2021
0
China Attitudes towards Culture Marketing Market Report 2021
2021-03-06T03:03:10+00:00
OX1043203
3695
135317
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Report
en_GB
“Beyond the practical functions of products and services, consumers are increasingly paying more attention to the cultural values and novelty experiences conveyed by brands in their pursuit of self-expression. Incorporating…

China Attitudes towards Culture Marketing Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Beyond the practical functions of products and services, consumers are increasingly paying more attention to the cultural values and novelty experiences conveyed by brands in their pursuit of self-expression. Incorporating Chinese elements is the most recent and remarkable trend, associated with the rise of consumers’ national pride and culture confidence.
Consumers show significant interest in brands’ cultural-related engagement, either via offline activities or online campaigns or even advertising, and expect it to be presented in a modernised context. It is important to understand that “Guochao (Chinese hip)” products are not only something pleasing to the eye, but also bring considerable social awareness to users. Accordingly, corporate culture approaching social responsibility, national identity, and continuous innovation together will help brands build up a strong social identity and consistency that works in both product creativity and communications.”
– Gloria Gan, Research Analyst

Key issues covered in this Report

  • Preferable Cultural Styles
  • Applicable Styles in Products and Advertising
  • Activities Contributing to Brand Impression
  • Involvement in Culture-related Activities
  • Influential Factors in Building Corporate Culture
  • Attitudes towards Culture in Lifestyles

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • Government efforts to support digitalisation of culture development
                • Regional heritage seen as opportunities to help local economy
                  • Figure 1: Youzhou Miao embroidery handcraft gift
                • Modernisation of traditional elements spotlighted in the booming of domestic shows and dramas
                  • Figure 2: Winter Begonia image
                • Increasing redefinition and recreation of culture-related festival in campaign themes
                  • Figure 3: TGC 2020
                • Arts and crafts collaborations with brands largely implied in commercial circumstances
                  • Figure 4: Jiang Bu Ke Ancient ceramic pieces exhibition in Muji Hotel Beijing
                  • Figure 5: The Qingdao Beer Museum
                • Consumer engagement with culture online is rising in response to the outbreak of COVID-19
                  • The consumer
                    • Interests in Chinese cultural elements skyrocket from both entertainment and consumption perspectives
                      • Figure 6: Preferable cultural styles across life aspects, November 2020
                    • Modern expression is more expected in marketing implications
                      • Figure 7: Applicable styles in products and advertising, November 2020
                    • Offline marketing is equally important as advertising
                      • Figure 8: Activities contributing brand impression, November 2020
                    • In-depth brand culture marketing holds great potential on the back of consumers’ strong interests
                      • Figure 9: Culture-related activities involvement, November 2020
                    • Being socially responsible ranks at the top to improve likeness of corporate culture
                      • Figure 10: Influential factors in building corporate culture, November 2020
                    • Significant increase in national pride
                      • Figure 11: Attitudes towards culture in lifestyles, November 2020
                    • What we think
                    • Issues and Insights

                      • Incorporating evolving cultural elements in modern expression
                        • The facts
                          • The implications
                            • Figure 12: LNG offline store
                          • Communicating cultural stories on digital platforms
                            • The facts
                              • The implications
                                • Figure 13: Yao Jianpin’s store and Su embroidery artwork
                              • Adopting in-depth cultural expression in product design
                                • The facts
                                  • The implications
                                    • Figure 14: Mao Geping The Forbidden Palace Collection
                                • The Market Factors

                                  • Government efforts to support digitalisation of culture development
                                    • Regional heritage seen an opportunity to help local economy
                                      • Figure 15: Youzhou Miao embroidery handcraft gift
                                    • Modernisation of traditional elements spotlighted in the booming of domestic shows and dramas
                                      • Figure 16: Winter Begonia image
                                    • Increasing redefinition and recreation of culture-related festival in campaign themes
                                      • Figure 17: TGC 2020
                                    • Arts and crafts collaborations with brands largely implied in commercial circumstances
                                      • Figure 18: Jiang Bu Ke Ancient ceramic pieces exhibition in Muji Hotel Beijing
                                      • Figure 19: The Qingdao Beer Museum
                                    • Consumers’ engagement with culture online is rising in response to the outbreak of COVID-19
                                      • Figure 20: The Forbidden City Exhibition app
                                  • The Consumer – What You Need to Know

                                    • Interests in Chinese cultural elements skyrocket from both entertainment and consumption perspectives
                                      • Modern expression is more expected in marketing content
                                        • Offline marketing is as important as advertising
                                          • In-depth brand culture marketing holds great potential on the back of consumers’ strong interest
                                            • Being socially responsible ranks top to improve corporate culture
                                              • Significant increase in national pride
                                              • Preferable Cultural Styles

                                                • Interests in Chinese cultural elements skyrocket from both entertainment and consumption perspectives
                                                  • Figure 21: Preferable cultural styles across life aspects, November 2020
                                                • Traditional and classic styles are more attractive to older generations
                                                  • Figure 22: Preferable cultural styles in music and TV/movies, by age, November 2020
                                                • Likeness towards subcultural elements is high among lower-tier city consumers
                                                  • Figure 23: Preferable cultural styles in clothing and accessory, by city tier, November 2020
                                                • High income consumers expect more culture-reflecting leisure and dining out experiences
                                                  • Figure 24: Preferable cultural styles in hotels/restaurants, by monthly household income, November 2020
                                              • Applicable Styles in Products and Advertising

                                                • Modern expression is more expected in marketing
                                                  • Figure 25: Applicable styles in products and advertising, November 2020
                                                • Exclusive Chinese elements in product innovation are mostly effective when targeting youth
                                                  • Figure 26: Consumer segmentation based on applicable styles in products, by age, November 2020
                                                • Consistent subcultural marketing concepts work more in lower-tier cities
                                                  • Figure 27: Selective applicable styles in advertising, by city tier, November 2020
                                                • GenZ’s attention is no longer focusing on anime
                                                  • Figure 28: Selective applicable styles in advertising, by age, November 2020
                                              • Activities Contributing to Brand Impression

                                                • Offline marketing is equally important as advertising
                                                  • Figure 29: Activities contributing brand impression, November 2020
                                                • Endorsement and product placement are more effective in attracting younger consumers
                                                  • Figure 30: Advertising activities, by age, November 2020
                                                • Tier 3 or lower-tier cities’ consumers’ interests in pop-up stores and fan meetings match tier 1 cities
                                                  • Figure 31: Offline activities, by city tier, November 2020
                                                • The sense of exclusivity from IP co-branding limited edition has a wide audience
                                                  • Figure 32: Offering limited edition, by age, November 2020
                                              • Involvement in Culture-related Activities

                                                • In-depth brand culture marketing holds great potential on the back of consumers’ strong interests
                                                  • Figure 33: Culture-related activities involvement, November 2020
                                                • Brand restaurants and museum especially help establish emotional connections with families
                                                  • Figure 34: Offline culture-related activities involvement, by family structure, November 2020
                                                • Digitalisations of cultural events effective in engaging consumers in lower-tier cities
                                                  • Figure 35: Culture-related activities involvement, by city tier, November 2020
                                              • Influential Factors in Building Corporate Culture

                                                • Being socially responsible ranks at the top to improve likeness of corporate culture
                                                  • Figure 36: Influential factors in building corporate culture, November 2020
                                                • Gen-Zers expect domestic brands to go international while keep down-to-earth
                                                  • Figure 37: Selective corporate culture influential factors, by age, November 2020
                                                • Being customer-driven and down-to-earth helps to engage with consumers in tier 3 or lower-tier cities
                                                  • Figure 38: Selective corporate culture influential factors, by city tier, November 2020
                                              • Attitudes towards Culture in Lifestyles

                                                • Significant increase in national pride
                                                  • Figure 39: Attitudes towards culture in lifestyles, November 2020
                                                • Middle-income consumers are most active in increasingly pursuing Chinese cultural experience in daily lives
                                                  • Figure 40: Changes in attitudes, by monthly household income, November 2020
                                                • Senses of identity from culture elements of the age are important Genz
                                                  • Figure 41: Reason to purchase, by age, November 2020
                                                  • Figure 42: Nike SB Dunk Low Pro QS
                                                • Trendy and regional cultural characteristics are more appreciated in lower tier cities
                                                  • Figure 43: Consumers’ expectations, by city tier, November 2020
                                              • Appendix – Methodology and Abbreviations

                                                • Methodology
                                                  • Abbreviations

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