China's New Consumer Brand Report 2019中国新消费者品牌报告.pdf
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1、Chinas New Consumer Brand Report 2019 reaching 14% is a deep aging society; exceeding 21% is a super aging society.China is expected to become a deep aging society by 2021 and the population will continue greying. By 2050, over one third of the population will be people over 60 years old.050,000100,
2、000150,000050,000100,000150,0000-410-1420-2430-3440-4450-5460-6470-7480-8490-941002050Source: National Bureau of Statistics EqualO2015Exhibit 5: 2015 later the downward trend of birthrate will be sustained and the number of the newborn will fall under Third, most skewed sex ratio generates more sing
3、les The traditional preference for boys in China has encouraged selective abortions with the result of a serious imbalance of sex at birth. The ratio peaked in 2004 when every 100 girls were born for 121 boys. Though the imbalance declined after, the sex ratio stands over 1.1, high than the normal r
4、ange from 1.02 to 1.07.But that might not be the whole picture. Due to the one-child policy, some families who had a girl may hide her from the authorities, only to be included later when she grew older. Therefore, the skewed sex ratio caused 30 to 40 million more males than females at marriage age.
5、 With this discrepancy, plus the millennials no-rush attitude towards marriage, the number of single people in China reached 240 million in 2018 or triple the population of the UK.2019 Chinas New Consumer Brand Report 2) a supportive policy environment and active investments in leading-edge technolo
6、gies; and 3) the transition of domestic companies from copier to innovator. While technologies will affect the consumption value chain from production to distribution, retail and finally to consumption, we focus on the consumer end in this report. Below shows how technological applications will affe
7、ct consumer behavior and needs. (It turns out that future consumers will want it all.)2019 Chinas New Consumer Brand Report for instance, the once practical and frugal Chinese shoppers are willing to pay a premium for quality and brand. The historically pragmatic purchase habits are turning to more
8、discretionary spending, which is estimated to reach USD 4.4 trillion by 2020.8Emotional benefits also became one of the key buying factors. Despite the saying of consumption downgrade, the reality is that an increasing percentage of Chinese middle-class buyers believe in the brand and are willing to
9、 pay for a healthier meal, sophisticated apparel and a better lifestyle.Representative brand40 16434515 31380%20%40%60%80%100%20022022Tier 1Tier 2Tier 3Tier 4Exhibit 7: Share of middle-class by type of citySource: McKinsey this group of over 200 million people have accumulated considerable wealth, p
10、ossess consumer awareness and more importantly, identify with the power of brands, especially after Chinas accession to WTO in 2001. After retirement, these well-off people will be the future biggest drivers of the senior markets. Theyve got plenty of time to travel, also pay great attention to Yang
11、 Sheng (nourishing life) and are willing to spend money on self improvement. Thus, skincare, apparel people with undergraduate and graduate education background represent over 70% of the pet-owning population; all the above-mentioned facts add vitality to the pet market. Families who raise pets amou
12、nted to 99.8 million with a five-year CAGR of 43.9%. The pet-raising penetration rate for every 10,000 families increased from 16% in 2013 to 22% last year. 2019 Chinas New Consumer Brand Report traditional opinion is being updated and some traditional consumption boundaries are gradually disappeari
13、ng. The sales of mens skincare products surged 82% above the previous year. Color cosmetics for men posted a 122% high in increase amounts. We should no longer deem beauty an exclusively female domain.Another indispensable factor in boosting color cosmetics is the application of live broadcasting an
14、d social media. Internet celebrities and influencers on social network platforms RED, Douyin (Chinese Tik-Tok) and the likes livestream reviews of countless cosmetic products and give purchasing advice to the audience.Chinese male beauty blogger Li Jiaqi, who can livestream test as many as 380 lipst
15、icks a day, is also a strong promoter of Perfect Diary. He has earned more than CNY 10 million (USD 1.53 million) over the past year a successful case of leveraging new media channels and the trend for color cosmetics.Source: AliResearchEqualO 43%62%53%58%122%Exhibit 24: Sales increase rate of cosme
16、tic products in different generations (in %)51%89%43%57%47%41%Exhibit 25: Total value growth by category (male only, in %)2019 Chinas New Consumer Brand Report two million less babies were born compared with 2017. The effect of the two-child policy has been sluggish due to the unwillingness of mille
17、nnials to enter early marriages and undertake early childbearing.However, the mother HouseholdAir purifier, small washing machine, small refrigerator, projection tv, vacuum cleaner, fan, audio;Personal CareHair dryer, electric shaver, curling iron, electric toothbrush, electric face cleanser brush.E
18、xhibit 28: Three subcategories of small home appliancesSource: Public information EqualOOf the three subcategories, the kitchen sector dominates the market with over 76% of market share, followed by household and personal care with 13.1% and 10.7% respectively, showing a lifestyle trend to cook more
19、, eat healthy and less couch-potato time, a transfer from the living room to the kitchen in China. Small home appliances naturally have online sales advantages. By 2017, the online penetration of some categories exceeded 50%. Compared with large machines, small home appliances have the advantages of
20、 easy transportation and convenient installation, plus the shopping experience is much better than choosing large appliances via the Internet.2019 Chinas New Consumer Brand Report then all the following measures and actions must follow those definitions. And then, brand power can be taken as the cor
21、e index to measure company performance and find out the driving key factors. At the same time, these key factors are tracked and monitored accurately and continuously. In addition, companies should also explore the intrinsic relationship between each factor and key indicators such as consumer partic
22、ipation, brand preference and sales performance. Good brand merchants usually reach out to consumers better than other players in the same product category. With highly differentiated and irreplaceable brand and product, they are able to establish a functional and emotional connection with consumers
23、 based on exceptional products and services.Moreover, to become a global brand, it is crucial to abide by global standards. From this standpoint, decisions and strategies need be made in favor of globalization. To choose brand over product, and to have social responsibility over ones brand will be p
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