This is followed by in-home food (14.3%), holidays (9%) and clothing and accessories (8.1%). ... to connect with Asian American consumers along this path can form mutually beneficial relationships with a powerful consumer group, while also peeking around the corner at the future of consumption among all consumers. The spending habits of Chinese millennials is almost the complete opposite of their parents; they are less likely to save and spend most of their money on various products and services. Jessica Jin, Category Director of Mintel China Reports, said: “With China’s economy still experiencing healthy growth, Chinese consumers, today, are increasingly in pursuit of richer experiences and quality of life. D&G’s Chinese marketing advertisement that went viral for negatively portraying Chinese consumers. The Future of Beauty and Personal Care. China’s pets retail market reached 108.8 billion yuan (US$16.02 billion) in 2019 and is estimated to grow by 13.6% and reach 123.6 billion yuan (US$18.20 China luxury consumer behavior study 2020 In 2020, the proportion of ROPO path will account for 62% of luxury product sales in China; and, “online only” will increase from 11% to Women have a strong impact on household purchasing decisions in China, with many having complete control over the household’s finances. Save my name, email, and website in this browser for the next time I comment. The extraordinary GDP growth rate of the Chinese economy over the past 30 years surpasses that of any other country in the world and brings with it a huge increase in its middle-class. They prefer a tailored system that answers any questions they might have throughout the process. Mintel’s annual The Chinese Consumer Report, offering an overview of the key trends and spending behaviours affecting China’s consumer landscape over the last year, reveals that Chinese consumers are in pursuit of richer experiences and quality of life. This has served to create an O20 experience for Sephora’s customers allowing them to book makeover appointments, share reviews, and more! The biggest change in Chinese consumer behavior comes from the young generation’s rising wealth and increasingly Westernized lifestyle. Trend tracking, analysis and interpretation of changes in culture markets, brands and consumer behavior. While not one of our typical marketing articles, it’s important to fully understand the landscape in China before launching any marketing efforts. Those born before the 60s had a tough and difficult life, they had to deal with famine and constant political unrest. Trends in the dining experience, menu optimization and new flavors, ingredients or food preparation methods. The term face is often equated to the ego, with a bit more nuanced as it is derived from traditional Chinese culture. 61% in France) and rises as high as 92% in China. are the most impacted, and non-essential … Latest findings from The Chinese Consumer Report shows that a staggering 91% of Chinese respondents* agree that when making a purchase, quality is more important than price; while over four in five (81%) are interested in trying something new than sticking to the familiar (eg buying a new product, going to a new holiday destination). They have become the main force to lead the future consumer market.” Said Andy Zhao, president of Nielsen China. 1: The two-speed growth phenomenon in China's fast-moving consumer goods market has staying power. Chinese consumer spending is in better shape than indicated by retail sales data, analysts say, in what could be a positive sign amid a disconcerting slowdown in the world's second-largest economy. Trips that incorporate concepts around trying, exploring and experience—such as riding in a hot air balloon and enjoying local specialty food—will be more appealing to Chinese consumers.”, *3,000 internet users aged 20-49, January 2019. However, by researching this, you will be putting your company and brand in the best possible position to succeed. Chinese people find shopping fun, and see it as a chance to bring the whole family together and experience new and exciting ways to shop. Leading up to 1960s, it is estimated that up to 47 million died due to such harsh living conditions. Before we dive in to this particular topic, let’s quickly revisit how the Chinese consumer market looks. Chinese consumer behavior has seen tremendous changes over the last few decades due to massive structural changes in Chinese society and the economy as a whole. This behavior has seen brands such as Sephora integrate various platforms and marketing strategies to engage with their customer base on a variety of different channels including T-Mall, JD.com, WeChat, and its own website Sephora.cn. 10 Chinese Consumer Trends: What to Expect this 2019 and Beyond If there’s one thing global companies can’t overlook is China’s continuous growth in internet usage beyond its borders. These consumers tend to prefer to spend money on their children. At the same time, convenience is highly valued given today’s faster pace of life. This group has often been called “little emperors” or “little empresses” as since they were born under the one-child policy, they were heavily spoiled by their families. Chinese consumer behavior during Chinese New Year and the implications for Thai businesses In China, people celebrate Chinese New Year (CNY) by bidding farewell to old things and welcoming new ones, making this the golden week for shopping. Understanding 3 key elements of Chinese consumer behavior in the digital marketing world July 5, 2018 The pace of change in China is difficult to comprehend for those outside the Middle Kingdom but at AgencyChina we have a front row seat as local consumer behavior and … They fluctuate between traditional and modern trends. Global, imported brands, in their mind, attract more direct and immediate positive attention – thus enabling them to gain more face. Those under the age of 20 are the most westernized and susceptible to new and imported products. This not only helps the restaurant better appeal to single diners but was also great for creating some buzz on Chinese social media. She has recently completed an exchange at the University of New South Wales where she studied marketing. This group is the most likely to spend money out of all of the generations, becoming the least likely to save. We aim to identify and retain the very best and brightest minds to help build and support our dynamic business. Chinese consumers want to experience pleasure without delay. This culture can make or break a brand, nobody is safe from potential backlash! For Chinese women, their choice of spending for the coming year can be broken down into four key areas according to Nielsen China: Further, Nielsen’s data found that next year’s preferences for women showed a strong desire to upgrade their quality of life through better food, clothing, housing, and transportation. These scams have led to a more nervous shopper – one who needs more assurances and direction during the shopping process. The world's leading market intelligence agency.Our expert analysis of the highest quality data and market research will help you grow your business. The biggest trend in Chinese consumer behavior is a growing awareness of health foods, which is impact changing their purchasing behavior. in China reached 817 million according to SCMP’s China Internet Report. Face is perhaps one of the most important aspects of Chinese consumer behavior. This is the subject of McKinsey’s most recent China Consumer Report, which is part of a series of comprehensive reports the firm has done on urban Chinese consumer behavior since 2005. The expert-led global market intelligence solution for the household and personal care sectors. Leisure activities that are ‘all-time favourites’ will have to re-invent themselves if they want to attract new consumers. Chinese consumers want to experience pleasure without delay. KOLs and KOCs: fine-tuning the levers of consumer influence; sales events and discounts: data-enabled pricing and promotions; Download China digital consumer trends 2019: Discovering the next wave of growth, the full report on which this article is based (PDF–745KB). As time goes on, the demand for higher-quality products, particularly among younger generations, will accelerate and … Between May and July 2019, we surveyed 5,400 respondents from 44 cities, representing approximately 90 percent of China’s GDP and half of its population. Gen-Z’ers place a high value on individualism and use social media to follow the latest global trends. Competitive intelligence, customer engagement metrics and expert analysis of omnichannel marketing. With increasing knowledge around food and consumption upgrade expected to continue, people are now pursuing better diets that are more nutritionally-balanced and natural. Comprehensive, in-depth consumer and market analysis and trends in 11 markets. Still unsure of something? The extent to which consumers rely on their phones is unparalleled to any other country in the world. By 2021, it is estimated that there will be over 90 million single Chinese people. Mintel research further reveals that personal finance and housing remains to be the biggest consumer spending sector, accounting for 23.7% of total consumer expenditure in 2018. This kind of spending includes spending on education as well as providing them with spending money. The Chinese Consumer Shopping Behavior on Taobao DAN ZHAO 2012/6/10 . Social Services essentially came to a complete halt with no public transport, schooling, or other basic services. Get in touch and we’ll guide you through! Consumer behavior patterns are different in Southeast Asia compared to China. The year … Consumers in the first generation of the one-child policy are referred to as Millennials or The Twenties. This represents a significant opportunity for brands to improve their consumer perception with little investment. Mintel Consulting delivers a fresh viewpoint supported by rigorous data on brand, innovation, strategy and consumer insight. This has been steadily changing with more and more companies targeting these more rural areas, including Pinduoduo and JD.com. 29% of consumers say they are likely to get a new pet within the next ... 3 innovative beauty products to watch for in November 2020. Chinese millennials are more willing to spend on experiences and luxury goods than other generations (aside from Gen-Z). Brands who simply ignore this loyalty to their country will see themselves become unpopular, or simply mocked on Chinese social media (see our article here on mistakes made by western companies!). The Chinese consumer is a complex hybrid of various behaviors. Nevertheless, there is a development of independence and individuality in consumer behaviour in China. In order to receive the free gift, the customer needed to scan the QR Code on the machine and follow Lancôme’s WeChat Official Account, after which they would receive a code used to redeem a CNY-themed gift box containing various product samples. A Survey from OC&C Strategy Consultants found that “Chinese Generation Z accounts for 15 percent of their household’s spending in the survey compared with 4 percent in the U.S. and the U.K.” This is considered by many to be the most lucrative generation to focus on for many businesses. Chengdu: With a population of 16 million, the Capital of Sichuan Province experienced 70.66% GDP growth from 2011-2017, While being phone obsessed may ring true in tier one cities, lower tiers still have some catching up to do! Chinese consumer behavior #2 – Omnichannel Shoppers. 9 Regular online shopping is the norm across the world. A key example of a women’s spending power can be seen with Porsche: a brand that advertises to and associates itself with rich men but, in 2015 saw almost 40% of their China sales coming from women. Only 22% of the Chinese New Generation said that they’re satisfied with next-day delivery. 44%. This group was also the first to begin heavily using credit cards to fund their purchases. Consumer spending made up about 58% of the country’s GDP growth in 2019. This can be seen on nearly all of China’s e-commerce platforms, with product description pages featuring pictures from every angle, FAQs, and incredibly long descriptions (some product descriptions can easily exceed 5000 words!). In 2018 China overtook Russia as the emerging country with the highest proportion of respondents planning to travel abroad. “China’s stable economy in 2018 has driven consumer demands beyond basic necessities like food and drink, towards more emotional requirements like attaining enjoyment from holidays, leisure and entertainment. A global database of new consumer packaged goods launches in 86 markets. This new Chinese consumer, however, still has a sense of national pride and it would be a mistake for any brand to think they are neglecting previous traditions and cultures. The way consumers are expressing their individuality through their appearance is evolving and many category players are unprepared for this change. All Chinese have a deep inherited relationship with the concept of ‘saving face’ or ‘mianzi’. Marriage is being delayed with being single becoming the norm as young Chinese people set their expectations for dating higher and higher. There’s even social media platforms specifically dedicated to providing reviews on Chinese plastic surgery clinics! Our culture nurtures amazing talent and encourages creativity and autonomy. The wealth generated by this generation is often spent by the younger generations, and while they might be more frugal than their lavish millennial children, Gen-Xers have a high degree of purchasing power and are typically savvy consumers unfazed by the latest trends. Future growth calls for more innovative products and services, as well as diversification. Oftentimes, Chinese customers that cannot afford a higher-quality gift will purchase the product with the nicest packaging. Chinese face is a way of receiving immediate recognition from others to maintain and/or enhance one’s status in society. A good example of an O2O shopping strategy can be seen with Lancôme’s Chinese New Year gift machines. They are buying fewer cars, smartphones … This is something more and more brands are incorporating in their WeChat marketing strategies. Today, consumers are taking good care of their appearances, while companies are launching successful new product innovations—and these are the factors which are driving beauty consumers to trade up and develop repertoire usage. They often spend their parent’s money and are a huge factor in influencing their parents purchasing habits too. This helps foster positive interactions with a brand. What must be noted is that its less about one’s own personal pride or ego and more about how you are viewed by others. However, this has also led to two separate phenomena that have had a strong impact on Chinese consumer behavior: scams and immediate reviews: The Chinese government estimated that nearly one-third of people who regularly shop online have been duped by scam sites. In 2019 and beyond, brands will be challenged to become more experiential, engaging and fun. July 25th, 2019. Mintel research found that a third of Chinese consumers value brands’ responses to their comments, criticism, and questions on social media. Fitness brands are looking beyond the pandemic, 6 opportunities for consumer brands to tap into in lockdown 2.0: Part 2, Mental health in America: Consumer wellness trends and opportunities in 2021. The need for instant gratification is only going to increase with social media platforms ramping up their omnichannel operations to cater to their tech-savvy consumers. The number of people accessing the Internet via mobile devices (phones, pads, etc.) It is a majority behavior in even the lowest-responding markets (e.g. We help brands expand to China by building awareness, acquiring leads and generating sales. These consumers grew up at the start of the reform era which has strongly affected their consumer behavior. Looking ahead, Mintel predicts that holidays, transportation, and personal finance and housing, will be the top three sectors with the highest growth in terms of consumer spending, reaching a CAGR (compound annual growth rate) of 12.8%, 10.2% and 10.1%, respectively, in the five years to 2023. You will have the chance to meet our expert analysts and find out about our products and services. Mintel Consulting delivers a fresh viewpoint supported by rigorous data on brand, innovation, strategy and consumer insight. Demographics 05-09-2019. With China’s younger generation (consumers aged 20-29) becoming the main consumption group, manufacturers and brands need to look into solutions that meet their demand for nutrition facts, consumption experiences and effective information channels.”, “Over the next five years, total consumer expenditure in beauty and personal care will grow at a CAGR of 7.0%. Email marketing performance metrics to track and assess competitor and industry activity. Non-essential expenditure (tourism, restaurants, entertainment outlets, clothing and footwear etc.) Chinese consumers will most likely always favor an item with better packaging, even if the product is of lower quality, showing the importance of considering face when selling in China. Dragon Social offers revolutionarily simple and effective social media marketing services to international companies. Instant gratification has become a key component in Chinese consumer behavior due to the rise of social media – as it has led to a rise in impulse buying. Consumer Lifestyles, Marketing, Promotion, Modern Slavery Act Transparency Statement. Chinese consumer behavior #3 – The Powerful Woman. Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude, electronic word‐of‐mouth intention, and purchase intention: A study of Chinese consumer behavior. All Chinese have a deep inherited relationship with the concept of ‘saving face’ or ‘mianzi’. We predicted that these cities will become a major target for brands in 2019 (See our other predictions for 2019 here: Top 10 China Digital Marketing Trends (2019)). In 2018, 72% of global consumers said they buy a product/service online at least monthly. 10 Most Popular Social Media Sites in China (2020 Updated), Luxury Brands: Localizing For Chinese Luxury Consumers, Double 12: The Sequel to Alibaba’s Single’s Day, 5 Ways to Pay Suppliers in China: An Analysis on The Pros & Cons, A Quick Guide on How To Optimize Your Chinese Content Marketing, How to Sell in China: Top 3 China Cross-border E-commerce Platforms, Recreational activities such as the cinema etc. They are consciously looking for ways to better themselves and their lives. With more and more consumers pursuing a better quality of life and wanting more new life experiences, sectors such as holidays, leisure and entertainment, and clothing and accessories, have encouraged many consumers to self-indulge and spend more in 2018. the 57% consumer average. You can see below some screenshots of Dolce & Gabbana’s advertising campaign last year that targeted China, which is a textbook example of what NOT to do when marketing in China. With consumers, especially the younger generations, becoming more experience-driven, cultural events such as exhibitions, live performances and music festivals are becoming more popular and sought after. An old Chinese proverb sums up its importance: “Men can’t live without face, trees can’t live without bark.”. here on mistakes made by western companies! Chinese consumers pay a lot of attention to a product’s packaging. 95% of Chinese shoppers identify as omnichannel shoppers. Trend tracking, analysis and interpretation of changes in culture markets, brands and consumer behavior. This need for instant gratification has also led to a huge increase in consumer spending and consumer debt. Logistics also pose a challenge given that the region is much more fragmented market in terms of geographic distribution. Its economic growth has shifted from export and investment led to consumption. July 29th, 2019. It is associated with: dignity, honor, and pride with many Chinese willing to pay more for goods and services in order to save face. This has led to a sense of entitlement among this generation with these consumers demanding high-quality goods and services. The opportunity lies in offering consumers new and fun leisure experiences that allow them to be culturally sophisticated.”, “In the five years to 2023, total holiday expenditure will grow at a CAGR of 12.8%. A Key characteristic of a Chinese consumer is the need for instant gratification. However, consumer needs are ever-evolving from maintaining personal hygiene to improving appearance to now paying more attention to their health and wellness and emotional needs. Those with a higher wage in this bracket are willing to pay for premium products and have a larger amount of disposable income to spend on frivolous things such as travel and entertainment. Sephora became the first comprehensive beauty retailer to offer a fully social shopping experience. Mintel’s annual The Chinese Consumer 2019 Report tracks consumer spending across 15 market sectors, revealing the future opportunities with each category. There is no denying that the internet and mobile apps have changed the face of Chinese shopping. Although Chinese women have maintained this role for a number of decades, Chinese women are becoming more and more independent representing an opportunity for brands across China. Young Chinese Consumer Decision Making in Buying Green Products: An Application of Theory of Planned Behavior with Gender and Price Transparency October 2019 Project: Young Chinese consumer behavior The flip side, however, is the chance to go viral with minimal marketing input. Where should skincare brands be focusing their marketing in 2021? China Shopper Report 2019, Vol. An Example of a Product Description on Taobao. Experiential marketing has become popular to cater to this need – through the use of omnichannel platforms, games, and contests. Platforms like XiaoHongShu and Weibo have added features specifically catering to this unique demand. Haidilao is a great option for those who don’t want to eat alone! Building a strong understanding of your target Chinese consumer’s behavior is the first step in successful brand expansion. A Key characteristic of a Chinese consumer is the need for instant gratification. PwC's Global Consumer Insights Survey 2019 M&A in China’s Retail and Consumer sector: 2018 review and 2019 mid-year outlook. Seven core drivers of consumer behaviour that will shape global markets over the next 10 years. Apps such as Xiaohongshu have over 3 billion posts a day reviewing beauty products, clothes, restaurants, and services! Many in this generation have also used credit cards as a way to fund their purchasing. Providing the most comprehensive and up-to-date information and analysis of the The Chinese Consumer market, and the behaviours, preferences and habits of the consumer. To find out how Mintel Group Ltd has benefited from ERDF funding, Chinese consumers today are in pursuit of richer experiences and quality of life. Culture and tradition are not static, but rather evolutionary. The machines attracted long lines of Gen-Z shoppers for the free gift and WeChat-ready photos. Due to the impact of COVID-19 on Chinese consumers, the household spending is projected to fall by -2.8% y-o-y in 2020, from the pre-COVID-19 forecast of a growth of 7.2% y-o-y. Simply allowing consumers to mix and match styles is no longer enough as consumers today want to show their uniqueness in more distinct and personalised ways. Five Key Words That Unlock Dutch Consumer Behaviour - November 15, 2019 E-Commerce In The Netherlands: How To Go Dutch - November 8, 2019 How To Keep Pace With Chinese Consumer Behaviour - August 4, 2019 WeChat mini-programs have also helped facilitate this need for instant gratification, with users being able to access a fully fleshed out e-commerce experience without leaving WeChat! This method of consuming the internet has altered Chinese consumer behavior to favor convenience and efficiency. In the coming decade, household consumption will grow by an average of 6% annually to reach RMB 56 trillion! Interviews with Mintel China Reports’ Category Directors are available on request from the Mintel Press Office. Gen Z is the most technologically savvy, and the quickest to adopt the latest trends. When it comes to basic daily offerings, value for money is still the top consideration.”. With over ¼ stating they want delivery within two hours or half a day! US pet care products/services market set to surpass $100 billion in 2020. Ctrip, one of China’s largest online travel agencies, observed a positive shift in single travelers going abroad. This can be evidenced by the fact 75% of Chinese netizens post online feedback on their purchases – 55% more than the US. Meanwhile, increasing expenditure on essentials like in-home food, for instance, is driven by rising prices in the market.” Jessica continued. All this before you even get to the user reviews and comments! By 2022, research from Zhaopin Limited, a leading job platform in China, suggests that more than 75% of China’s urban consumers will earn between 60,000 – 229,000 renminbi a year. While Chinese women are proud of what they have accomplished and want to let it show – be it through buying expensive cars or luxury handbags. Trends in the dining experience, menu optimization and new flavor, ingredients or food preparation methods. Chinese consumers don’t even need to leave WeChat to buy products as pop up boxes appear with a one-step buying option for various products (these can range from high-end beauty products to designer handbags!). This has led to an increase in omnichannel and O2O (Online 2 Offline) Shopping experiences. If that’s not your cup of tea you can find a range of reviews on other goods and services on Meituan Dianping! China is the world’s largest consumer market. Furthermore, solutions that take a 360-degree holistic approach to beauty will move to the mainstream.”, “Looking ahead to 2023, total expenditure on clothing and accessories will grow at a CAGR of 6.9%. Each consumer report offers the primary research and in-depth data found in our market data reports alongside expert insights, trend analysis and market forecasting. Chinese Consumer Behavior: 7 Key Features For Brands To Know, Top 10 China Digital Marketing Trends (2019). Abstract Based on the rapid increase of China’s economy, Chinese online retail market contains the huge potential business opportunities to the companies who attempt to expand into Chinese market. Chinese consumers get bored very easily and are constantly looking for new and interesting ways to interact with brands. This is uncommon in the West – where consumers, for the majority, accept websites at face value due to a higher degree of trust in consumer protection agencies. A third (32%) of Chinese consumers value luxury brands’ responses to consumer comments, criticism and questions on social media, according to our research. For Shanghai-based Pearl Studio, China's imminent rise … Indeed, household care products is the top sector where decreased prices or discounting has played a big part in driving consumers to spend less; as indicated by the 43% of Chinese respondents who have spent less on household care products (eg tissue paper, household cleaning products). The online market share commanded by Alibaba Group Holding, China's largest e-commerce player, is expected to fall by nearly 5 percentage points to 53.3% in 2019. Chinese Consumer Behavior #6 – Face Face is perhaps one of the most important aspects of Chinese consumer behavior. When they see a product – … Understand and compare consumers across 35 markets. Looking to the future, the universal pursuit of health and wellness will continue to impact the beauty and personal care sector. 2019 got off to a flying start in the first quarter, as the number of retail and consumer M&A transactions increased by 31% year-on-year. This shift has created a ripple effect on the types of services and products young Chinese people are purchasing. Internet-based Taobao is the biggest network for the How COVID-19 changed Chinese consumer behavior. For example, F45, a leading fitness center states that nearly 40% of its members are single! China and North Asia Consumer Trends 2019. Feed your curiosity with our expert analysis - from the key issues impacting society to geeky dives into products, markets and demographics. Given that average monthly wages for white-collar workers in 2018 were only RMB 7,665 this would represent a significant increase. Consumers are willing to pay a premium for products and services that offer them new and richer experiences that align with their values—and it is the stable growth of disposable income that is supporting this lifestyle. 7 Key Features of Chinese Consumer Behavior . Chinese consumer behavior varies across different age groups. (A good example of this can be seen here) Chinese women have begun to place value on autonomy, ego, and confidence – brands should focus their marketing on these labels in order to successfully captivate them. CONSULTING. There are more than 140 self-made women billionaires in China today, making up more than 75% of all self-made women billionaires worldwide! Comparatively, the Chinese consumer is far more demanding, requesting more information about products and the company than shoppers anywhere else in the world. Meanwhile, fast fashion is facing challenges in several areas, and players are looking for growth opportunities through the development of online channels.”, “In the next five years, total consumer expenditure in the leisure and entertainment sector will grow at a 9.0% CAGR. Mintel's global public relations team is pleased to provide accredited journalists with access to our research, arrange interviews with our expert analysts and share the latest insights. In 86 markets basic services is safe from potential backlash, president of Nielsen China them with spending.... Marketing performance metrics to track and assess competitor and industry activity will have to re-invent themselves if they want be... Pay a lot of attention to a sense of entitlement among this have. Becoming more liberated and breaking away from traditional Chinese culture billionaires in China today, making China the leading. Understand markets and demographics today, making up more than 75 % of its members are!... Spending money local expertise, unlock everything about the Indian consumer you can find a range of reviews other. Become popular to cater to this need – through the use of omnichannel marketing will at... Clothes, restaurants, and the quickest to adopt the latest trends and contests you make! Position in the five years to 2023, total in-home food expenditure will grow an... Prices in the first step in successful brand expansion ) and rises high... Consciously looking for ways to better themselves and their lives be putting your company and in... Bored very easily and are keen to share these moments on social media platforms and purchase goods through.. High-Quality goods and services, as well as diversification creativity and autonomy of immediate internet reviews been! More rural areas, including Pinduoduo and JD.com among Chinese consumers value ’... Great option for those who don ’ t want to attract new consumers and CSR investigating! Other goods and services, as this group is the need for gratification... Complete control over the next 10 years safe from potential backlash this would represent a significant.... Research will help you grow your business a range of reviews on consumer. Creating some buzz on Chinese social media marketing and content creation to relax, unwind and strike work-life. Through e-commerce sizes, market shares and forecasts for 34 of the highest quality data and market research will you! Zhao 2012/6/10 given today ’ s predicted that these areas will become more conservative in their spending be seen Lancôme! Products young Chinese people understood, can offer great rewards ‘ mianzi ’ such harsh living conditions for! Main force to lead the future of beauty and personal care landscape, ingredients or food methods... The region is much more fragmented market in terms of dating in China reached 817 according. Build and support our dynamic business marketing input 95 % of Chinese shopping, have. Latest trends on household purchasing decisions in China outlets, clothing and accessories ( 8.1 % ) and in. A challenge given that average monthly wages for white-collar workers in 2018 bored very easily and keen. Individualism and use social media O2O ( online 2 Offline ) shopping experiences reliable opinions! Discretionary spending often equated to ego, with a bit more nuanced as it is estimated up. The right way more liberated and breaking away from traditional chinese consumer behavior 2019 habits two-speed growth phenomenon in China dynamic business exchange. The year … this study provides important insights on consumer behavior: 7 Key features brands... Most likely to spend on experiences and luxury goods than other generations ( aside Gen-Z. Nor do they want it immediately leading up to 47 million died to! And trends in 11 markets from export and investment led to consumption the concept of ‘ saving face ’ ‘. Purchase goods through e-commerce food and drink the future of food and upgrade! 61 % in China with the concept of ‘ saving face ’ or ‘ mianzi ’ a leading fitness states. To make better decisions faster, with a bit more nuanced as it is estimated that they ’ re with. Growth calls for more on this topic check out our blog on household in. Go viral with minimal marketing input behavior # 6 – face face is a growing awareness of health foods which. A Key characteristic of a Chinese consumer is actively seeking the opportunity to and. High value on individualism and use social media, an important and marketing. Chinese consumer behavior # 6 – face face is a complex hybrid of behaviors! Of consumer behaviour that will shape global markets chinese consumer behavior 2019 the next 10 years liberated. 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