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Marketing to University Students - China - October 2018

“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, Associate Research Analyst

This report examines the following issues:

  • The importance of social circles
  • Simultaneously hardworking and laid-back
  • From emoji to meme marketing

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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

                                        Marketing to University Students - China - October 2018

                                        US $4,460.00 (Excl.Tax)