Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Digital Trends - China - October 2019

“The tech market has started to pay attention to better communication with consumers and listening to their needs. Using plain language to communicate with consumers is the first step. And adapting to consumers’ more popular daily activities like online gaming, health management and skincare could help brands to expand the usage scenarios of their products for consumers. In addition to excellent products, brands should also focus on their ‘soft power’, for example customer service and corporate social responsibility. This will be the basis for brands to further improve their reputations among consumers.”
– Kaye Huang, Research Analyst

This report looks at the following areas:

  • Premiumisation of leading domestic brands
  • Second official websites: flagship stores on Tmall/Jingdong
  • Strengthening trustworthiness of tech brands on short video platforms

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Sub-group definitions
        • Executive Summary

            • The consumer
              • Smartphones and laptops/desktops maturing
                • Figure 1: Ownership of digital products in the household, 2017-19
              • Adjusting the warranty period according to purchase cycle
                • Figure 2: Purchase cycle of digital products, June 2019
              • If budget is limited, official websites and e-commerce platforms are enough
                • Figure 3: Information channels for digital products, June 2019
              • Jingdong, Tmall and brands’ offline stores can reach 95% of consumers
                • Figure 4: Purchase channels of digital products, June 2019
              • “High-end” is the only advantage foreign brands retain
                • Figure 5: Perception of five leading tech brands, June 2019
              • High enthusiasm for digital products but not as early adopters
                • Figure 6: Attitudes towards spending on digital products, June 2019
              • Thorough pre-purchase research is the norm
                • Provide trials and make connections with consumers
                  • Figure 7: Attitudes towards doing research when purchasing digital products, June 2019
                • Help consumers to discover their needs for new tech products
                  • Figure 8: Attitudes towards new digital products, June 2019
                • What we think
                • Issues and Insights

                  • Premiumisation of leading domestic brands
                    • The facts
                      • The implications
                          • Figure 9: Xiaomi MIX Alpha
                        • Second official websites: flagship stores on Tmall/Jingdong
                          • The facts
                            • The implications
                              • Figure 10: New strategies of Tmall’s “Upgrade plan 2.0 for flagship stores”
                            • Strengthening trustworthiness of tech brands on short video platforms
                              • The facts
                                • The implications
                                • The Consumer – What You Need to Know

                                  • Time for consumer-driven innovation
                                    • Help consumers to discover more usage scenarios
                                      • Use plain language to communicate with consumers
                                        • Jingdong, Tmall and official brand stores are sufficient for marketing and sales
                                          • Soft power is the next focus for tech brands
                                          • Ownership of Digital Products

                                            • Smartphones and laptops/desktops maturing
                                              • Figure 11: Ownership of digital products in the household, 2017-19
                                            • VR products need to engage consumers in daily life
                                              • Figure 12: Ownership of selected digital products in the household, by generation, June 2019
                                            • Lower tier cities are passionate about smart homes
                                              • Figure 13: Ownership of smart home appliances in the household, by city tier, June 2019
                                          • Purchase Cycle of Digital Products

                                            • Adjusting the warranty period according to purchase cycle
                                              • Figure 14: Purchase cycle of digital products, June 2019
                                            • Smartphones: the “FMCG” of the digital world
                                              • Figure 15: Comparison of ownership rate, purchase cycle and penetration growth rate of digital products, June 2019
                                            • “Being smart” is an inevitable trend for future growth
                                              • Health and skin data are opportunities for wearable devices
                                                • Cameras: seek cooperation with smartphone brands to stay in the mass market
                                                • Information Channels for Digital Products

                                                  • Trusted people are still key
                                                    • Figure 16: TURF analysis of information channels for buying digital products, June 2019
                                                  • If budget is limited, official websites and e-commerce platforms are enough
                                                    • Social media can reach more young consumers
                                                      • Figure 17: Selected information channels for digital products, by generation, June 2019
                                                    • Short videos for lower tier markets
                                                      • Figure 18: Selected information channels of digital products, by city tier, June 2019
                                                  • Purchase Channels for Digital Products

                                                    • Jingdong, Tmall and brands’ offline stores are enough
                                                      • Figure 19: Purchase channels of digital products, June 2019
                                                    • Females are more likely to develop brand loyalty
                                                      • Figure 20: Selected purchase channels for digital products, by gender, June 2019
                                                  • Perception of Leading Brands

                                                    • “High-end” is the only advantage foreign brands retain
                                                      • Figure 21: Perception of five leading tech brands, June 2019
                                                    • Social responsibility is overlooked
                                                      • Huawei needs to pay attention to customer service
                                                      • Attitudes towards Digital Products

                                                        • High enthusiasm for digital products but not as early adopters
                                                          • Figure 22: Attitudes towards spending on digital products, June 2019
                                                        • Thorough pre-purchase research is the norm
                                                          • Provide trials and make connections with consumers
                                                            • Figure 23: Attitudes towards doing research when purchasing digital products, June 2019
                                                          • Help consumers to discover their needs for new tech products
                                                            • Figure 24: Attitudes towards new digital products, June 2019
                                                        • Consumer Segmentation

                                                            • Figure 25: Consumer segmentation based on attitudes towards digital products, June 2019
                                                          • Who are they?
                                                              • Figure 26: Attitudes towards digital products, by consumer segmentation, June 2019
                                                              • Figure 27: Consumer segmentation, by generation, June 2019
                                                              • Figure 28: Consumer segmentation, by income level, June 2019
                                                              • Figure 29: Consumer segmentation, by city tier, June 2019
                                                              • Figure 30: Attitudes towards spending on digital products, by consumer segmentation, June 2019
                                                              • Figure 31: Attitudes towards doing research when purchasing digital products, by consumer segmentation, June 2019
                                                              • Figure 32: Attitudes towards new digital products, by consumer segmentation, June 2019
                                                            • Cautious Consumers need good reasons to convince them
                                                              • Figure 33: Number of digital products owned, by consumer segmentation, June 2019
                                                            • Short video platforms are not convincing
                                                              • Figure 34: Information channels of digital products, by consumer segmentation, June 2019
                                                            • Official stores can strengthen the bond with Tech Fans to attract more consumer flow
                                                              • Figure 35: Purchase channels of digital products, by consumer segmentation, June 2019
                                                          • Meet the Mintropolitans

                                                            • Traditional adverts still work for MinTs
                                                              • Figure 36: Information channels for digital products, by consumer classification, June 2019
                                                            • Official channels are the best place to build a high-end brand image
                                                              • Figure 37: Purchase channels of digital products, by consumer classification, June 2019
                                                              • Figure 38: OPPO’s super flagship store in Shanghai
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Abbreviations

                                                              Digital Trends - China - October 2019

                                                              £3,486.28 (Excl.Tax)