2022
0
China Attitudes towards Emerging Culture Market Report 2022
2022-07-20T04:03:57+01:00
OX1103247
3695
153448
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Report
en_GB
“Emerging cultures have the potential to strongly influence consumers’ lifestyles and purchase decisions. The strength of this influence is related to the development level of the culture. To further cultivate…

China Attitudes towards Emerging Culture Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Emerging cultures have the potential to strongly influence consumers’ lifestyles and purchase decisions. The strength of this influence is related to the development level of the culture. To further cultivate the culture, brands will need to make a continuous effort in infrastructure building and service offerings to strengthen engagement (eg increasing participation frequency of winter sports activities). To further increase the cultural influences on people’s lifestyles, brands may utilise the power of KOLs specialising in specific fields and IP collaborations to truly resonate with their target consumers (eg retrieve old memories, identify with people’s national pride, etc).”
Yan Hou, Senior Research Analyst

This Report discusses the following key topics:

  • An overview of the popular emerging cultures and their marketing applications
  • Emerging cultures’ influence on lifestyle
  • Influence of online celebrities/KOL (Key Opinion Leaders)
  • Winter sports participation and opportunities
  • Purchase interest in products featuring emerging cultures
  • Attitudes towards emerging cultures

Table of Contents

  1. Overview

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

            • The market
              • Emerging cultures cover a wide range of areas
                • Virtual characters gaining popularity in marketing activities
                  • Chinese white-collar workers labelling themselves with coffee culture
                    • Lack of regular participation may stop winter sports from becoming a culture in the near future
                      • COVID influences
                        • Omicron restricted winter sports travel despite the Winter Olympics hype
                          • Omicron wave has triggered new home application scenarios for emerging cultures
                            • Marketing strategies
                              • Foodservice collaborates with ACG culture
                                • Coffee culture and outfit style collaboration
                                  • KOL culture is utilised to reach certain consumer portfolios
                                    • The consumer
                                      • Comprehensive video content/platforms attract “homebodies”
                                        • Figure 1: Media platform, 2022
                                      • Fitness culture has a great impact on Gen Z diet habits
                                        • Figure 2: Influence on lifestyle, 2022
                                      • Prominent communication function of KOLs lies in “educating”
                                        • Figure 3: Influence of KOLs, 2022
                                      • Parents are willing to invest in winter sports
                                        • Figure 4: Winter sports participation, 2022
                                      • Parents high acceptance of esports culture
                                        • Figure 5: Purchase interest in products featuring emerging culture, 2022
                                      • Chinese cultural elements have strong influence on product and brand preferences
                                        • Figure 6: Attitudes towards emerging trends, 2022
                                      • What we think
                                      • Issues and Insights

                                        • Lack of high-frequency engagement will stop winter sports becoming a culture in the near future
                                            • Figure 7: Young generation participation in winter sports in the Japanese market, 2015
                                          • KOLs with a reputation in a specific field are in a good position to transmit cultural values and act as lifestyle influencers
                                            • Figure 8: Brand and KOL collaboration example. 2020
                                          • ACG culture may need to connect with brands’ target audiences through consensus on the value
                                              • Figure 9: Arcane ACG culture spread through music, 2022
                                          • Market Factors

                                            • Emerging cultures cover a wide area of life
                                              • Figure 10: Interest in emerging cultures, 2022
                                            • Brands begin to use ACG characters instead of real people in marketing promotion
                                              • Figure 11: Example of virtual model, 2022
                                            • White-collar office workers adopt special label of Chinese coffee culture
                                              • Fitness, esports and winter sports cultures are at different stages of development
                                                • Fitness culture is becoming more than a leisure and entertainment activity in tier 1 cities
                                                  • Winter sports are mainly associated with tourism activities
                                                    • Figure 12: Classification and share of skiing facilities, China, 2021
                                                  • Esports is becoming a widely recognised competitive sports
                                                  • COVID Influences

                                                    • COVID-19 China context
                                                      • COVID influence on spread and adaptation of emerging culture
                                                        • Omicron wave restricted winter sports travels despite the Winter Olympics hype
                                                          • Omicron wave has triggered new home application scenarios for the emerging cultures
                                                            • Coffee culture
                                                              • Fitness culture
                                                              • Marketing Strategies

                                                                • Food service collaborates with ACG culture
                                                                  • Figure 13: KFC and Genshin Impact collaboration, 2021
                                                                • Coffee culture meets fashion brands
                                                                  • Figure 14: Blue Bottle and Humanmade collaboration, 2021
                                                                • KOL culture is utilised in cross category marketing
                                                                  • Figure 15: Example of utilising KOLs both online and offline in new product marketing campaigns, 2021
                                                              • Media Platforms

                                                                • Short-video platforms the most frequently used
                                                                  • Figure 16: Media platform, 2022
                                                                • Comprehensive video content/platforms attract “homebodies”
                                                                  • Figure 17: Media platform, by living situation, 2022
                                                              • Influence on Lifestyle

                                                                • Many of the emerging cultures are hobby-based
                                                                  • Figure 18: Influence on lifestyle, 2022
                                                                • Coffee culture centres around lifestyle aspects of consumers aged 18-39
                                                                  • Figure 19: Influence on lifestyle: coffee culture, by age groups, 2022
                                                                • Fitness culture has an impact on Gen Z diet habits
                                                                  • Figure 20: Influence on lifestyle: fitness culture, 2022
                                                                • Fitness culture has the potential to expand its lifestyle influences in tier 2 and lower cities
                                                                  • Figure 21: Selected influence on lifestyle: fitness, by city, 2022
                                                                • Winter sports can increase value in brand communications as a social currency among high earners
                                                                  • Figure 22: Emerging culture influence on lifestyle: winter sport, 2022
                                                                  • Figure 23: Emerging culture influence on lifestyle: winter sport, by monthly personal income, 2022
                                                              • Influence of KOLs

                                                                • Prominent communication function of KOLs lies in “educating”
                                                                  • Figure 24: Influence of KOLs, 2022
                                                                  • Figure 25: Selected influence of KOLs, by selected interested emerging cultures, 2022
                                                                • Consumers with multi-generation family living situations are more likely to be influenced by KOLs
                                                                  • Figure 26: Selected influence of KOLs, by the selected living situation and family structure, 2022
                                                              • Winter Sports Participation

                                                                • Winter sports are mainly in the form of tourism experiences
                                                                  • Figure 27: Winter sports participation, 2022
                                                                • Enthusiasm and influence of winter sports may be over-stated
                                                                  • Figure 28: Winter sports participation, by selected influence on lifestyle, 2022
                                                                • Parents are willing to invest in winter sports
                                                                  • Figure 29: Selected winter sports participation, by family structure, 2022
                                                                  • Figure 30: Selected winter sports participation, by educational background, 2022
                                                                  • Figure 31: Selected winter sports participation, by city, 2022
                                                              • Purchase Interest in Products Featuring Emerging Culture

                                                                • Bing Dwen Dwen’s viral success makes winter sports popular for IP collaboration
                                                                  • Figure 32: Purchase interest in products featuring emerging cultures, 2022
                                                                • Parents highly accepting of esports culture
                                                                  • Figure 33: Purchase interest in products featuring esports, by family structure, 2022
                                                                • Purchase interest in products featuring emerging cultures varies by city
                                                                  • Figure 34: Selected purchase interest in products featuring emerging cultures, by city, 2022
                                                                  • Figure 35: Peet’s coffee Tribute to Shanghai IP limited series, 2019
                                                              • Attitudes towards Emerging Trends

                                                                • Consumers would like to protect personal data while expressing opinions online
                                                                  • Figure 36: Attitudes towards emerging trends, 2022
                                                                • Offline interaction experience complements online celebrity/KOL marketing strategies
                                                                  • Figure 37: Attitudes towards emerging trends, 2022
                                                                  • Figure 38: Attitudes towards meeting online celebrities/KOLs offline, by personal income, 2022
                                                                • Chinese cultural elements have strong influence on product and brand preferences
                                                                  • Figure 39: Attitudes towards emerging trends, 2022
                                                                  • Figure 40: Attitudes towards emerging culture: I only have a general idea of ancient tradition without knowing the details, 2022
                                                              • Appendix – Methodology and Abbreviations

                                                                • Methodology
                                                                  • Abbreviations

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