市場調査レポート

中国のティア1, 2, 3の都市消費者に向けたマーケティング

Marketing to Consumers in Tier 1, 2, 3 Cities - China - January 2015

発行 Mintel China 商品コード 335214
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国のティア1, 2, 3の都市消費者に向けたマーケティング Marketing to Consumers in Tier 1, 2, 3 Cities - China - January 2015
出版日: 2015年01月31日 ページ情報: 英文
概要

当レポートは中国のティア1, 2, 3の都市消費者に向けたマーケティングについて精査しています。ティア1から3の都市には中国の全都市住民の70%以上が住んでおり、主要企業では自社製品のユーザベース拡大のためこれらの都市消費者、特に成長余地が大きなティア3都市消費者をターゲットとしたマーケティングを行っています。しかしながら中国の都市消費者は多様性に富み、異なるティアの都市に住む消費者の購買力や関心、またニーズはそれぞれ異なっています。従って企業は都市ティア毎にターゲットを合わせたマーケティングを行う必要があります。

当レポートでは、中国の各都市における消費者の支出優先度、ショッピングのニーズと習慣、またレジャー活動に関する好みといった点を中心課題にさまざまな角度から消費者動向を詳細に分析しています。

第1章 序論

  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

  • ティア1からティア3までの都市ならびに消費者のライフスタイル概要
  • 支出の優先順位
  • 消費者はどのようにして余った金の振り向け先を決めるか?
  • 消費者はどのようなカテゴリーについてより高額な商品への買い替えを進めているか?
  • ショッピングに対する考え方
  • 商品が高品質であると受け取る要因
  • 消費者のショッピング習慣
  • レジャー活動
  • 終業後/放課後のレジャー活動として消費者は何に最も興味を持つか?
  • 週末のレジャー活動として消費者は何に最も興味を持つか?
  • 休暇期間のレジャー活動として消費者は何に最も興味を持つか?

第3章 市場の課題と重要点

  • 3つの都市ティアそれぞれの消費者に対するマーケティングの違い
    • 市場データ
    • 将来予測
  • ティア3都市: 新製品を迎える態勢が整う
  • ティア1都市消費者への「トータルソリューション」マーケティングの市場機会
  • ティア1から3までの都市の消費者にアピールするレジャーサービスタイプの違い

第4章 トレンド応用

  • 消費者の選択に対するガイダンス
  • 専門家への回帰
  • 地産地消

第5章 中国のティア1からティア3都市の概要

  • ティア1からティア3都市住民が中国全都市住民の70%以上を占める
  • ティア1都市: 忙しく混雑
  • ティア2都市: ティア1都市に追いつきつつはあるがレジャーサービスでは未だに大きなギャップあり
  • ティア3都市: 近代的な小売り産業や食料品サービスが発展途上にある

第6章 消費者動向 - ティア1から3の都市消費者のライフスタイル

  • 自分の街に対する高い満足感、生活費に対する懸念は低い
  • ティア1都市消費者: 健康への関心が高い
  • ティア3都市消費者: 屋外でのレジャー活動を切望

第7章 消費者動向 - 人々はどのようにして余った金の振り向け先を決めるか?

  • すべての都市ティアで旅行向けの支出が最優先に扱われている
  • ティア3都市はハイテク商品のドル箱となり得る
  • 貯金を投資に回すことは支出に回すことと同様に重要

第8章 消費者動向 - 消費者はどのようなカテゴリーについてより高額な商品への買い替えを進めているか?

  • 高額商品への買い替え動向が全都市ティアで全カテゴリにわたって起こりつつある
  • ティア3都市: 小売り業界が発展途上にあり高額商品は未だ行き渡ってはいない
  • ティア1都市: 超高額商品については今なおここだけがホーム市場となっている
  • ティア2市場: 価格を購入決定要因とする消費者が多い

第9章 消費者動向 - 商品が高品質であると受け取る要因

  • 良く知られたブランドが今も最も強力な品質証明となっている

第10章 消費者動向 - 消費者のショッピング習慣

  • 消費者はより良い商品を求めるため新しいブランドを試すことに躊躇はない
  • 選択肢が多すぎるため、ガイダンスが必要
  • 正直な価格付けの重要性

第11章 消費者動向 - 何が最も興味を引くレジャー活動か?

  • 仕事の後のテレビ、週末のショッピング、休暇期間の旅行
  • 仕事の後: ティア1都市の消費者はより幅広いレジャー活動を求める
  • 週末: 屋外でのレジャー活動が好まれる
  • 各都市ティアにおける高額所得者はさまざまな週末レジャー活動に興味を持つ
  • 長期休暇: 興味を引くテーマを持って旅行に出かけることへの関心が高まる

付録

目次

"Consumers in tier one to three cities make up for more than 70% of the total urban population in China , making them the target of the majority of leading companies that have been trying to increase their product user base - especially in the lower tier cities - for further growth.

However, Chinese consumers are diverse; people living in different city tiers have different spending power , live in different retail environments, with their interests and needs varying as well, which can all have business implications for companies and brands when marketing to consumers in different city tiers.

This report focuses on the following aspects when studying the differences across city tiers: consumers' spending priorities, shopping needs and habits as well as leisure preferences."

- Laurel Gu , Senior Research Analyst

In this report, we look into the following questions:

  • How do consumers in tier one to three cities plan to allocate their spare money?
  • In which categories are consumers in tier one to three cities willing to spend more on premium products?
  • How can companies and brands prove high-quality products to consumers in tier one to three cities?
  • What are consumers' shopping habits in tier one to three cities?
  • What leisure activities are consumers in tier one to three cities most interested in after work/ over the weekend and during longer vacations (eg, public holidays and paid vacations)?
  • What are the key differences in lifestyles between consumers living in different city tiers?

Table of Contents

1. Introduction

  • Methodology
  • Abbreviations

2. Executive Summary

  • Overview of tier one to three cities and consumers' lifestyle
    • Figure 1: Lifestyles, October 2014
  • Spending priorities
  • How do consumers plan to allocate their spare money?
    • Figure 2: Interested areas for spending spare money, by city tier, October 2014
  • In which categories are consumers trading up?
    • Figure 3: Consumers who have bought premium or ultra-premium products in each category, by city tier, October 2014
  • Shopping attitudes
  • What stands for a high-quality product?
    • Figure 4: Factors influencing quality perceptions, by city tier, October 2014
  • What are consumers' shopping habits?
    • Figure 5: Shopping preferences, October 2014
  • Leisure activities
  • What leisure activities are consumers most interested in after work/school?
    • Figure 6: After-work/school leisure activity preferences, by city tier, October 2014
  • What leisure activities are consumers most interested in over the weekend?
    • Figure 7: Weekend leisure activity preferences, by city tier, October 2014
  • What leisure activities are consumers most interested in during longer vacations?
    • Figure 8: Public holidays leisure activity preferences, by city tier, October 2014

Figure 9: Paid vacation leisure activity preferences, by city tier, October 2014 Key issues Differences in marketing to consumers from three city tiers Tier three cities: ready for embracing new products Opportunity for marketing "total solutions" to consumers in tier one cities Different leisure services to appeal to consumers in tier one to three cities. What we think

3. Issues and Insights

  • Differences in marketing to consumers from three city tiers
  • The facts
  • The implications
  • Tier three cities: ready for embracing new products
  • The facts
  • The implications
  • Opportunity for marketing "total solutions" to consumers in tier one cities
  • The facts
  • The implications
  • Different types of leisure services appeal to consumers in tier one to three cities
  • The facts
  • The implications

4. Trend Application

  • Guiding Choice
    • Figure 10: Example of retailers highlighting bestselling items on shelves as references to guide consumer choices, Shanghai, China, 2014
  • Return to the experts
  • Locavore

5. Overview of the Tier One to Three Cities in China

  • Key points
  • Tier one to three cities make more than 70% of total urban residents
    • Figure 11: Number of residents in tier one to three cities, by city tier, China, 2013
  • Tier one cities: busy and crowded
    • Figure 12: Average number of residents per city, by city tier, China, 2013
  • Tier two cities: catching up with tier one but still a wider gap in leisure services
    • Figure 13: Average wage of employed staff and workers, average price of commercial housing sales, by sampling cities, China, 2012 and 2013
    • Figure 14: Pictures of a hypermarket in a tier two city, Changsha, Oct 2014
  • Tier three cities: modern retail and foodservice yet to be developed
    • Figure 15: Number of hypermarket outlets from top retailers, by sampling city, China, December 2014
    • Figure 16: Picture of a typical "supermarket" in a tier three city, Pingxiang, China, October 2014
    • Figure 17: Number of restaurants from top international foodservice providers, by sampling city, China, December 2014

6. The Consumer - Lifestyle of Consumers in Tier One to Three Cities

  • Key points
  • High satisfaction about the home city, low concerns about living cost
    • Figure 18: Lifestyles, October 2014
  • Consumers in tier one cities: strong health concern
    • Figure 19: Agreement with the statements "My work keeps me busy" and "I am quite healthy", by city tier, October 2014
  • Consumers in tier three cities: eager to take part in out-of-home leisure activities
    • Figure 20: Agreement with the statements "I prefer going out rather than staying at home during my leisure time" and "I am used to going to surrounding cities for grocery shopping", by city tier, October 2014

7. The Consumer - How do People Plan to Allocate Their Spare Money?

  • Key points
  • Spending on travelling is prioritised across all city tiers
    • Figure 21: Interested areas for spending spare money, by city tier, October 2014
    • Figure 22: Example of restaurant menu featuring introduction to the special dishes with a cultural perspective, Shanghai, China, 2014
  • Tier three cities could be a goldmine for technology products
  • City tier differences in the interested areas for spending spare money
    • Figure 23: Consumers who are likely to use spare money to eat better and to develop a hobby, by city tier, October 2014
  • Investing their savings is as important as spending
    • Figure 24: Consumers who are likely to use spare money to invest and to save up, by city tier, October 2014

8. The Consumer - In Which Categories are Consumers Trading Up?

  • Key points
  • Premiumisation is happening in almost all categories across city tiers
    • Figure 25: Price range of products bought most recently, by category, October 2014
  • Tier three cities: retail development limited their exposure to premium products
    • Figure 26: Consumers who have bought premium or ultra-premium products in each category, by city tier, October 2014
  • Tier one cities: still the home market for ultra-premium products
    • Figure 27: Consumers who have bought ultra-premium products in each category, by city tier, October 2014
  • Tier two cities: more value-driven consumers
    • Figure 28: Consumers who have bought medium or low-priced products in each category, by city tier, October 2014

9. The Consumer - What Stands for a High-quality Product?

  • Key points
  • A well-known brand is still the most powerful quality badge
    • Figure 29: Factors influencing quality perceptions, by city tier, October 2014

Figure 30: Attitudes towards brand awareness, by city tier, October 2014 Authoritative claims with data support can strengthen value perceptions Figure 31: Factors influencing quality perceptions, by age, October 2014 Tier one cities: stronger association between good quality and imported ingredients Figure 32: People who associate high-quality product with "ingredients/raw materials imported from overseas" and "is manufactured overseas", by sampling city, October 2014 Figure 33: Attitudes towards product origin, by city tier, October 2014 Tier two and three cities show stronger attachment to domestic products

10. The Consumer - What are Consumers' Shopping Habits?

  • Key points
  • Consumers are open to trying new brands to search for better products
    • Figure 34: Attitudes towards trying new brands, by city tier, October 2014
    • Figure 35: Attitudes towards trying new brands, by household income, October 2014
    • Figure 36: Attitudes towards trying new brands among high earners, by city tier, October 2014
  • Guidance needed with too many choices
    • Figure 37: Attitudes towards product varieties, by city tier, October 2014
    • Figure 38: Online and offline shopping habits, by city tier, October 2014
    • Figure 39: Online and offline shopping habits, by age and city tier, October 2014
  • Importance of honest pricing
    • Figure 40: Attitude towards bargaining, by city tier, October 2014

11. The Consumer - What are Most Interesting Leisure Activities?

  • Key points
  • TV after work, going shopping on weekends and travelling during longer holidays
    • Figure 41: Leisure activity preferences, October 2014
  • After work: consumers in tier one cities look for more variety of leisure activities
    • Figure 42: After-work leisure activity preferences, by city tier, October 2014
  • During weekends: out-of-home leisure activities are preferred
    • Figure 43: Weekend leisure activity preferences, by city tier, October 2014
  • High earners in different city tiers are interested in different weekend leisure activities
    • Figure 44: Weekend leisure activity preferences among high-income consumers, by city tier, October 2014
  • Long holidays: growing interest in travelling with an interesting theme
    • Figure 45: People who are interested in travelling/sightseeing during public holidays and paid vacations, by city tier, October 2014

12. Appendix - The Consumer - Lifestyle of Consumers in Tier One to Three Cities

  • Figure 46: Consumer lifestyle, October 2014
  • Figure 47: Most popular consumer lifestyle, by demographics, October 2014
  • Figure 48: Next most popular consumer lifestyle, by demographics, October 2014

13. Appendix - The Consumer - How do People Plan to Allocate Their Spare Money?

  • Figure 49: Interested areas for spending spare money, October 2014
  • Figure 50: Most popular interested areas for spending spare money, by demographics, October 2014
  • Figure 51: Next most popular interested areas for spending spare money, by demographics, October 2014

14. Appendix - The Consumer - In Which Categories are Consumers Trading Up?

  • Figure 52: Price range of products bought most recently, October 2014
  • Figure 53: Price range of products bought most recently - Chocolate for snacking, by demographics, October 2014
  • Figure 54: Price range of products bought most recently - Fresh vegetables, by demographics, October 2014
  • Figure 55: Price range of products bought most recently - In-home alcoholic drinks, by demographics, October 2014
  • Figure 56: Price range of products bought most recently - Restaurants to eat out with friends/relatives, by demographics, October 2014
  • Figure 57: Price range of products bought most recently - Facial cream, by demographics, October 2014
  • Figure 58: Price range of products bought most recently - Shampoo, by demographics, October 2014
  • Figure 59: Price range of products bought most recently - Laundry detergent, by demographics, October 2014
  • Figure 60: Price range of products bought most recently - Shoes, by demographics, October 2014
  • Figure 61: Price range of products bought most recently - Large durable appliances, by demographics, October 2014
  • Figure 62: Price range of products bought most recently - Cookware, by demographics, October 2014
  • Figure 63: Price range of products bought most recently - Mobile phone, by demographics, October 2014
  • Figure 64: Price range of products bought most recently - Hotels for holidays, by demographics, October 2014

15. Appendix - The Consumer - What Stands for a High-quality Product?

  • Figure 65: Factors influencing quality perceptions, October 2014
  • Figure 66: Most popular factors influencing quality perceptions, by demographics, October 2014
  • Figure 67: Next most popular factors influencing quality perceptions, by demographics, October 2014

16. Appendix - The Consumer - What are Consumers' Shopping Habits?

  • Figure 68: Shopping attitudes, October 2014
  • Figure 69: Most popular shopping attitudes, by demographics, October 2014
  • Figure 70: Next most popular shopping attitudes, by demographics, October 2014
  • Figure 71: Other shopping attitudes, by demographics, October 2014

17. Appendix - The Consumer - What are Most Interesting Leisure Activities?

  • Figure 72: Leisure activity preferences, October 2014
  • Figure 73: Most popular leisure activity preferences - After work/school, by demographics, October 2014
  • Figure 74: Next most popular leisure activity preferences - After work/school, by demographics, October 2014
  • Figure 75: Most popular leisure activity preferences - Weekends, by demographics, October 2014
  • Figure 76: Next most popular leisure activity preferences - Weekends, by demographics, October 2014
  • Figure 77: Most popular leisure activity preferences - Public holidays, by demographics, October 2014
  • Figure 78: Next most popular leisure activity preferences - Public holidays, by demographics, October 2014
  • Figure 79: Most popular leisure activity preferences - Paid vacations, by demographics, October 2014
  • Figure 80: Next most popular leisure activity preferences - Paid vacations, by demographics, October 2014
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