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LEISURE TIME - CHINA - AUGUST 2018

Published By :

Mintel

Published Date : Aug 2018

Category :

Lifestyle

No. of Pages : N/A

Consumers nowadays pay attention to personal feelings and try to strike a work-life balance. They place emphasis on sensory and immersive experiences and explore multiple meanings through leisure products and services. Brands should provide opportunities for consumers to express their personalities even publicise their beliefs within brand contexts. What can be shared on social media and wow their social circle will serve as an extra bonus.
Table of contents
OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The consumer
Relaxed but unique experience sought after by consumers
Figure 1: Attitudes towards leisure activities and expenses, March 2018
Centralized platforms used more often; customization and chatbots are spreading
Figure 2: Information source where consumers plan their leisure activities, March 2018
Desire for nature
Figure 3: Favourite variety show, March 2018
Less attention to traditional festivals (without day-off)
Figure 4: Activities done in different types of holidays, March 2018
Social media used as a channel to express personality
Figure 5: Social network usage frequency, March 2018
Figure 6: Factors for sharing personal life on social media, March 2018
Figure 7: Factors for not sharing personal life, March 2018
What we think
ISSUES AND INSIGHTS
Cater to consumers sense of adventure
The facts
The implications
Figure 8: Asda score-cher
Work and play can go hand-in-hand
The facts
The implications
Figure 9: Outdoor co-working space, June 2018
Figure 10: Unarmed snacking shelf
Acquire knowledge over slotted time
The facts
The implications
Figure 11: Herbal communitea hall
THE CONSUMER WHAT YOU NEED TO KNOW
Most consumers happy with how they spend leisure time
Centralized platforms more used as information source, while simplification may become the trend
Chinese traditional festivals are less valued
ATTITUDES TOWARDS LEISURE ACTIVITIES
Multidimensional demand for leisure activities
Figure 12: Attitudes towards leisure time, March 2018
Relaxation and connection are most wanted through leisure activities
Differentiation and individualism sought after by consumers
Figure 13: Attitudes towards trendy leisure activities and leisure expenses, March 2018
Work hard, play hard
Figure 14: Attitudes towards the line between my work and leisure time is very clear, March 2018
Young males tend cutting expenses
Figure 15: Attitudes towards I would like to cut down expenses on leisure activities, March 2018
INFORMATION SOURCE
Online travelling websites/apps play an important role in travel preparation
Figure 16: Information source where consumers plan their leisure activities, March 2018
Highly integrated websites/applications are popular; simplification may become the next step
Wechat more used than Weibo as information source
Figure 17: Search information through WeChat and Weibo, March 2018
FAVOURITE VARIETY SHOW
Fun and relaxation are most desired through variety shows
Figure 18: Favourite variety show, March 2018
Embrace the nature
Figure 19: Proportion of consumers who favour nature themed variety show, by selective demographics, March 2018
Star-power draws in young women
Figure 20: Selective favourite variety shows among women aged 20-24 as average, March 2018
HOLIDAYS ACTIVITIES
Preferred activities in holidays
Figure 21: Activities done in different types of holiday, March 2018
Chinese festivals (without a day off) are paid less attention
Figure 22: Activities done in special days (without day-off), March 2018
Figure 23: Herborist facial skincare products
Experience is explored through leisure activities
Figure 24: Cha cha matcha pink cursive sign
SOCIAL MEDIA POSTING
Social network is essential to modern life
Figure 25: Social network usage frequency, March 2018
Profile of heavy social media users
Figure 26: Different frequency social network users, March 2018
DRIVERS AND BARRIERS TO POSTING
Posting on social media is a way of self-expression and definition
Figure 27: Factors for sharing personal life on social media, March 2018
Nurturing bonds with others
Figure 28: Lululemon activity photo
Concerns over privacy leaking
Figure 29: Factors for not sharing personal life, March 2018
MEET THE MINTROPOLITANS
Over half of Mintropolitans are heavy posters
Figure 30: Different frequency social network users, by consumer classification, March 2018
Specialized information and knowledge are favoured by MinTs
Figure 31: Information source from specialized websites/applications, by consumer classification, March 2018
Figure 32: Affections towards skills and knowledge oriented variety show, by consumer classification, March 2018
Sports A lifestyle badge of the MinTs
Figure 33: Sports activities during holiday, by consumer classification, March 2018
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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