Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Mintropolitans - China - June 2016

“There are lucrative opportunities for market players – manufacturers, retailers and service operators – to cater to Chinese consumers’ growing desire for expressing their individualism, collecting new and exciting experiences and creating balance and wellbeing in life. Brands should particularly focus on attracting young and affluent consumers and invest in setting up membership programmes to foster loyal users for long-term success.”
– Laurel Gu, Research Manager

This report examines the following issues:

  • Innovative solutions to help Mintropolitans further improve quality of life
  • Brand personality matters
  • Going for subscriptions
  • Targeting young Mintropolitans

This Report looks into the differences between Mintropolitans and other consumers to uncover the ultimate goals in their evolving lifestyles and highlight the more advanced needs and criteria they have developed when choosing brands and products/services, with a special focus on the food/beverages and beauty/personal care categories.

The Report helps brands attract the growing number of affluent Chinese consumers and find ways to strengthen the relationship with users to drive loyalty. Given that Mintropolitans are future trendsetters, it also helps brands see where the majority of the public are moving towards in their formation of future strategies.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Demographic classification
          • Household income
          • Executive Summary

              • Better financial status and more optimistic outlook
                • Strong willingness to spend money
                  • Figure 1: Percentage of consumers who would increase spending when the economy changes in a positive way, March 2016
                  • Figure 2: Percentage of consumers who would reduce spending when the economy changes in a negative way, March 2016
                • Paying more for better product quality
                  • Figure 3: Factors for trading up, by consumer classification, March 2016
                • Growing interest in collecting experiences
                  • Looking for deeper engagement with brands
                    • Figure 4: Importance of customer services – percentage agreeing “Very important”, by consumer classification, March 2016
                    • Figure 5: Membership card ownership, by consumer classification, March 2016
                    • Figure 6: Membership card usage, March 2016
                  • Finding balance of life
                    • What we think
                    • Issues and Insights

                      • Innovative solutions to help Mintropolitans further improve quality of life
                        • The facts
                          • The implications
                            • Brand personality matters
                              • The facts
                                • The implications
                                  • Going for subscriptions
                                    • The facts
                                      • The implications
                                        • Targeting young Mintropolitans
                                          • The facts
                                            • The implications
                                            • Meet the Mintropolitans

                                              • Why Mintropolitans?
                                                • Who are they?
                                                  • Figure 7: Demographic profile of Mintropolitans vs Non-Mintropolitans, March 2016
                                                  • Figure 8: Demographic profile of Mintropolitans vs Non-Mintropolitans, March 2016
                                              • What Makes Mintropolitans Different?

                                                • Quick-evolving lifestyles
                                                  • Individualism
                                                    • Personalisation against one-size-fits-all
                                                      • Specialisation against all-in-one
                                                        • Value-added services
                                                          • Ethical consumers
                                                            • Experience
                                                              • Sophisticated leisure needs
                                                                • Earlier adopters of new technologies
                                                                  • Convenience is key
                                                                    • Fancy for things abroad
                                                                      • Balance
                                                                        • Rest and play
                                                                          • Healthy and tasty
                                                                            • Safety and efficacy
                                                                              • Tracking and improving
                                                                              • Food and Drink Targeting Mintropolitans

                                                                                • Health comes first
                                                                                  • Safety needs: Organic and fresh
                                                                                    • Nutrition needs: Protein, probiotics, vegetables and fruits
                                                                                      • Functional needs: Improve sleep quality, memory, skin condition, digestion, reduce fatigue and protect against heart problems
                                                                                        • Finding the “best match”
                                                                                          • Food pairing
                                                                                            • Seasonal ingredients
                                                                                              • Special occasions
                                                                                                • Co-branding
                                                                                                  • Eat to feel good
                                                                                                    • Indulgent taste
                                                                                                      • Deluxe packaging
                                                                                                        • Craftsmanship
                                                                                                          • Curiosity for exotic flavours
                                                                                                          • Personal Care Products Targeting Mintropolitans

                                                                                                            • Well-being ingredients
                                                                                                              • Natural nourishments
                                                                                                                • Aromatic therapy
                                                                                                                  • Specialised care
                                                                                                                    • Unconventional ways
                                                                                                                      • Beauty devices
                                                                                                                        • Beauty supplements
                                                                                                                          • Beauty services
                                                                                                                            • Good looks matter
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • Mintropolitans pay more attention to macro-economic indicators
                                                                                                                                • Young Mintropolitans are the most optimistic spenders
                                                                                                                                  • Mintropolitans value the “art” behind a product
                                                                                                                                    • Mintropolitans are more engaged in brand loyalty programmes
                                                                                                                                    • Economic Indicators of Concern

                                                                                                                                      • Mintropolitans pay more attention to macro-economic indicators
                                                                                                                                        • Figure 9: Economic indicators of concern, by consumer classification, March 2016
                                                                                                                                      • Mintropolitans aged 20-39 pay more attention to loan interest
                                                                                                                                        • Figure 10: Percentage of Mintropolitans paying attention to loan interest, by age, March 2016
                                                                                                                                      • Mintropolitans in the East pay more attention to interest rates of financial products
                                                                                                                                        • Figure 11: Percentage of Mintropolitans paying attention to GDP growth rate, domestic real estate price, interest rates for deposit and financial products, by region, March 2016
                                                                                                                                      • Mintropolitans in tier one cities pay more attention to exchange rates
                                                                                                                                        • Figure 12: Percentage of Mintropolitans paying attention to exchange rate of RMB, by city tier, March 2016
                                                                                                                                    • Influence of Macro-economic Situation on Spending

                                                                                                                                      • Changes in oil and commodity prices most likely to influence consumer spending
                                                                                                                                        • Figure 13: Influence of macro economy situation on spending, March 2016
                                                                                                                                      • Mintropolitans are more reactive to positive economic changes
                                                                                                                                        • Figure 14: Percentage of consumers who would increase spending when the economy changes in a positive way, March 2016
                                                                                                                                      • Mintropolitans would stay calmer under economic uncertainties
                                                                                                                                        • Figure 15: Percentage of consumers who would reduce spending when the economy changes in a negative way, March 2016
                                                                                                                                      • Young Mintropolitans are most optimistic spenders
                                                                                                                                        • Figure 16: Percentage of Mintropolitans who would increase spending under selected assumptions, March 2016
                                                                                                                                        • Figure 17: Percentage of Mintropolitans who would spend less under selected assumptions, March 2016
                                                                                                                                    • Membership Card Ownership

                                                                                                                                      • Mintropolitans demonstrate stronger brand loyalty
                                                                                                                                        • Figure 18: Membership card ownership, by consumer classification, March 2016
                                                                                                                                      • Young Mintropolitans and females engage more actively in loyalty programmes
                                                                                                                                        • Figure 19: Membership card ownership amongst Mintropolitans, by age, March 2016
                                                                                                                                        • Figure 20: Membership card ownership amongst Mintropolitans, by gender, March 2016
                                                                                                                                    • Membership Card Usage

                                                                                                                                      • Subscription model worked for gyms and beauty salons
                                                                                                                                        • Privileged services help airlines win loyal users
                                                                                                                                          • Exclusive membership activities can attract Mintropolitans in particular
                                                                                                                                            • Figure 21: Membership card usage, March 2016
                                                                                                                                        • Importance of Customer Services

                                                                                                                                          • Access to value-added services becomes a general need
                                                                                                                                            • Figure 22: Importance of customer services, March 2016
                                                                                                                                          • Mintropolitans are interested in interacting with brands
                                                                                                                                            • Figure 23: Importance of customer services – Percentage agreeing “Very important”, by consumer classification, March 2016
                                                                                                                                        • Factors for Trading Up

                                                                                                                                          • Mintropolitans are more willing to trade up
                                                                                                                                            • Willing to pay for aesthetic values
                                                                                                                                              • Figure 24: Factors for trading up, by consumer classification, March 2016
                                                                                                                                            • Young Mintropolitans are prone to celebrity influences while older ones are more practical
                                                                                                                                              • Figure 25: Factors for trading up by Mintropolitans, by age, March 2016
                                                                                                                                            • No big difference across city tiers
                                                                                                                                              • Figure 26: Factors for trading up by Mintropolitans, by city tier, March 2016
                                                                                                                                          • Appendix – Methodology and Abbreviations

                                                                                                                                            • Methodology
                                                                                                                                              • Abbreviations

                                                                                                                                              Marketing to Mintropolitans - China - June 2016

                                                                                                                                              US $3,990.00 (Excl.Tax)