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Marketing to People in their 20s - China - October 2015

"The twentysomethings in China are an interesting group to study given the unique family structure they have been brought up in and China’s fast economic development in the last two decades."

This report covers the following issues:

  • Spending behaviour and preferred purchase channels vary by categories
  • Brand loyalty differs by category 
  • Young Chinese are more open-minded about online advertising and being targeted
  • The mixed message to operators targeting twentysomethings in China

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Table of contents

  1. Introduction

    • What you need to know
    • Executive Summary

        • The market
          • Companies and brands
            • The consumer
              • Fashion-loving
                • Figure 1: Purchase of popular products, July 2015
              • Preferred buying channel varies by different categories
                • Figure 2: Preferred purchase method of popular products, July 2015
                • Figure 3: Preferred purchase method of popular products, July 2015 (continued)
              • Preferred shopping channel varies by cities
                • Young shoppers’ brand loyalty varies across different categories
                  • Figure 4: Brand repertoire behaviour of popular products, July 2015
                  • Figure 5: Brand repertoire behaviour of popular products, July 2015 (continued)
                • Young Chinese are more open-minded about online advertising and being targeted
                  • Figure 6: Attitude towards advertising method, July 2015
                • The diversity of twentysomethings in China
                  • Figure 7: Cluster analysis based on personal values in digital era, July 2015
                • What we think
                • Issues and Insights

                  • Spending behaviour and preferred purchase channels vary by categories
                    • The facts
                      • The implications
                        • Brand loyalty differs by category
                          • The facts
                            • The implications
                              • Young Chinese are more open-minded about online advertising and being targeted
                                • The facts
                                  • The implications
                                    • The mixed message to operators targeting twentysomethings in China
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Declining FMCG industry
                                            • Online video advertising
                                              • Twentysomethings in China
                                              • Market Drivers

                                                • Declining FMCG industry
                                                  • Online advertising is booming
                                                    • Background of twentysomethings in China
                                                      • Key characters of twentysomethings in china
                                                        • Hyper-connectivity
                                                          • Figure 8: Online activities on different devices, by demographics, April 2015
                                                        • I know what I want
                                                          • Love to share
                                                            • Seeking uniqueness
                                                              • Experience is all
                                                              • Who’s Innovating?

                                                                  • Hyper-connectivity: The value of now
                                                                    • Freshly prepared for you
                                                                      • One-Click House Renovation
                                                                        • I know what I want: Crowdsourcing
                                                                          • People’s concert
                                                                            • Create your own ad
                                                                              • Collective wisdom for Xiaomi
                                                                                • Love to share: The common story of the lonely child
                                                                                  • Share a line with your buddy
                                                                                    • Share your journey
                                                                                      • Seeking uniqueness: Customisation
                                                                                        • Customisation from chocolate to fragrance
                                                                                          • Figure 9: Guerlain Mon Exclusif Eau de Parfum, August 2015
                                                                                        • Experience is all: Fun and authentic
                                                                                          • Speak their language
                                                                                            • Figure 10: PepsiMoji packaging, Canada
                                                                                            • Figure 11: Kang Zhi Wei cartoon-image-pack milk from mengniu, Q1 2015 and Apple Flavoured Fanta from Coca-cola, Q2 2015
                                                                                          • Fun walking
                                                                                            • Authentic travellers
                                                                                              • Never shy away from experimenting with new things
                                                                                                • Summer Sprouts
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Fashion-loving
                                                                                                    • Preferred buying channel varies by category and city
                                                                                                      • Young shoppers’ brand loyalty varies across different categories.
                                                                                                        • Negative views towards advertising on video streaming websites
                                                                                                          • Young Chinese are more open-minded about online advertising and being targeted
                                                                                                            • The diversity of twentysomethings in China
                                                                                                            • Purchase Behaviour across Most Popular Products

                                                                                                              • Clothing and accessories are the most popular category amongst young consumers
                                                                                                                • Figure 12: Purchase of popular products, July 2015
                                                                                                              • Clear preference disparity led by gender
                                                                                                                • Figure 13: White Chocolate Flavoured Hawthorn Stripes by mu mu cha, q2 2015
                                                                                                                • Figure 14: Purchase of popular products, by gender, July 2015
                                                                                                              • Entertainment has no gender boundaries
                                                                                                                • Figure 15: Purchase of popular products, by gender, July 2015
                                                                                                            • Preferred Purchase Method of Most Popular Products

                                                                                                              • Food and drink from brick-and mortar stores
                                                                                                                • Figure 16: Preferred purchase method of popular products, July 2015
                                                                                                              • Sought after fashion online
                                                                                                                • Buying beauty products online
                                                                                                                  • Figure 17: Preferred purchase method of popular products, July 2015
                                                                                                                • E-commerce booms amongst the Non-MinT demographics
                                                                                                                    • Figure 18: Preferred purchase method of popular products, by demographics, July 2015
                                                                                                                  • Mobile shopping favoured by the young female Mintropolitan
                                                                                                                    • Figure 19: Key drivers of users who frequently buy products on their smartphone, July 2015
                                                                                                                  • Preferred shopping channel varies by cities
                                                                                                                  • Brand Usage of Most Popular Products

                                                                                                                    • Brands play a significant role for mother and baby care for young shoppers
                                                                                                                      • Short life cycle for beauty products
                                                                                                                        • Figure 20: Brand repertoire behaviour of popular products, July 2015
                                                                                                                      • New buyers and new products are essential for clothing and accessories
                                                                                                                        • Flavour-led segmentation for food and drinks
                                                                                                                          • Locally-sourced own-label opportunities
                                                                                                                            • Figure 21: Brand repertoire behaviour of popular products, July 2015
                                                                                                                          • Brand loyalty varies from city to city
                                                                                                                          • Attitudes towards Online Advertising Publishers

                                                                                                                            • Negative views towards advertising on video streaming websites
                                                                                                                              • By contrast, consumers are less bothered by ads on portal websites (eg Sina, Sohu, 163.com) or online forums. This maybe because of their less intrusive format – ie users can ignore it while browsing.
                                                                                                                                • Figure 22: Least liked advertising channel, July 2015
                                                                                                                              • Young female consumers are more concerned about data privacy
                                                                                                                                • Figure 23: Least liked advertising channel, July 2015
                                                                                                                                • Figure 24: Least liked advertising channel, by cities, July 2015
                                                                                                                            • General Attitudes towards Advertising

                                                                                                                              • Native advertising is the common ground
                                                                                                                                  • Figure 25: Attitudes towards advertising method, July 2015
                                                                                                                                • Young Chinese are more open-minded than their peers in the UK in terms of advertising
                                                                                                                                  • Figure 26: Attitude towards advertising method, July 2015
                                                                                                                                • Young female viewers show more tolerance to online ads than males
                                                                                                                                  • Figure 27: Attitudes towards advertising method, by gender, July 2015
                                                                                                                              • Evolving Personal Values in a Digitalised World

                                                                                                                                • Analysis background
                                                                                                                                  • Figure 28: Personal values in the digital era, July 2015
                                                                                                                                • Key factors analysis
                                                                                                                                  • Factor one: living in the moment
                                                                                                                                    • Factor two: Seeking for balance between ego affirmation and conformity
                                                                                                                                      • Factor three: the two sides of social media
                                                                                                                                        • Figure 29: Personal value in digital era, July 2015
                                                                                                                                      • The diversity of twentysomethings in China
                                                                                                                                        • Figure 30: Cluster analysis based on personal value in digital era, July 2015
                                                                                                                                      • The Blinkered Urban Dwellers (17%)
                                                                                                                                        • The Aspiring Stargazers (17%)
                                                                                                                                            • Figure 31: Personal value in digital era cluster versus average, July 2015
                                                                                                                                          • The Indulgent Optimists (27%)
                                                                                                                                              • Figure 32: Personal value in digital era cluster versus average, July 2015
                                                                                                                                            • The Jaded Social Media Users (20%)
                                                                                                                                                • Figure 33: Personal value in digital era cluster versus average, July 2015
                                                                                                                                              • The Digital Enthusiasts (19%)
                                                                                                                                                  • Figure 34: Personal value in digital era cluster versus average, July 2015
                                                                                                                                              • Appendix – Methodology and Definitions

                                                                                                                                                • Key driver analysis – Methodology
                                                                                                                                                  • Interpretation of results
                                                                                                                                                    • Figure 35: Key drivers of Users who frequently buy products on their smartphone – Key driver output, July 2015
                                                                                                                                                  • Mintropolitans
                                                                                                                                                    • Why Mintropolitans?
                                                                                                                                                      • Who are they?
                                                                                                                                                        • The “Lei Ren” Culture in China
                                                                                                                                                          • Abbreviations

                                                                                                                                                          Companies Covered

                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                          Marketing to People in their 20s - China - October 2015

                                                                                                                                                          £3,195.84 (Excl.Tax)