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Leisure Time - China - August 2018

“Consumers nowadays pay attention to personal feelings and try to strike a work-life balance. They place emphasis on sensory and immersive experiences and explore multiple meanings through leisure products and services. Brands should provide opportunities for consumers to express their personalities even publicise their beliefs within brand contexts. What can be shared on social media and wow their social circle will serve as an extra bonus.”
– Scarlett Zhao, Associate Research Analyst

This Report looks at the following areas:

  • Cater to consumers’ sense of adventure
  • Work and play can go hand-in-hand
  • Acquire knowledge over slotted time

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Table of contents

  1. Overview

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

          • The consumer
            • Relaxed but unique experience sought after by consumers
              • Figure 1: Attitudes towards leisure activities and expenses, March 2018
            • Centralized platforms used more often; customization and chatbots are spreading
              • Figure 2: Information source where consumers plan their leisure activities, March 2018
            • Desire for nature
              • Figure 3: Favourite variety show, March 2018
            • Less attention to traditional festivals (without day-off)
              • Figure 4: Activities done in different types of holidays, March 2018
            • Social media used as a channel to express personality
              • Figure 5: Social network usage frequency, March 2018
              • Figure 6: Factors for sharing personal life on social media, March 2018
              • Figure 7: Factors for not sharing personal life, March 2018
            • What we think
            • Issues and Insights

              • Cater to consumers’ sense of adventure
                • The facts
                  • The implications
                    • Figure 8: Asda score-cher
                  • Work and play can go hand-in-hand
                    • The facts
                      • The implications
                        • Figure 9: Outdoor co-working space, June 2018
                        • Figure 10: Unarmed snacking shelf
                      • Acquire knowledge over slotted time
                        • The facts
                          • The implications
                            • Figure 11: Herbal communitea hall
                        • The Consumer – What You Need to Know

                          • Most consumers happy with how they spend leisure time
                            • Centralized platforms more used as information source, while simplification may become the trend
                              • Chinese traditional festivals are less valued
                              • Attitudes towards Leisure Activities

                                • Multidimensional demand for leisure activities
                                  • Figure 12: Attitudes towards leisure time, March 2018
                                • Relaxation and connection are most wanted through leisure activities
                                  • Differentiation and individualism sought after by consumers
                                    • Figure 13: Attitudes towards trendy leisure activities and leisure expenses, March 2018
                                  • Work hard, play hard
                                    • Figure 14: Attitudes towards “the line between my work and leisure time is very clear”, March 2018
                                  • Young males tend cutting expenses
                                    • Figure 15: Attitudes towards “I would like to cut down expenses on leisure activities”, March 2018
                                • Information Source

                                  • Online travelling websites/apps play an important role in travel preparation
                                    • Figure 16: Information source where consumers plan their leisure activities, March 2018
                                  • Highly integrated websites/applications are popular; simplification may become the next step
                                    • Wechat more used than Weibo as information source
                                      • Figure 17: Search information through WeChat and Weibo, March 2018
                                  • Favourite Variety Show

                                    • Fun and relaxation are most desired through variety shows
                                      • Figure 18: Favourite variety show, March 2018
                                    • Embrace the nature
                                      • Figure 19: Proportion of consumers who favour ‘nature’ themed variety show, by selective demographics, March 2018
                                    • Star-power draws in young women
                                      • Figure 20: Selective favourite variety shows among women aged 20-24 as average, March 2018
                                  • Holidays Activities

                                    • Preferred activities in holidays
                                      • Figure 21: Activities done in different types of holiday, March 2018
                                    • Chinese festivals (without a day off) are paid less attention
                                      • Figure 22: Activities done in special days (without day-off), March 2018
                                      • Figure 23: Herborist facial skincare products
                                    • Experience is explored through leisure activities
                                      • Figure 24: Cha cha matcha pink cursive sign
                                  • Social Media Posting

                                    • Social network is essential to modern life
                                      • Figure 25: Social network usage frequency, March 2018
                                    • Profile of heavy social media users
                                      • Figure 26: Different frequency social network users, March 2018
                                  • Drivers and Barriers to Posting

                                    • Posting on social media is a way of self-expression and definition
                                      • Figure 27: Factors for sharing personal life on social media, March 2018
                                    • Nurturing bonds with others
                                      • Figure 28: Lululemon activity photo
                                    • Concerns over privacy leaking
                                      • Figure 29: Factors for not sharing personal life, March 2018
                                  • Meet the Mintropolitans

                                    • Over half of Mintropolitans are heavy posters
                                      • Figure 30: Different frequency social network users, by consumer classification, March 2018
                                    • Specialized information and knowledge are favoured by MinTs
                                      • Figure 31: Information source from specialized websites/applications, by consumer classification, March 2018
                                      • Figure 32: Affections towards skills and knowledge oriented variety show, by consumer classification, March 2018
                                    • Sports – A lifestyle badge of the MinTs
                                      • Figure 33: Sports activities during holiday, by consumer classification, March 2018
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

                                      Leisure Time - China - August 2018

                                      US $4,460.00 (Excl.Tax)