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Marketing to People in their 20s - China - October 2015

Published By :

Mintel

Published Date : Oct 2015

Category :

Advertising and Marketing

No. of Pages : N/A

The twentysomethings in China are an interesting group to study given the unique family structure they have been brought up in and China

Table of Content

Introduction

What you need to know

Executive Summary

The market
Companies and brands
The consumer
Fashion-loving
Figure 1: Purchase of popular products, July 2015
Preferred buying channel varies by different categories
Figure 2: Preferred purchase method of popular products, July 2015
Figure 3: Preferred purchase method of popular products, July 2015 (continued)
Preferred shopping channel varies by cities
Young shoppers’ brand loyalty varies across different categories
Figure 4: Brand repertoire behaviour of popular products, July 2015
Figure 5: Brand repertoire behaviour of popular products, July 2015 (continued)
Young Chinese are more open-minded about online advertising and being targeted
Figure 6: Attitude towards advertising method, July 2015
The diversity of twentysomethings in China
Figure 7: Cluster analysis based on personal values in digital era, July 2015
What we think

Issues and Insights

Spending behaviour and preferred purchase channels vary by categories
The facts
The implications
Brand loyalty differs by category
The facts
The implications
Young Chinese are more open-minded about online advertising and being targeted
The facts
The implications
The mixed message to operators targeting twentysomethings in China
The facts
The implications

The Market – What You Need to Know

Declining FMCG industry
Online video advertising
Twentysomethings in China

Market Drivers

Declining FMCG industry
Online advertising is booming
Background of twentysomethings in China
Key characters of twentysomethings in china
Hyper-connectivity
Figure 8: Online activities on different devices, by demographics, April 2015
I know what I want
Love to share
Seeking uniqueness
Experience is all

Who’s Innovating?

Hyper-connectivity: The value of now
Freshly prepared for you
One-Click House Renovation
I know what I want: Crowdsourcing
People’s concert
Create your own ad
Collective wisdom for Xiaomi
Love to share: The common story of the lonely child
Share a line with your buddy
Share your journey
Seeking uniqueness: Customisation
Customisation from chocolate to fragrance
Figure 9: Guerlain Mon Exclusif Eau de Parfum, August 2015
Experience is all: Fun and authentic
Speak their language
Figure 10: PepsiMoji packaging, Canada
Figure 11: Kang Zhi Wei cartoon-image-pack milk from mengniu, Q1 2015 and Apple Flavoured Fanta from Coca-cola, Q2 2015
Fun walking
Authentic travellers
Never shy away from experimenting with new things
Summer Sprouts

The Consumer – What You Need to Know

Fashion-loving
Preferred buying channel varies by category and city
Young shoppers’ brand loyalty varies across different categories.
Negative views towards advertising on video streaming websites
Young Chinese are more open-minded about online advertising and being targeted
The diversity of twentysomethings in China

Purchase Behaviour across Most Popular Products

Clothing and accessories are the most popular category amongst young consumers
Figure 12: Purchase of popular products, July 2015
Clear preference disparity led by gender
Figure 13: White Chocolate Flavoured Hawthorn Stripes by mu mu cha, q2 2015
Figure 14: Purchase of popular products, by gender, July 2015
Entertainment has no gender boundaries
Figure 15: Purchase of popular products, by gender, July 2015

Preferred Purchase Method of Most Popular Products

Food and drink from brick-and mortar stores
Figure 16: Preferred purchase method of popular products, July 2015
Sought after fashion online
Buying beauty products online
Figure 17: Preferred purchase method of popular products, July 2015
E-commerce booms amongst the Non-MinT demographics
Figure 18: Preferred purchase method of popular products, by demographics, July 2015
Mobile shopping favoured by the young female Mintropolitan
Figure 19: Key drivers of users who frequently buy products on their smartphone, July 2015
Preferred shopping channel varies by cities

Brand Usage of Most Popular Products

Brands play a significant role for mother and baby care for young shoppers
Short life cycle for beauty products
Figure 20: Brand repertoire behaviour of popular products, July 2015
New buyers and new products are essential for clothing and accessories
Flavour-led segmentation for food and drinks
Locally-sourced own-label opportunities
Figure 21: Brand repertoire behaviour of popular products, July 2015
Brand loyalty varies from city to city

Attitudes towards Online Advertising Publishers

Negative views towards advertising on video streaming websites
By contrast, consumers are less bothered by ads on portal websites (eg Sina, Sohu, 163.com) or online forums. This maybe because of their less intrusive format – ie users can ignore it while browsing.
Figure 22: Least liked advertising channel, July 2015
Young female consumers are more concerned about data privacy
Figure 23: Least liked advertising channel, July 2015
Figure 24: Least liked advertising channel, by cities, July 2015

General Attitudes towards Advertising

Native advertising is the common ground
Figure 25: Attitudes towards advertising method, July 2015
Young Chinese are more open-minded than their peers in the UK in terms of advertising
Figure 26: Attitude towards advertising method, July 2015
Young female viewers show more tolerance to online ads than males
Figure 27: Attitudes towards advertising method, by gender, July 2015

Evolving Personal Values in a Digitalised World

Analysis background
Figure 28: Personal values in the digital era, July 2015
Key factors analysis
Factor one: living in the moment
Factor two: Seeking for balance between ego affirmation and conformity
Factor three: the two sides of social media
Figure 29: Personal value in digital era, July 2015
The diversity of twentysomethings in China
Figure 30: Cluster analysis based on personal value in digital era, July 2015
The Blinkered Urban Dwellers (17%)
The Aspiring Stargazers (17%)
Figure 31: Personal value in digital era cluster versus average, July 2015
The Indulgent Optimists (27%)
Figure 32: Personal value in digital era cluster versus average, July 2015
The Jaded Social Media Users (20%)
Figure 33: Personal value in digital era cluster versus average, July 2015
The Digital Enthusiasts (19%)
Figure 34: Personal value in digital era cluster versus average, July 2015

Appendix – Methodology and Definitions

Key driver analysis – Methodology
Interpretation of results
Figure 35: Key drivers of Users who frequently buy products on their smartphone – Key driver output, July 2015
Mintropolitans
Why Mintropolitans?
Who are they?
The “Lei Ren” Culture in China
Abbreviations

List of Table

NA

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