866-997-4948(US-Canada Toll Free)

Marketing to Students - China - October 2016

Published By :

Mintel

Published Date : Oct 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Today’s Chinese university students are more independent financially and mentally. They make sensible and value-driven purchases and like brands that speak their minds. Showing off is not a primary pursuit. They intend to live free from societal pressure and competition. To achieve greater autonomy, they look for ways to develop special skills and improve themselves economically and spiritually.

Table of Contents

OVERVIEW
What you need to know
Covered in this Report

EXECUTIVE SUMMARY
The consumer
Exploring varied ways to earn more money
Figure 1: Average allowance per month across varied sources, July 2016
Young shoppers are rather family-centric and rational
Figure 2: Preferred channels to spend spare money, July 2016
Shopping behaviours are not unified
Figure 3: Consumer purchasing behaviours and habits in terms of shopping location, July 2016
Is emotional connection not important for brand building?
Figure 4: Preferred brand features, July 2016
Gender differences affect preferences towards advertising styles
Figure 5: Preferred advertisement styles, July 2016
Idealists or not?
Figure 6: Agreement (including strongly agree and somewhat agree) on attitudes towards life, July 2016
Four types of university students
What we think
Figure 7: Core desire of Chinese university students, July 2016

ISSUES AND INSIGHTS
Diversified tensions and emotional needs
The facts
The implications
Empowering youth to embody entrepreneurship
The facts
The implications
Not just book learning
The facts
The implications
Feeling too much?
The facts
The implications
Figure 8: Product example of Sanctuary
Minimising possession is a fad among future shoppers
The facts
The implications

STUDENTS OVERVIEW
Demographic overview
Three in 10 students aged 18-22 are not the only child
Figure 9: Percentage of students aged 18-22 who are the only child or not, by region, July 2016
Figure 10: Percentage of students aged 18-22 who are the only child or not, by gender, July 2016
University is the mainstream choice
Figure 11: Students’ majors, by region, July 2016
Spending power increases when entering college or university

THE CONSUMER – WHAT YOU NEED TO KNOW
Family allowance only accounts for part of pocket money
Young but practical
A real challenge to satisfying young consumers’ varied needs
Product features contributing much to brand likeness
Four unique student groups

SOURCES OF ALLOWANCE
More diversified and independent ways to make money
Figure 12: Average allowance per month across varied sources, July 2016
Students in northern cities are more active in making money
Figure 13: Percentage of students who have made money from different sources, by region, July 2016
Figure 14: A weighted average allowance across different sources, by region, July 2016
Figure 15: Percentage of different sources of allowance, by region, July 2016
Students in higher tier cities have more choices
Figure 16: Number of students who have ever used the selected sources to make money, by city tier, July 2016
Students in tier two cities are less money saving-conscious
Figure 17: A weighted average allowance across different sources, by city tier, July 2016
Figure 18: Percentage of different sources of allowance, by region, July 2016
Those who are the only child look for freedom in earning money
Figure 19: Allowance from parents/other family members, by number of children in the family, July 2016
Figure 20: A weighted average allowance across different sources of allowance, by number of children in the family, July 2016
Preferred ways of making money across demographics

SPENDING TRENDS
Family-oriented youths will influence parents’ purchase
Figure 21: Preferred channels to spend spare money, July 2016
Fashion and beauty trump health
Girls/guys next door
Managing personal finance currently is not a priority?
Males and females have different spending priorities
Figure 22: Selected spending channels, by gender, July 2016

PURCHASING BEHAVIOURS
Shopping malls are more appealing
Figure 23: Consumer purchasing behaviours and habits in terms of shopping location, July 2016
Ideal place for shopping: great product variety, open shelves and competitive prices
Figure 24: Consumer purchasing behaviours and habits in terms of in-store experience, July 2016
Polarised product preferences among students
Figure 25: Consumer purchasing behaviours and habits in terms of brand and product preferences, July 2016
High street brand buyers looking for best deals
Figure 26: Preference for those who agree ‘high street brands are good enough for me’ (comparison against average), July 2016
Luxury brand lovers desiring uniqueness and customisation
Figure 27: Preference for those who agree ‘luxury brands can especially interest me’ (comparison against average), July 2016
Females are easier to be influenced
Figure 28: Preference towards selected purchasing behaviours, by gender, July 2016
Figure 29: Percentage of students who choose ‘neither’ for selected purchasing preferences, by gender, July 2016
Older students are more economical
Figure 30: Preference towards selected purchasing behaviours, by age, July 2016

BRAND FEATURES PREFERENCES
Being practical is the key theme
Figure 31: Preferred brand features, July 2016
‘Understanding me’ also matters
Image preferences: trendy vs historical?
Demographic differences playing a big role
End of invidious consumption is coming?

ATTRACTIVE ADVERTISING STYLES
Transformation is the core
Figure 32: Preferred advertisement styles, July 2016
No second best advertising style
Figure 33: Preference towards selected advertising styles, by gender, July 2016
Figure 34: Preference towards selected advertising styles, by major, July 2016
Preferring individualistic or collectivistic advertising style?
Figure 35: Preference towards selected advertising styles, by city tier, July 2016
Selling the good old days

PSYCHOGRAPHIC OVERVIEW
Overall, diligent and future-oriented
Figure 36: Agreement (including strongly agree and somewhat agree) on different statements about future planning, by age and gender, July 2016
Spending beliefs are different between genders
Figure 37: Agreement (including strongly agree and somewhat agree) on different statements about role of money, by age and gender, July 2016
Big success is more important than small happiness?
Figure 38: Agreement (including strongly agree and somewhat agree) on different statements about life value/drivers, by age and gender, July 2016
Parents, allies or enemies?
Figure 39: Agreement (including strongly agree and somewhat agree) on different statements about relationship with parents, by age and gender, July 2016

CONSUMER SEGMENTATION
Four types of university students
Figure 40: Consumers segmentation based on their attitudes towards life, July 2016
The Happy-go-luckies (??????): Do as they please and tend to live large
Figure 41: Attitudes towards future planning, by consumer segment, July 2016
Figure 42: Attitudes towards life value/driver, by consumer segment, July 2016
Figure 43: Allowance from making money from my hobbies, by consumer segment, July 2016
Figure 44: Attitudes towards role of money, by consumer segment, July 2016
Figure 45: Preference towards selected brand features, by consumer segment, July 2016
Figure 46: Selected spending channels, by consumer segment, July 2016
Figure 47: Attitudes towards relationship with parents and individuality, by consumer segment, July 2016
Future Protectors (?????????): Working hard to secure a reliable and happy future
Figure 48: Selected spending channels, by consumer segment, July 2016
Careful Explorers (?????????): Swing between living big dreams and playing safe
Freedom Seekers (??????): Have a free mindset and desire exciting sensorial experiences
Figure 49: Preferences towards selected brand features, by consumer segment, July 2016

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *