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市場調査レポート

中国における独身者に向けたマーケティング

Marketing to Singles - China - June 2015

発行 Mintel China 商品コード 335232
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国における独身者に向けたマーケティング Marketing to Singles - China - June 2015
出版日: 2015年06月30日 ページ情報: 英文
概要

当レポートでは、中国における独身者に向けたマーケティングについて精査しており、独身でいることの楽しみ、悩み、人生に対して望んでいること、レジャーライフ、食習慣、独身者のタイプ分類等、独身男性および女性が持つさまざまな性格を詳細に検証・分析し、独身者特有のニーズを満足させるマーケティング戦略を採ることにより、大きな市場機会があり、ビジネスの将来性が広がることを示しています。

第1章 序論

  • 定義
  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

  • 独身消費者とそのライフスタイル概要
  • 幸せな独身者および不幸せな独身者
  • 独身者は自分の自由さと独立性にプライドを持っている
  • 単に結婚することよりも幸せなロマンスが望まれている
  • しかし独身者は他人に押し流される事を嫌う
  • 独身男性に対する手助けと世話
  • Mintel Chinaの考察

第3章 市場の課題と重要点

  • 独身者は幸せか否か?
    • 市場データ
    • 市場に対する影響
  • 独身者は伴侶を切望しているのか?
  • 「ストレスを抱えた独身男性」はマーケティング機会をもたらす
  • 「独立した独身女性」を読み解く

第4章 トレンド応用

  • 単身でいることのパワー
  • 性別の不公平さ
  • クリック & コネクト

第5章 中国における独身消費者概要

  • 20歳を超えた独身者数は2億3000万人以上
  • 独身者人口は拡大を続けている
  • 独身消費者にとって自由であるという感覚が幸福感の源泉となっている
  • 独身者もパーソナルファイナンス管理については意識が高い

第6章 人々はなぜ独身でいることを楽しむのか?

  • 独身者は自分のことを自由で自立していると見ている
  • ティア1都市に住む25歳から39歳までの高額所得女性は独身者であることを楽しむ傾向が強い
  • 女性の方が男性よりも独身であることに肯定的な考え方を持っている
  • 25歳を超えた独身者の方が独身であることの利点をより多く見出している
  • 所得が多くなればなるほど独身生活を楽しむ傾向が強い

第7章 独身者を最も悩ませるのは何か?

  • 伴侶を見つける難しさよりも他者からのプレッシャの方が独身者の悩みとなる
  • 大多数は結婚相手を見つけられるものと期待している
  • 将来安泰に暮らすことができるかどうかという悩みはある
  • ティア1都市の高額所得者層には他に気がかりがある
  • 情緒的な支援と手助けが高額所得者層にはアピールする

第8章 独身者が人生に切望すること

  • キャリアの達成、幸せなロマンス、およびより良い財務状況が最も望まれている
  • 高額所得独身者には旅行も最優先事項となっている
  • 年齢層毎に切望している点も変わる
  • 90年代以降生まれの独身者(20〜24歳): 自分らしくいられるためのスキルを身につける
  • 85年代以降生まれの独身者: キャリアを守り金銭的な準備を整える
  • 30歳以上の独身者: 自分を取り巻く世界から逃れるため旅行にでかける

第9章 独身者のレジャーライフ

  • 独身であっても定期的に屋外でのレジャー活動を行う妨げにはならない
  • 独身者はレジャーの際、友人と常に連れ立って行く傾向が強い
  • 自立した独身者をターゲットとしたマーケティング機会
  • 裕福な独身者をターゲットとするショービジネス

第10章 独身者の食習慣

  • 独身者は非独身者より朝食を抜く傾向が強い
  • 独身者はどのように3食を摂っているのか
  • 独身者も自分で料理する
  • フルサービスのレストラン vs. ファーストフード・レストラン
  • 出前 vs. お持ち帰り

第11章 さまざまなタイプの独身消費者

  • 独身消費者の3つのタイプ
  • その瞬間の人生を楽しむタイプの独身者
  • 結婚を求める独身者
  • 家で過ごすのが好きなタイプ
目次

“Single people's happiness is largely dependent upon how well they are able to support their life financially to fulfil their needs and interests. While there is great business potential lying in satisfying the advanced needs of the ‘Live in the moment singles' and the rising ‘Independent females”, there also lies opportunities for brands to pay attention to the basic needs of the less wealthy and more stressed single people - males in particular.” - Laurel Gu, Senior Research Analyst.

This report covers the following areas:

  • Are single people happy or not?
  • Are singles eager to find a partner?
  • The “stressed single males” present marketing opportunities
  • Decoding the “independent single females”

Single consumers are different from non-singles mainly in a way that their living and leisure habits are heavily influenced by their parents or close friends. Therefore, products and services targeted at mainstream singles, may play around the notion of “friendship” (eg brotherhood, close girlfriends) and single people's attachment to their parents in marketing communications.

The majority of singles are feeling optimistic and happy about life. The freedom of having more personal time and space is the major source of their happiness, while single females in particular are eager to demonstrate their independence.

Brands showing understanding and appreciation of “single women's power” can effectively appeal to the rising single females and make them feel that it is “a brand for me”.

Despite the perceived various advantages, single people do have worries and concerns. Uncertainty about life in the future is the main thing. There is an opportunity for financial companies to offer products designed for single people (eg life insurance products) to give them more reassurances in their later life.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • Overview of single consumers and their lifestyles
    • Figure 1: Population of single people (unmarried, widowed and divorced) aged 20 and over, China 2004-13
  • The happy and non-happy singles
    • Figure 2: Consumers segmentation based on their attitude towards life, March 2015
    • Figure 3: Consumer attitudes towards single life - % of “agree strongly” or “agree somewhat”, by psychographic group, March 2015
  • Single people find their pride in freedom and independence
    • Figure 4: Perceived advantages of being single, March 2015
  • A happy romance is more desirable than simply getting married
    • Figure 5: Most desired achievements, March 2015
  • However, the singles hate to be pushed by others
    • Figure 6: Annoyances of being single, March 2015
  • More helping hands and caring for single males
  • What we think

3. Issues and Insights

  • Are single people happy or not?
  • The facts
  • The implications
  • Are singles eager to find a partner?
  • The facts
  • The implications
  • The “stressed single males” present marketing opportunities
  • The facts
  • The implications
    • Figure 7: Etude House's hand cream packaging featuring mood lifting mood lifting messages, South Korea, 2013
  • Decoding the “independent single females”
  • The facts
  • The implications

4. Trend Application

  • The Power of One
    • Figure 8: Example of convenient stores (FamilyMart) offering entertainment devices on its in-store dining table, Shanghai, 2015
  • The Unfair Sex
  • Click and Connect

5. Overview of Single Consumers in China

  • Key points
  • Over 230 million singles over 20
    • Figure 9: Marital status among people aged over 20, China, 2013
  • Single population is continuously expanding
    • Figure 10: Percentage of single people amongst total population over 20, China, 2013
  • Sense of freedom is the source of happiness for single consumers
    • Figure 11: Selected attitudes towards life, by relationship status, March 2015
  • Singles are as conscious in personal finance management
    • Figure 12: Selected attitudes towards spending and future plans, by relationship status, March 2015

6. Why Do People Enjoy Being Single?

  • Key points
  • Single people see themselves being free and independent
    • Figure 13: Perceived advantages of being single, March 2015
  • Females, aged 25-39, high earners and those living in tier one cities are more likely to enjoy being single
    • Figure 14: Average number of perceived advantages of being single, by demographics, March 2015
  • Females hold a more positive attitude towards being single than males do
    • Figure 15: Perceived advantages of being single, by gender, March 2015
    • Figure 16: Example of Baileys' marketing communications on its Irish cream liqueur, China, 2015
    • Figure 17: Example of Baileys' marketing communications on its Irish cream liqueur, China, 2015
  • The over 25s see more benefits from being single
    • Figure 18: Perceived advantages of being single, by age, March 2015
  • The more you earn, the more you enjoy singlehood
    • Figure 19: Perceived advantages of being single, by monthly personal income, March 2015

7. What Annoys Single People the Most?

  • Key points
  • Pressure from others annoys them more than the difficulty in finding a partner
    • Figure 20: Annoyances of being single, March 2015
    • Figure 21: Consumers who are concerned about the pressure from friends/family to find a partner/get married, by demographics, March 2015
  • The majority still look forward to finding a partner
    • Figure 22: Consumers who are concerned about the difficulty in finding a partner as they get older, by demographics, March 2015
  • Security of life in the future still exists
    • Figure 23: Consumers who are concerned “may miss the best childbearing age as getting older”, by age, March 2015
  • High earners in tier one cities have other concerns
    • Figure 24: Average number of concerns about being single chosen, by demographics, March 2015
  • Emotional support and a helping hand can appeal to high earners
    • Figure 25: Selected annoyances of being single, by income, March 2015

8. Single People's Aspirations in Life

  • Key points
  • Career achievements, a happy romance and better financial situation are most desired
    • Figure 26: Most desired achievements, March 2015
  • Travelling is also on top of the mind of the high earning singles
    • Figure 27: Consumers who chose “to travel to more unknown places” amongst the top three desired achievements, by demographics, March 2015
  • Aspirations vary by generations:
    • Figure 28: Most desired achievements, by age, March 2015
  • The post-90s singles (aged 20-24): develop skills to better themselves
    • Figure 29: Examples of brands' marketing communications interpreting future aspirations of the post 90s generation, China, 2015
  • The post-85s singles: hold on to career and get financially prepared
    • Figure 30: Examples of brands' marketing communications interpreting future aspirations of the singles aged 25-29, China, 2015
  • Singles who are above 30: travel to escape the world they know
    • Figure 31: Examples of brands' marketing communications interpreting future aspirations of the singles aged above 30, China, 2015

9. Single People's Leisure Life

  • Key points
  • Being single does not bar people from regular out-of-home leisure activities
    • Figure 32: Leisure activities done in the past six months, by relationship status, March 2015
  • Single people tend to be bounded with their friends during leisure hours
    • Figure 33: Who to go with in leisure activities, by relationship status, March 2015
    • Figure 34: Percentage of consumers who have done these leisure activities with their friends in the past six months, by gender, March 2015
  • Opportunities for targeting the independent singles
    • Figure 35: Percentage of consumers who have done these leisure activities alone in the past six months, by gender, March 2015
  • The show business to target wealthy singles
    • Figure 36: Consumers who have watched live shows / events (eg football games, concerts) in the past six months, by age and income, March 2015

10. Single People's Dining Habits

  • Key points
  • Singles are more likely to skip breakfast than non-singles
    • Figure 37: Meal habits, March 2015
    • Figure 38: Single consumers who are used to skipping breakfast, by demographics, March 2015
  • How singles have their three meals
  • Singles do cook for themselves
    • Figure 39: Ways of having three meals, March 2015
  • Full service restaurants versus fast food restaurants
  • Food delivery versus buying takeaway

11. Different Types of Single Consumers

  • Key points
  • Three types of single consumers
    • Figure 40: Consumers segmentation based on their attitude towards life, March 2015
    • Figure 41: Consumer attitudes towards life (% of “agree strongly” or “agree somewhat”), by psychographic group, March 2015
  • Live in the moment singles
    • Figure 42: Demographic features of “Live in the moment singles”, by psychographic group, March 2015
    • Figure 43: Advantages of being single, by psychographic groups, March 2015
  • Marriage seekers
    • Figure 44: Demographic features of “Marriage seekers”, by psychographic group, March 2015
    • Figure 45: Ways of doing leisure activities - percentage of consumers who have done the activities with friends over the past six months, by psychographic groups, March 2015
  • Homebodies
    • Figure 46: Selected leisure activities done in the past six months, by psychographic groups, March 2015
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