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市場調查報告書

中國國民的消費支出趨勢

Chinese Spending Habits - China - April 2015

出版商 Mintel China 商品編碼 335226
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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中國國民的消費支出趨勢 Chinese Spending Habits - China - April 2015
出版日期: 2015年04月30日 內容資訊: 英文
簡介

本報告詳查中國國民的消費支出的趨勢,提供您中國的經濟,國民,及整體的消費支出概要,及各種市場領域的市場趨勢與消費者的支出趨勢詳細分析。還有中國消費者對國產品牌和海外品牌的想法方面和支出趨勢,各種服務和商務的想法方面,消費支出的想法方面等,再加上消費者趨勢詳細分析。

第1章 序論

  • 調查手法
  • 簡稱

第2章 摘要整理

  • 關於2014年的中國經濟和國民概要
  • 經濟
  • 國民
  • 消費者的支出
  • 2014年的消費者支出
  • 今後5年的預測
  • 國際品牌及國內品牌
  • 來自不同國家的海外品牌有不同的印象優勢
  • 中國品牌與海外品牌的愛好:混合調查結果
  • 海外品牌定義
  • 服務的支出多
  • 交由經驗決定之事
  • 不誠實的買賣最被討厭
  • 富有魅力的附加價值服務
  • Mintel China的考察

第3章 現今的中國 - 經濟

  • 成長漸緩但品質漸高的經濟成長帶動消費
  • 消費品的線上銷售額佔整體銷售額的10%以上
  • 由於可支配所得的增加消費支出正在擴大
  • 投資比單純儲蓄更受歡迎

第4章 現今的中國 - 國民

  • 城市圈上人口穩定增加
  • 預測下個十年出生數將顯著降低
  • 成為寵兒寵女的時代
  • 追求高品質的家庭生活
  • 高齡人口

第5章 支出情形概要

  • 各部門支出明細
  • 預測將穩定擴大
  • 5年後將會贏的市場部門
  • 成藥及製藥業
  • 休閒及娛樂產業
  • 旅遊業
  • 今後5年成長將減速的市場部門
  • 家電
  • 美容及個人保養品
  • 外食服務

第6章 家用食品

第7章 外食服務

第8章 不含酒精的飲料

第9章 家庭以外的酒精飲料

第10章 家用酒精飲料

第11章 美容及個人保養品

第12章 成藥及製藥業

第13章 服飾及飾品

第14章 家用品

第15章 高科技及通訊

第16章 休閒及娛樂

第17章 家電

第18章 交通運輸

第19章 旅遊業

第20章 個人財政及房仲業

第21章 其他

第22章 消費者趨勢 - 海外品牌的認識

第23章 對消費者趨勢 - 中國品牌和海外品牌及文化的愛好

第24章 消費者趨勢 - 海外品牌定義

第25章 消費者趨勢 - 中國品牌及海外品牌的想法方面

第26章 消費者趨勢 - 最討厭的服務缺失

第27章 消費者趨勢 - 最有興趣的服務

第28章 消費者趨勢 - 支出的想法方面

目錄

“Chinese consumers are by no means ‘single minded'. They have developed sophisticated needs when consuming different categories which lead to varying preferences between Chinese and international brands. The key to the future success of Chinese brands lies in innovation and brand building while international brands will in general need to work to localise their product or service offerings to the particular taste and spending preferences of Chinese consumers.” - Laurel Gu, Senior Research Analyst.

Chinese brands are currently enjoying the advantage of being considered most “affordable”, “relevant” and “easy to use” . However, what is concerning domestic brands in general is that the association between Chinese brands and perceptions of “high-tech”, “luxury”, “exquisitely made”, “trendy” and “safe to use” are all very weak. As Chinese consumers are quickly gaining the means to pursue more premium products and services, it becomes critical for Chinese brands to improve themselves in these areas.

When it comes to international brands, Chinese consumers tend to think that brands from the US are most “high-tech” and “innovative” while French brands represent “luxury” and “trendiness”. Brands of German origin are perceived as “exquisitely made” and “safe to use” while food from Australia is thought be most “natural”.

It appears that Chinese consumers are not yet associating “good customer service” with brands from any specific countries. This might be an area of challenges and opportunities as well where both Chinese brands and international brands need to improve in order to stand out against the competition.

Table of Contents

1. Introduction

  • Methodology
  • Abbreviations

2. Executive Summary

  • Overview of the Chinese economy and people in 2014
  • The economy
    • Figure 1: Annual GDP (RMB billion) and year-on-year growth rate, 2005-14
  • The people
    • Figure 2: Total Chinese population and trends, by urban and rural, 2005-14
  • Consumer expenditure
  • Consumer spending in 2014
    • Figure 3: Consumer expenditure, by sector (RMB billion), 2014
  • Forecast for the next five years
    • Figure 4: Best- and worst-case forecast total consumer expenditure, 2009-19
  • International brands versus domestic brands
  • Brands originating from different countries have different perceived advantages
    • Figure 5: Perceptions of brands from different countries, January 2015
  • Preference between Chinese and international brands: Mixed results
    • Figure 6: Consumer preference between Chinese and international brands and culture, January 2015
  • Defining an international brand
    • Figure 7: Definitions for international brand, January 2015
  • Spending more on services
  • Experiential indulgence
  • Dishonest business practices are most resented
    • Figure 8: Most annoying service defects, January 2015
  • Attractive value-added services
    • Figure 9: Most appealing additional services, January 2015
  • What we think

3. China Today - The Economy

  • Key points
  • Slower but higher quality economic growth driven by consumption
    • Figure 10: Annual GDP (RMB billion) and year-on-year growth rate, 2005-14
  • Online retail sales of consumer goods exceeds 10% out of total
    • Figure 11: Retail sales of consumer goods (RMB billion), by online and offline channels, 2014
  • Increased disposable income drives consumer spending
    • Figure 12: Growth in per capita annual disposable income and spending, 2013-14
  • Investment is more popular than simply saving money
    • Figure 13: Percentage of per capita annual spending out of disposable income, 2014

4. China Today - The People

  • Key points
  • Steady population growth into urban areas
    • Figure 14: Total China population and trends, by urban and rural, 2005-14
  • New births expected to decline significantly over the next decade
    • Figure 15: Age structure of the Chinese population, by gender, 2013
  • The new generation of little emperors & empresses
    • Figure 16: Fertility rate (1st birth), by women's age, China, 2003-13
  • Pursuit of high quality family life
    • Figure 17: Marriage and divorce rate, 2006-13
  • Old Gold
    • Figure 18: China total population, by age group, 2005-14

5. Expenditure Overview

  • Key points
  • Sector breakout
    • Figure 19: Consumer expenditure, by sector (RMB billion), 2014
  • Steady growth expected to continue
    • Figure 20: Best- and worst-case forecast total value sales, 2009-19
  • Winners in the next five years
    • Figure 21: Fastest-growing market sectors, at current prices, by % growth, 2014-19 (est)
  • OTC and Pharmaceuticals
  • Leisure and entertainment
  • Holidays
  • Slower growth sectors for the next five years
    • Figure 22: Slowest-growing market sectors, at current prices, by % growth, 2014-19 (est)
  • Home
  • Beauty and personal care
  • Foodservice

6. In-home Food

  • Key points
  • What we think
  • Chinese in-home food market continues to grow
    • Figure 23: Consumer expenditure on in-home food, 2009-14
    • Figure 24: Proportion of new food product launches with selected claims, China, US and UK, Feb 2014-Jan 2015
  • The market faces ongoing challenge to encourage consumers to trade up
    • Figure 25: Best- and worst-case forecast value sales of in-home food market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Build up consumer trust of brands and product quality
    • Figure 26: Preference between domestic and international brands on selected food categories, January 2015
  • Consumers are interested in health benefits but moving away from benefits created by artificial additives
  • Consumers desire multiple sensory experiences

7. Foodservice

  • Key points
  • What we think
  • Roads to recovery in the Chinese foodservice market
    • Figure 27: Consumer expenditure on foodservice, 2009-14
  • Sophisticated taste and the desire for dining experience can fuel the foodservice market
    • Figure 28: Best- and worst-case forecast value sales of the foodservice market, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Consumer preferences between domestic and international brands
  • Originality, uniqueness, and novelty partnership to embrace creativity
  • Find the right balance of healthy diet and exotic flavours

8. Non-alcoholic Drinks

  • Key points
  • What we think
  • The market is cooling thanks to the structural change
    • Figure 29: Consumer expenditure on non-alcoholic drinks, 2009-14
  • The slowing economy leads to decline in growth rate
    • Figure 30: Best- and worst-case forecast value sales of non-alcoholic drink market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Imported PPDs enjoy higher level of trustworthiness but domestic versions are thought to be more compatible with Chinese tastebuds
  • Purity versus added flavours
  • Added benefits show potential

9. Alcoholic Drinks Out of Home

  • Key points
  • What we think
  • The hype in the on-trade market is dying out
    • Figure 31: Consumer expenditure on alcoholic drinks out of home, 2009-14
  • No pain, no gain: Restructuring process hits performance
    • Figure 32: Best- and worst-case forecast value sales of the alcoholic drinks out of home market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Consumers show polarised views on domestic and international brands
    • Figure 33: Consumers attitudes towards domestic and international brands, January 2015
  • Food pairing shows potential to attract female consumers
  • Lack of drinking occasions hampers further development of the wine segment

10. Alcoholic Drinks in the Home

  • Key points
  • What we think
  • Disappearing high-end segment hampers growth
    • Figure 34: Consumer expenditure on alcoholic drinks in the home, 2009-14
  • Premiumisation of the beer segment will help growth to pick up
    • Figure 35: Best- and worst-case forecast value sales of the alcoholic drinks in the home market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • International brands closing the gap in premium segment
    • Figure 36: Preference towards international and domestic brands, by income, January 2015
  • Xiaojiu (mini Baijiu) products showing potential when targeting young consumers
  • Female segment shows potential in the beer market

11. Beauty and Personal Care

  • Key points
  • What we think
  • Beauty and personal care market grows steadily
    • Figure 37: Consumer expenditure on beauty and personal care and year-on-year growth rate, 2009-14
  • Continued strong performance, yet the growth rate will slow down
    • Figure 38: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2009-19
  • Male grooming still leads growth for 2015
  • Fine fragrance market will struggle for growth in 2015
  • Key consumer findings
  • Urban consumers have developed sophisticated brand preferences
  • Innovation will lead success for domestic brands

12. OTC and Pharmaceuticals

  • Key points
  • What we think
  • OTC and pharmaceuticals continue to grow
    • Figure 39: Consumer expenditure on OTC and pharmaceuticals, 2009-14
  • Widening access fuels future growth
    • Figure 40: Best- and worst-case forecast value sales of the OTC and pharmaceuticals market, at current prices, 2009-19
  • Big health, diversification, differentiation
  • Traditional Chinese Medicine is in favour
  • Men are more likely to choose Western medicine

13. Clothing and Accessories

  • Key points
  • What we think
  • Rising incomes fuelling trading up to higher value clothing
    • Figure 41: Consumer expenditure on clothing and accessories, 2009-14
  • A sluggish economy and consolidation will impact growth in the next five years
    • Figure 42: Best- and worst-case forecast value sales of the clothing and accessories market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Consumer preference between domestic and international brands busts the foreign brand preference myth
  • The menswear market highlights trends in demand for brand kudos, more online shopping and greater individuality
  • Not all consumers aspire to luxury, creating more opportunities in the “masstige” segment of the market

14. Household Care

  • Key points
  • What we think
  • Healthy growth in the household care market
    • Figure 43: Consumer expenditure on household care, 2009-14
  • Lower GDP growth rate will impact the household care market
    • Figure 44: Best- and worst-case forecast value sales of the household care market, at current price, 2009-2019
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Consumers are looking for natural ingredients in terms of household care products
  • Launching products with innovations to satisfy consumer needs
  • Leverage packaging to maintain consumer purchasing interest

15. Technology and Communications

  • Key points
  • What we think
  • Healthy growth in the technology and communications market
    • Figure 45: Consumer expenditure on technology and communications, 2009-14
  • Technology and communications market seeing an optimistic future
    • Figure 46: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • No significant difference in perceived product quality, but consumers still prefer using international brands rather than domestic brands
  • Domestic and international technology brands are clearly separated in consumers' perceptions
  • Chinese consumers are upgrading technology products

16. Leisure and Entertainment

  • Key points
  • What we think
  • A fast-growing market thanks to the boom of lottery and film industry
    • Figure 47: Consumer expenditure on leisure and entertainment, 2009-14
  • Amusement and theme parks to act as future growth engines
    • Figure 48: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Common leisure habits: watching TV after work, going shopping on weekends and travelling during longer holidays
  • People prefer international films but Chinese pop music
  • Consumers moving from the TV set to watch more online videos
  • Out-of-home leisure service providers can target mums and family visits

17. Home

  • Key points
  • What we think
  • Dynamic growth trend in different home appliance and gadget segments
    • Figure 49: Consumer expenditure on home goods, 2009-14
  • Aspiration for healthy and smart lifestyles continues to drive growth
    • Figure 50: Best- and worst-case forecast value sales of the home market, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • International brands are relatively more appealing to consumers in tier one to three cities over domestic brands in the household appliance market
  • Consumers desire a healthy living environment
  • Consumers look for high-technology home appliances/gadgets which bring them convenience

18. Transport

  • Key points
  • What we think
  • Transport market grows steadily
    • Figure 51: Consumer expenditure on transport, 2009-14
  • Slowing growth in the next five years
    • Figure 52: Best- and worst-case forecast value sales of the transport market, at current prices, 2009-14
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • Consumers show more preferences for JV rather than domestic brands when buying vehicles
  • Safety is viewed as first and foremost issue in transport market
  • Spending power of female consumers

19. Holidays

  • Key points
  • What we think
  • The holiday market thrives over 2009-14
    • Figure 53: Consumer expenditure on holidays, 2009-14
  • Domestic holidays still prevail, while outbound holidays are growing
    • Figure 54: Domestic and outbound Chinese travellers, by person visits, 2009-14
  • Continuous demand for holidays propels market
    • Figure 55: Best- and worst-case forecast value sales of the holidays market, at current prices, 2009-19
  • Winners for 2015
  • Outbound travel has more momentum to boost
  • Losers for 2015
  • Traditional travel agencies would have to transform to catch up with OTAs
  • Key consumer findings
  • Consumers' preferences for online booking have led to severe competition among OTAs
  • Chinese prefer last-minute booking
  • Local food is an important attraction to Chinese travellers

20. Personal Finance and Housing

  • Key points
  • What we think
  • Personal finance and housing market is out of the woods
    • Figure 56: Consumer expenditure on personal finance and housing, 2009-14
  • Utilities have grown slowly in 2014
  • Lower interest rates having an effect in 2014
  • Health insurance leads the growth of personal insurance sector
  • Personal finance and housing will grow strongly in the next five years
    • Figure 57: Best- and worst-case forecast value of the personal finance and housing market, at current prices, 2009-19
  • Winners for 2015
  • Health insurance will continue to be driver of growth
  • Losers for 2015
  • Falling interest rate means lower mortgage costs in the short run
  • Key consumer findings
  • Chinese consumers pay much attention to saving
    • Figure 58: Financial priorities in the next 12 months, December 2014
  • Consumers are prioritising saving money for mortgages
  • Flourishing housing market will contribute to the loan market

21. Miscellaneous

  • Key points
  • What we think
  • Bargains fuel the clothing and accessories market
    • Figure 59: Consumer expenditure on miscellaneous products and services, 2009-14
  • A sluggish economy and consolidation will impact growth in the next five years
    • Figure 60: Best- and worst-case forecast value sales of miscellaneous other expenditure, at current prices, 2009-19
  • Winners for 2015
  • Losers for 2015
  • Key consumer findings
  • The over-55 population is growing as a total proportion, but remains significantly underserved, indicating huge new market potential
  • Middle income Chinese consumers are looking to invest in health, wealth, education and home improvements.

22. The Consumer - Perceptions of Brands from Different Countries

  • Key points
  • Brands originating from different countries have different perceived advantages
    • Figure 61: Perceptions of brands from different countries, January 2015
  • Chinese brands need to move beyond simply being perceived as more affordable
    • Figure 62: Percentage of consumers who associate brands from different countries as being “relevant to me”, by monthly household income, January 2015
  • Gaps to be filled in offering “good customer service” and being perceived as “classic”

23. The Consumer - Preference for Chinese versus International Brands and Culture

  • Key points
  • Preference between Chinese and international brands: Mixed results
    • Figure 63: Consumer preference between Chinese and international brands and culture, January 2015
  • International brands have a higher aspirational impact on women
    • Figure 64: Consumer preference between Chinese and international brands and culture, by gender, January 2015
  • Younger generation is not necessarily more fond of international brands
    • Figure 65: Domestic versus international brand lovers, by age, January 2015
  • City tier and working environment make a difference
    • Figure 66: Domestic versus international brand lovers, by city tier and company type, January 2015

24. The Consumer - Defining International Brands

  • Key points
  • General definition for an “international brand”: A globally well-known brand that provides consistent product and service quality
    • Figure 67: Definitions for international brand, January 2015
  • Coming from a developed country, using imported ingredients and being produced overseas are key drivers for international brand lovers
    • Figure 68: Definitions for international brand, by domestic and international brand lovers, January 2015
  • Imported products can target high-income females in tier one cities
    • Figure 69: Definitions for international brand - “Made from imported ingredients/materials” and “manufactured in foreign countries”, by gender, income and city tier, January 2015
  • Having an official website in multiple languages helps build credibility
    • Figure 70: Definitions for international brand - “Multiple languages available on brand's official website”, by age, January 2015

25. The Consumer - Attitudes towards Chinese and International Brands

  • Key points
  • Consumers are thinking better of Chinese brands
    • Figure 71: Attitudes towards Chinese brands, January 2015
  • Chinese brands on the track of closing the gap to gain high-end users
    • Figure 72: Attitudes towards Chinese brands (% of consumers who agree or strongly agree with the statements), by income, January 2015
  • High-end international brands can still capitalise upon people's vanity
    • Figure 73: Agreement with the statement “As long as the product quality is good, it doesn't matter whether it's a Chinese brand or an international brand”, by domestic and international brand lovers, January 2015
  • Opportunities and watch outs for Chinese and international Brands
  • Brand history, innovation and proven success in overseas markets can add credibility to a Chinese brand
    • Figure 74: Agreement with statements about brands, January 2015
  • International brands can entice consumers by positioning themselves as trend-leaders
    • Figure 75: Agreement with the statement, “Products that are popular overseas is worth trying”, by demographics, January 2015
  • Opportunity for International brands to offer localised products
    • Figure 76: Agreement with the statement, “It is worth paying more for products designed specifically for Chinese consumers”, by income and brand preferences, January 2015
  • Chinese consumers looking to be treated fair by international brands
    • Figure 77: Agreement with the statement, “International brands priced higher in China than overseas put me off from buying them”, by age and income, January 2015

26. The Consumer - Most Annoying Service Defects

  • Key points
  • Dishonest business practices are most resented
    • Figure 78: Most annoying service defects, January 2015
  • Friendly staff and efficient services to appeal to the young generation - males in particular
    • Figure 79: Most annoying service defects, by demographics, by demographics, January 2015
  • High-end consumers expect well-trained service people

27. The Consumer - Service Offerings Most Interested In

  • Key points
  • Scope for the expansion of trade-in services
    • Figure 80: Additional services most interested in, January 2015
  • Young consumers value customisation services
    • Figure 81: Additional services most interested in, by age and gender, January 2015
  • High earners look for exclusive services with higher standards
    • Figure 82: Additional services most interested in, by income, January 2015

28. The Consumer - Attitudes towards Spending

  • Key points
  • Good shopping experience attracts affluent people
    • Figure 83: Attitudes towards “It is worth paying more for a better shopping experience*”, by income and city tier, January 2015
  • Experiential indulgence becoming the latest sought-after “treats”
    • Figure 84: Consumer attitudes towards “I prefer spending on services* to spending on products as treats”, by city tier, January 2015
  • Do uniqueness and big brand names contrast with each other?
    • Figure 85: Attitude towards on “Uniqueness of a product is worth paying more for than a big brand name.” by gender and age, 2014 versus 2015
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