Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The consumer
- Exploring varied ways to earn more money
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- Figure 1: Average allowance per month across varied sources, July 2016
- Young shoppers are rather family-centric and rational
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- Figure 2: Preferred channels to spend spare money, July 2016
- Shopping behaviours are not unified
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- Figure 3: Consumer purchasing behaviours and habits in terms of shopping location, July 2016
- Is emotional connection not important for brand building?
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- Figure 4: Preferred brand features, July 2016
- Gender differences affect preferences towards advertising styles
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- Figure 5: Preferred advertisement styles, July 2016
- Idealists or not?
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- Figure 6: Agreement (including strongly agree and somewhat agree) on attitudes towards life, July 2016
- Four types of university students
- What we think
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- Figure 7: Core desire of Chinese university students, July 2016
Issues and Insights
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- Diversified tensions and emotional needs
- The facts
- The implications
- Empowering youth to embody entrepreneurship
- The facts
- The implications
- Not just book learning
- The facts
- The implications
- Feeling too much?
- The facts
- The implications
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- Figure 8: Product example of Sanctuary
- Minimising possession is a fad among future shoppers
- The facts
- The implications
Students Overview
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- Demographic overview
- Three in 10 students aged 18-22 are not the only child
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- Figure 9: Percentage of students aged 18-22 who are the only child or not, by region, July 2016
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- Figure 10: Percentage of students aged 18-22 who are the only child or not, by gender, July 2016
- University is the mainstream choice
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- Figure 11: Students’ majors, by region, July 2016
- Spending power increases when entering college or university
The Consumer – What You Need to Know
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- Family allowance only accounts for part of pocket money
- Young but practical
- A real challenge to satisfying young consumers’ varied needs
- Product features contributing much to brand likeness
- Four unique student groups
Sources of Allowance
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- More diversified and independent ways to make money
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- Figure 12: Average allowance per month across varied sources, July 2016
- Students in northern cities are more active in making money
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- Figure 13: Percentage of students who have made money from different sources, by region, July 2016
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- Figure 14: A weighted average allowance across different sources, by region, July 2016
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- Figure 15: Percentage of different sources of allowance, by region, July 2016
- Students in higher tier cities have more choices
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- Figure 16: Number of students who have ever used the selected sources to make money, by city tier, July 2016
- Students in tier two cities are less money saving-conscious
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- Figure 17: A weighted average allowance across different sources, by city tier, July 2016
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- Figure 18: Percentage of different sources of allowance, by region, July 2016
- Those who are the only child look for freedom in earning money
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- Figure 19: Allowance from parents/other family members, by number of children in the family, July 2016
- Figure 20: A weighted average allowance across different sources of allowance, by number of children in the family, July 2016
- Preferred ways of making money across demographics
Spending Trends
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- Family-oriented youths will influence parents’ purchase
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- Figure 21: Preferred channels to spend spare money, July 2016
- Fashion and beauty trump health
- Girls/guys next door
- Managing personal finance currently is not a priority?
- Males and females have different spending priorities
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- Figure 22: Selected spending channels, by gender, July 2016
Purchasing Behaviours
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- Shopping malls are more appealing
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- Figure 23: Consumer purchasing behaviours and habits in terms of shopping location, July 2016
- Ideal place for shopping: great product variety, open shelves and competitive prices
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- Figure 24: Consumer purchasing behaviours and habits in terms of in-store experience, July 2016
- Polarised product preferences among students
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- Figure 25: Consumer purchasing behaviours and habits in terms of brand and product preferences, July 2016
- High street brand buyers looking for best deals
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- Figure 26: Preference for those who agree ‘high street brands are good enough for me’ (comparison against average), July 2016
- Luxury brand lovers desiring uniqueness and customisation
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- Figure 27: Preference for those who agree ‘luxury brands can especially interest me’ (comparison against average), July 2016
- Females are easier to be influenced
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- Figure 28: Preference towards selected purchasing behaviours, by gender, July 2016
- Figure 29: Percentage of students who choose ‘neither’ for selected purchasing preferences, by gender, July 2016
- Older students are more economical
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- Figure 30: Preference towards selected purchasing behaviours, by age, July 2016
Brand Features Preferences
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- Being practical is the key theme
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- Figure 31: Preferred brand features, July 2016
- ‘Understanding me’ also matters
- Image preferences: trendy vs historical?
- Demographic differences playing a big role
- End of invidious consumption is coming?
Attractive Advertising Styles
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- Transformation is the core
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- Figure 32: Preferred advertisement styles, July 2016
- No second best advertising style
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- Figure 33: Preference towards selected advertising styles, by gender, July 2016
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- Figure 34: Preference towards selected advertising styles, by major, July 2016
- Preferring individualistic or collectivistic advertising style?
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- Figure 35: Preference towards selected advertising styles, by city tier, July 2016
- Selling the good old days
Psychographic Overview
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- Overall, diligent and future-oriented
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- Figure 36: Agreement (including strongly agree and somewhat agree) on different statements about future planning, by age and gender, July 2016
- Spending beliefs are different between genders
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- Figure 37: Agreement (including strongly agree and somewhat agree) on different statements about role of money, by age and gender, July 2016
- Big success is more important than small happiness?
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- Figure 38: Agreement (including strongly agree and somewhat agree) on different statements about life value/drivers, by age and gender, July 2016
- Parents, allies or enemies?
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- Figure 39: Agreement (including strongly agree and somewhat agree) on different statements about relationship with parents, by age and gender, July 2016
Consumer Segmentation
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- Four types of university students
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- Figure 40: Consumers segmentation based on their attitudes towards life, July 2016
- The Happy-go-luckies (率性而活的人): Do as they please and tend to live large
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- Figure 41: Attitudes towards future planning, by consumer segment, July 2016
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- Figure 42: Attitudes towards life value/driver, by consumer segment, July 2016
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- Figure 43: Allowance from making money from my hobbies, by consumer segment, July 2016
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- Figure 44: Attitudes towards role of money, by consumer segment, July 2016
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- Figure 45: Preference towards selected brand features, by consumer segment, July 2016
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- Figure 46: Selected spending channels, by consumer segment, July 2016
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- Figure 47: Attitudes towards relationship with parents and individuality, by consumer segment, July 2016
- Future Protectors (执着于保障未来的人): Working hard to secure a reliable and happy future
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- Figure 48: Selected spending channels, by consumer segment, July 2016
- Careful Explorers (谨慎的探索生活的人): Swing between living big dreams and playing safe
- Freedom Seekers (崇尚自由的人): Have a free mindset and desire exciting sensorial experiences
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- Figure 49: Preferences towards selected brand features, by consumer segment, July 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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