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

Regional Lifestyles - China - December 2013

Published By :

Mintel

Published Date : Jan 2014

Category :

Lifestyle

No. of Pages : 171 Pages


Companies that want to thrive in China should aim to develop a matrix of China that looks at the local economy development, population and traditional culture simultaneously, and acknowledges that the differences are explained by these three factors together. That said, a harmonious family relationship is the centre of living, irrespective of age, income, location and social status. Therefore, marketing communication based on family values is likely to remain essential.
Table of Content

Introduction
Hypothesis
Key themes
Methodology
Limitation

Executive Summary
Income is the pivotal driver of differentiating attitudes towards urban household lifestyle
Figure 1: current lifestyle and attitude towards lifestyle, september 2013
A safer, cleaner, healthier life
Figure 2: Consumer attitude: anxiety, September 2013
Harnessing the power of family
Figure 3: important life values, september 2013
Lifestyle Aspiration: Consumer Cluster
Figure 4: Five clusters based on lifestyle aspiration, September 2013
What we think

Market Drivers – Economic and Social Trends
Key points
Reform plan from 18th National Congress of the Communist Party
Economic and financial reforms
Figure 5: China annual GDP and annual GDP growth rate, 2002-12
Key message: Changing people’s perceptions of state-owned enterprise
Key message: The rise of small and mid-size enterprise activities
Demographic reform
Figure 6: Major statistics of China’s population, 2011
Figure 7: Total population of China and its natural growth rate, 2006-11
Key message: The booming babycare market
Social reform
Figure 8: Comparison of annual average wage, Guangzhou vs Zhengzhou 2003-11
Key message: Faster economy growth and urbanisation in smaller cities
Ecological reform
Figure 9: World top 10 coal producers, by million tonnes, 2012
Figure 10: Investment of environmental pollution treatment, China, 2002-11
Key message: Investing in the new energy and anti-pollution market
The rise of the Chinese middle class
Key message: Increase middle class household consumption
Figure 11: The growth of China’s middle class, 2000-15

Market Drivers – The Regions of China
Key points
East China (Huadong)
North China (Huabei)
Northeast China (Dongbei)
Northwest China (Xibei)
South Central China (Zhongnan)
Southwest China (Xinan)
Key message

Market Drivers – Local Demographics
Key points
Population
Figure 12: Most populous regions in China (10,000 people), 2011
Figure 13: Top five regions with most urban population in China (10,000 people), 2011
Figure 14: Top five regions with least urban population in China (10,000 people), 2011
Figure 15: Top five regions with most rural population in China (10,000 people), 2011
Figure 16: Top five regions with fastest growth in terms of urban population in China, 2005-11
Figure 17: Top five regions with the highest average life expectancy in China, 2011
Figure 18: Number of over-65s for every 100 working age people in China (15-64), 2011
Economy and Finance
Figure 19: Top five regions in China with the highest annual disposable income per capita (Yuan), 2011
Figure 20: Top five regions in China with the highest CAGR of annual disposable income per capita (Yuan), 2002-11
Figure 21: Top five regions in China with most registered privately owned businesses (including all types), 2011
Figure 22: Top five regions in China, by most state-owned public institutions, 2011
Figure 23: Top five most expensive cities in China in terms of residential property price (Yuan /per square metre), 2011
Figure 24: Top five most expensive cities in China in terms of residential property price (Yuan/per square metre), 2011
Figure 25: Chinese cities, by top CAGR of property price from 2002-11
Key message

The Consumer – Basic Profile – Type of Employment and Related Issues
Key points
National Level: Majority work for privately owned business
Figure 26: Types of company/organisation, September 2013
Figure 27: Employee number of each type of enterprise, based on national statistical data, 2011
Regional Level: Difference remains in North-South line
Figure 28: Employee percentage of each type of company, by region, September 2013
City Tier: Foreign investors favour tier one
Figure 29: Employee percentage of each type of company, by city tier, September 2013
Key message

The Consumer – Basic Profile – Living Arrangements and Property Ownership
Key points
National Level: High ownership of property reflects family-oriented values
Figure 30: Living status, September 2013
Figure 31: Living status, September 2013
Regional Level: Families most likely to live together in the South
Figure 32: Living status, by region, September 2013
City Tier: Little difference remains in house ownership across city tier levels, while renting behaviour differs from city to city
Figure 33: Living status, by city tier, September 2013
Figure 34: Living status, by city, September 2013
Key message

The Consumer – Basic Profile – Mortgage Arrangement
Key points
Housing Loan
National Level: Cash for homes
Figure 35: Housing loan, September 2013
Figure 36: Housing loan, by age group, September 2013
Regional Level: People who live in the South more likely to take out a mortgage
Figure 37: Housing loan, by region, September 2013
Figure 38: Mortgage status by each city, September 2013
Figure 39: Residential commodity house price ranking, top 10 cities, 2011
City Tier: More affordable property prices in lower tier cities
Figure 40: Housing loan, by city tier, September 2013
Mortgage Status
National Level: Most respondents are rational buyers
Figure 41: Consumer behaviour: mortgage status 1, September 2013
Figure 42: Consumer behaviour: mortgage status, by age group, September 2013
Figure 43: Consumer behaviour: mortgage status, by loan term, September 2013
Regional Level: People from the South are more likely to take out a higher mortgage
Figure 44: Consumer behaviour: mortgage status, by region, September 2013
City Tier: Little significant difference in terms of mortgage status amongst different city tiers
Figure 45: Consumer behaviour: mortgage status, by city (tier 1 only), September 2013
Key message

The Consumer – Attitudes and Values – Current Lifestyle and Attitude towards Lifestyle
Key points
Figure 46: Current lifestyle and attitude towards lifestyle, September 2013
National Level: Incomes define lifestyle
Figure 47: Leisure time, by monthly household income, September 2013
Figure 48: Financial management, by monthly household income, September 2013
Figure 49: Life aspiration, by monthly household income, September 2013
Figure 50: Current lifestyle, by education level, September 2013
Place of work influences lifestyle preferences
Figure 51: Consumer attitude: current lifestyle and attitude towards lifestyle, by types of company/organisation, September 2013
Privately owned business employees tend to have tougher lives
People who work for foreign-owned business are likely to be progressive white-collar workers
The frugal and low-profile lifestyle of National (local) civil servant
Regional Level: Regional location shows little difference in people’s lifestyle
Figure 52: Attitudes towards spending, by region, September 2013
City Tier: Tier two city inhabitants keen to improve their financial status
Figure 53: Attitudes towards spending, by city tier, September 2013
Figure 54: Current lifestyle, by city tier, September 2013
Key message

The Consumer – Attitudes and Values – Current Anxieties
Key points
National Level: A safer, cleaner, healthier life
Figure 55: Consumer attitude: anxiety, September 2013
The Diaosi generation
Figure 56: The new portrait of the Diaosi generation in 2013, March 2013
Metropolitan anxieties
Income, age and anxiety
Figure 57: Anxieties, by age group, September 2013
Figure 58: Anxieties, by monthly household income, September 2013
Figure 59: Anxieties, by mortgage status, September 2013
Regional Level: Opportunity for anti-pollution market in the East
Figure 60: Anxieties, by regions, September 2013
City Level: Solution for pollution for tier one city inhabitants
Figure 61: Anxieties, by city tier, September 2013
Figure 62: Example of smog in Shanghai, December 6th 2013
Figure 63: Anxieties, by city tier, September 2013
Figure 64: “Counter smog battle”, headline of Tmall, December 2013
Key message

The Consumer – Attitudes and Values – Important Values
Key points
National Level: Harnessing the power of family
Figure 65: Important life values, September 2013
Bet it all on education
Figure 66: The image of a child comes from 4-2-1 family, a child looked after by two workers during a trip to Huang Mountain with his parents, May 2013
Income, age and values
Figure 67: Important life values, by monthly household income, September 2013
Figure 68: Important life values, by monthly household income and age, September 2013
City Tier: Lifestyle upgrading in tier one cities
Figure 69: Important life values, by city tiers, September 2013
Key message

The Consumer – Lifestyle Aspiration – Consumer Cluster
Key points
Figure 70: Five clusters based on lifestyle aspiration, September 2013
Figure 71: Any agreement with attitudes towards lifestyle improvement, by typology, September 2013
Figure 72: Cluster groups, by incomes, September 2013
Who are they?
Marketing message
Traditional Self-Reliants (23%)
Figure 73: Cluster groups, by age, September, 2013
Who are they?
Marketing message
Progressive Life Variety Seekers (19%)
Figure 74: Cluster groups, by gender, September, 2013
Figure 75: Cluster groups, by city tier, September, 2013
Marketing message
Figure 76: Important life values, by clusters, September 2013
Who are they?
Figure 77: Cluster groups, by marital status, September, 2013
Marketing message
Figure 78: Cluster groups, by mortgage status, September 2013
Figure 79: Cluster groups, by attitudes towards lifestyle, September 2013
Who are they?
Marketing message
Key message

Key Trend Application – Economic Status Determines People’s Ideology towards Lifestyle
Income defines lifestyle
House ownership determines life quality
Regional difference towards lifestyle remains insignificant
What it means

Key Trend Application – Inspire the Rising Middle Class
Inspire the emerging middle class
Premium education service
What it means

Key Trend Application – New Opportunities for Brands
Marketing to families in different regions
Opportunity of anti-pollution market in the East
A safer, cleaner, healthier life
What it means

Key Trend Application – Branding and Distribution Strategies
The Diaosi and Wo Ju generations shape online consumption
Designing city-specific solutions
Battling to retain talent
What it means

Appendix
Types of company/organisation
Figure 80: Types of company/organisation, September 2013
Figure 81: Types of company/organisation, by demographics, September 2013
Figure 82: Consumer attitude: value for life, by types of company/organisation, September 2013
Consumer living status
Figure 83: Consumer living status, September 2013
Figure 84: Consumer living status I nets, by demographics, September 2013
Figure 85: Consumer living status II nets, by demographics, September 2013
Figure 86: Most popular consumer living status, by demographics, September 2013
Figure 87: Next most popular consumer living status, by demographics, September 2013
Figure 88: Consumer attitude: value for life, by consumer living status I nets, September 2013
Figure 89: Consumer attitude: value for life, by consumer living status II nets, September 2013
Figure 90: Consumer attitude: value for life, by most popular consumer living status, September 2013
Figure 91: Consumer attitude: value for life, by next most popular consumer living status, September 2013
Figure 92: Consumer attitude: anxieties, by consumer living status I nets:, September 2013
Figure 93: Consumer attitude: anxieties, by consumer living status II nets, September 2013
Figure 94: Consumer attitude: anxieties, by most popular consumer living status, September 2013
Figure 95: Consumer attitude: anxieties, by next most popular consumer living status, September 2013
Figure 96: Consumer attitude: important factors, by consumer living status I nets, September 2013
Figure 97: Consumer attitude: imporant factors, by consumer living status II nets, September 2013
Figure 98: Consumer attitude: imporant factors, by most popular consumer living status, September 2013
Figure 99: Consumer attitude: imporant factors, by next most popular consumer living status, September 2013
Consumer housing loan
Figure 100: Consumer housing loan, by demographics, September 2013
Figure 101: Consumer housing loan, by demographics, September 2013
Figure 102: Consumer attitude: value for life, by consumer housing loan, September 2013
Figure 103: Consumer attitude: anxieties, by consumer housing loan, September 2013
Figure 104: Consumer attitude: imporant factors, by consumer housing loan, September 2013
Consumer behaviour: Mortgage status
Figure 105: Consumer behaviour: mortgage status 1, September 2013
Figure 106: Consumer behaviour: mortgage status 1, by demographics, September 2013
Consumer behaviour: Mortgage status
Figure 107: Consumer behaviour: mortgage status 2, September 2013
Figure 108: Consumer behaviour: mortgage status 2, by demographics, September 2013
Consumer attitude: Current Lifestyle and Attitude towards Lifestyle
Figure 109: Consumer attitude: value for life, September 2013
Figure 110: Consumer attitude: value for life – Leisure time, by demographics, September 2013
Figure 111: Consumer attitude: value for life – Finance management, by demographics, September 2013
Figure 112: Consumer attitude: value for life – Life aspiration, by demographics, September 2013
Consumer attitude: Current Anxieties
Figure 113: Consumer attitude: value for life, September 2013
Figure 114: Most popular consumer attitude: anxieties, by demographics, September 2013
Figure 115: Next most popular consumer attitude: anxieties, by demographics, September 2013
Figure 116: Other consumer attitude: anxieties, by demographics, September 2013
Consumer attitude: Important Values
Figure 117: Consumer attitude: important factors, September 2013
Figure 118: Most popular consumer attitude: important factors, by demographics, September 2013
Figure 119: Next most popular consumer attitude: important factors, by demographics, September 2013
Figure 120: Other consumer attitude: important factors, by demographics, September 2013
Consumer attitude: Lifestyle Aspiration
Figure 121: Consumer attitude: lifestyle, September 2013
Figure 122: Agreement with the statement ‘It would be nice to have more variety in my life rather than following a daily routine’, by demographics, September 2013
Figure 123: Agreement with the statement ‘I don’t see the need to improve anything in my life as I am happy the way it is’, by demographics, September 2013
Figure 124: Agreement with the statement ‘It is important to spend time together with my family than seeing other people’, by demographics, September 2013
Figure 125: Agreement with the statement ‘Satisfying my child’s needs is the first priority for my family’, by demographics, September 2013
Figure 126: Agreement with the statement ‘Having an active social life is very important to me’, by demographics, September 2013
Figure 127: Agreement with the statement ‘It is important to invest time/money in being pampered’, by demographics, September 2013
Figure 128: Agreement with the statement ‘Enjoying life at the moment is more important than saving money for the future’, by demographics, September 2013
Figure 129: Agreement with the statement ‘Western lifestyle is more fashionable than the Chinese traditional lifestyle’, by demographics, September 2013
Figure 130: Agreement with the statement ‘It is important to live your life your own way rather than being influenced by others’, by demographics, September 2013
Figure 131: Agreement with the statement ‘Owning goods from international brands is a reflection of having a good quality of life’, by demographics, September 2013
Figure 132: Agreement with the statement ‘It is important to follow a healthy lifestyle’, by demographics, September 2013
Figure 133: Agreement with the statement ‘It is important to progress in a career’, by demographics, September 2013
Figure 134: Agreement with the statement ‘Investing money is more profitable than using a savings account’, by demographics, September 2013

Further analysis
Figure 135: Target groups, by demographics, September 2013
Figure 136: Consumer living status, by target groups, September 2013
Figure 137: Consumer housing loan, by target groups, September 2013
Figure 138: Types of company/organisation, by target groups, September 2013

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 *