Left Margin Right Margin - tnsglobal.com · The sense of “self” is manifested by Chinese...
Transcript of Left Margin Right Margin - tnsglobal.com · The sense of “self” is manifested by Chinese...
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Despite gloomy economic outlook, evidence has shown that Chinese consumer
confidence remains resilent.
However, how consumers spend and why they are spending has undergone
significant changes in recent years.
Distilled from our extensive experience interacting with consumers from all over
China and clients with a variety of background, Kantar TNS presents you 10
prevailing consumer trends in urban China – for your reflection and inspiration
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The Chinese consumers are now more confident individuals – the sense of “self” is
awakening as a result of western influence, modern lifestyle and material abundance.
This shift in value and psychology has fueled several consumer trends:
1. Something for “me” 2. Small Contentment 3. Self Pampering 4. Show Time
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1. Something for “me” As the basic needs are met and market offers flourish, big/well
known/household brand is no longer enough. The new consumer is not
going to settle with something every “common people” use, but
something unique to set her/him apart from others. The first beneficiary
of this consumer needs are premium and luxury brands, as price
naturally gives these brands a sense of superiority. Recently, niche
brands are gaining momentum. These small brands often come with
innovative products addressing specific consumer needs to near
perfection. More importantly, its niche identity helps the one who
chooses it stand out.
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1. Something for “me”
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DIY, limited editions for big brands to
constantly reinvent itself
Increasingly imperative for brands to
have a point of view or personality to
engage consumers
How can brands leverage this trend?
Huge opportunities for emerging
brands in traditionally household
brands dominated markets, such as
personal care and home care
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2. Small Contentment “How I feel is more important than what other people want me to
be.” Self-defined happiness takes over the traditional definition of
success (i.e., wealth and status). As living standard reaches a
certain comfort level, many people choose a relaxed and more
balanced life over strenuous ladder climbing. This affects how
people choose their career, how and with whom they spend their
time. Some start to migrate back to lower tier cities. Freelancing,
Bed & Breakfast, internet based small businesses are new career
choices that allow people to have more control over their lives.
More time is spent with family and loved ones as happiness and
well-being gain more weight over pure financial success. Leisure
hobbies are developed as there are more out side of work free time.
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Brand communications speaking of a variety of happy lives, e.g., content at the present, self sustain vs. luxurious, life vs work
2. Small Contentment
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How can brands leverage this trend?
Leverage leisure occasions for consumer engagement, e.g., concert, art fair, weekend outing
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Modern lifestyle and western
value is affecting how Chinese
consumers see her/himself in
relation to her/his family and the
social world. The traditional
value of conformity and “small
me” is now challenged by the
increased sense of “self”.
“Although my family and social
obligations are important, my
own needs should also be taken
care of.” If only you are good to
yourself, you know how to
appreciate life.
3. Self Pampering
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Product innovations targeting “take a
break” occasions
Opportunities in products/services
focusing on improving self/quality of life
(e.g., spa, sports membership card, and
hiring of personal trainer)
Tapping into self-reward/pampering in
brand communications – the best
ingredient/quality should be used when it
comes to things for yourself and family
3. Self Pampering
How can brands leverage this trend?
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4. Show Time The sense of “self” is manifested by Chinese consumers’ strong desire to be visible on social media. It’s a show time for
everybody - not only 90s/95s are posting, so are grandpas and grandmas. Various social media provides just the platform
for Chinese consumers to show their good way of life, their taste, their point of view. However, behind the obvious motive to
show difference, also lies the desire for social approval: I post because everyone else is doing so. Thus “harmonized
difference” is uniquely important to Chinese consumers on social media
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Use design - brands with unique and stylish
design are more likely to be shared on social
media. It speaks about the taste of the one
who posts it
Humor and attitude travels
on social media
4. Show Time
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How can brands leverage this trend?
Popular public activities provides a good
platform for consumer engagement
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Consumer lifestyle evolves as living standard continues to improve and technologies
further enwoven into people’s lives
5. Health+ 6. Buy Time 7. Omnipresent Shoppers
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5. Health+ A new level of consciousness on health and well
being unfolds:
“Eat well” no longer means excessive intake of
meat/nutrition, it’s about healthy and scientific
diet
Higher standard on quality and variety of food -
organic food, imported food, fine dining
Health comes not only from food, it’s about
healthy lifestyle/habits - participation in sports,
hiring a personal trainer to provide more
professional guidance, using sports related APP
and wearables
From physical health to holistic view of body,
mind, and soul - higher awareness of depression
and various psychological/mental problems,
practice of meditation, yoga and pursuit of
religion
From food safety to general awareness of
overall living space - air, water and soil
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Upgrade accordingly to the new definition of health on
food/lifestyle in product innovation and communication
Brands/products shall facilitate and enable an easier pursuit
of health by consumers
5. Health+
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How can brands leverage these trends?
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6. Buy Time Time scarceness has always been a pain
point for today’s consumers who are often
torn between family, work and many fun
activities in the modern life. Consumers
are now willing to buy time to free
themselves from the boring and repetitive
chores for hobbies/favorite activities. And
this is made possible by modern
technologies - trips to physical stores are
saved by home delivery service, private
chef comes to your home if you don’t want
the hassle of eating out, taxi ordered at
home and comes to your door steps,
smart phones take the role of personal
assistant to make your life more efficient.
Convenience has been taken for granted
as consumers are indulged by a variety of
innovative offers that deliver convenience
beyond expectation.
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How can brands leverage this new trend?
Convenience is a must-have in today’s
product/service offerings
6. Buy Time
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Innovation opportunities in further identifying areas that would
bring more convenience to consumers, e.g., integrating various
aspects of consumer lives into one single platform/product
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7. Omnipresent Shoppers Chinese consumers are now global shoppers – as income
rises, oversea travel becomes a popular and sometimes
must do annual event for an average Chinese urban
household. Strong RMB in the past a few years further drove
up the value of goods in foreign countries. Shopping, over
time becomes the main driver of overseas trips. On top of
luxury goods (which enjoy the most appreciable price gap), a
range of products from consumer electronics to household
goods are also among Chinese travellers’ shopping list.
Beside price advantage, foreign goods are believed to have
better quality (safer ingredient when it comes to food) and
more up-to-date selection. Global shopping is now no longer
limited to travel occasions – various cross border
ecommerce offers (e.g., global shopping sites by local and
international ecommerce giants, global shopping agents,
international shipping by foreign retailers) make sure that
Chinese consumers can shop anywhere whenever they want.
Ecommerce has undergone explosive growth in the past 5
years – lured by cheaper price, ease of shopping, and
limitless of offerings, consumers quickly changed their
shopping habits and shifted many of their purchase online
without much effort. The impact to offline retail is bigger in
China than other countries because of the cheap delivery
cost in China.
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How can brands leverage this new trend?
For brands that operate in multiple markets, China is worthy
enough for early launch of latest offerings. Products specially
designed for Chinese consumers is a demonstration of the
brand’s respect of the uniqueness of Chinese consumers
Leverage O2O – the border between online and offline is
blurred. Brands need to think holistically to grab any
opportunities possible. Offline operation shall fully leverage its
advantage in delivering experience and service, in the
meantime to leverage online channel for maximum reach and
consumer engagement
7. Omnipresent Shoppers
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Lancome Genifique gift
pack by French
designer inspired by
Chinese element
Longchamp limited
edition for China
market – lamb skin
folding pouch
11/11 Uniqlo on sale
offline and online
simultaneously
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Moreover, the shift in demographical structure has pushed new generations
of consumers into the market place, with characteristics uniquely defined by
this age of time
8. A different kind of youth 9. Single Nobles 10. New definition of aging
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8. A different kind of youth The uniqueness of this generation of youth (90s/00s) is reflected by the
following characteristics:
First, diversified view of life and desire to pursuit bolder dream. As the
only child in the family, 90s/00s enjoyed material comfort and sole
parental and grandparental attention. Their parents are better equipped
financially than the previous generations to extend their financial
support to the children even after their time of self-establishment. This
gives them greater sense of security to explore different paths of life
and pursuit bolder dreams.
Second, there is no single authority. They grew up in a time where
different opinions are more tolerated. As self-absorbed as they are, they
don’t want to be told – authority is not won by claim or to be obeyed.
Choices must be given and they will explore and make their own
decisions.
Third, without much hardship experience, delayed gratification is not
their belief. Everyday moments are equally meaningful as the grand
dream of tomorrow. Success doesn’t have to be hard fought but can
come from something you enjoy doing, and often time the
unconventional fields (e.g., e-sports, internet host).
Fourth, digital is native. Their views and knowledge are greatly shaped
by the internet world. They have developed a natural filtering scheme in
face of huge amount of fragmented digital information. Any information
that can’t get immediate cut-through will not make an impression on
them. Once they find something interesting, they want to be engaged
and never hesitate to share.
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Brand value claims need to
echo with the values that are
aspirational to youth
Brand communication
should take the tone of “a
friend who knows you”
instead of “authority who
comes to educate”
Engage as much as possible Brand needs creative
strategies to generate impact
in youth’s digital world
8. A different kind of youth
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How can brands leverage this trend?
Celebrate unconventional success
VANS, Encourage armature spirit
(really work on your hobby) Dove Men Show
understanding & sympathy
.
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9. Single Nobles Modern lifestyle, rising individual earning, and open social views
foster the growing number of single nobles in higher tier cities. The
average first marital age has risen from 23.6 to 26 y.o. in the past
20 years. It is estimated that 2 in 10 of 25-40 y.o. are currently
single. Happily ‘unmarried’, most single nobles enjoy their
newfound individuality. To them being "single" equals to "freedom to
choose for my own and choose as I want. “Disposable income” has
become more “disposable”, simply because they don’t face
financial burdens to raise a family. Thus, they are able to spend in a
more “reckless” way. Curbing one’s shopping desire to put aside
money for the family is not their thing. They will therefore be the
potential segment with strong spending powers for pricey clothes,
upscale meals, exciting vacations and premium services.
Meanwhile, their needs are clearly different from consumers with
families. First, personal usage occasions are prevalent thus
quantity/service form should be adjusted. Second, the single
nobles are time-luxury for leisure and can devote all time to
personal interest. Third, the extended time living with their parents
leaves them under-skilled for home chores. Free from family
obligations, they also don’t feel the needs to improve their home
making skills.
However, being a single noble never means being on a
disconnected island. Most still crave for finding their better halves
one day. Opportunities introducing more social interactions are
highly valued.
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Product/service innovations that
accommodate one person’s consumption,
e.g. smaller product designs appropriate for
single person usage; experiences (e.g.
entertainment, tourism, accommodations)
that are typically undertaken by a group or in
pairs shall now offer versions that can also
be played solo
Activities to kill time: self-improving
programs, e.g. cooking class (offered by
food/cooking brands), makeup class (offered
by cosmetic brands), etc. will excite them and
increase brand-consumer interactions
Services to help them better
manage daily life. The most
notable is the increasing
reliance on “to door” services
to make them survive from
unwanted daily chores and low
home chore skills
Brands acting as platforms for dating or socializing will boom to make them feel
always connected
9. Single Nobles
How can brands leverage this trend?
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10. New definition of “aging” In the future 10 years, the 60+ y.o. population will account
for more than 1/5 of total China (compared with 15% today).
People who were born in the 60s are about to enter their
retirement age. This cohort of consumers are different from
earlier generations in the sense that although they grew up
in a time of material scarcity, they are also the first
beneficiaries of China’s economic take off – jobs were
plenty, income rose fast, houses were cheap, and
prospects optimistic. By the time they retire, they tend to
have a greater level of confidence, financially, physically
and psychologically. The notion of getting old is
reinterpreted - as their children delay the time to start a
family, their role of grand parents are also delayed. Sound
physical condition enabled by better nutrition and modern
medical care further inspires their desire for a healthy and
enjoyable retirement age. With high spending power and
great willingness to spend, this new aging generation is too
promising for any brands to overlook. However, they are
also more sophisticated and more demanding than the
previous generations of older consumers. They are willing
to pay premium for products that truly answer their needs.
As their taste mature, quality and substance often weigh
more than fancy design.
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Brands need to look into their unique
needs and offer true value to win their
hearts, facilitating an active lifestyle in
an older age
Premium product opportunities
targeting the new aging consumers
Opportunities in antiaging and
rejuvenating products and services
10. New definition of “aging”
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How can brands leverage this new trend?