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市場調查報告書

中國1, 2, 3級都市消費者行銷

Marketing to Consumers in Tier 1, 2, 3 Cities - China - January 2015

出版商 Mintel China 商品編碼 335214
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國1, 2, 3級都市消費者行銷 Marketing to Consumers in Tier 1, 2, 3 Cities - China - January 2015
出版日期: 2015年01月31日 內容資訊: 英文
簡介

本報告針對中國1, 2, 3級都市消費者行銷進行調查。1到3級都市包括中國全都市居民的70%以上、主要企業為了擴大自家產品的客群將以都市消費者、特別是有成長空間的第3級都市消費者為目標行銷。但中國都市消費者具多樣性、不同等級的都市消費者購買力與興趣、需求都不同。企業必須配合都市等級建立目標行銷。

本報告針對中國各都市消費者支出優先度、消費需求習慣、娛樂活動喜好等中心課題提供多角度的消費者動向詳細分析。

第1章 序

  • 調查方法
  • 簡稱

第2章 摘要整理

  • 一級到三級都市消費者生活型態概要
  • 支出的優先順序
  • 消費者如何決定多餘金錢的去向?
  • 消費者會購買那方面的高價產品?
  • 對消費的思考模式
  • 高品質商品會被接受
  • 消費者消費習慣
  • 娛樂活動
  • 消費者下班/下課後最有興趣的娛樂活動?
  • 消費者最有興趣的週末娛樂活動?
  • 消費者最有興趣的休假期間娛樂活動?

第3章 市場課題與重點

  • 3種都市等級消費者的行銷差異
    • 市場數據
    • 未來預測
  • 三級都市: 準備迎接新產品
  • 一級都市消費者「全方位方案」行銷的市場機會
  • 一級到3級都市消費者娛樂服務種類的不同

第4章 趨勢應用

  • 消費者選擇指南
  • 回歸專家
  • 自產自消

第5章 中國1至3級都市概要

  • 一級至三級都市居民佔中國全都市居民70%以上
  • 一級都市: 忙碌混雜
  • 二級都市: 追逐一級都市但娛樂服務尚與一級有差距
  • 三級都市: 發展零售產業與食品服務

第6章 消費者動向 - 一級到3級都市消費者生活模式

  • 對街坊的高度滿足感、對生活費不用擔心
  • 一級都市消費者: 注重健康
  • 三級都市消費者: 期待戶外娛樂活動

第7章 消費者動向 - 人們如何決定多餘資金的去向?

  • 所有都市層皆以旅行為支出的最優先選項
  • 三級都市是高科技產品的金脈
  • 投資與花費一樣重要

第8章 消費者動向 - 消費者會購買哪方面的高價商品?

  • 購買高額商品在每個都市層級的每個分類都發生
  • 三級都市: 小發展零售產業途中尚未有太多高額商品
  • 一級都市: 超高額商品的基本盤
  • 二級市場: 以價格決定是否購買的消費者最多

第9章 消費者動向 - 高品質商品被接受的主因

  • 名牌依然是最強大的品質保證

第10章 消費者動向 - 消費者消費習慣

  • 消費者追求更好的商品也不猶豫的嘗試新品牌
  • 因有過多選擇需要指南
  • 誠實定價的重要性

第11章 消費者動向 - 最有興趣的娛樂活動?

  • 下班後看電視、週末逛街、休假期間旅行
  • 下班後: 一級都市消費者追求更廣泛的娛樂活動
  • 週末: 喜愛戶外活動
  • 各都市等級高所得者各對不同的週末休閒活動感興趣
  • 長期休假: 注重有喜愛主題的旅行

附錄

目錄

"Consumers in tier one to three cities make up for more than 70% of the total urban population in China , making them the target of the majority of leading companies that have been trying to increase their product user base - especially in the lower tier cities - for further growth.

However, Chinese consumers are diverse; people living in different city tiers have different spending power , live in different retail environments, with their interests and needs varying as well, which can all have business implications for companies and brands when marketing to consumers in different city tiers.

This report focuses on the following aspects when studying the differences across city tiers: consumers' spending priorities, shopping needs and habits as well as leisure preferences."

- Laurel Gu , Senior Research Analyst

In this report, we look into the following questions:

  • How do consumers in tier one to three cities plan to allocate their spare money?
  • In which categories are consumers in tier one to three cities willing to spend more on premium products?
  • How can companies and brands prove high-quality products to consumers in tier one to three cities?
  • What are consumers' shopping habits in tier one to three cities?
  • What leisure activities are consumers in tier one to three cities most interested in after work/ over the weekend and during longer vacations (eg, public holidays and paid vacations)?
  • What are the key differences in lifestyles between consumers living in different city tiers?

Table of Contents

1. Introduction

  • Methodology
  • Abbreviations

2. Executive Summary

  • Overview of tier one to three cities and consumers' lifestyle
    • Figure 1: Lifestyles, October 2014
  • Spending priorities
  • How do consumers plan to allocate their spare money?
    • Figure 2: Interested areas for spending spare money, by city tier, October 2014
  • In which categories are consumers trading up?
    • Figure 3: Consumers who have bought premium or ultra-premium products in each category, by city tier, October 2014
  • Shopping attitudes
  • What stands for a high-quality product?
    • Figure 4: Factors influencing quality perceptions, by city tier, October 2014
  • What are consumers' shopping habits?
    • Figure 5: Shopping preferences, October 2014
  • Leisure activities
  • What leisure activities are consumers most interested in after work/school?
    • Figure 6: After-work/school leisure activity preferences, by city tier, October 2014
  • What leisure activities are consumers most interested in over the weekend?
    • Figure 7: Weekend leisure activity preferences, by city tier, October 2014
  • What leisure activities are consumers most interested in during longer vacations?
    • Figure 8: Public holidays leisure activity preferences, by city tier, October 2014

Figure 9: Paid vacation leisure activity preferences, by city tier, October 2014 Key issues Differences in marketing to consumers from three city tiers Tier three cities: ready for embracing new products Opportunity for marketing "total solutions" to consumers in tier one cities Different leisure services to appeal to consumers in tier one to three cities. What we think

3. Issues and Insights

  • Differences in marketing to consumers from three city tiers
  • The facts
  • The implications
  • Tier three cities: ready for embracing new products
  • The facts
  • The implications
  • Opportunity for marketing "total solutions" to consumers in tier one cities
  • The facts
  • The implications
  • Different types of leisure services appeal to consumers in tier one to three cities
  • The facts
  • The implications

4. Trend Application

  • Guiding Choice
    • Figure 10: Example of retailers highlighting bestselling items on shelves as references to guide consumer choices, Shanghai, China, 2014
  • Return to the experts
  • Locavore

5. Overview of the Tier One to Three Cities in China

  • Key points
  • Tier one to three cities make more than 70% of total urban residents
    • Figure 11: Number of residents in tier one to three cities, by city tier, China, 2013
  • Tier one cities: busy and crowded
    • Figure 12: Average number of residents per city, by city tier, China, 2013
  • Tier two cities: catching up with tier one but still a wider gap in leisure services
    • Figure 13: Average wage of employed staff and workers, average price of commercial housing sales, by sampling cities, China, 2012 and 2013
    • Figure 14: Pictures of a hypermarket in a tier two city, Changsha, Oct 2014
  • Tier three cities: modern retail and foodservice yet to be developed
    • Figure 15: Number of hypermarket outlets from top retailers, by sampling city, China, December 2014
    • Figure 16: Picture of a typical "supermarket" in a tier three city, Pingxiang, China, October 2014
    • Figure 17: Number of restaurants from top international foodservice providers, by sampling city, China, December 2014

6. The Consumer - Lifestyle of Consumers in Tier One to Three Cities

  • Key points
  • High satisfaction about the home city, low concerns about living cost
    • Figure 18: Lifestyles, October 2014
  • Consumers in tier one cities: strong health concern
    • Figure 19: Agreement with the statements "My work keeps me busy" and "I am quite healthy", by city tier, October 2014
  • Consumers in tier three cities: eager to take part in out-of-home leisure activities
    • Figure 20: Agreement with the statements "I prefer going out rather than staying at home during my leisure time" and "I am used to going to surrounding cities for grocery shopping", by city tier, October 2014

7. The Consumer - How do People Plan to Allocate Their Spare Money?

  • Key points
  • Spending on travelling is prioritised across all city tiers
    • Figure 21: Interested areas for spending spare money, by city tier, October 2014
    • Figure 22: Example of restaurant menu featuring introduction to the special dishes with a cultural perspective, Shanghai, China, 2014
  • Tier three cities could be a goldmine for technology products
  • City tier differences in the interested areas for spending spare money
    • Figure 23: Consumers who are likely to use spare money to eat better and to develop a hobby, by city tier, October 2014
  • Investing their savings is as important as spending
    • Figure 24: Consumers who are likely to use spare money to invest and to save up, by city tier, October 2014

8. The Consumer - In Which Categories are Consumers Trading Up?

  • Key points
  • Premiumisation is happening in almost all categories across city tiers
    • Figure 25: Price range of products bought most recently, by category, October 2014
  • Tier three cities: retail development limited their exposure to premium products
    • Figure 26: Consumers who have bought premium or ultra-premium products in each category, by city tier, October 2014
  • Tier one cities: still the home market for ultra-premium products
    • Figure 27: Consumers who have bought ultra-premium products in each category, by city tier, October 2014
  • Tier two cities: more value-driven consumers
    • Figure 28: Consumers who have bought medium or low-priced products in each category, by city tier, October 2014

9. The Consumer - What Stands for a High-quality Product?

  • Key points
  • A well-known brand is still the most powerful quality badge
    • Figure 29: Factors influencing quality perceptions, by city tier, October 2014

Figure 30: Attitudes towards brand awareness, by city tier, October 2014 Authoritative claims with data support can strengthen value perceptions Figure 31: Factors influencing quality perceptions, by age, October 2014 Tier one cities: stronger association between good quality and imported ingredients Figure 32: People who associate high-quality product with "ingredients/raw materials imported from overseas" and "is manufactured overseas", by sampling city, October 2014 Figure 33: Attitudes towards product origin, by city tier, October 2014 Tier two and three cities show stronger attachment to domestic products

10. The Consumer - What are Consumers' Shopping Habits?

  • Key points
  • Consumers are open to trying new brands to search for better products
    • Figure 34: Attitudes towards trying new brands, by city tier, October 2014
    • Figure 35: Attitudes towards trying new brands, by household income, October 2014
    • Figure 36: Attitudes towards trying new brands among high earners, by city tier, October 2014
  • Guidance needed with too many choices
    • Figure 37: Attitudes towards product varieties, by city tier, October 2014
    • Figure 38: Online and offline shopping habits, by city tier, October 2014
    • Figure 39: Online and offline shopping habits, by age and city tier, October 2014
  • Importance of honest pricing
    • Figure 40: Attitude towards bargaining, by city tier, October 2014

11. The Consumer - What are Most Interesting Leisure Activities?

  • Key points
  • TV after work, going shopping on weekends and travelling during longer holidays
    • Figure 41: Leisure activity preferences, October 2014
  • After work: consumers in tier one cities look for more variety of leisure activities
    • Figure 42: After-work leisure activity preferences, by city tier, October 2014
  • During weekends: out-of-home leisure activities are preferred
    • Figure 43: Weekend leisure activity preferences, by city tier, October 2014
  • High earners in different city tiers are interested in different weekend leisure activities
    • Figure 44: Weekend leisure activity preferences among high-income consumers, by city tier, October 2014
  • Long holidays: growing interest in travelling with an interesting theme
    • Figure 45: People who are interested in travelling/sightseeing during public holidays and paid vacations, by city tier, October 2014

12. Appendix - The Consumer - Lifestyle of Consumers in Tier One to Three Cities

  • Figure 46: Consumer lifestyle, October 2014
  • Figure 47: Most popular consumer lifestyle, by demographics, October 2014
  • Figure 48: Next most popular consumer lifestyle, by demographics, October 2014

13. Appendix - The Consumer - How do People Plan to Allocate Their Spare Money?

  • Figure 49: Interested areas for spending spare money, October 2014
  • Figure 50: Most popular interested areas for spending spare money, by demographics, October 2014
  • Figure 51: Next most popular interested areas for spending spare money, by demographics, October 2014

14. Appendix - The Consumer - In Which Categories are Consumers Trading Up?

  • Figure 52: Price range of products bought most recently, October 2014
  • Figure 53: Price range of products bought most recently - Chocolate for snacking, by demographics, October 2014
  • Figure 54: Price range of products bought most recently - Fresh vegetables, by demographics, October 2014
  • Figure 55: Price range of products bought most recently - In-home alcoholic drinks, by demographics, October 2014
  • Figure 56: Price range of products bought most recently - Restaurants to eat out with friends/relatives, by demographics, October 2014
  • Figure 57: Price range of products bought most recently - Facial cream, by demographics, October 2014
  • Figure 58: Price range of products bought most recently - Shampoo, by demographics, October 2014
  • Figure 59: Price range of products bought most recently - Laundry detergent, by demographics, October 2014
  • Figure 60: Price range of products bought most recently - Shoes, by demographics, October 2014
  • Figure 61: Price range of products bought most recently - Large durable appliances, by demographics, October 2014
  • Figure 62: Price range of products bought most recently - Cookware, by demographics, October 2014
  • Figure 63: Price range of products bought most recently - Mobile phone, by demographics, October 2014
  • Figure 64: Price range of products bought most recently - Hotels for holidays, by demographics, October 2014

15. Appendix - The Consumer - What Stands for a High-quality Product?

  • Figure 65: Factors influencing quality perceptions, October 2014
  • Figure 66: Most popular factors influencing quality perceptions, by demographics, October 2014
  • Figure 67: Next most popular factors influencing quality perceptions, by demographics, October 2014

16. Appendix - The Consumer - What are Consumers' Shopping Habits?

  • Figure 68: Shopping attitudes, October 2014
  • Figure 69: Most popular shopping attitudes, by demographics, October 2014
  • Figure 70: Next most popular shopping attitudes, by demographics, October 2014
  • Figure 71: Other shopping attitudes, by demographics, October 2014

17. Appendix - The Consumer - What are Most Interesting Leisure Activities?

  • Figure 72: Leisure activity preferences, October 2014
  • Figure 73: Most popular leisure activity preferences - After work/school, by demographics, October 2014
  • Figure 74: Next most popular leisure activity preferences - After work/school, by demographics, October 2014
  • Figure 75: Most popular leisure activity preferences - Weekends, by demographics, October 2014
  • Figure 76: Next most popular leisure activity preferences - Weekends, by demographics, October 2014
  • Figure 77: Most popular leisure activity preferences - Public holidays, by demographics, October 2014
  • Figure 78: Next most popular leisure activity preferences - Public holidays, by demographics, October 2014
  • Figure 79: Most popular leisure activity preferences - Paid vacations, by demographics, October 2014
  • Figure 80: Next most popular leisure activity preferences - Paid vacations, by demographics, October 2014
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