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中国の20代の消費者へのマーケティング

Marketing to Consumers in their 20s - China - January 2014

発行 Mintel China 商品コード 295745
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国の20代の消費者へのマーケティング Marketing to Consumers in their 20s - China - January 2014
出版日: 2014年01月31日 ページ情報: 英文
概要

当レポートでは、中国の20代人口の類型学、20代人口の願望、出費と日々の活動内容とともに、企業やブランドによるターゲットについてまとめ、概略下記の構成で取り上げております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 20代人口:今後5年の願望

  • キーポイント
  • キャリアを高めながら健康な生活を送りたい
  • 女性はキャリアと多くの旅行を求める
  • 都市部の独身者は結婚やパートナーを見つけられるかを懸念
  • 男性および低層都市住民は新車購入を求める

第4章 20代人口:家族の支援

  • キーポイント
  • 20代人口は両親や家族の支援に大きく頼っている
  • 家族や両親に子供の面倒をみてもらうのは普通のこと
  • 家族と同居する者もいる
  • 教育費に対する両親の支援
  • 両親/家族からの結婚資金を必要としている

第5章 20代人口:日々の生活スタイル

  • キーポイント
  • 生活はより屋内活動に
  • スポーツの減少がみられる

第6章 20代人口:オンライン

  • キーポイント
  • オンラインショッピングが人気
  • オンラインビデオ、Weibo、ソーシャルネットワークサイトの閲覧
  • 既婚の20代、高所得男性はオンラインでの財務管理に熱心
  • 性別のバリエーション

第7章 20代人口:昨年と比べた出費動向

第8章 20代人口:購買決定影響重要因子

  • キーポイント
  • 製品の価値、品質、適切性が最大影響因子
  • インターネットからの情報が購買活動に重要な役割

第9章 20代人口:生活に対する全般的姿勢

  • キーポイント
  • 財務計画は心地よい生活の源とみなされている
  • 富とは別に、家族や友人との関係は重要
  • 個人として認識されることが重要

第10章 主な課題:中国の20代人口は多様な消費者グループである

第11章 主な課題:勉強、仕事、ライフバランスのための娯楽の機会を探求

第12章 主な課題:経済的安定性と物質的豊かさとのバランス

第13章 主な課題:集団主義から個人主義へ

付録

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目次

“The rising cost of living, particularly within the larger cities, has only served to contribute to the financial pressure on the twentysomethings. As a result, many have yet to break free from the parental home and find their own financial independence, or to appreciate the importance of balancing spending between everyday essentials and providing for future security.” - Lui Meng Chow - Research Analyst.

This report looks at the following areas:

  • What are the typologies of Chinese twentysomethings and how do companies and brands target them respectively?
  • What are the twentysomethings' top aspirations? How do these aspirations relate to their current attitudes and personality?
  • In trying to understand the twentysomethings' aspirations and attitudes towards life and living, are there any leisure opportunities that can be used to target the twentysomethings and how can companies target them in terms of their spending and daily activities?
  • As living costs continue to skyrocket, some twentysomethings are still living under the support of their parents, so how can financial institutions and companies target the twentysomethings?
  • The twentysomethings are so diverse in their habits and traits that they cannot be treated as one singular type of consumer; they have different considerations when it comes to the products and services that they purchase. How can companies use the different elements of their products/services to better target this diverse group of twentysomethings?

China's vast area and different levels of regional development have contributed to creating a diverse group of ‘twentysomethings' which cannot simply be regarded as a single segment. This regional diversity is what makes Chinese twentysomethings so different to the twentysomethings in other countries. But where they do share similarities to consumers in this age range around the globe is in technology: these twentysomethings were born into a technological, electronic, and wireless society with global boundaries that are becoming ever more transparent, thanks to the internet. Twentysomethings may be individualistic on the whole, but they also display elements of conformity, particularly within their social circles. Born under the one-child policy, their lack of siblings only serves to underpin the importance of friends and parents, encouraging them to focus their energy on building relationships rather than working as hard as their parents did.

A combination of rising living costs and the high level of exposure to information from various parts of the country and across the globe means that these twentysomethings are more critical than their parents when it comes to products and services purchased. The twentysomethings ensure that the products and services that they purchase meet their unique needs, which include quality, price, style and even brand, and achieving a balance of every single factor is important to the twentysomethings.

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • The consumer
  • The twentysomethings: Aspirations in the next five years
  • The twentysomethings: Support from family members
  • The twentysomethings: Everyday lifestyle activities
  • The twentysomethings: Online activities
  • The twentysomethings: Spending compared to last year
  • The twentysomethings: Important factors influencing purchase decisions
  • The twentysomethings: Attitudes towards their lives
  • Key trends
  • Key Issue: China's twentysomethings are a diverse group of consumers
    • Figure 1: Target groups, November 2013
  • Key Issue: Exploring leisure opportunities to help achieve study/work/life balance
    • Figure 2: Everyday lifestyle activities, November 2013
  • Key Issue: Striking a balance between financial security and material wealth
    • Figure 3: Spending on financial products, by target groups, November 2013
  • Key Issue: From collectivism to individualism: connecting the twentysomethings
    • Figure 4: Important factors influencing purchase decision, by target groups, November 2013
  • What we think

3. The Twentysomethings - Aspirations in the Next Five Years

  • Key points
  • Aspiring to a healthy lifestyle while advancing their career
    • Figure 5: Aspirations in the next five years, November 2013
  • Women driven to advance their careers and travel more
    • Figure 6: Aspirations in the next five years, by gender, November 2013
  • Singles in tier one cities are concerned with getting married or finding partners
  • Men and those from lower tier cities aspire to upgrading/buying a new car

4. The Twentysomethings - Support from Family Members

  • Key points
  • The twentysomethings are very much dependent on support from their parents or family members
    • Figure 7: Support from family members, November 2013
  • It is common to have family members or parents help with babysitting...
  • ... some of them are staying with their families too
    • Figure 8: The current living situation of those who have child(ren) and have their family members help to look after their child(ren)/babies, November 2013
  • Parents' support for education costs
    • Figure 9: Current working/studying status, by monthly personal income, November 2013
    • Figure 10: Selected support from family members of students, by current working/studying status, November 2013
  • The twentysomethings need wedding funding from their parents/family

5. The Twentysomethings - Everyday Lifestyle Activities

  • Key points
  • Life generally revolves more around indoor activities
  • Decrease in sporting activities is observed
    • Figure 11: Everyday lifestyle activities, November 2013

6. The Twentysomethings - Online Activities

  • Key points
  • Online shopping shows a high level of popularity
    • Figure 12: China internet users, by age, July 2013
  • Browsing online video, Weibo and social network sites
  • Married twentysomethings, higher income earners and men are more keen on managing their finances online
    • Figure 13: Most frequently undertaken online activities in last three months, November 2013
  • Variation by genders

7. The Twentysomethings - Spending Compared to Last Year

  • Key points
  • Spending raises feelgood factors and benefits social, fashion and entertainment technology
  • Saving culture amongst young adults
    • Figure 14: Spending, November 2013
  • Twentysomethings men invest more in financial services
    • Figure 15: Spending more than a year ago, by gender, November 2013

8. The Twentysomethings - Important Factors Influencing Purchase Decisions

  • Key points
  • Value, quality and suitability of the product benefits are the top influencing purchase factors
  • Information from the internet also plays a role in making purchase decisions
    • Figure 16: Important factors that influence purchase decisions, November 2013

9. The Twentysomethings - General Attitude towards Their Lives

  • Key points
  • Financial planning is regarded as the source of a comfortable life
  • Apart from wealth, relationships with families and friends are important
  • It is important to be recognised as an individual
    • Figure 17: Attitude statements - any agree, November 2013

10. Key Issue - China's Twentysomethings are a Diverse Group of Consumers

  • Key points
  • Demographic profiles and attitudes towards life across the five segment groups
    • Figure 18: Target groups, November 2013
  • The Sophisticated
  • Minimal financial support needed from family/parents
  • Diminished concerns about their future and pressures from peers
  • Willing to indulge themselves
  • Wealth-seeker
  • Relying heavily on parent/family's financial support
  • The group worries about their future and feels the pressure the most
  • Traditionalist
  • Low priority on unnecessary spending reduces their financial dependency on their family/parents
  • Less worried about their future
  • Conformists
  • Heavy dependency on elder family members and lack of own stand...
  • ... yet recognise the importance of financial management
  • Half-hearted
  • Emerging adulthood
  • Exploring their aspirations
  • What does it mean?

11. Key Issue - Exploring Leisure Opportunities to Help Achieve a Better Study/Work/Life Balance

  • Key points
  • The twentysomethings are concerned with their health condition
    • Figure 19: General health situation over last 12 months, by age, November 2012
    • Figure 20: Health conditions, by age, November 2012
  • Twentysomethings need to be proactively involved in activities to overcome stress
  • Most of the twentysomethings' lifestyle activities are limited
    • Figure 21: Everyday lifestyle activities, November 2013
  • Expanding social circle through offline activities
  • Encouraging the twentysomethings to exercise more
    • Figure 22: Change in frequency of doing each activity, by general health situation over last 12 months, November 2012
    • Figure 23: Everyday lifestyle activities - sports or exercises, by monthly personal income group, November 2013
    • Figure 24: Everyday lifestyle activities - Sports or exercises, by target group, November 2013
  • Inspire the twentysomethings to venture into outdoor back-to-nature adventure activities
  • Twentysomethings' tourism on the rise
    • Figure 25: Everyday lifestyle activities - Travelling, by target group, November 2013
  • Semi or fully independent travelling
  • What does it mean?

12. Key Issue - Striking a Balance between Financial Security and Material Wealth

  • Key points
  • Regardless of personality type, thoughts about the future are not so positive
    • Figure 26: Selected attitude statements, by selected demographics, November 2013
  • Different approaches in terms of financial management and spending
    • Figure 27: Spending compared to last year of Sophisticated and Wealth-seeker groups, by spending more and about the same, November 2013
    • Figure 28: Spending compared to last year of Traditionalist, Conformist and Half-hearted groups, by spending more and about the same, November 2013
    • Figure 29: Ways to achieve savings goals, by age, November 2013
  • Sophisticated and Wealth-seeker consumers are willing and able to put more money into investments and savings
  • Financial education needed for Traditionalist, Conformist and Half-hearted twentysomethings
    • Figure 30: Spending on financial products, by target groups, November 2013
  • Capitalising on the short-term and long-term financial needs of the twentysomethings
    • Figure 31: Reasons for saving/investing, by age, November 2013
  • Emotional communication to target the twentysomethings' financial needs
  • Making financial products more easily accessible to the twentysomethings
    • Figure 32: Savings/investments currently have or plan to have in next 12 months, November 2013
    • Figure 33: Selected attitudes towards savings, by age, November 2013
  • Online convenient channel for financial products to reach the twentysomethings
    • Figure 34: Most frequently undertaken online activities in last three months, by demographics, November 2013
    • Figure 35: Most frequently undertaken online activities in last three months - “Managing my finances online”, by target groups, November 2013
  • Smartphone app banking trend targeting the tech-savvy twentysomethings
  • What does it mean?

13. Key Issue - From Collectivism to Individualism - Connecting the Twentysomethings

  • Key points
  • The conformity and individualism of the twentysomethings
    • Figure 36: Attitude statements, by gender and monthly personal income group, November 2013
    • Figure 37: Attitude statements, by target group, November 2013
  • Connecting to those twentysomethings who are married and have become parents
    • Figure 38: Personality attitude statements, by marital status and children in the household, November 2013
  • Awakening sense of self: focus on own needs and being unique...
  • ... hence there are different key purchase traits among the twentysomethings
    • Figure 39: Important factors influencing purchase decision, by target groups, November 2013
  • Brands redefine their identities to target the twentysomethings
  • VANCL: individualism can be affordable
    • Figure 40: Shoppers at branded online-only clothing retailers by brand, by age, October 2012
  • Lenovo ThinkPad campaigns: Think differently, perform distinctively
  • Preferred social media usage across the twentysomethings
    • Figure 41: Most frequently undertaken online activities in last three months, by target groups, November 2013
  • Closing the interaction gaps between the brands and the twentysomethings
  • What does it mean?

14. Appendix - Aspirations in the Next five Years

  • Figure 42: Aspirations in the next five years, November 2013
  • Figure 43: Most popular aspiration in the next five years, by demographics, November 2013
  • Figure 44: Next most popular aspiration in the next five years, by demographics, November 2013
  • Figure 45: Other aspiration in the next five years, by demographics, November 2013

15. Appendix - Support from family members

  • Figure 46: Support from family members, November 2013
  • Figure 47: Most popular support from family members, by demographics, November 2013
  • Figure 48: Next most popular support from family members, by demographics, November 2013
  • Figure 49: Other support from family members, by demographics, November 2013
  • Repertoire
    • Figure 50: Repertoire of support from family members, November 2013
    • Figure 51: Repertoire of support from family members, by demographics, November 2013

16. Appendix - Everyday Lifestyle Activities Compared to Last Year

  • Figure 52: Everyday lifestyle activities, November 2013
  • Figure 53: Everyday lifestyle activities - Studying*, by demographics, November 2013
  • Figure 54: Everyday lifestyle activities - Eating out, by demographics, November 2013
  • Figure 55: Everyday lifestyle activities - Shopping, by demographics, November 2013
  • Figure 56: Everyday lifestyle activities - Sports or exercises, by demographics, November 2013
  • Figure 57: Everyday lifestyle activities - Having nights out, by demographics, November 2013
  • Figure 58: Everyday lifestyle activities - Going to the cinema, by demographics, November 2013
  • Figure 59: Everyday lifestyle activities - Going to live shows/sport events, by demographics, November 2013
  • Figure 60: Everyday lifestyle activities - Travelling, by demographics, November 2013
  • Figure 61: Everyday lifestyle activities - Spending time with friends, by demographics, November 2013
  • Figure 62: Everyday lifestyle activities - Surfing the internet, by demographics, November 2013
  • Figure 63: Everyday lifestyle activities - Watching TV series, by demographics, November 2013
  • Figure 64: Everyday lifestyle activities - Watching entertainment programmes, by demographics, November 2013
  • Figure 65: Everyday lifestyle activities - Developing my hobbies, by demographics, November 2013

17. Appendix - Spending Compared to Last Year

  • Figure 66: Spending, November 2013
  • Figure 67: Spending - Rent*, by demographics, November 2013
  • Figure 68: Spending - Utility bills, by demographics, November 2013
  • Figure 69: Spending - Everyday household groceries, by demographics, November 2013
  • Figure 70: Spending - Education**, by demographics, November 2013
  • Figure 71: Spending - Dining out, by demographics, November 2013
  • Figure 72: Spending - Fashion items, by demographics, November 2013
  • Figure 73: Spending - Beauty and personal care items, by demographics, November 2013
  • Figure 74: Spending - Books/DVDs/CDs, by demographics, November 2013
  • Figure 75: Spending - Digital games, by demographics, November 2013
  • Figure 76: Spending - Technology devices, by demographics, November 2013
  • Figure 77: Spending - Household appliances, by demographics, November 2013
  • Figure 78: Spending - Socialising cost, by demographics, November 2013
  • Figure 79: Spending - Saving money, by demographics, November 2013
  • Figure 80: Spending - Paying off financial instalment, by demographics, November 2013
  • Figure 81: Spending - Investments, by demographics, November 2013

18. Appendix - Online Activities

  • Figure 82: Most frequently undertaken online activities in last three months, November 2013
  • Figure 83: Most frequently undertaken online activities in last three months, by demographics, November 2013
  • Figure 84: Next most frequently undertaken online activities in last three months, by demographics, November 2013

19. Appendix - Important Factors Influencing Purchase Decisions

  • Figure 85: Important factors influencing purchase decision, November 2013
  • Figure 86: Most popular important factors influencing purchase decision - Rank 1, by demographics, November 2013
  • Figure 87: Next most popular important factors influencing purchase decision - Rank 1, by demographics, November 2013
  • Figure 88: Most popular important factors influencing purchase decision - Rank 2, by demographics, November 2013
  • Figure 89: Next most popular important factors influencing purchase decision - Rank 2, by demographics, November 2013
  • Figure 90: Most popular important factors influencing purchase decision - Rank 3, by demographics, November 2013
  • Figure 91: Next most popular important factors influencing purchase decision - Rank 3, by demographics, November 2013

20. Appendix - General Attitudes towards Their Lives

  • Figure 92: Attitude statements, November 2013
  • Figure 93: Agreement with the statement ‘I worry about my future', by demographics, November 2013
  • Figure 94: Agreement with the statement ‘A life without my parents' support would be difficult for me', by demographics, November 2013
  • Figure 95: Agreement with the statement ‘The success of people around me makes me feel great pressure to also be successful', by demographics, November 2013
  • Figure 96: Agreement with the statement ‘Having a happy family life is more important than having a successful career', by demographics, November 2013
  • Figure 97: Agreement with the statement ‘Balancing work/study and my personal life is very important for me', by demographics, November 2013
  • Figure 98: Agreement with the statement ‘Managing your finances is very important for having a comfortable life', by demographics, November 2013
  • Figure 99: Agreement with the statement ‘It is worth investing time/money in being pampered', by demographics, November 2013
  • Figure 100: Agreement with the statement ‘Having an active social life is very important to me', by demographics, November 2013
  • Figure 101: Agreement with the statement ‘It is important to live your life in your own way rather than being influenced by others', by demographics, November 2013
  • Figure 102: Agreement with the statement ‘I would like to be the first in trying new things', by demographics, November 2013
  • Figure 103: Agreement with the statement ‘I would like to stick to my own opinion rather than following others' when it comes to important decisions', by demographics, November 2013
  • Figure 104: Agreement with the statement ‘Being unique is important for me', by demographics, November 2013

21. Further Analysis

  • Figure 105: Target groups, November 2013
  • Figure 106: Target groups, by demographics, November 2013
  • Figure 107: Aspirations in the next five years, by target groups, November 2013
  • Figure 108: Support from family members, by target groups, November 2013
  • Figure 109: Everyday lifestyle activities, by target groups, November 2013
  • Figure 110: Spending, by target groups, November 2013
  • Figure 111: Important factors influencing purchase decision, by target groups, November 2013
  • Figure 112: Most frequently undertaken online activities in last three months, by target groups, November 2013
  • Figure 113: Attitude statements, by target groups, November 2013
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