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China Marketing to University Students Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to University Students market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

University students aged 18-22 (born between 1996 and 2000) are interviewed for this report. This report begins with an overall picture of this young cohort, by illustrating their characteristics, how they share interests and what they worry about. Then, we look at their ways to handle pressure and skills they would like to have. Last but not least, payment methods are interviewed with an aim to find out to what extent students are willing to trade privacy for convenience.

What you need to know

The majority of university students in China are the only child in families and often tagged with post-95s. It is believed as a generation spoiled with attention and resources as well as difficult to understand. They are distinct, have personality and place great emphasis on aesthetics and appearance. Although having part-time jobs is becoming the norm, four fifth of their income still comes from family.

It is worth studying this unique demographic group because they appear both very ideal and practical. They spoil their hobbies also invest in professional/academic skills. This is the third report of Mintel to specifically explore university students.

Expert analysis from a specialist in the field

Written by Scarlett Zhao, a leading analyst in the Research sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Today’s university students are more distinctive and have personality. They value diligence and excellence also an informal and laid-back attitude. They appear both very practical and spoiled. Professional/academic skills are proactively invested, as well as hobby and leisure activities. An average of 3.4 channels is utilized to showcase their passions, in a creative manner and also aiming to inspire others. Products/services embedded with sociable attributes and in-depth compassion will win hearts of these youngsters. Scarlett Zhao
Research Analyst

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Table of contents

  1. Overview

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

          • The consumer
            • Students are more distinctive, but they still pay most attention to appearance
              • Figure 1: Favourite labels to describe themselves, July 2018
              • Figure 2: Annoying labels to describe themselves, July 2018
            • Sharing online and offline too
              • Figure 3: Channel where students share their hobbies/opinions, July 2018
            • Sources of stress
              • Figure 4: Sources of pressure, July 2018
            • Self-improvement spending
              • Figure 5: Self-improvement spending, July 2018
              • Figure 6: Self-improvement spending, by selective demographic, July 2018
            • Mobile payment more welcomed, and cash still used frequently
              • Figure 7: Frequently used payment methods in the last 6 months, July 2018
            • Trading convenience for privacy
              • Figure 8: Privacy exchange for convenience, July 2018
              • Figure 9: The number of ‘issues’ listed above done in the past, July 2018
            • What we think
            • Issues and Insights

              • The importance of social circles
                • The facts
                  • The implications
                    • Simultaneously hardworking and laid-back
                      • The facts
                        • The implications
                          • From emoji to meme marketing
                            • The facts
                              • The implications
                                • Figure 10: McDonald’s weather forecasts
                                • Figure 11: Nongfu springs limited-edition bottles
                            • The Consumer – What You Need to Know

                              • Students attaching more distinctive labels to themselves, but good-looking still most important
                                • Both offline and online sharing channels used
                                  • Career planning is a top concern
                                  • Personality Tags

                                    • Today’s students are more distinctive
                                      • Figure 12: Favourite labels to describe themselves, July 2018
                                      • Figure 13: Annoying labels to describe themselves, July 2018
                                    • Students pay most attention to appearance
                                      • Figure 14: Pressure from ‘not happy with body/appearance’, July 2018
                                    • Sociable needs
                                    • Channels for Sharing Opinions/Hobbies

                                      • Sharing online or offline?
                                        • Figure 15: Channel where students share their hobbies/opinions, July 2018
                                      • Preferred channels diverse between boys and girls
                                        • Figure 16: Selected channels where students share their hobbies/opinions, by selective demographic, July 2018
                                      • Who are the ‘KOLs’ on campus?
                                        • Figure 17: Selected channels where students share their hobbies/opinions, by selective demographic, July 2018
                                    • Sources of Stress

                                      • Caught between competition and making friends
                                        • Figure 18: Sources of pressure, July 2018
                                      • Who tends to feel more lonely?
                                        • Figure 19: Sources of pressure, by selective demographic, July 2018
                                        • Figure 20: Movie lines
                                        • Figure 21: Sources of pressure, by selective demographic, July 2018
                                    • Spending on Different Courses

                                      • Investing in themselves
                                        • Figure 22: Self-improvement spending, July 2018
                                      • Student year and city tier influence what courses students likely to take
                                        • Figure 23: Self-improvement spending, by selective demographic, July 2018
                                    • Payment Habits

                                      • Mobile payment dominates but cash is still frequently used
                                        • Figure 24: Frequently used payment methods in the last 6 months, July 2018
                                      • Opportunity for gift cards and bank cards
                                        • Figure 25: Never used payment methods, July 2018
                                    • Trading Privacy for Convenience

                                      • Open-minded towards technology and user information
                                        • Figure 26: Privacy exchange for convenience, July 2018
                                        • Figure 27: The number of ‘issues’ listed above done in the past, July 2018
                                        • Figure 28: Singles’ Survival Guide
                                    • Appendix – Methodology and Abbreviations

                                      • Methodology
                                        • Abbreviations