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- China Consumer Report - Ⅱ Vol.22
Summary
This issue of i-News is an excerpt from The Chinese Lifestyle Report 2010* by InterfaceASIA.
With the development of China’s economy, the lifestyle of Chinese people has changed drastically. Compared to 20 years ago when there were only 1 or 2 electrical appliances in each household, Chinese families are now equipped with almost every thinkable appliance. With an Internet population of over 350 million, China is becoming the largest PC, Internet, and mobile phone market in the world. InterfaceAsia’s “Chinese Lifestyle 2010” will show you more information about automotives, Internet, computer and digital produtcs.
1. Quality and name brands are becoming the most important factors in the purchase decisions of computers and digital products.
1) 2)
1) Figure B1-3-2 Purchase consideration factors of printers
2) Figure B2-1-2 Purchase consideration factors of digital cameras
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InterfaceAsia has just carried out a continuous tracking study aimed at Chinese consumers.
From a survey of durable consumer products, we found, more people prioritize quality and brand name recognition as the first factors to be considered.
For example, figure B1-3-2 and figure B2-1-2 shows the index of main purchase consideration factors of printers and digital cameras. We can see from the results, most of the consumers consider quality and brand as the top 2 factors. This requires companies to pay more attention on building a brand image as well as improving product quality. |
2. China has stepped into a new era of E-business, allowing consumers to purchase goods via the Internet.
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With the popularization of the Internet in China, and with the development of e-business websites (such as Taobao, eBay, and so on), online shopping has now become a very important way to purchase. Even household electrical appliances, furniture, digital products, and cars，can be purchased online with ease.
We can see from Table_b1-3-1, over 20% of consumers have purchased notebook(laptop) computers online. Many responders reported that they enjoy online shopping, while those who still prefer traditional shops reported that they search for information on Internet before making purchase decisions. |
3. The Internet is becoming an important way to advertise and it has a potential to excel beyond traditional advertising.
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Nowdays, TV advertising is still the main form of advertising, and is also the easiest way to reach consumers. However, with the increased exposure of the Internet in our lives, online ads are becoming more popular. Take computers for example, about 40% of consumers answered that they have seen an add online. (Table B1-1-3). |
*“Chinese Lifestyle 2010” is a consumer report that provides firsthand market insight from over 300,000 consumer survey samples and covers 50 product/service categories. It describes consumer’s usage & attitudes, brand performance and marketing activities. It is a great guide for global marketers to use to understand Chinese consumers while the world’s largest lifestyle change is happening. “Chinese Lifestyle 2010” will be published by 31st of March 2010, and the full price is US$ 1,980.
