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市場調查報告書

中國消費者的支出優先順序

Consumer Spending Priorities - China - March 2015

出版商 Mintel China 商品編碼 335220
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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中國消費者的支出優先順序 Consumer Spending Priorities - China - March 2015
出版日期: 2015年03月31日 內容資訊: 英文
簡介

2014年的中國經濟成長率是7.4%,成為1990年以來的新低率。根據政府發表,2016年到2020年的5年計劃預測成長率將達到年率7%,這比過去更低的成長率將成為今後的正常值。在這觀經濟條件變化下儘管中國消費者整體性經濟信心低下,但購買力卻在提升。

本報告詳查中國消費者的支出優先順序,提供您市場趨勢,課題,宏觀經濟背景,以及中國消費者消費趨勢之各種角度詳細驗證,消費者的目前財務狀況和今後12個月對經濟環境的信心,今後12個月的消費者支出優先事項,目前配合經濟環境的消費者儲蓄,支出,以及金錢管理改變觀念的有無,商品的數量詳細分析及消費者對品質的想法等。

第1章 序論

  • 定義
  • 調查手法
  • 簡稱

第2章 摘要整理

  • 消費者
  • 儘管經濟減速,中國的消費者仍維持信心
  • 中國的消費者為應付長期性不穩定而改投入更多儲蓄
  • 限制支出於限制額以內在中國是理所當然的事
  • 休假/旅遊在財政吃緊時是最先捨棄的項目
  • 高齡女性對服裝和個人保健產品上有重質不重量的傾向
  • 中國的消費者目前仍然容易受折扣和購物環境吸引
  • 重要事項
  • 人們對於未來金錢方面雖然目前仍很有信心,但日益慎重
  • 從30歲到39歲世代成為企業應該列為首要目標的重要族群
  • 可提供更高品質商品及服務的企業就更有拓展市場的機會
  • 海外業者網路購物節日可吸引中國的消費者
  • Mintel China的考察

第3章 市場課題和重要點

  • 人們對於未來金錢方面雖然目前仍很有信心,但日益慎重
    • 市場資料
    • 未來的影響
  • 從30歲到39歲世代成為企業應該列為首要目標的重要族群
  • 可提供更高品質商品及服務的企業就更有拓展市場的機會
  • 海外業者網路購物節日可吸引中國的消費者

第4章 趨勢應用

  • 自己可支援自己
  • 那麼便這樣做
  • 沒有實體的世界

第5章 宏觀經濟背景

  • 經濟發展有愈加減速之勢
  • 失業率停留在一定值
  • 平均工資顯示兩位數的成長
  • CPI (消費者物價指數)降到睽違5年的最低值
  • 為了刺激投資在市場投入更多資金

第6章 消費者趨勢-針對未來的財務狀況改善的自信

  • 儘管經濟減速,消費者目前仍然對未來財務狀況改善保有自信
  • 受到更高水準教育的消費者有更強的自信
  • 就整體來看對消費者對未來財務狀況的自信的水準相同
  • 高齡男性消費者有更強的自信的趨勢

第7章 消費者趨勢 - 明年的金錢優先事項

第8章 消費者趨勢 - 消費習慣 - 支出 vs. 所得

第9章 消費者趨勢 - 預算吃緊時被裁掉的支出項目

第10章 消費者趨勢 - 控制支出的方法

第11章 消費者趨勢 - 金錢管理的想法方面

目錄

“The Chinese economy grew by 7.4% in 2014, the lowest rate since 1990. According to the government, the goal of economic growth has been adjusted to around 7% a year during the 13th five-year plan from 2016 to 2020. This suggests that slower growth rates than previously recorded will become the norm for the Chinese economy in the near future. The overall confidence levels of Chinese consumers have remained constant in the last year, indicating that changing macroeconomics conditions have not yet had a direct impact on their lives. In fact, the growing status of consumption sectors in the economy shows that the spending power of consumers has become stronger.” - Linda Li, Senior Research Analyst.

In this report, Mintel answers the following key questions:

  • What are the current financial statuses of consumers and how confident are they about these over the next 12 months?
  • What are the financial priorities of consumers over the next 12 months?
  • Has there been any change in the way consumers think about saving, spending and managing their financial wellbeing in the current economic environment?
  • What kind of spending are consumers most reluctant to cut when they have a tight budget?
  • Do consumers value quantity or quality when making a purchase?

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The consumer
  • Despite the economic slowdown, Chinese consumers have maintained confidence
    • Figure 1: Confidence in improving future finances, December 2014
  • Chinese consumers are saving more for long-term uncertainty
    • Figure 2: Financial priorities in the next 12 months, December 2014
  • Spending within limits is the norm in China
    • Figure 3: Spending habits - expenditure versus income, December 2014
  • Holidays/travel most likely to be cut on a tight budget
    • Figure 4: Expenditure mostly likely to be cut when on a tight budget, December 2014
  • Older women are more likely to consider quality over quantity in clothing and personal care
    • Figure 5: Ways of controlling expenditure, December 2014
  • Chinese consumers are still easily enticed by discounts and shopping environments
    • Figure 6: Attitudes towards financial management, December 2014
  • Key issues
  • People are still confident about future finances, but getting more wary
  • 30 to 39-year-olds are a critical group for businesses to target
  • More opportunities for business to offer higher quality products and services
  • International operators can entice Chinese consumers via online shopping festivals
  • What we think

3. Issues and Insights

  • People are still confident about future finances, but are becoming wary
  • The facts
  • The implications
  • 30 to 39-year-olds are a crucial target for businesses
  • The facts
  • The implications
  • More opportunities for business to offer higher quality products and services
  • The facts
  • The implications
  • Opportunities remain for international operators to entice Chinese consumers via online shopping festivals
  • The facts
  • The implications

4. Trend Applications

  • Help Me Help Myself
  • Let's Make a Deal
  • Immaterial World

5. Macroeconomic Background

  • Economic growth is expected to slow further
    • Figure 7: GDP growth rate in China, 2004-14
  • Unemployment rate remains constant
    • Figure 8: Urban unemployment rate in China, 2004-14
  • Average wage grows at double digits
    • Figure 9: Average wage of urban employees in China, 2004-13
  • CPI has fallen to five-year low
    • Figure 10: Consumer price index, January 2012 - December 2014
  • More money in the market to stimulate investment
    • Figure 11: Money supply growth in China, 2013-14

6. The Consumer - Confidence in Improving Future Finances

  • Key points
  • Despite the economic slowdown, consumers are still confident in improving future finances
    • Figure 12: Confidence in improving future finances, December 2014
    • Figure 13: Confidence in improving future finances, “Very confident”, by gender and age group, December 2014
    • Figure 14: Confidence in improving future finances, by marital status and by children in household, December 2014
  • Better education still provides more confidence to consumers
    • Figure 15: Confidence in improving future finances, by education level, December 2014
  • Overall consumer confidence remains the same
    • Figure 16: Confidence in improving future finances, comparison of December 2014 and December 2013
  • Older male consumers are becoming more confident
    • Figure 17: Confidence in improving future finances, “Very confident”, by gender and age, 2013 versus 2014

7. The Consumer - Financial Priorities in the Next Year

  • Key points
  • Chinese consumers still save amid uncertainty
    • Figure 18: Financial priorities in the next 12 months, December 2014
  • People are saving more
    • Figure 19: Financial priorities in the next 12 months, mean value*, 2013 versus 2014
  • Mortgages regain in importance
    • Figure 20: Selected financial priorities in the next 12 months, “Paying off my mortgage/saving for buying property”, 2013 versus 2014
  • Spending money on self-indulgence is the least important task
    • Figure 21: Importance of financial tasks, “Spending money on self-indulgence (eg eating at premium restaurant, holidays, luxury products)”, by age, December 2014
  • City differences
    • Figure 22: Selected finance priorities, “Important”, by tier and by city, December 2014

8. The Consumer - Spending Habits - Expenditure vs Income

  • Key points
  • Spending within means is still the norm
    • Figure 23: Spending habits - expenditure versus income, December 2014
  • Men are more likely to be financially self-disciplined
    • Figure 24: Spending habits - expenditure versus income, by gender, December 2014
  • Consumers from tier one cities are more cautious than tier two/three cities
    • Figure 25: Spending habits - expenditure versus income, “I can save a fixed amount of money at the end of the month”, by city, December 2014

9. The Consumer - Expenditure to Cut When on a Tight Budget

  • Key points
  • Travelling is the most elastic expenditure
    • Figure 26: Expenditure mostly likely to be cut when on a tight budget, December 2014
  • Household-related expenditure has space for upgrading
  • Out-of-home expenditure also bears the brunt

10. The Consumer - Ways of Controlling Expenditure

  • Key points
  • People downgrade necessary expenditure
    • Figure 27: Way of controlling expenditure, decrease frequency vs downgrade, December 2014
  • Long purchase cycle of household products gives more room for manufactures to adjust their strategy
  • Consumers prefer free solutions to keep healthy
    • Figure 28: Way of controlling expenditure, “Totally cut the spending in this area”, December 2014
  • Older women are less likely to downgrade clothing and cosmetics
    • Figure 29: Way of controlling expenditure, Appearance and personal care*, by gender and age, December 2014

11. The Consumer - Attitudes towards Financial Management

  • Key points
  • Higher earners struggle to resist the temptation of buying in a shopping atmosphere
    • Figure 30: Attitudes towards financial management, “I can't help buying when there is a shopping atmosphere”, by monthly household income, December 2014
  • Younger women are more likely to be enticed
    • Figure 31: Attitudes towards financial management, December 2014
  • Good financial management contributes to financial confidence
    • Figure 32: Selected financial Management Behaviours, by confidence level in future finances, December 2014
  • Consumers in their 30s need instalment payments most
    • Figure 33: Attitudes towards financial management, by age, December 2014
  • The influence of family cannot be overlooked in financial management
    • Figure 34: Attitudes towards financial management, December 2014
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