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 - China Consumer Report -Ⅰ Vol.21
Summary
This issue of i-News will be quoted from Chinese Lifestyle 2010* by InterfaceASIA.
China is becoming the world’s largest market. Over the past decade, the Chinese lifestyle has changed tremendously. These changing trends have had a huge impact on marketers.
How does the Chinese lifestyle change impact marketers?
1, Mature consumer population is expanding from large, 1st tier to smaller and lower tier cities.
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InterfaceAisa has just carried out continuous tracking study aimed at Chinese consumers. From first wave survey, we found, the usage penetration of many products in tier 2 and tier 3 cities is getting close to large cities, which we called as tier 1 cities (e.g. Beijing, Shanghai, Guangzhou).
Let’s take milk as example. As a high-protein drink, milk becomes much more popular in China compare to 10 years ago. Our survey result of 87% (Figure E1-3-1) purchase rate shows huge market potential in China. We can see the incidence of buying milk in north China (86%) is neatly the same with Guangzhou (87%).
In fact, as the market becomes more mature in big cities of China, it tends to be saturated for many products. Small city market is huge with much potential. Every marketer should pay much attention on these rising areas. |
2,The Chinese are becoming brand conscious consumers.
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Companies are becoming serious about their brand strategies in China. Our survey results show the purchase rate of facial masks is over 56% in China. Brand image is one of the five most important factors in making purchase decisions.
We did a brand value analysis to summarize the overall brand index from brand awareness and loyalty. Figure A1-4-10 shows the brand Index of facial masks. Olay has the highest index, due to high awareness and loyalty.
Olay’s high brand value and market share benefits from P&G’s huge advertising investment effectiveness. Figure A1-4-15 shows Olay has the highest advertise reach rate and best advertise effectiveness from consumer’s view.
More and more global companies are planning development in China. The world’s largest lifestyle change is happening in China right now. The more you understand the Chinese consumer, the more opportunity you will have. |
 
*“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. Now we are offering a 20% discount on all orders placed by December 31st 2009.
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