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市場調査レポート
中国の若年層世代（16-30才）消費者
Phoenix Generation: Insights Into Chinese Consumers
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Abstract
“The Phoenix Generation: Insights into Chinese Consumers” is a
comprehensive lifestyle study focused on Chinese consumers ages 16 to 30.
Pearl Research' s study covers Internet and technology product adoption and
trends; lifestyle trends such as the growth of hip-hop, street basketball and
the NBA. The study also provides exclusive consumer segmentation and an
analysis of the Chinese middle-class.
Key findings include:
- Popular Trends: Street basketball, the National Basketball
Association (NBA) and hip-hop have grown in popularity as Chinese consumers
embrace new cultural experiences. Pearl Research takes a deep dive into these
segments with ethnographic research and how marketers have leveraged these
trends to connect with Chinese consumers. Brands such as Nike, Adidas and Li
Ning have benefited from this as Chinese youth aspire to look like their
favorite sports stars.
- Internet and Online Games Trends - China has more than 210 million
internet users making it the largest Internet population worldwide. However,
Internet usage in China tends to differ as 100 million of theses users are
under the age of 25, thus are more likely to seek out entertainment content.
Based on Pearl Research' s online survey, online gaming (60%) and chatting
(65%) were cited as top reasons to go online. Approximately 51% of our sample
enjoyed playing multiplayer online games (MMORPGs) while casual games were
equally popular at 44%. Pearl Research' s survey includes data about monthly
entertainment spend; mobile phone, MP3 and PC penetration; PlayStation 3, Xbox
360, Nintendo Wii hardware adoption and Internet cafe usage trends.
- Consumer Segmentation - Pearl Research has devised detailed consumer
segmentation to understand the wide range of Chinese consumers. Urban incomes
have reached $5,000 in first-tier cities such as Shanghai and Beijing. Allison
Luong, Managing Director of Pearl Research, “As incomes rise in China,
“Chuppies” or Chinese Yuppies are an increasingly common sight.
Many place their savings into purchasing homes, cars, and investing in stocks
and bonds. They are at the forefront of China' s burgeoning middle class and
spending boom.”
- Unique Websites: Pearl Research has compiled a list of unique
websites in China.
These sites were selected based on their popularity and growth potential.
Pearl Research has included Xiaonei.com, Blogchina.com, Sky-fire.com, and
Dangdang.com, as some of the sites to watch.The Phoenix Generation study is
based on 200 in-depth one-on-one interviews across both first and second-tier
cities in China and more than 450 survey respondents.
Table of Contents
- Introduction to the China Youth Project
- 4. About the China Youth Project
- We First Met Zhu Feng
- 6. Update on Zhu Feng
- Popular Websites
- 8. Websites to Watch
- Basketball in China
- 18. History and Growth of Basketball
- 20. Chinese Streetball: The Harlem Globetrotters with Chinese
Characteristics - Part 2
- 23. Flair-Style-Flash: Why Kobe Bryant Trumps Yao Ming - Part 2
- 25. Photos From Streetball in Beijing
- 26. Streetball Terms
- 28. Going Global: The NBA in China
- 30. Li Ning Company Limited - Company Profile Snapshot
- 31. Basketball in China: Conclusion
- Chinese Hip-Hop
- 32. Chinese Hip-Hop: “Forget the Message, just listen to the
Beats”
- 37. The Face of Chinese Rap: MC HotDog
- 39. Changing Government Attitudes Towards Hip-Hop Fuels Its Growth
- 40. Chinese Hip-Hop: Conclusion
- Online Survey
- 41. Highlights from Our Online Survey
- 42. Methodology
- 43. Key Highlights
- 44. Demographics
- 45. Internet Cafes Usage Varies
- 46. Income is Below 3,000 RMB
- 47. Entertainment Spending Varies Significantly
- 48. Reading is the Most Popular Leisure Activity
- 49. Online Games and Downloads are Top Online Activities
- 50. Significant Portion of Youth are Dual Gamers
- 51. PCs are Major Gaming Platforms
- 52. High Desktop PC and Cell Phone Penetration
- This is My Life: Interview Excerpts
- 64. F. Tao: Just Do It”
- 69. L. Kun: “Enjoy Your Life and Don' t Be Afraid To Make
Mistakes”
- 74. G. Ertan: “You Will Have No Regrets if You Try Your Best”
- 79. Y. Zisheng: “You Only Have One Chance at Life”
- 84. M. Liwen: “Never Give Up!”
- 88. T. Qin: “Because It' s Fashionable”
- 96. About Pearl Research
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