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
- More into a trendy and/or luxurious brand image than before
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- Figure 1: Preferred brand features, 2017 vs 2016
- Digital devices, especially of leading foreign brands, most popular product type
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- Figure 2: The most desired products/categories, June 2017
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- Figure 3: The most desired brands – Word cloud, June 2017
- Unique in-store activities are not the key trigger to purchase
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- Figure 4: Factors that can trigger first-time bricks-and-mortar store visit, June 2017
- Taking a relaxed approach to live life
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- Figure 5: Life goals respondents desire to achieve within 10 years after graduation, June 2017
- More loyal to online gaming, part-time jobs and training
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- Figure 6: The proportion of respondents who did different online and offline activities last week, June 2017
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- Figure 7: The average time (in hours) respondents (except those who have not done) have spent on different online and offline activities during the last week, June 2017
- Role of parents in their adult children’s big decisions is important
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- Figure 8: Role of respondents’ own thoughts vs their parents in various types of decision-making, June 2017
- What we think
Issues and Insights
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- Embodying the concept of slowing down
- The facts
- The implications
- More into “good” and “in” brands
- The facts
- The implications
- Playing it safe cannot lead to a home run
- The facts
- The implications
- Young actors (小鲜肉) unable to effectively trigger young men into buy skin care products
- The facts
- The implications
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- Figure 9: Marketing campaigns of Dabao, in 2017
The Consumer – What You Need to Know
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- More willing to pay for functional products
- A more laidback attitude to life
- Different role of parents, friends and KOLs
Students’ Financial Overviews
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- Spending more than RMB 1,500 a month on average
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- Figure 10: The average amount of money spent per month, by demographics, June 2017
- Saving about one quarter of the total amount
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- Figure 11: The average amount of money saved per month, by demographics, June 2017
- Who makes more money?
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- Figure 12: The average amount of income per month, by demographics, June 2017
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- Figure 13: The average amount of income (in RMB) per month, by city, June 2017
- Money management is not yet a top priority
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- Figure 14: Importance of various people in consumers’ financial products purchase decision, June 2017
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- Figure 15: The proportion of surveyed consumers who do not need to make decision regarding purchasing financial products, by demographics, June 2017
Brand Features Preferences
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- Quality is valued more than price
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- Figure 16: Preferred brand features, June 2017
- More open-minded to what brands say
- More into luxurious brands
- Preferences differ by demographics
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- Figure 17: Selected preferred brand features, by gender, June 2017
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- Figure 18: Selected preferred brand features, by age, June 2017
- Figure 19: Selected preferred brand features, by family structure, June 2017
Most Desired Products
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- High-tech products are most desired
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- Figure 20: The most desired products/categories, June 2017
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- Figure 21: Consumer profile based on their desired-to-purchase categories, by demographics, June 2017
- Apple has the most followers
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- Figure 22: The most desired brands – Word cloud, June 2017
- Top three brands among women vs men
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- Figure 23: Brands of the most expensive products surveyed consumers want to buy, by gender, June 2017
- Product lovers’ expectations for different product categories
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- Figure 24: The relationship between desire for category and income (and spending power), June 2017
- Figure 25: Comparison of selected preferred brand features of luggage and bag lovers against average, June 2017
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- Figure 26: Comparison of selected preferred brand features of apparel and footwear lovers against average, June 2017
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- Figure 27: Comparison of selected preferred brand features of beauty and skin care products lovers against average, June 2017
- Figure 28: Comparison of selected preferred brand features of digital products lovers against average, June 2017
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- Figure 29: Comparison of selected preferred brand features of car lovers against average, June 2017
- Figure 30: Example of Volkswagen Polo GTI, June 2017
Triggers to First-time Store Visit
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- Trial of new and exclusive products is the key trigger
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- Figure 31: Factors that can trigger first-time bricks-and-mortar store visit, June 2017
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- Figure 32: Triggers to store visit – TURF analysis, June 2017
- Limited importance of celebrities and experts
- Role of in-store events
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- Figure 33: Selected factors that can trigger first-time store visit, by major, June 2017
Life Goals
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- Majority tend to go easy on themselves
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- Figure 34: Life goals consumers desire to achieve within 10 years after graduation, June 2017
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- Figure 35: The proportion of consumers who see “having a stable and easy life” as a goal for different life stages, June 2017
- Live with passion
- The growing trend of seeking fame on social media
- Men are more ambitions than women
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- Figure 36: Selected life goals surveyed consumers have within 10 years after graduation, by gender, June 2017
- Top life priorities shift with life stage
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- Figure 37: Life goals surveyed consumers have within 10 years after graduation, by age, June 2017
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- Figure 38: Life goals surveyed consumers have within 10 years after graduation, June 2017
Time Spent Online vs Offline
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- Is top priority studying or entertainment?
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- Figure 39: The proportion of surveyed consumers who did different online and offline activities last week, June 2017
- Higher level of dedication to online gaming, training and part-time jobs
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- Figure 40: The average time (in hours) surveyed consumers (except those who have not done the below activities) have spent on different online and offline activities during the last week, June 2017
- Online games are a good place to seek social interaction
Main Decision Makers
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- Parents significant influence on big life decisions
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- Figure 41: Importance of various people in big life decisions, June 2017
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- Figure 42: Importance of various people in big life decisions, by gender, June 2017
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- Figure 43: Importance of various people in big life decisions, by age, June 2017
- The important role of KOLs in fashion and beauty decisions
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- Figure 44: Importance of various people in fashion and beauty decision, June 2017
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- Figure 45: Importance of various people in fashion and beauty decision, by gender, June 2017
- Preferring hanging out with friends but demand for “having it my way”
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- Figure 46: Importance of various people in leisure choice decision, June 2017
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- Figure 47: Importance of parents in leisure choice decision, by gender, June 2017
- Figure 48: Importance of various people in leisure choice decision, by age, June 2017
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- Figure 49: Importance of parents in leisure choice decision, by major, June 2017
- Parents are less useful in digital product selection
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- Figure 50: Importance of various people in purchasing decisions of digital devices, June 2017
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- Figure 51: Importance of various people in purchasing decisions of digital devices, by gender, June 2017
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- Figure 52: Importance of various people in purchasing decisions of digital devices, by major, June 2017
- Who are most dependant on their parents?
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- Figure 53: Age and gender of those who rely on their parents to make all three big life decisions, June 2017
- “The only child” less reliant on him or herself but valuing KOLs more
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- Figure 54: Importance of various people in big life decisions, by family structure, June 2017
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- Figure 55: Importance of various people in fashion and beauty decision, by family structure, June 2017
- Figure 56: Importance of various people in leisure decision, by family structure, June 2017
Popular Dressing Style
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- Dressing code fits with their relaxed life value
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- Figure 57: Preferred fashion styles – Word cloud, June 2017
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- Figure 58: Consumer examples of desired fashion styles, June 2017
- Unisex is unlikely to be a big hit
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- Figure 59: Preferred fashion styles, by gender, June 2017
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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