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市場調查報告書

中國的技術品牌的需求性

The Importance of Brands in Technology - China - October 2014

出版商 Mintel China 商品編碼 317554
出版日期 內容資訊 英文 210 pages
商品交期: 最快1-2個工作天內
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中國的技術品牌的需求性 The Importance of Brands in Technology - China - October 2014
出版日期: 2014年10月01日 內容資訊: 英文 210 pages
簡介

中國消費者認為自己使用的技術品牌將反映理想的生活方式。品牌必須理解消費者趨勢、建立獨特的價值、透過故事進行可與消費者溝通、共享想法的穩固關係。

本報告提供中國的技術品牌的需求性相關調查分析,提供您市場概要,課題與考察,趨勢,企業和品牌,創新,消費者趨勢等相關彙整。

第1章 簡介

  • 定義
  • PC
  • 行動電話
  • 電視
  • 家庭娛樂
  • 相機
  • 手機媒體播放器
  • 穿戴式產品
  • 調查方法
  • 簡稱

第2章 摘要整理

第3章 課題與考察

  • 國內技術品牌如何對抗國際名牌
  • 中國人消費者對技術品牌有專利嗎?
  • 技術品牌該如何跨類別深入
  • 是否還需要離線的存在感

第4章 趨勢

第5章 技術市場概要

  • 要點
  • 消費者支出預測
  • 預習概要

第6章 創新

第7章 企業和品牌

第8章 消費者:技術品牌擁有和認識

第9章 消費者:技術品牌的想法方面

第10章 消費者:選擇技術產品廠牌時的影響因素

第11章 消費者:選擇技術服務廠牌時的影響因素

第12章 消費者:轉換品牌的想法方面

第13章 消費者:技術品牌的想法方面

附錄

目錄

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"Chinese consumers see technology brands they use as a reflection of desired lifestyles. What brands need to do is to understand consumer behaviour, build unique brand value, communicate through storytelling and establish a binding relationship that shares a sense of identity."

- Can Huang, Senior Research Analyst


This report answers the following key questions:

  • How do domestic technology brands fare against international brands
  • Are Chinese consumers loyal to brands in the technology world
  • How far can technology brands stretch across categories

Table of Contents

1. Introduction

  • Definition
  • Personal computer (PC)
  • Mobile phone
  • Television (TV)
  • Home entertainment
  • Camera
  • Portable media player
  • Wearable product
  • Methodology
  • Abbreviations

2. Executive Summary

  • Technology market overview
    • Figure 1: Consumer expenditure, by sector, 2013
  • The consumer
  • The consumer - ownership and awareness of technology brands
    • Figure 2: Ownership and awareness of technology brands - international brands, July 2014
    • Figure 3: Ownership and awareness of technology brands - domestic brands, July 2014
    • Figure 4: Current usage of technology brands, by number of brands used, July 2014
  • The consumer - perceptions of technology brands
    • Figure 5: Perceptions of technology brands, July 2014
  • The consumer - influences on brand choice for technology products
    • Figure 6: Influences on brand choice - technology products, July 2014
  • The consumer - Influences on brand choice for technology services
    • Figure 7: Influences on brand choice - technology services, July 2014
  • The consumer - attitudes towards brand switching
    • Figure 8: Attitudes towards brand switching - consumer technology products, July 2014
    • Figure 9: Attitudes towards brand switching - technology and internet services, July 2014
  • The consumer - attitudes towards technology brands
    • Figure 10: Attitudes towards technology brands, July 2014
  • Key issues
  • How do domestic technology brands fare against international brands
  • Are Chinese consumers loyal to brands in the technology world
  • How far can technology brands stretch across categories
  • Is offline presence still needed
  • What it means

3. Issues and Insights

  • How do domestic technology brands fare against international brands
  • The facts
  • The implications
    • Figure 11: Perceptions of technology brands, July 2014
  • Are Chinese consumers loyal to brands in the technology world
  • The facts
  • The implications
    • Figure 12: Proportion of all-time brand owners who still own a product made by that brand, July 2014
  • How far can technology brands stretch across categories
  • The facts
  • The implications
  • Is offline presence still needed
  • The facts
  • The implications

4. Trend Application

  • A panic attack
  • Pay or for free
  • Local know-how

5. Technology Market Overview

  • Key points
  • Consume expenditure outlook
    • Figure 13: Consumer expenditure, by sector, 2013
    • Figure 14: Breakdown of consumer expenditure, by country comparison, 2013
  • Ownership overview
    • Figure 15: Technology products ownership, March 2014

6. Who's Innovating

  • Key points
  • Wearable devices - the new opportunity
  • Biometric technology is changing the way of payment
  • Samsung partners with others to reinforce product positioning

7. Companies and Brands

  • International companies
  • Samsung Group
  • Latest developments
  • Apple Inc.
  • Latest developments
  • Microsoft Corporation
  • Latest developments
  • Google
  • Latest developments
  • Sony Corporation
  • Latest developments
  • Amazon.com, Inc.
  • Latest developments
  • Local companies
  • Tencent Holding Limited
  • Latest developments
  • Baidu, Inc.
  • Latest developments
  • Alibaba Group
  • Latest developments
  • Lenovo Group Ltd.
  • Latest developments
  • Huawei Technologies Co. Ltd.
  • Latest developments
  • Xiaomi Inc.
  • Latest developments

8. The Consumer - Ownership and Awareness of Technology Brands

  • Key points
  • High awareness for all the brands across tier one to three cities
    • Figure 16: Awareness of the brands, July 2014
    • Figure 17: Year of establishment and year of China entry of technology brands, 2014
  • Microsoft is still the most owned international technology brand
    • Figure 18: Ownership and awareness of technology brands - international brands, July 2014
  • "BAT" dominates
    • Figure 19: Ownership and awareness of technology brands - domestic brands, July 2014
  • Troubled Sony
    • Figure 20: Summary of technology brand awareness and awareness-to-usage conversion - international and domestic brands, July 2014
  • Gender preferences for Microsoft, Sony and Huawei
    • Figure 21: Current usage of technology brands, by gender, July 2014
  • Young men favour Xiaomi
    • Figure 22: Current usage of technology brands - international brands, by gender and age, July 2014
  • People from tier one cites adore Apple
    • Figure 23: Current usage of technology brands - international brands, by city tier, July 2014
    • Figure 24: Current usage of technology brands - domestic brands, by city tier, July 2014
  • Consumers use multiple technology brands
    • Figure 25: Current usage of technology brands, by number of brands used, July 2014
  • Number of brands people use correlates with income and city tier
    • Figure 26: Current usage of technology brands, by number of brands used, by monthly personal income and city tier July 2014

9. The Consumer - Perceptions of Technology Brands

  • Key points
  • Apple builds a premium and innovative image which currently no one matches
    • Figure 27: Perceptions of technology brands - international brands, July 2014
  • Correspondence analysis methodology
  • Correspondence analysis
    • Figure 28: Perceptions of technology brands, July 2014

10. The Consumer - Influences on Brand Choice for Technology Products

  • Key points
  • Brand plays a key role in technology product purchase
    • Figure 29: Influences on brand choice - technology products, July 2014
  • Brand is more important for men, 30-39-year-olds and people with monthly income more than RMB3,000
    • Figure 30: Top three influences on choice of technology product brand, by gender, age, and monthly personal income, July 2014
  • Positive previous usage experience is crucial for people with limited income
    • Figure 31: Next top three influences on choice of technology product brand, by gender, age, and monthly personal income, July 2014

11. The Consumer - Influences on Brand Choice for Technology Services

  • Key points
  • Information security is of mounting importance
    • Figure 32: Influences on brand choice - technology services, July 2014
  • People with low income and education level value information security more
    • Figure 33: Top influence on choice of technology and internet service brand, by monthly personal income and education level, July 2014
  • User-friendly services are particularly important to women and people in their twenties
    • Figure 34: Next top influence on choice of technology and internet service brand, by gender and age, July 2014
  • Men, married people, and families with children care more about brand
    • Figure 35: Brand's influence on choice of technology and internet service brand, by gender, marital status and children in household, July 2014
  • People with higher income level also consider additional factors
    • Figure 36: Other influences on choice of technology and internet service brand, by monthly personal income, July 2014

12. The Consumer - Attitudes towards Brand Switching

  • Key points
  • Technology advancement encourages people to switch brands
    • Figure 37: Attitudes towards brand switching - consumer technology products, July 2014
  • User-friendly services helps to retain consumers
    • Figure 38: Attitudes towards brand switching - technology and internet services, July 2014
  • Men are more likely to stick to currently used technology services
    • Figure 39: Attitudes towards brand switching - technology and internet services, by age and gender, July 2014

13. The Consumer - Attitudes towards Technology Brands

  • Key points
  • Consumers use brands to show their lifestyle aspirations
    • Figure 40: Attitudes towards technology brands - lifestyle and status-related, July 2014
  • Consumers feel more emotional benefits while income grows
    • Figure 41: Attitudes towards technology brands - lifestyle and status-related, by income on any agree, July 2014
  • Most people are satisfied with domestic brands, but they still have room to improve
    • Figure 42: Attitudes towards technology brands - international versus domestic brands, July 2014
  • Consumers want one brand for multitasking
    • Figure 43: Attitudes towards technology brands - brand stretching across categories, July 2014
  • Consistent promotion activities are important
    • Figure 44: Attitudes towards technology brands - price-related, July 2014
  • Men in their twenties, women above 30 and people with high income are more willing to pay premium for well-known brand
    • Figure 45: Attitudes towards technology brands - price-related, by gender and age, and income, July 2014
  • It is essential to offer consistent quality of pre and aftersales services and build usability first
    • Figure 46: Attitudes towards technology brands - experience and innovation, July 2014

14. Appendix - The Consumer - Ownership and Awareness of Technology Brands

  • Figure 47: Ownership and awareness of technology brands, July 2014
  • Figure 48: Ownership and awareness of technology brands - Current users of international brands, by demographics, July 2014
  • Figure 49: Ownership and awareness of technology brands - Apple, by demographics, July 2014
  • Figure 50: Ownership and awareness of technology brands - Samsung, by demographics, July 2014
  • Figure 51: Ownership and awareness of technology brands - Sony, by demographics, July 2014
  • Figure 52: Ownership and awareness of technology brands - Microsoft, by demographics, July 2014
  • Figure 53: Ownership and awareness of technology brands - Google, by demographics, July 2014
  • Figure 54: Ownership and awareness of technology brands - Amazon, by demographics, July 2014
  • Figure 55: Ownership and awareness of technology brands - Current users of local brands, by demographics, July 2014
  • Figure 56: Ownership and awareness of technology brands - Lenovo, by demographics, July 2014
  • Figure 57: Ownership and awareness of technology brands - Huawei, by demographics, July 2014
  • Figure 58: Ownership and awareness of technology brands - Xiaomi, by demographics, July 2014
  • Figure 59: Ownership and awareness of technology brands - Taobao/Tmall, by demographics, July 2014
  • Figure 60: Ownership and awareness of technology brands - Tencent, by demographics, July 2014
  • Figure 61: Ownership and awareness of technology brands - Baidu, by demographics, July 2014
  • Repertoire analysis
  • Figure 62: Repertoire of ownership and awareness of technology brands, July 2014
  • Figure 63: Repertoire of ownership and awareness of technology brands, by demographics, July 2014
  • Figure 64: Attitudes towards technology products and services, by repertoire of ownership and awareness of technology brands, July 2014

15. Appendix - The Consumer - Perceptions of Technology Brands

  • Figure 65: Perceptions of international technology brands, July 2014
  • Figure 66: Perceptions of domestic technology brands, July 2014
  • Figure 67: Most popular perceptions of technology brands - Apple, by demographics, July 2014
  • Figure 68: Next most popular perceptions of technology brands - Apple, by demographics, July 2014
  • Figure 69: Most popular perceptions of technology brands - Samsung, by demographics, July 2014
  • Figure 70: Next most popular perceptions of technology brands - Samsung, by demographics, July 2014
  • Figure 71: Most popular perceptions of technology brands - Sony, by demographics, July 2014
  • Figure 72: Next most popular perceptions of technology brands - Sony, by demographics, July 2014
  • Figure 73: Most popular perceptions of technology brands - Microsoft, by demographics, July 2014
  • Figure 74: Next most popular perceptions of technology brands - Microsoft, by demographics, July 2014
  • Figure 75: Most popular perceptions of technology brands - Google, by demographics, July 2014
  • Figure 76: Next most popular perceptions of technology brands - Google, by demographics, July 2014
  • Figure 77: Most popular perceptions of technology brands - Amazon, by demographics, July 2014
  • Figure 78: Next most popular perceptions of technology brands - Amazon, by demographics, July 2014
  • Figure 79: Most popular perceptions of technology brands - Lenovo, by demographics, July 2014
  • Figure 80: Next most popular perceptions of technology brands - Lenovo, by demographics, July 2014
  • Figure 81: Most popular perceptions of technology brands - Huawei, by demographics, July 2014
  • Figure 82: Next most popular perceptions of technology brands - Huawei, by demographics, July 2014
  • Figure 83: Most popular perceptions of technology brands - Xiaomi, by demographics, July 2014
  • Figure 84: Next most popular perceptions of technology brands - Xiaomi, by demographics, July 2014
  • Figure 85: Most popular perceptions of technology brands - Taobao/Tmall, by demographics, July 2014
  • Figure 86: Next most popular perceptions of technology brands - Taobao/Tmall, by demographics, July 2014
  • Figure 87: Most popular perceptions of technology brands - Tencent, by demographics, July 2014
  • Figure 88: Next most popular perceptions of technology brands - Tencent, by demographics, July 2014
  • Figure 89: Most popular perceptions of technology brands - Baidu, by demographics, July 2014
  • Figure 90: Next most popular perceptions of technology brands - Baidu, by demographics, July 2014

16. Appendix - The Consumer - Influences on Brand Choice for Technology Products

  • Figure 91: Influences on choice of technology product brand, July 2014
  • Figure 92: Most popular influences on choice of technology product brand, by demographics, July 2014
  • Figure 93: Next most popular influences on choice of technology product brand, by demographics, July 2014

17. Appendix - The Consumer - Influences on Brand Choice for Technology Services

  • Figure 94: Influences on choice of technology/internet service brand, July 2014
  • Figure 95: Most popular influences on choice of technology/internet service brand, by demographics, July 2014
  • Figure 96: Next most popular influences on choice of technology/internet service brand, by demographics, July 2014
  • Figure 97: Other influences on choice of technology/internet service brand, by demographics, July 2014

18. Appendix - The Consumer - Attitudes towards Technology Brands

  • Figure 98: Attitudes towards technology products and services, July 2014
  • Figure 99: Attitudes towards technology products and services - Consumer technology products, by demographics, July 2014
  • Figure 100: Attitudes towards technology products and services - Internet and technology services, by demographics, July 2014
  • Figure 101: Attitudes towards technology products and services, by current ownership of technology brands - International brands, July 2014
  • Figure 102: Attitudes towards technology products and services, by current ownership of technology brands - Local brands, July 2014

19. Appendix - The Consumer - Attitudes towards Technology Brands

  • Figure 103: Attitudes towards technology brands, July 2014
  • Figure 104: Agreement with the statement 'Technology products from local brands are as good as those from international brands', by demographics, July 2014
  • Figure 105: Agreement with the statement 'Compared to international internet companies, the services provided by local internet companies are more closely linked with our daily life', by demographics, July 2014
  • Figure 106: Agreement with the statement 'The products/services provided by local technology brands meet my expectation in terms of performance', by demographics, July 2014
  • Figure 107: Agreement with the statement 'It is convenient to use different technology products/services from the same brand', by demographics, July 2014
  • Figure 108: Agreement with the statement 'Advertisements focusing on building brand image rather than displaying products functions impress me more', by demographics, July 2014
  • Figure 109: Agreement with the statement 'It is worth paying more for technology products/services provided by a well-known brand', by demographics, July 2014
  • Figure 110: Agreement with the statement 'It is important for brands to keep consistent pricing when carrying out promotional activities in different channels', by demographics, July 2014
  • Figure 111: Agreement with the statement 'Using premium technology brands helps me gain 'face'', by demographics, July 2014
  • Figure 112: Agreement with the statement 'The technology brand you use can reflect your desired lifestyle', by demographics, July 2014
  • Figure 113: Agreement with the statement 'Newly emerged technology brands provide more innovative products/services than established brands', by demographics, July 2014
  • Figure 114: Agreement with the statement 'Usability is more important than brand', by demographics, July 2014
  • Figure 115: Agreement with the statement 'The quality of presales experience service is as important as aftersales when choosing a technology brand', by demographics, July 2014
  • Figure 116: Attitudes towards technology brands, by current ownership of technology brands - International brands, July 2014
  • Figure 117: Attitudes towards technology brands, by current ownership of technology brands - Local brands, July 2014
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