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China Consumers 2014 - China - April 2014

“Operators need to re-adjust their products and services package to target the demand of the mass consumers rather than just the lucrative customers. Chinese aspiration to lead a healthy lifestyle is indeed another factor to direct their consumption to. Increasing average income indicates that Chinese are becoming more willing to pay for better quality to ensure improvement  as they have more disposable incomes.”

– Lui Meng Chow, Research Analyst

China has been undergoing economic slowdown over the past two years, and Chinese consumers are seemingly much wiser when it comes to spending, partly because of the government’s discouragement of extravagant consumption. Chinese consumer saving has increased, as people look to safeguard themselves and their families, and this report shows that most Chinese consumers are also adjusting their consumption habits as a result of the country’s new economic model shift and new policies. The report also provides insights about Chinese consumers’ attitudinal changes and spending changes across multiple markets.

This report reviews the overall effect of China’s economic slowdown, and looks into Chinese people’s aspirations and their attitudes towards achieving their personal goals.

Furthermore, the report examines the likely impact of economic and social reform on the consumption habits of Chinese consumers, as well as analysing future trends. The report provides insight into Chinese consumption habits and the opportunities that exist for companies and brands.

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Table of contents

  1. Introduction

      • Methodology
        • Regional classifications
          • Abbreviations
          • Executive Summary

              • Income growth drives consumer spending
                • Figure 1: Changes in spending over the past year, December 2013
              • Anti-extravagance campaign helps nurture sustainable consumption
                • Saving is still number one priority for all
                  • The top aspiration is to lead a healthier lifestyle
                    • Figure 2: Personal goals for 2014, December 2013
                  • Family-centric is a powerful marketing tool
                    • Growing interest in holidays – a new essential horizon in consumer’s lifestyle
                      • Figure 3: Fastest-growing market sectors, at current prices, by % growth, 2013-18
                  • China Today – The Economy

                    • Key points
                      • What we think
                        • China economy reforms and is set for more stable growth
                          • Figure 4: Annual GDP and year-on-year growth rate, 2004-13
                        • Regional economic growth
                          • Eastern Region
                            • Figure 5: GDP and growth rate in Eastern region, 2013
                          • Northeast Region
                            • Figure 6: GDP and growth rate in Northeast region, 2013
                          • Central Region
                            • Figure 7: GDP and growth rate in Central region, 2013
                          • Western Region
                            • Figure 8: GDP and growth rate in Western region, 2013
                          • Growing per capita income drives consumption
                            • Figure 9: Per capita income level in rural and urban, China, 2008-13
                            • Figure 10: CAGR for per capita annual income, disposable income and cash living expenditure for consumption, by region, 2009-12
                          • China aims to drive sustainable domestic consumption
                            • Figure 11: Retail sales and annual growth rate, at current prices, 2008-13
                          • Saving for the future remains important, Chinese contribute more income into savings
                            • Figure 12: Chinese’s savings deposit and income level, 2008-13
                          • Spring Festival spending
                            • Figure 13: National retail and catering sales during Chinese New Year in China, 2009-14
                        • China Today – The People

                          • Key points
                            • Rapid urbanisation – more than half of the population stay in urban areas
                                • Figure 14: Population, by urban and rural, 2007-13
                              • The impact of the one-child policy
                                • Figure 15: Population and natural growth rate, 2007-13
                              • Relaxation of the one-child policy
                                • Ageing population
                                  • Figure 16: Proportion of three age groups, 2007-13
                                • Migration of rural workers raising the urban employment rate
                                  • Figure 17: Employment, self-employment and unemployment, 2007-12
                                • Continued reform of SOEs to focus on talent
                                  • Figure 18: Urban employees working in different types of enterprise, 2007-12
                                • Middle class growth driven by economic shifts in Western/Central regions and lower tier cities
                                    • Figure 19: The growth of China’s middle class, 2000-15
                                • Expenditure Overview

                                  • Key points
                                    • Sector breakdown
                                      • Figure 20: Consumer expenditure, by sector (RMB billion), 2013
                                    • Optimistic outlook for the next five years
                                      • Figure 21: Best- and worst-case forecast total value sales, 2008-18
                                    • Winners in the next five years
                                      • Figure 22: Fastest-growing market sectors, at current prices, by % growth, 2013-18
                                    • Slower growth sectors in the next five years
                                      • Figure 23: Consumer sectors with weaker growth, at current prices, by % growth, 2013-18 (est)
                                  • In-home Foods

                                    • Key points
                                      • What we think
                                        • In-home foods market grows steadily
                                          • Figure 24: China in-home foods market value, 2008-13
                                        • Growth is expected to continue
                                          • Figure 25: Best- and worst-case forecast value sales of the in-home foods market, at current prices, 2008-18
                                        • Winners for 2014
                                          • Western-style foods have larger space for growth
                                            • Losers for 2014
                                              • Consumers moving away from junk food
                                                • Changing consumer habits
                                                  • Figure 26: Changes in spending habits on in-home foods in 2013, January 2014
                                              • Foodservice (Eating Out and Takeaways)

                                                • Key points
                                                  • What we think
                                                    • The foodservice market keeps expanding
                                                      • Figure 27: China foodservice market value, 2008-13
                                                    • Growth continues at a slower rate
                                                      • Figure 28: Best- and worst-case forecast value sales of the China foodservice market, at current prices, 2008-18
                                                    • Winners for 2014
                                                      • Consumers are looking for healthier food
                                                        • Losers for 2014
                                                          • Spending on business meals and government banquets set to decline
                                                            • Changing consumer habits
                                                              • Figure 29: Changes in spending habits on eating out in 2013, January 2014
                                                          • Non-alcoholic Drinks

                                                            • Key points
                                                              • What we think
                                                                • Healthy growth in the non-alcoholic drinks market
                                                                  • Figure 30: Non-alcoholic drinks market value, 2008-13
                                                                • Slowing but healthy growth in the next five years
                                                                  • Figure 31: Best- and worst-case forecast value sales of the non-alcoholic drinks market, at current prices, 2008-18
                                                                • Breaking the norms to appeal to the young
                                                                  • Female consumers provide huge potential amid challenges on the way
                                                                    • Changing consumer habits
                                                                      • Figure 32: Changes in spending habits on non-alcoholic drinks in 2013, January 2014
                                                                  • Alcoholic Drinks

                                                                    • Key points
                                                                      • What we think
                                                                        • In-home alcoholic drinks
                                                                          • In-home alcoholic drinks market is undergoing a reconstruction
                                                                            • Figure 33: In-home alcoholic drinks market value, 2008-13
                                                                          • Slowing but steady growth
                                                                            • Figure 34: Best- and worst-case forecast value sales of in-home alcoholic drinks market, at current prices, 2008-18
                                                                          • Winners for 2014
                                                                            • Losers for 2014
                                                                              • Changing consumer habits
                                                                                • Figure 35: Changes in spending habits on in-home alcoholic drinks in 2013, January 2014
                                                                              • Out-of-home alcoholic drinks
                                                                                • Strong growth amid the anti-extravagance campaign
                                                                                  • Figure 36: Out-of-home alcoholic drinks market value, 2008-13
                                                                                • Slower but still healthy growth
                                                                                  • Figure 37: Best- and worst-case forecast value sales of the out-of-home alcoholic drinks market, at current prices, 2008-18
                                                                                • Targeting female drinkers becomes increasingly important
                                                                                  • Upper-mid-range baijiu brands feel the pressure
                                                                                    • Lack of knowledge limits the future development of wine and Western spirit segments
                                                                                      • Changing consumer habits
                                                                                        • Figure 38: Changes in spending habits on out-of-home alcoholic drinks in 2013, January 2014
                                                                                    • Beauty and Personal Care

                                                                                      • Key points
                                                                                        • What we think
                                                                                          • Beauty and personal care market grows steadily
                                                                                            • Figure 39: Beauty and personal care market value, 2008-13
                                                                                          • A new chapter for growth
                                                                                            • Figure 40: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2008-18
                                                                                          • Male grooming is the most robust market
                                                                                            • Hair and body wash sectors need to develop winning strategies to counter shoppers’ repertoire behaviour
                                                                                              • Changing consumer habits
                                                                                                • Figure 41: Changes in spending habits in the beauty and personal care market, January 2014
                                                                                            • OTC and Pharmaceuticals

                                                                                              • Key points
                                                                                                • What we think
                                                                                                  • The OTC and pharmaceuticals market has been grown robustly over the last five years
                                                                                                    • Figure 42: OTC and pharmaceuticals market value, 2008-13
                                                                                                  • Widening access fuels future growth
                                                                                                    • Figure 43: Best- and worst-case forecast value sales of the OTC and pharmaceuticals market, at current prices, 2008-18
                                                                                                  • The OTC sector is expected to see steady growth
                                                                                                    • Consolidation and diversification for large chains
                                                                                                      • Changing consumer habits
                                                                                                        • Figure 44: Changes in spending habits on healthcare products in 2013, January 2014
                                                                                                    • Clothing and Accessories

                                                                                                      • Key points
                                                                                                        • What we think
                                                                                                          • Rapid online retail growth spurs apparel sales
                                                                                                            • Figure 45: Clothing and accessories market value, 2008-13
                                                                                                          • Continued urbanisation will drive strong future growth
                                                                                                            • Figure 46: Best- and worst-case forecast value sales of the clothing and accessories market, at current prices, 2008-18
                                                                                                          • Changing consumer habits
                                                                                                            • Figure 47: Changes in spending habits on clothing and accessories in 2013, January 2014
                                                                                                        • Household Care

                                                                                                          • Key points
                                                                                                            • What we think
                                                                                                              • The household care market undergoes robust growth
                                                                                                                • Figure 48: Household care market value, 2008-13
                                                                                                              • Growth will slow down but remain strong
                                                                                                                • Figure 49: Best- and worst-case forecast value sales of the household care market, at current prices, 2008-18
                                                                                                              • Winners for 2014
                                                                                                                • Losers for 2014
                                                                                                                  • Changing consumer habits
                                                                                                                    • Figure 50: Changes in spending habits on household care in 2013, January 2014
                                                                                                                • Technology and Communications

                                                                                                                  • Key points
                                                                                                                    • What we think
                                                                                                                      • Healthy growth in technology and communications
                                                                                                                        • Figure 51: Technology and communications market value, 2008-13
                                                                                                                      • Positive perspective for future expansion
                                                                                                                        • Figure 52: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2008-18
                                                                                                                      • Smartphones take over
                                                                                                                        • The era of 4G
                                                                                                                          • Tablet versus laptop versus desktop
                                                                                                                            • Changing consumer habits
                                                                                                                              • Figure 53: Changes in spending habits on technology and communications in 2013, January 2014
                                                                                                                          • Leisure and Entertainment

                                                                                                                            • Key points
                                                                                                                              • What we think
                                                                                                                                • Leisure and entertainment spending grows despite weaker economy
                                                                                                                                  • Figure 54: Leisure and entertainment market value, 2008-13
                                                                                                                                • The leisure and entertainment market has a positive outlook
                                                                                                                                  • Figure 55: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2008-18
                                                                                                                                • Changing consumer habits
                                                                                                                                  • Figure 56: Changes in spending habits on leisure and entertainment in 2013, January 2014
                                                                                                                              • Home

                                                                                                                                • Key points
                                                                                                                                  • What we think
                                                                                                                                    • Steady growth as homeowners fill and furnish their homes
                                                                                                                                      • Figure 57: Home market value, 2008-13
                                                                                                                                    • Middle class expansion will fuel future growth
                                                                                                                                      • Figure 58: Best- and worst-case forecast value sales of the home market, at current prices, 2008-18
                                                                                                                                    • Changing consumer habits
                                                                                                                                      • Figure 59: Changes in spending habits on home in 2013, January 2014
                                                                                                                                  • Transport

                                                                                                                                    • Key points
                                                                                                                                      • What we think
                                                                                                                                        • Consumers keep spending on transport
                                                                                                                                          • Figure 60: Transport market value, 2008-13
                                                                                                                                        • Expenditure on transport is expected to grow further
                                                                                                                                          • Figure 61: Best- and worst-case forecast value sales of the transport market, at current prices, 2008-18
                                                                                                                                        • Passenger car sales boom
                                                                                                                                          • Used car market awaits to take off
                                                                                                                                            • High-speed railway poses threat to air travel
                                                                                                                                              • Changing consumer habits
                                                                                                                                              • Holidays

                                                                                                                                                • Key points
                                                                                                                                                  • What we think
                                                                                                                                                    • The holidays market is experiencing strong growth
                                                                                                                                                      • Figure 62: Holidays market value, 2008-13
                                                                                                                                                    • Holidays market seeing an optimistic future
                                                                                                                                                      • Figure 63: Best- and worst-case forecast value sales of the holidays market, at current prices, 2008-18
                                                                                                                                                    • Changing consumer habits
                                                                                                                                                      • Figure 64: Changes in spending habits on holidays in 2013, January 2014
                                                                                                                                                  • Personal Finance and Housing

                                                                                                                                                    • Key points
                                                                                                                                                      • What we think
                                                                                                                                                        • Strong spending growth in personal finance while slight upturn in housing expenditure
                                                                                                                                                          • Figure 65: Personal finance and housing market value, 2008-13
                                                                                                                                                        • Life insurance has benefited from further market liberalisation
                                                                                                                                                          • Non-life insurance is catching up
                                                                                                                                                            • Housing expenditure growth becomes more stabilised
                                                                                                                                                              • Consumer sophistication in wealth management will drive growth in personal finance
                                                                                                                                                                • Figure 66: Best- and worst-case forecast value sales of the personal finance and housing market, at current prices, 2008-18
                                                                                                                                                              • Increasing awareness of wealth management led by the rising middle class
                                                                                                                                                                • Greater health concern will continue to drive demand for wellbeing insurance
                                                                                                                                                                  • Spending on rent will continue to rise
                                                                                                                                                                    • Healthy financial status means that consumers are still mostly relying on savings rather than borrowing on credit
                                                                                                                                                                      • Figure 67: Current financial situation, December 2013
                                                                                                                                                                  • Miscellaneous Expenditure

                                                                                                                                                                    • Key points
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Miscellaneous
                                                                                                                                                                          • Figure 68: Miscellaneous expenditure market value, 2008-13
                                                                                                                                                                        • Discretionary spending will help drive new services sectors
                                                                                                                                                                          • Figure 69: Best- and worst-case forecast value sales of the miscellaneous expenditure market, at current prices, 2008-18
                                                                                                                                                                      • The Consumer – Changing Spending Habits

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Consumers are spending more on both essentials and non-essentials
                                                                                                                                                                            • Figure 70: Changes in spending over the past year, December 2013
                                                                                                                                                                          • Holidays – the new essential for the Chinese consumer
                                                                                                                                                                            • Falling prices reflected in alcohol spending
                                                                                                                                                                              • Young adults in their twenties drive the leisure economy
                                                                                                                                                                                • Figure 71: Changes in selected spending over the past year, by age, December 2013
                                                                                                                                                                              • Higher earners are spending more on lifestyle-related upgrade
                                                                                                                                                                                  • Figure 72: Changes in spending over the past year, by the highest and lowest household income groups, December 2013
                                                                                                                                                                              • The Consumer – Personal Goals and Aspirations

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Top goals: healthy living and more family time
                                                                                                                                                                                    • Figure 73: Personal goals for 2014, December 2013
                                                                                                                                                                                    • Figure 74: Selected “will definitely do” personal goals for 2014, by income groups, December 2013
                                                                                                                                                                                  • Younger people are more prepared to let their health take second place
                                                                                                                                                                                    • Younger men are keen to improve their appearances
                                                                                                                                                                                        • Figure 75: Personal goals for 2014 – “take better care of my appearance”, by age and gender, December 2013
                                                                                                                                                                                      • Good health holds the key to personal success
                                                                                                                                                                                        • Figure 76: Most important factors in achieving personal goals, December 2013
                                                                                                                                                                                      • Self-made success is the Chinese dream
                                                                                                                                                                                      • The Consumer – Consumer Views on Premium Pricing

                                                                                                                                                                                        • Key points
                                                                                                                                                                                            • Figure 77: Product qualities that would convince consumers to pay a premium price, December 2013
                                                                                                                                                                                          • Broad agreement on what makes a product worth paying more for
                                                                                                                                                                                            • Functional performance still prevails…
                                                                                                                                                                                              • …but there are different opportunities for communication when marketing to different consumer groups
                                                                                                                                                                                                  • Figure 78: Important factors for paying a premium price, by age, December 2013
                                                                                                                                                                                              • The Consumer – Consumer Attitudes towards Family

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                    • Figure 79: Attitudes towards family, December 2013
                                                                                                                                                                                                  • Spending time with family carries more meaning than spending money on family
                                                                                                                                                                                                    • Age groups consistent in their rejection of previous generations’ lifestyle
                                                                                                                                                                                                      • Signs that the reality of an ageing society could be affecting consumer mindsets
                                                                                                                                                                                                          • Figure 80: Agreement with “the traditional thought of ‘relying on your children when ageing’ is out of date”, by gender and household income, December 2013
                                                                                                                                                                                                      • The Consumer – Consumer Attitudes towards Achieving Happiness and Success

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                            • Figure 81: Attitudes towards success and happiness, December 2013
                                                                                                                                                                                                          • Achieving the balance in life is the most important
                                                                                                                                                                                                            • More individualistic view about happiness than about success
                                                                                                                                                                                                                • Figure 82: Agreement with “one is successful only when their achievement is recognised by others”, by gender and time lived in the region, December 2013
                                                                                                                                                                                                            • The Consumer – Consumer Attitudes towards Conspicuous Consumption and Luxury Spending

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Showing that “I am living a good life” still matters…
                                                                                                                                                                                                                  • Figure 83: Attitudes towards conspicuous consumption, December 2013
                                                                                                                                                                                                                • …but what’s changing is how people show they are living a good life
                                                                                                                                                                                                                  • Figure 84: Attitudes towards luxury, December 2013
                                                                                                                                                                                                                • The future for luxury drink brands is about selling the lifestyle it associates with
                                                                                                                                                                                                                  • Figure 85: Any agree with selected statements of attitudes towards luxury and conspicuous consumption, by income group, December 2013
                                                                                                                                                                                                                  • Figure 86: Proportion of consumers who plan to increase their spending, by attitudes towards luxury, December 2013
                                                                                                                                                                                                                • Luxurious experiences don’t have to be enjoyed out of the home
                                                                                                                                                                                                                • The Consumer – Attitudes towards Achieving Personal Goals

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                      • Figure 87: Attitudes towards achieving personal goals, December 2013
                                                                                                                                                                                                                    • Investing to improve knowledge about health and wellness
                                                                                                                                                                                                                      • Different needs for financial products
                                                                                                                                                                                                                        • Income is an important differentiator when deciding how to spend your leisure time
                                                                                                                                                                                                                            • Figure 88: Attitudes towards leisure time management, by household income and marital status, December 2013
                                                                                                                                                                                                                          • Different approaches to achieving work/life balance across city tiers
                                                                                                                                                                                                                              • Figure 89: Agreement with “It’s easier to achieve work/life balance in smaller cities than in big ones”, by city and tier, December 2013
                                                                                                                                                                                                                            • Signs that the high cost of child-raising is making people hesitate about having more children
                                                                                                                                                                                                                                • Figure 90: Agreement with “I am willing to have more than one child if I am qualified”, by region, December 2013
                                                                                                                                                                                                                            • Appendix – Home Ownership

                                                                                                                                                                                                                                • Figure 91: Home ownership, December 2013
                                                                                                                                                                                                                                • Figure 92: Home ownership, by demographics, December 2013
                                                                                                                                                                                                                            • Appendix – Changes in Spending

                                                                                                                                                                                                                                • Figure 93: Changes in spending over the past year, December 2013
                                                                                                                                                                                                                                • Figure 94: Changes in spending over the past year – Food, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 95: Changes in spending over the past year – Eating out, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 96: Changes in spending over the past year – Alcoholic drinks, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 97: Changes in spending over the past year – Alcoholic drinks, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 98: Changes in spending over the past year – Non-alcoholic drinks, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 99: Changes in spending over the past year – Beauty products and toiletries, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 100: Changes in spending over the past year – Healthcare products, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 101: Changes in spending over the past year – Household care, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 102: Changes in spending over the past year – Clothing and accessories, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 103: Changes in spending over the past year – Technology and communications, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 104: Changes in spending over the past year – Holidays, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 105: Changes in spending over the past year – Leisure/entertainment, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 106: Changes in spending over the past year – Home, by demographics, December 2013
                                                                                                                                                                                                                            • Appendix – Personal Goals

                                                                                                                                                                                                                                • Figure 107: Personal goals for 2014, December 2013
                                                                                                                                                                                                                                • Figure 108: Personal goals for 2014 – Have a healthier diet, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 109: Personal goals for 2014 – Exercise more, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 110: Personal goals for 2014 – Find a job/new job, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 111: Personal goals for 2014 – Move home/buy a new home, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 112: Personal goals for 2014 – Get my household finances in order, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 113: Personal goals for 2014 – Take better care of my appearance, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 114: Personal goals for 2014 – Travel to new places/go on more holidays, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 115: Personal goals for 2014 – Learn a new skill/get a new hobby, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 116: Personal goals for 2014 – Have a better work/life balance over time^, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 117: Personal goals for 2014 – Spend more time with family, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 118: Personal goals for 2014 – Go out more, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 119: Personal goals for 2014 – Do home improvements, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 120: Personal goals for 2014 – Give to charity/volunteer, by demographics, December 2013
                                                                                                                                                                                                                            • Appendix – Important Factors to Achieve Personal Goals

                                                                                                                                                                                                                                • Figure 121: Important factors for achieving personal goals, December 2013
                                                                                                                                                                                                                                • Figure 122: Most popular important factors for achieving personal goals, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 123: Next most popular important factors for achieving personal goals, by demographics, December 2013
                                                                                                                                                                                                                            • Appendix – Attitudes towards Achieving Personal Goals

                                                                                                                                                                                                                                • Figure 124: Attitudes towards achieving personal goals, December 2013
                                                                                                                                                                                                                                • Figure 125: Most popular attitudes towards achieving personal goals, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 126: Next most popular attitudes towards achieving personal goals, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 127: Other attitudes towards achieving personal goals, by demographics, December 2013
                                                                                                                                                                                                                            • Appendix – Consumption Upgrade

                                                                                                                                                                                                                                • Figure 128: Important factors for paying a premium price, December 2013
                                                                                                                                                                                                                                • Figure 129: Most popular important factors for paying a premium price, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 130: Next most popular important factors for paying a premium price, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 131: Other important factors for paying a premium price, by demographics, December 2013
                                                                                                                                                                                                                            • Appendix – Personal Values

                                                                                                                                                                                                                                • Figure 132: Attitudes towards lifestyle, December 2013
                                                                                                                                                                                                                                • Figure 133: Agreement with the statement ‘Taking good care of parents is more about spending quality time with them rather than financially supporting them’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 134: Agreement with the statement ‘The traditional thought of ‘relying on your children when ageing’ is out of date’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 135: Agreement with the statement ‘It is important to spend time with family during traditional Chinese festivals’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 136: Agreement with the statement ‘Feeling happy with myself is more important than being perceived happy by others’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 137: Agreement with the statement ‘One is only successful when one’s achievement is recognised by others’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 138: Agreement with the statement ‘I am willing to spend on things that can show I am living a good life’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 139: Agreement with the statement ‘It is important to live in a different way from our parents’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 140: Agreement with the statement ‘Financial wellbeing is not the only important factor for a good life’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 141: Agreement with the statement ‘Happiness is more about finding the balance rather than achieving the best for everything’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 142: Agreement with the statement ‘Uniqueness/exclusivity of a product is worth paying more for than a big brand name’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 143: Agreement with the statement ‘I prefer to spend on luxury experience than on luxury products’, by demographics, December 2013
                                                                                                                                                                                                                                • Figure 144: Agreement with the statement ‘It is important for me to show people how much I’ve spent on self-indulgence’, by demographics, December 2013

                                                                                                                                                                                                                            Companies Covered

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                                                                                                                                                                                                                            China Consumers 2014 - China - April 2014

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