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Marketing to Students - China - October 2016

“Today’s Chinese university students are more independent financially and mentally. They make sensible and value-driven purchases and like brands that speak their minds. Showing off is not a primary pursuit. They intend to live free from societal pressure and competition. To achieve greater autonomy, they look for ways to develop special skills and improve themselves economically and spiritually.”
– Alina Ma, Senior Research Analyst

This report discusses the following key topics:

  • Diversified tensions and emotional needs
  • Empowering youth to embody entrepreneurship
  • Not just book learning 
  • Feeling too much? 
  • Minimising possession is a fad among future shoppers

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Exploring varied ways to earn more money
              • Figure 1: Average allowance per month across varied sources, July 2016
            • Young shoppers are rather family-centric and rational
              • Figure 2: Preferred channels to spend spare money, July 2016
            • Shopping behaviours are not unified
              • Figure 3: Consumer purchasing behaviours and habits in terms of shopping location, July 2016
            • Is emotional connection not important for brand building?
              • Figure 4: Preferred brand features, July 2016
            • Gender differences affect preferences towards advertising styles
              • Figure 5: Preferred advertisement styles, July 2016
            • Idealists or not?
              • Figure 6: Agreement (including strongly agree and somewhat agree) on attitudes towards life, July 2016
            • Four types of university students
              • What we think
                • Figure 7: Core desire of Chinese university students, July 2016
            • Issues and Insights

              • Diversified tensions and emotional needs
                • The facts
                  • The implications
                    • Empowering youth to embody entrepreneurship
                      • The facts
                        • The implications
                          • Not just book learning
                            • The facts
                              • The implications
                                • Feeling too much?
                                  • The facts
                                    • The implications
                                      • Figure 8: Product example of Sanctuary
                                    • Minimising possession is a fad among future shoppers
                                      • The facts
                                        • The implications
                                        • Students Overview

                                          • Demographic overview
                                            • Three in 10 students aged 18-22 are not the only child
                                              • Figure 9: Percentage of students aged 18-22 who are the only child or not, by region, July 2016
                                              • Figure 10: Percentage of students aged 18-22 who are the only child or not, by gender, July 2016
                                            • University is the mainstream choice
                                              • Figure 11: Students’ majors, by region, July 2016
                                            • Spending power increases when entering college or university
                                            • The Consumer – What You Need to Know

                                              • Family allowance only accounts for part of pocket money
                                                • Young but practical
                                                  • A real challenge to satisfying young consumers’ varied needs
                                                    • Product features contributing much to brand likeness
                                                      • Four unique student groups
                                                      • Sources of Allowance

                                                        • More diversified and independent ways to make money
                                                          • Figure 12: Average allowance per month across varied sources, July 2016
                                                        • Students in northern cities are more active in making money
                                                          • Figure 13: Percentage of students who have made money from different sources, by region, July 2016
                                                          • Figure 14: A weighted average allowance across different sources, by region, July 2016
                                                          • Figure 15: Percentage of different sources of allowance, by region, July 2016
                                                        • Students in higher tier cities have more choices
                                                          • Figure 16: Number of students who have ever used the selected sources to make money, by city tier, July 2016
                                                        • Students in tier two cities are less money saving-conscious
                                                          • Figure 17: A weighted average allowance across different sources, by city tier, July 2016
                                                          • Figure 18: Percentage of different sources of allowance, by region, July 2016
                                                        • Those who are the only child look for freedom in earning money
                                                          • Figure 19: Allowance from parents/other family members, by number of children in the family, July 2016
                                                          • Figure 20: A weighted average allowance across different sources of allowance, by number of children in the family, July 2016
                                                        • Preferred ways of making money across demographics
                                                        • Spending Trends

                                                          • Family-oriented youths will influence parents’ purchase
                                                            • Figure 21: Preferred channels to spend spare money, July 2016
                                                          • Fashion and beauty trump health
                                                            • Girls/guys next door
                                                              • Managing personal finance currently is not a priority?
                                                                • Males and females have different spending priorities
                                                                  • Figure 22: Selected spending channels, by gender, July 2016
                                                              • Purchasing Behaviours

                                                                • Shopping malls are more appealing
                                                                  • Figure 23: Consumer purchasing behaviours and habits in terms of shopping location, July 2016
                                                                • Ideal place for shopping: great product variety, open shelves and competitive prices
                                                                  • Figure 24: Consumer purchasing behaviours and habits in terms of in-store experience, July 2016
                                                                • Polarised product preferences among students
                                                                  • Figure 25: Consumer purchasing behaviours and habits in terms of brand and product preferences, July 2016
                                                                • High street brand buyers looking for best deals
                                                                  • Figure 26: Preference for those who agree ‘high street brands are good enough for me’ (comparison against average), July 2016
                                                                • Luxury brand lovers desiring uniqueness and customisation
                                                                  • Figure 27: Preference for those who agree ‘luxury brands can especially interest me’ (comparison against average), July 2016
                                                                • Females are easier to be influenced
                                                                  • Figure 28: Preference towards selected purchasing behaviours, by gender, July 2016
                                                                  • Figure 29: Percentage of students who choose ‘neither’ for selected purchasing preferences, by gender, July 2016
                                                                • Older students are more economical
                                                                  • Figure 30: Preference towards selected purchasing behaviours, by age, July 2016
                                                              • Brand Features Preferences

                                                                • Being practical is the key theme
                                                                  • Figure 31: Preferred brand features, July 2016
                                                                • ‘Understanding me’ also matters
                                                                  • Image preferences: trendy vs historical?
                                                                    • Demographic differences playing a big role
                                                                      • End of invidious consumption is coming?
                                                                      • Attractive Advertising Styles

                                                                        • Transformation is the core
                                                                          • Figure 32: Preferred advertisement styles, July 2016
                                                                        • No second best advertising style
                                                                          • Figure 33: Preference towards selected advertising styles, by gender, July 2016
                                                                          • Figure 34: Preference towards selected advertising styles, by major, July 2016
                                                                        • Preferring individualistic or collectivistic advertising style?
                                                                          • Figure 35: Preference towards selected advertising styles, by city tier, July 2016
                                                                        • Selling the good old days
                                                                        • Psychographic Overview

                                                                          • Overall, diligent and future-oriented
                                                                            • Figure 36: Agreement (including strongly agree and somewhat agree) on different statements about future planning, by age and gender, July 2016
                                                                          • Spending beliefs are different between genders
                                                                            • Figure 37: Agreement (including strongly agree and somewhat agree) on different statements about role of money, by age and gender, July 2016
                                                                          • Big success is more important than small happiness?
                                                                            • Figure 38: Agreement (including strongly agree and somewhat agree) on different statements about life value/drivers, by age and gender, July 2016
                                                                          • Parents, allies or enemies?
                                                                            • Figure 39: Agreement (including strongly agree and somewhat agree) on different statements about relationship with parents, by age and gender, July 2016
                                                                        • Consumer Segmentation

                                                                          • Four types of university students
                                                                            • Figure 40: Consumers segmentation based on their attitudes towards life, July 2016
                                                                          • The Happy-go-luckies (率性而活的人): Do as they please and tend to live large
                                                                              • Figure 41: Attitudes towards future planning, by consumer segment, July 2016
                                                                              • Figure 42: Attitudes towards life value/driver, by consumer segment, July 2016
                                                                              • Figure 43: Allowance from making money from my hobbies, by consumer segment, July 2016
                                                                              • Figure 44: Attitudes towards role of money, by consumer segment, July 2016
                                                                              • Figure 45: Preference towards selected brand features, by consumer segment, July 2016
                                                                              • Figure 46: Selected spending channels, by consumer segment, July 2016
                                                                              • Figure 47: Attitudes towards relationship with parents and individuality, by consumer segment, July 2016
                                                                            • Future Protectors (执着于保障未来的人): Working hard to secure a reliable and happy future
                                                                                • Figure 48: Selected spending channels, by consumer segment, July 2016
                                                                              • Careful Explorers (谨慎的探索生活的人): Swing between living big dreams and playing safe
                                                                                • Freedom Seekers (崇尚自由的人): Have a free mindset and desire exciting sensorial experiences
                                                                                    • Figure 49: Preferences towards selected brand features, by consumer segment, July 2016
                                                                                • Appendix – Methodology and Abbreviations

                                                                                  • Methodology
                                                                                    • Abbreviations

                                                                                    Companies Covered

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

                                                                                    Marketing to Students - China - October 2016

                                                                                    £3,195.84 (Excl.Tax)