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Marketing to Mintropolitans - China - June 2016

OVERVIEW
What you need to know
Covered in this report
Demographic classification
Household income
EXECUTIVE SUMMARY
Better financial status and more optimistic outlook
Strong willingness to spend money
Figure 1: Percentage of consumers who would increase spending when the economy changes in a positive way, March 2016
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
Figure 3: Factors for trading up, by consumer classification, March 2016
Growing interest in collecting experiences
Looking for deeper engagement with brands
Figure 4: Importance of customer services – percentage agreeing “Very important”, by consumer classification, March 2016
Figure 5: Membership card ownership, by consumer classification, March 2016
Figure 6: Membership card usage, March 2016
Finding balance of life
What we think
ISSUES AND INSIGHTS
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
Why Mintropolitans?
Who are they?
Figure 7: Demographic profile of Mintropolitans vs Non-Mintropolitans, March 2016
Figure 8: Demographic profile of Mintropolitans vs Non-Mintropolitans, March 2016
WHAT MAKES MINTROPOLITANS DIFFERENT?
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
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
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
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
Mintropolitans pay more attention to macro-economic indicators
Figure 9: Economic indicators of concern, by consumer classification, March 2016
Mintropolitans aged 20-39 pay more attention to loan interest
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
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
Figure 12: Percentage of Mintropolitans paying attention to exchange rate of RMB, by city tier, March 2016
INFLUENCE OF MACRO-ECONOMIC SITUATION ON SPENDING
Changes in oil and commodity prices most likely to influence consumer spending
Figure 13: Influence of macro economy situation on spending, March 2016
Mintropolitans are more reactive to positive economic changes
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
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
Figure 16: Percentage of Mintropolitans who would increase spending under selected assumptions, March 2016
Figure 17: Percentage of Mintropolitans who would spend less under selected assumptions, March 2016
MEMBERSHIP CARD OWNERSHIP
Mintropolitans demonstrate stronger brand loyalty
Figure 18: Membership card ownership, by consumer classification, March 2016
Young Mintropolitans and females engage more actively in loyalty programmes
Figure 19: Membership card ownership amongst Mintropolitans, by age, March 2016
Figure 20: Membership card ownership amongst Mintropolitans, by gender, March 2016
MEMBERSHIP CARD USAGE
Subscription model worked for gyms and beauty salons
Privileged services help airlines win loyal users
Exclusive membership activities can attract Mintropolitans in particular
Figure 21: Membership card usage, March 2016
IMPORTANCE OF CUSTOMER SERVICES
Access to value-added services becomes a general need
Figure 22: Importance of customer services, March 2016
Mintropolitans are interested in interacting with brands
Figure 23: Importance of customer services – Percentage agreeing “Very important”, by consumer classification, March 2016
FACTORS FOR TRADING UP
Mintropolitans are more willing to trade up
Willing to pay for aesthetic values
Figure 24: Factors for trading up, by consumer classification, March 2016
Young Mintropolitans are prone to celebrity influences while older ones are more practical
Figure 25: Factors for trading up by Mintropolitans, by age, March 2016
No big difference across city tiers
Figure 26: Factors for trading up by Mintropolitans, by city tier, March 2016
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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