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Marketing to Students - China - September 2017

“Chinese university students are more into trend-leading brand propositions than before and respect values that they do not necessarily agree with. They tend to be more laidback than older generations – appreciating flexible opportunities for learning and earning and shying away from aggressive and pushy ways to achieve.”
– Alina Ma, Senior Research Analyst

This Report looks at the following areas:

  • Embodying the concept of slowing down
  • More into “good” and “in” brands
  • Playing it safe cannot lead to a home run
  • Young actors (小鲜肉) unable to effectively trigger young men into buy skin care products

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Table of contents

  1. Overview

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

          • The consumer
            • More into a trendy and/or luxurious brand image than before
              • Figure 1: Preferred brand features, 2017 vs 2016
            • Digital devices, especially of leading foreign brands, most popular product type
              • Figure 2: The most desired products/categories, June 2017
              • Figure 3: The most desired brands – Word cloud, June 2017
            • Unique in-store activities are not the key trigger to purchase
              • Figure 4: Factors that can trigger first-time bricks-and-mortar store visit, June 2017
            • Taking a relaxed approach to live life
              • Figure 5: Life goals respondents desire to achieve within 10 years after graduation, June 2017
            • More loyal to online gaming, part-time jobs and training
              • Figure 6: The proportion of respondents who did different online and offline activities last week, June 2017
              • Figure 7: The average time (in hours) respondents (except those who have not done) have spent on different online and offline activities during the last week, June 2017
            • Role of parents in their adult children’s big decisions is important
              • Figure 8: Role of respondents’ own thoughts vs their parents in various types of decision-making, June 2017
            • What we think
            • Issues and Insights

              • Embodying the concept of slowing down
                • The facts
                  • The implications
                    • More into “good” and “in” brands
                      • The facts
                        • The implications
                          • Playing it safe cannot lead to a home run
                            • The facts
                              • The implications
                                • Young actors (小鲜肉) unable to effectively trigger young men into buy skin care products
                                  • The facts
                                    • The implications
                                      • Figure 9: Marketing campaigns of Dabao, in 2017
                                  • The Consumer – What You Need to Know

                                    • More willing to pay for functional products
                                      • A more laidback attitude to life
                                        • Different role of parents, friends and KOLs
                                        • Students’ Financial Overviews

                                          • Spending more than RMB 1,500 a month on average
                                            • Figure 10: The average amount of money spent per month, by demographics, June 2017
                                          • Saving about one quarter of the total amount
                                            • Figure 11: The average amount of money saved per month, by demographics, June 2017
                                          • Who makes more money?
                                            • Figure 12: The average amount of income per month, by demographics, June 2017
                                            • Figure 13: The average amount of income (in RMB) per month, by city, June 2017
                                          • Money management is not yet a top priority
                                            • Figure 14: Importance of various people in consumers’ financial products purchase decision, June 2017
                                            • Figure 15: The proportion of surveyed consumers who do not need to make decision regarding purchasing financial products, by demographics, June 2017
                                        • Brand Features Preferences

                                          • Quality is valued more than price
                                            • Figure 16: Preferred brand features, June 2017
                                          • More open-minded to what brands say
                                            • More into luxurious brands
                                              • Preferences differ by demographics
                                                • Figure 17: Selected preferred brand features, by gender, June 2017
                                                • Figure 18: Selected preferred brand features, by age, June 2017
                                                • Figure 19: Selected preferred brand features, by family structure, June 2017
                                            • Most Desired Products

                                              • High-tech products are most desired
                                                • Figure 20: The most desired products/categories, June 2017
                                                • Figure 21: Consumer profile based on their desired-to-purchase categories, by demographics, June 2017
                                              • Apple has the most followers
                                                • Figure 22: The most desired brands – Word cloud, June 2017
                                              • Top three brands among women vs men
                                                • Figure 23: Brands of the most expensive products surveyed consumers want to buy, by gender, June 2017
                                              • Product lovers’ expectations for different product categories
                                                • Figure 24: The relationship between desire for category and income (and spending power), June 2017
                                                • Figure 25: Comparison of selected preferred brand features of luggage and bag lovers against average, June 2017
                                                • Figure 26: Comparison of selected preferred brand features of apparel and footwear lovers against average, June 2017
                                                • Figure 27: Comparison of selected preferred brand features of beauty and skin care products lovers against average, June 2017
                                                • Figure 28: Comparison of selected preferred brand features of digital products lovers against average, June 2017
                                                • Figure 29: Comparison of selected preferred brand features of car lovers against average, June 2017
                                                • Figure 30: Example of Volkswagen Polo GTI, June 2017
                                            • Triggers to First-time Store Visit

                                              • Trial of new and exclusive products is the key trigger
                                                • Figure 31: Factors that can trigger first-time bricks-and-mortar store visit, June 2017
                                                • Figure 32: Triggers to store visit – TURF analysis, June 2017
                                              • Limited importance of celebrities and experts
                                                • Role of in-store events
                                                  • Figure 33: Selected factors that can trigger first-time store visit, by major, June 2017
                                              • Life Goals

                                                • Majority tend to go easy on themselves
                                                  • Figure 34: Life goals consumers desire to achieve within 10 years after graduation, June 2017
                                                  • Figure 35: The proportion of consumers who see “having a stable and easy life” as a goal for different life stages, June 2017
                                                • Live with passion
                                                  • The growing trend of seeking fame on social media
                                                    • Men are more ambitions than women
                                                      • Figure 36: Selected life goals surveyed consumers have within 10 years after graduation, by gender, June 2017
                                                    • Top life priorities shift with life stage
                                                      • Figure 37: Life goals surveyed consumers have within 10 years after graduation, by age, June 2017
                                                      • Figure 38: Life goals surveyed consumers have within 10 years after graduation, June 2017
                                                  • Time Spent Online vs Offline

                                                    • Is top priority studying or entertainment?
                                                      • Figure 39: The proportion of surveyed consumers who did different online and offline activities last week, June 2017
                                                    • Higher level of dedication to online gaming, training and part-time jobs
                                                      • Figure 40: The average time (in hours) surveyed consumers (except those who have not done the below activities) have spent on different online and offline activities during the last week, June 2017
                                                    • Online games are a good place to seek social interaction
                                                    • Main Decision Makers

                                                      • Parents significant influence on big life decisions
                                                        • Figure 41: Importance of various people in big life decisions, June 2017
                                                        • Figure 42: Importance of various people in big life decisions, by gender, June 2017
                                                        • Figure 43: Importance of various people in big life decisions, by age, June 2017
                                                      • The important role of KOLs in fashion and beauty decisions
                                                        • Figure 44: Importance of various people in fashion and beauty decision, June 2017
                                                        • Figure 45: Importance of various people in fashion and beauty decision, by gender, June 2017
                                                      • Preferring hanging out with friends but demand for “having it my way”
                                                        • Figure 46: Importance of various people in leisure choice decision, June 2017
                                                        • Figure 47: Importance of parents in leisure choice decision, by gender, June 2017
                                                        • Figure 48: Importance of various people in leisure choice decision, by age, June 2017
                                                        • Figure 49: Importance of parents in leisure choice decision, by major, June 2017
                                                      • Parents are less useful in digital product selection
                                                        • Figure 50: Importance of various people in purchasing decisions of digital devices, June 2017
                                                        • Figure 51: Importance of various people in purchasing decisions of digital devices, by gender, June 2017
                                                        • Figure 52: Importance of various people in purchasing decisions of digital devices, by major, June 2017
                                                      • Who are most dependant on their parents?
                                                        • Figure 53: Age and gender of those who rely on their parents to make all three big life decisions, June 2017
                                                      • “The only child” less reliant on him or herself but valuing KOLs more
                                                        • Figure 54: Importance of various people in big life decisions, by family structure, June 2017
                                                        • Figure 55: Importance of various people in fashion and beauty decision, by family structure, June 2017
                                                        • Figure 56: Importance of various people in leisure decision, by family structure, June 2017
                                                    • Popular Dressing Style

                                                      • Dressing code fits with their relaxed life value
                                                        • Figure 57: Preferred fashion styles – Word cloud, June 2017
                                                        • Figure 58: Consumer examples of desired fashion styles, June 2017
                                                      • Unisex is unlikely to be a big hit
                                                        • Figure 59: Preferred fashion styles, by gender, June 2017
                                                    • 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 - September 2017

                                                        US $3,990.00 (Excl.Tax)