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

Published By :

Mintel

Published Date : Feb 2014

Category :

Advertising and Marketing

No. of Pages : 233 Pages

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.
Table of Content

Introduction

Definition
Report structure
Methodology
Abbreviations

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

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

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

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

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

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

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

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

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?

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?

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?

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?

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

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

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

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

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

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

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

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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