Table of Contents
Overview
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- What you need to know
- Covered in this report
- Sub-group definitions
Executive Summary
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- The consumer
- Smartphones and laptops/desktops maturing
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- Figure 1: Ownership of digital products in the household, 2017-19
- Adjusting the warranty period according to purchase cycle
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- Figure 2: Purchase cycle of digital products, June 2019
- If budget is limited, official websites and e-commerce platforms are enough
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- Figure 3: Information channels for digital products, June 2019
- Jingdong, Tmall and brands’ offline stores can reach 95% of consumers
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- Figure 4: Purchase channels of digital products, June 2019
- “High-end” is the only advantage foreign brands retain
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- Figure 5: Perception of five leading tech brands, June 2019
- High enthusiasm for digital products but not as early adopters
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- Figure 6: Attitudes towards spending on digital products, June 2019
- Thorough pre-purchase research is the norm
- Provide trials and make connections with consumers
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- Figure 7: Attitudes towards doing research when purchasing digital products, June 2019
- Help consumers to discover their needs for new tech products
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- Figure 8: Attitudes towards new digital products, June 2019
- What we think
Issues and Insights
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- Premiumisation of leading domestic brands
- The facts
- The implications
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- Figure 9: Xiaomi MIX Alpha
- Second official websites: flagship stores on Tmall/Jingdong
- The facts
- The implications
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- Figure 10: New strategies of Tmall’s “Upgrade plan 2.0 for flagship stores”
- Strengthening trustworthiness of tech brands on short video platforms
- The facts
- The implications
The Consumer – What You Need to Know
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- Time for consumer-driven innovation
- Help consumers to discover more usage scenarios
- Use plain language to communicate with consumers
- Jingdong, Tmall and official brand stores are sufficient for marketing and sales
- Soft power is the next focus for tech brands
Ownership of Digital Products
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- Smartphones and laptops/desktops maturing
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- Figure 11: Ownership of digital products in the household, 2017-19
- VR products need to engage consumers in daily life
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- Figure 12: Ownership of selected digital products in the household, by generation, June 2019
- Lower tier cities are passionate about smart homes
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- Figure 13: Ownership of smart home appliances in the household, by city tier, June 2019
Purchase Cycle of Digital Products
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- Adjusting the warranty period according to purchase cycle
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- Figure 14: Purchase cycle of digital products, June 2019
- Smartphones: the “FMCG” of the digital world
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- Figure 15: Comparison of ownership rate, purchase cycle and penetration growth rate of digital products, June 2019
- “Being smart” is an inevitable trend for future growth
- Health and skin data are opportunities for wearable devices
- Cameras: seek cooperation with smartphone brands to stay in the mass market
Information Channels for Digital Products
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- Trusted people are still key
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- Figure 16: TURF analysis of information channels for buying digital products, June 2019
- If budget is limited, official websites and e-commerce platforms are enough
- Social media can reach more young consumers
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- Figure 17: Selected information channels for digital products, by generation, June 2019
- Short videos for lower tier markets
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- Figure 18: Selected information channels of digital products, by city tier, June 2019
Purchase Channels for Digital Products
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- Jingdong, Tmall and brands’ offline stores are enough
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- Figure 19: Purchase channels of digital products, June 2019
- Females are more likely to develop brand loyalty
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- Figure 20: Selected purchase channels for digital products, by gender, June 2019
Perception of Leading Brands
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- “High-end” is the only advantage foreign brands retain
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- Figure 21: Perception of five leading tech brands, June 2019
- Social responsibility is overlooked
- Huawei needs to pay attention to customer service
Attitudes towards Digital Products
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- High enthusiasm for digital products but not as early adopters
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- Figure 22: Attitudes towards spending on digital products, June 2019
- Thorough pre-purchase research is the norm
- Provide trials and make connections with consumers
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- Figure 23: Attitudes towards doing research when purchasing digital products, June 2019
- Help consumers to discover their needs for new tech products
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- Figure 24: Attitudes towards new digital products, June 2019
Consumer Segmentation
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- Figure 25: Consumer segmentation based on attitudes towards digital products, June 2019
- Who are they?
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- Figure 26: Attitudes towards digital products, by consumer segmentation, June 2019
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- Figure 27: Consumer segmentation, by generation, June 2019
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- Figure 28: Consumer segmentation, by income level, June 2019
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- Figure 29: Consumer segmentation, by city tier, June 2019
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- Figure 30: Attitudes towards spending on digital products, by consumer segmentation, June 2019
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- Figure 31: Attitudes towards doing research when purchasing digital products, by consumer segmentation, June 2019
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- Figure 32: Attitudes towards new digital products, by consumer segmentation, June 2019
- Cautious Consumers need good reasons to convince them
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- Figure 33: Number of digital products owned, by consumer segmentation, June 2019
- Short video platforms are not convincing
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- Figure 34: Information channels of digital products, by consumer segmentation, June 2019
- Official stores can strengthen the bond with Tech Fans to attract more consumer flow
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- Figure 35: Purchase channels of digital products, by consumer segmentation, June 2019
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Meet the Mintropolitans
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- Traditional adverts still work for MinTs
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- Figure 36: Information channels for digital products, by consumer classification, June 2019
- Official channels are the best place to build a high-end brand image
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- Figure 37: Purchase channels of digital products, by consumer classification, June 2019
- Figure 38: OPPO’s super flagship store in Shanghai
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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