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Regional Lifestyles - China - December 2013

“Companies that want to thrive in China should aim to develop a matrix of China that looks at the local economy development, population and traditional culture simultaneously, and acknowledges that the differences are explained by these three factors together. That said, a harmonious family relationship is the centre of living, irrespective of age, income, location and social status. Therefore, marketing communication based on family values is likely to remain essential.”

– Wenwen Chen, Research Analyst

This report aims to investigate Chinese consumers’ different stages of lifestyles in different regions and what they want to improve most, and segmentation based on different perceptions.

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Table of contents

  1. Introduction

      • Hypothesis
        • Key themes
          • Methodology
            • Limitation
            • Executive Summary

                • Income is the pivotal driver of differentiating attitudes towards urban household lifestyle
                  • Figure 1: current lifestyle and attitude towards lifestyle, september 2013
                • A safer, cleaner, healthier life
                  • Figure 2: Consumer attitude: anxiety, September 2013
                • Harnessing the power of family
                  • Figure 3: important life values, september 2013
                • Lifestyle Aspiration: Consumer Cluster
                  • Figure 4: Five clusters based on lifestyle aspiration, September 2013
                • What we think
                • Market Drivers – Economic and Social Trends

                  • Key points
                    • Reform plan from 18th National Congress of the Communist Party
                      • Economic and financial reforms
                        • Figure 5: China annual GDP and annual GDP growth rate, 2002-12
                      • Key message: Changing people’s perceptions of state-owned enterprise
                        • Key message: The rise of small and mid-size enterprise activities
                          • Demographic reform
                            • Figure 6: Major statistics of China’s population, 2011
                            • Figure 7: Total population of China and its natural growth rate, 2006-11
                          • Key message: The booming babycare market
                            • Social reform
                                • Figure 8: Comparison of annual average wage, Guangzhou vs Zhengzhou 2003-11
                              • Key message: Faster economy growth and urbanisation in smaller cities
                                • Ecological reform
                                  • Figure 9: World top 10 coal producers, by million tonnes, 2012
                                  • Figure 10: Investment of environmental pollution treatment, China, 2002-11
                                • Key message: Investing in the new energy and anti-pollution market
                                  • The rise of the Chinese middle class
                                    • Key message: Increase middle class household consumption
                                      • Figure 11: The growth of China’s middle class, 2000-15
                                  • Market Drivers – The Regions of China

                                    • Key points
                                      • East China (Huadong)
                                        • North China (Huabei)
                                          • Northeast China (Dongbei)
                                            • Northwest China (Xibei)
                                              • South Central China (Zhongnan)
                                                • Southwest China (Xinan)
                                                  • Key message
                                                  • Market Drivers – Local Demographics

                                                    • Key points
                                                      • Population
                                                        • Figure 12: Most populous regions in China (10,000 people), 2011
                                                        • Figure 13: Top five regions with most urban population in China (10,000 people), 2011
                                                        • Figure 14: Top five regions with least urban population in China (10,000 people), 2011
                                                        • Figure 15: Top five regions with most rural population in China (10,000 people), 2011
                                                        • Figure 16: Top five regions with fastest growth in terms of urban population in China, 2005-11
                                                        • Figure 17: Top five regions with the highest average life expectancy in China, 2011
                                                        • Figure 18: Number of over-65s for every 100 working age people in China (15-64), 2011
                                                      • Economy and Finance
                                                        • Figure 19: Top five regions in China with the highest annual disposable income per capita (Yuan), 2011
                                                        • Figure 20: Top five regions in China with the highest CAGR of annual disposable income per capita (Yuan), 2002-11
                                                        • Figure 21: Top five regions in China with most registered privately owned businesses (including all types), 2011
                                                        • Figure 22: Top five regions in China, by most state-owned public institutions, 2011
                                                        • Figure 23: Top five most expensive cities in China in terms of residential property price (Yuan /per square metre), 2011
                                                        • Figure 24: Top five most expensive cities in China in terms of residential property price (Yuan/per square metre), 2011
                                                        • Figure 25: Chinese cities, by top CAGR of property price from 2002-11
                                                      • Key message
                                                      • The Consumer – Basic Profile – Type of Employment and Related Issues

                                                        • Key points
                                                          • National Level: Majority work for privately owned business
                                                            • Figure 26: Types of company/organisation, September 2013
                                                            • Figure 27: Employee number of each type of enterprise, based on national statistical data, 2011
                                                          • Regional Level: Difference remains in North-South line
                                                              • Figure 28: Employee percentage of each type of company, by region, September 2013
                                                            • City Tier: Foreign investors favour tier one
                                                              • Figure 29: Employee percentage of each type of company, by city tier, September 2013
                                                            • Key message
                                                            • The Consumer – Basic Profile – Living Arrangements and Property Ownership

                                                              • Key points
                                                                • National Level: High ownership of property reflects family-oriented values
                                                                  • Figure 30: Living status, September 2013
                                                                  • Figure 31: Living status, September 2013
                                                                • Regional Level: Families most likely to live together in the South
                                                                    • Figure 32: Living status, by region, September 2013
                                                                  • City Tier: Little difference remains in house ownership across city tier levels, while renting behaviour differs from city to city
                                                                      • Figure 33: Living status, by city tier, September 2013
                                                                      • Figure 34: Living status, by city, September 2013
                                                                    • Key message
                                                                    • The Consumer – Basic Profile – Mortgage Arrangement

                                                                      • Key points
                                                                        • Housing Loan
                                                                          • National Level: Cash for homes
                                                                            • Figure 35: Housing loan, September 2013
                                                                            • Figure 36: Housing loan, by age group, September 2013
                                                                          • Regional Level: People who live in the South more likely to take out a mortgage
                                                                            • Figure 37: Housing loan, by region, September 2013
                                                                            • Figure 38: Mortgage status by each city, September 2013
                                                                            • Figure 39: Residential commodity house price ranking, top 10 cities, 2011
                                                                          • City Tier: More affordable property prices in lower tier cities
                                                                              • Figure 40: Housing loan, by city tier, September 2013
                                                                            • Mortgage Status
                                                                              • National Level: Most respondents are rational buyers
                                                                                • Figure 41: Consumer behaviour: mortgage status 1, September 2013
                                                                                • Figure 42: Consumer behaviour: mortgage status, by age group, September 2013
                                                                                • Figure 43: Consumer behaviour: mortgage status, by loan term, September 2013
                                                                              • Regional Level: People from the South are more likely to take out a higher mortgage
                                                                                  • Figure 44: Consumer behaviour: mortgage status, by region, September 2013
                                                                                • City Tier: Little significant difference in terms of mortgage status amongst different city tiers
                                                                                    • Figure 45: Consumer behaviour: mortgage status, by city (tier 1 only), September 2013
                                                                                  • Key message
                                                                                  • The Consumer – Attitudes and Values – Current Lifestyle and Attitude towards Lifestyle

                                                                                    • Key points
                                                                                        • Figure 46: Current lifestyle and attitude towards lifestyle, September 2013
                                                                                      • National Level: Incomes define lifestyle
                                                                                          • Figure 47: Leisure time, by monthly household income, September 2013
                                                                                          • Figure 48: Financial management, by monthly household income, September 2013
                                                                                          • Figure 49: Life aspiration, by monthly household income, September 2013
                                                                                          • Figure 50: Current lifestyle, by education level, September 2013
                                                                                        • Place of work influences lifestyle preferences
                                                                                          • Figure 51: Consumer attitude: current lifestyle and attitude towards lifestyle, by types of company/organisation, September 2013
                                                                                        • Privately owned business employees tend to have tougher lives
                                                                                          • People who work for foreign-owned business are likely to be progressive white-collar workers
                                                                                            • The frugal and low-profile lifestyle of National (local) civil servant
                                                                                              • Regional Level: Regional location shows little difference in people’s lifestyle
                                                                                                • Figure 52: Attitudes towards spending, by region, September 2013
                                                                                              • City Tier: Tier two city inhabitants keen to improve their financial status
                                                                                                • Figure 53: Attitudes towards spending, by city tier, September 2013
                                                                                                • Figure 54: Current lifestyle, by city tier, September 2013
                                                                                              • Key message
                                                                                              • The Consumer – Attitudes and Values – Current Anxieties

                                                                                                • Key points
                                                                                                  • National Level: A safer, cleaner, healthier life
                                                                                                    • Figure 55: Consumer attitude: anxiety, September 2013
                                                                                                  • The Diaosi generation
                                                                                                      • Figure 56: The new portrait of the Diaosi generation in 2013, March 2013
                                                                                                    • Metropolitan anxieties
                                                                                                      • Income, age and anxiety
                                                                                                          • Figure 57: Anxieties, by age group, September 2013
                                                                                                          • Figure 58: Anxieties, by monthly household income, September 2013
                                                                                                          • Figure 59: Anxieties, by mortgage status, September 2013
                                                                                                        • Regional Level: Opportunity for anti-pollution market in the East
                                                                                                          • Figure 60: Anxieties, by regions, September 2013
                                                                                                        • City Level: Solution for pollution for tier one city inhabitants
                                                                                                          • Figure 61: Anxieties, by city tier, September 2013
                                                                                                          • Figure 62: Example of smog in Shanghai, December 6th 2013
                                                                                                          • Figure 63: Anxieties, by city tier, September 2013
                                                                                                          • Figure 64: “Counter smog battle”, headline of Tmall, December 2013
                                                                                                        • Key message
                                                                                                        • The Consumer – Attitudes and Values – Important Values

                                                                                                          • Key points
                                                                                                            • National Level: Harnessing the power of family
                                                                                                              • Figure 65: Important life values, September 2013
                                                                                                            • Bet it all on education
                                                                                                                • Figure 66: The image of a child comes from 4-2-1 family, a child looked after by two workers during a trip to Huang Mountain with his parents, May 2013
                                                                                                              • Income, age and values
                                                                                                                  • Figure 67: Important life values, by monthly household income, September 2013
                                                                                                                  • Figure 68: Important life values, by monthly household income and age, September 2013
                                                                                                                • City Tier: Lifestyle upgrading in tier one cities
                                                                                                                    • Figure 69: Important life values, by city tiers, September 2013
                                                                                                                  • Key message
                                                                                                                  • The Consumer – Lifestyle Aspiration – Consumer Cluster

                                                                                                                    • Key points
                                                                                                                        • Figure 70: Five clusters based on lifestyle aspiration, September 2013
                                                                                                                        • Figure 71: Any agreement with attitudes towards lifestyle improvement, by typology, September 2013
                                                                                                                        • Figure 72: Cluster groups, by incomes, September 2013
                                                                                                                      • Who are they?
                                                                                                                        • Marketing message
                                                                                                                          • Traditional Self-Reliants (23%)
                                                                                                                              • Figure 73: Cluster groups, by age, September, 2013
                                                                                                                            • Who are they?
                                                                                                                              • Marketing message
                                                                                                                                • Progressive Life Variety Seekers (19%)
                                                                                                                                    • Figure 74: Cluster groups, by gender, September, 2013
                                                                                                                                    • Figure 75: Cluster groups, by city tier, September, 2013
                                                                                                                                  • Marketing message
                                                                                                                                      • Figure 76: Important life values, by clusters, September 2013
                                                                                                                                    • Who are they?
                                                                                                                                        • Figure 77: Cluster groups, by marital status, September, 2013
                                                                                                                                      • Marketing message
                                                                                                                                          • Figure 78: Cluster groups, by mortgage status, September 2013
                                                                                                                                          • Figure 79: Cluster groups, by attitudes towards lifestyle, September 2013
                                                                                                                                        • Who are they?
                                                                                                                                          • Marketing message
                                                                                                                                            • Key message
                                                                                                                                            • Key Trend Application – Economic Status Determines People’s Ideology towards Lifestyle

                                                                                                                                              • Income defines lifestyle
                                                                                                                                                • House ownership determines life quality
                                                                                                                                                  • Regional difference towards lifestyle remains insignificant
                                                                                                                                                    • What it means
                                                                                                                                                    • Key Trend Application – Inspire the Rising Middle Class

                                                                                                                                                      • Inspire the emerging middle class
                                                                                                                                                        • Premium education service
                                                                                                                                                          • What it means
                                                                                                                                                          • Key Trend Application – New Opportunities for Brands

                                                                                                                                                            • Marketing to families in different regions
                                                                                                                                                              • Opportunity of anti-pollution market in the East
                                                                                                                                                                • A safer, cleaner, healthier life
                                                                                                                                                                  • What it means
                                                                                                                                                                  • Key Trend Application – Branding and Distribution Strategies

                                                                                                                                                                    • The Diaosi and Wo Ju generations shape online consumption
                                                                                                                                                                      • Designing city-specific solutions
                                                                                                                                                                        • Battling to retain talent
                                                                                                                                                                          • What it means
                                                                                                                                                                          • Appendix

                                                                                                                                                                            • Types of company/organisation
                                                                                                                                                                              • Figure 80: Types of company/organisation, September 2013
                                                                                                                                                                              • Figure 81: Types of company/organisation, by demographics, September 2013
                                                                                                                                                                              • Figure 82: Consumer attitude: value for life, by types of company/organisation, September 2013
                                                                                                                                                                            • Consumer living status
                                                                                                                                                                              • Figure 83: Consumer living status, September 2013
                                                                                                                                                                              • Figure 84: Consumer living status I nets, by demographics, September 2013
                                                                                                                                                                              • Figure 85: Consumer living status II nets, by demographics, September 2013
                                                                                                                                                                              • Figure 86: Most popular consumer living status, by demographics, September 2013
                                                                                                                                                                              • Figure 87: Next most popular consumer living status, by demographics, September 2013
                                                                                                                                                                              • Figure 88: Consumer attitude: value for life, by consumer living status I nets, September 2013
                                                                                                                                                                              • Figure 89: Consumer attitude: value for life, by consumer living status II nets, September 2013
                                                                                                                                                                              • Figure 90: Consumer attitude: value for life, by most popular consumer living status, September 2013
                                                                                                                                                                              • Figure 91: Consumer attitude: value for life, by next most popular consumer living status, September 2013
                                                                                                                                                                              • Figure 92: Consumer attitude: anxieties, by consumer living status I nets:, September 2013
                                                                                                                                                                              • Figure 93: Consumer attitude: anxieties, by consumer living status II nets, September 2013
                                                                                                                                                                              • Figure 94: Consumer attitude: anxieties, by most popular consumer living status, September 2013
                                                                                                                                                                              • Figure 95: Consumer attitude: anxieties, by next most popular consumer living status, September 2013
                                                                                                                                                                              • Figure 96: Consumer attitude: important factors, by consumer living status I nets, September 2013
                                                                                                                                                                              • Figure 97: Consumer attitude: imporant factors, by consumer living status II nets, September 2013
                                                                                                                                                                              • Figure 98: Consumer attitude: imporant factors, by most popular consumer living status, September 2013
                                                                                                                                                                              • Figure 99: Consumer attitude: imporant factors, by next most popular consumer living status, September 2013
                                                                                                                                                                            • Consumer housing loan
                                                                                                                                                                              • Figure 100: Consumer housing loan, by demographics, September 2013
                                                                                                                                                                              • Figure 101: Consumer housing loan, by demographics, September 2013
                                                                                                                                                                              • Figure 102: Consumer attitude: value for life, by consumer housing loan, September 2013
                                                                                                                                                                              • Figure 103: Consumer attitude: anxieties, by consumer housing loan, September 2013
                                                                                                                                                                              • Figure 104: Consumer attitude: imporant factors, by consumer housing loan, September 2013
                                                                                                                                                                            • Consumer behaviour: Mortgage status
                                                                                                                                                                              • Figure 105: Consumer behaviour: mortgage status 1, September 2013
                                                                                                                                                                              • Figure 106: Consumer behaviour: mortgage status 1, by demographics, September 2013
                                                                                                                                                                            • Consumer behaviour: Mortgage status
                                                                                                                                                                              • Figure 107: Consumer behaviour: mortgage status 2, September 2013
                                                                                                                                                                              • Figure 108: Consumer behaviour: mortgage status 2, by demographics, September 2013
                                                                                                                                                                            • Consumer attitude: Current lifestyle and attitude towards lifestyle
                                                                                                                                                                              • Figure 109: Consumer attitude: value for life, September 2013
                                                                                                                                                                              • Figure 110: Consumer attitude: value for life – Leisure time, by demographics, September 2013
                                                                                                                                                                              • Figure 111: Consumer attitude: value for life – Finance management, by demographics, September 2013
                                                                                                                                                                              • Figure 112: Consumer attitude: value for life – Life aspiration, by demographics, September 2013
                                                                                                                                                                            • Consumer attitude: Current anxieties
                                                                                                                                                                              • Figure 113: Consumer attitude: value for life, September 2013
                                                                                                                                                                              • Figure 114: Most popular consumer attitude: anxieties, by demographics, September 2013
                                                                                                                                                                              • Figure 115: Next most popular consumer attitude: anxieties, by demographics, September 2013
                                                                                                                                                                              • Figure 116: Other consumer attitude: anxieties, by demographics, September 2013
                                                                                                                                                                            • Consumer attitude: Important values
                                                                                                                                                                              • Figure 117: Consumer attitude: important factors, September 2013
                                                                                                                                                                              • Figure 118: Most popular consumer attitude: important factors, by demographics, September 2013
                                                                                                                                                                              • Figure 119: Next most popular consumer attitude: important factors, by demographics, September 2013
                                                                                                                                                                              • Figure 120: Other consumer attitude: important factors, by demographics, September 2013
                                                                                                                                                                            • Consumer attitude: Lifestyle aspiration
                                                                                                                                                                              • Figure 121: Consumer attitude: lifestyle, September 2013
                                                                                                                                                                              • Figure 122: Agreement with the statement ‘It would be nice to have more variety in my life rather than following a daily routine’, by demographics, September 2013
                                                                                                                                                                              • Figure 123: Agreement with the statement ‘I don’t see the need to improve anything in my life as I am happy the way it is’, by demographics, September 2013
                                                                                                                                                                              • Figure 124: Agreement with the statement ‘It is important to spend time together with my family than seeing other people’, by demographics, September 2013
                                                                                                                                                                              • Figure 125: Agreement with the statement ‘Satisfying my child’s needs is the first priority for my family’, by demographics, September 2013
                                                                                                                                                                              • Figure 126: Agreement with the statement ‘Having an active social life is very important to me’, by demographics, September 2013
                                                                                                                                                                              • Figure 127: Agreement with the statement ‘It is important to invest time/money in being pampered’, by demographics, September 2013
                                                                                                                                                                              • Figure 128: Agreement with the statement ‘Enjoying life at the moment is more important than saving money for the future’, by demographics, September 2013
                                                                                                                                                                              • Figure 129: Agreement with the statement ‘Western lifestyle is more fashionable than the Chinese traditional lifestyle’, by demographics, September 2013
                                                                                                                                                                              • Figure 130: Agreement with the statement ‘It is important to live your life your own way rather than being influenced by others’, by demographics, September 2013
                                                                                                                                                                              • Figure 131: Agreement with the statement ‘Owning goods from international brands is a reflection of having a good quality of life’, by demographics, September 2013
                                                                                                                                                                              • Figure 132: Agreement with the statement ‘It is important to follow a healthy lifestyle’, by demographics, September 2013
                                                                                                                                                                              • Figure 133: Agreement with the statement ‘It is important to progress in a career’, by demographics, September 2013
                                                                                                                                                                              • Figure 134: Agreement with the statement ‘Investing money is more profitable than using a savings account’, by demographics, September 2013
                                                                                                                                                                            • Further analysis
                                                                                                                                                                              • Figure 135: Target groups, by demographics, September 2013
                                                                                                                                                                              • Figure 136: Consumer living status, by target groups, September 2013
                                                                                                                                                                              • Figure 137: Consumer housing loan, by target groups, September 2013
                                                                                                                                                                              • Figure 138: Types of company/organisation, by target groups, September 2013

                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                          Regional Lifestyles - China - December 2013

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