oil and commodity prices most likely to influence consumer spending
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- Figure 13: Influence of macro economy situation on spending, March 2016
- Mintropolitans are more reactive to positive economic changes
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- Figure 14: Percentage of consumers who would increase spending when the economy changes in a positive way, March 2016
- Mintropolitans would stay calmer under economic uncertainties
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- Figure 15: Percentage of consumers who would reduce spending when the economy changes in a negative way, March 2016
- Young Mintropolitans are most optimistic spenders
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- Figure 16: Percentage of Mintropolitans who would increase spending under selected assumptions, March 2016
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- Figure 17: Percentage of Mintropolitans who would spend less under selected assumptions, March 2016
Membership Card Ownership
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- Mintropolitans demonstrate stronger brand loyalty
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- Figure 18: Membership card ownership, by consumer classification, March 2016
- Young Mintropolitans and females engage more actively in loyalty programmes
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- Figure 19: Membership card ownership amongst Mintropolitans, by age, March 2016
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- Figure 20: Membership card ownership amongst Mintropolitans, by gender, March 2016
Membership Card Usage
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- Subscription model worked for gyms and beauty salons
- Privileged services help airlines win loyal users
- Exclusive membership activities can attract Mintropolitans in particular
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- Figure 21: Membership card usage, March 2016
Importance of Customer Services
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- Access to value-added services becomes a general need
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- Figure 22: Importance of customer services, March 2016
- Mintropolitans are interested in interacting with brands
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- Figure 23: Importance of customer services – Percentage agreeing “Very important”, by consumer classification, March 2016
Factors for Trading Up
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- Mintropolitans are more willing to trade up
- Willing to pay for aesthetic values
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- Figure 24: Factors for trading up, by consumer classification, March 2016
- Young Mintropolitans are prone to celebrity influences while older ones are more practical
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- Figure 25: Factors for trading up by Mintropolitans, by age, March 2016
- No big difference across city tiers
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- Figure 26: Factors for trading up by Mintropolitans, by city tier, March 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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