2023
0
China Attitudes towards Slow Living Market Report 2023
2023-03-02T03:09:07+00:00
OX1155773
3695
160990
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Report
en_GB
“What people seek from slow living is not the ultimate consequence of slow reaction or slow thinking, but benefits such as a more meaningful life and not missing out on…

China Attitudes towards Slow Living Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“What people seek from slow living is not the ultimate consequence of slow reaction or slow thinking, but benefits such as a more meaningful life and not missing out on the most valuable things amid the fast pace of modern life. Consumers see slow living as a healthy and tasteful lifestyle with a high level of quality and a human touch. Most expect to achieve mental calmness and regain the ability to concentrate through various personalised slow living experiences, ranging from at-home hobbies like baking to outdoor activities like fishing. Helping consumers immerse themselves in diverse experiences that require sustained attention and innovating in therapeutic sensory experiences can help brands yield a closer, sincerer and more memorable connection with consumers.”
– Gloria Gan, Senior Research Analyst

Key issues covered in this Report

  • Consumers’ living status in terms of freedom and flexibility in time
  • Dynamics of consumers’ lifestyle habits regarding fast-paced and slow-paced activities
  • Consumers’ behaviour and attitudes towards online distractions and willingness to change
  • Worries and concerns about macro-environment, health issues, competitions, trends, and families
  • The concept of slow living from consumers’ perceptive and emerging DIY hobbies
  • Changing lifestyle values in respect of the idea of success and pursuit of slow living

Table of Contents

  1. Overview

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

            • The market
              • Time to embrace ‘slow productivity’ as pay increase slows and uncertainty rises
                • Figure 1: Average monthly salary of undergraduates and postgraduates and growth rate, 2007-21
              • Slow living refers to a healthy lifestyle of taking good care of oneself
                • Figure 2: Average sleeping hours in different countries, 2016
              • Desire for an escape from the cult of being busy and overcrowding
                • Changes in attitude towards timing of life stages: delayed marriage and childbearing
                  • Figure 3: First marriage age and birth rate, China, 1990-2020
                • In the digital era, Gaga slows down, launches paper-based magazines
                  • Figure 4: Gaga’s co-branding campaign with ZUCZUG and JoMaloneLondon, and its magazine, 2022
                • Kolonsports collaborated with influencers to evoke a wave of ‘camping fever’ for self-healing
                  • Figure 5: Kolonsprots’ documentary about hiking and cooperation with KOLs/celebrities, 2022
                • Beast launched gift boxes of scrapbooks and perfume for enjoying slow living in nature
                  • Figure 6: Beast’s new collection Mistry Mousse (露水青苔), 2022
                • Durex collaborated with Xiao Du to launch giftset encouraging consumers to enjoy a slow and beautiful night
                  • Figure 7: Durex x Xiao Du co-branding gift, 2022
                • The consumer
                  • Very few have the freedom and flexibility of time
                    • Figure 8: Living status, 2022
                  • In pursuit of a balance between fast-paced and slow-paced activities
                    • Figure 9: Changes in lifestyle habits, 2022
                  • Recognising and seeking solutions for difficulties with concentration
                    • Figure 10: Behaviour and attitudes towards online distractions, 2022
                  • Health and beauty anxiety ranks high
                    • Figure 11: Worries and concerns, 2022
                  • Slow living represents wellbeing, combining feeling good and functioning well
                    • Figure 12: Perceptions of the slow living concept, 2022
                  • DIY boom reflects the desire for slowing-down experiences
                    • Figure 13: DIY hobbies in slow living, 2022
                  • Increased acceptance of slow living denies that being busy equates to being successful or important
                    • Figure 14: Attitudes towards slow living and the idea of success, 2022
                  • What we think
                  • Issues and Insights

                    • Make slow living moments more meaningful and more personalised
                      • The facts
                        • The implications
                          • Figure 15: Goodity Co’s coffee talk, 2022
                          • Figure 16: Free Club’s TROUBLE Cocktail DIY Lab customisation services, 2022
                        • Help slow down efforts and switch to distraction-free mode
                          • The facts
                            • The implications
                              • Figure 17: MUJI’s campaign ‘The Wall of Haikus’ collaborating with Singapore National Library Board, 2022
                            • Develop sensory experiences for health management
                              • The facts
                                • The implications
                                  • Figure 18: Tmall campaign ‘Sound Asleep Programme (声睡计划)’, 2022
                              • Market Factors

                                • Time to embrace ‘slow productivity’ as pay increase slows and uncertainty rises
                                  • Figure 19: Average monthly salary of undergraduates and postgraduates and the growth rate, 2007-21
                                • Slow living refers to a healthy lifestyle of taking good care of oneself
                                  • Figure 20: Average sleeping hours in different countries, 2016
                                • Desire for an escape from the cult of busy and overcrowding
                                  • Changes in attitude towards timing of life stages: delayed marriage and childbearing
                                    • Figure 21: First marriage age and birth rate, China, 1990-2020
                                  • Government effort to reduce excessive school work, against the norm of ‘winning at the starting line’
                                  • Marketing Activities

                                    • In the digital era, Gaga slows down, launches paper-based magazines
                                      • Figure 22: Gaga’s co-branding campaign with ZUCZUG and JoMaloneLondon, and its magazine, 2022
                                    • Kolonsports collaborated with influencers to evoke a wave of ‘camping fever’ for self-healing
                                      • Figure 23: Kolonsprots’ documentary about hiking and cooperation with KOLs/celebrities, 2022
                                    • NetEase CloudMusic slow livestreamed the moon to create a mellow mood
                                      • Figure 24: NetEase CloudMusic campaign ‘write the music reviews on the moon (把乐评写在月亮上)’, 2022
                                  • New Product Trends

                                    • Anta’s new collections incorporated the philosophy of slow living with tea culture
                                      • Figure 25: Anta’s new collections Qian Xi 4.0, 2022
                                    • Beast’s gift boxes with scrapbooks and perfume designed for a slow living in the nature
                                      • Figure 26: Beast’s new collection Mistry Mousse (露水青苔), 2022
                                    • Durex’s collaboration giftset with smart speaker Xiao Du for a ‘complete’ night
                                      • Figure 27: Durex x Xiao Du co-branding gift, 2022
                                    • Daihatsu facilitated easy, glamorous camping through its minivan
                                      • Figure 28: Daihatsu Atrai Deck Camper, 2022
                                  • Living Status

                                    • Very few have freedom and flexibility with time
                                      • Figure 29: Living status, 2022
                                    • Females sustain greater purchasing power
                                      • Figure 30: Selected living status, by marital status and gender, 2022
                                    • Foreign enterprises lead in changing work flexibility
                                      • Figure 31: Selected living status, by types of company, 2022
                                  • Changes in Lifestyle Habits

                                    • In pursuit of a balance between fast-paced and slow-paced activities
                                      • Figure 32: Changes in lifestyle habits, 2022
                                    • Embracing solitude is on the rise, especially among singles
                                      • Figure 33: Selected changes in lifestyle habits, by marital status, 2022
                                    • Reading is getting more popular in lower tier cities
                                      • Figure 34: Selected changes in lifestyle habits, by marital status, 2022
                                  • Behaviour and Attitudes towards Online Distractions

                                    • Recognition of and seeking solutions for difficulties with concentration
                                      • Figure 35: Behaviour and attitudes towards online distractions, 2022
                                    • Young consumers yearn to curb fast entertainment
                                      • Figure 36: Selected behaviour and attitudes towards online distractions, by age, 2022
                                    • ‘Information cocoons’ find more awareness in lower tier cities
                                      • Figure 37: Selected behaviour and attitudes towards online distractions, by city tier, 2022
                                  • Worries and Concerns

                                    • Health and beauty anxiety ranks high
                                      • Figure 38: Worries and concerns, 2022
                                    • Sense of ‘midlife crisis’ occurs early in late 20s
                                      • Figure 39: Selected worries and concerns, by age, 2022
                                    • High earners in lower tier cities feel more vulnerable to external environment
                                      • Figure 40: Selected worries and concerns, by city tier and monthly household income, 2022
                                  • Perceptions of the Slow Living Concept

                                    • Slow living represents wellbeing, combining feeling good and functioning well
                                      • Figure 41: Perceptions of the slow living concept, 2022
                                    • Slow living is more associated with social conformity among young women
                                      • Figure 42: Selected perceptions of the slow living concept, by gender and age, 2022
                                    • Back-to-nature images are stronger among lower tier cities’ consumers
                                      • Figure 43: Selected perceptions of the slow living concept, by city tier, 2022
                                  • DIY Hobbies in Slow Living

                                    • DIY boom reflects the desire for slowing-down experiences
                                      • Figure 44: DIY hobbies in slow living, 2022
                                    • Handcraft and beauty products DIY more attractive to young consumers
                                      • Figure 45: Selected DIY hobbies in slow living, by age, 2022
                                    • Stunning popularity of hand-brewed coffee among higher earners in tier 1 cities
                                      • Figure 46: Making hand-brewed coffee, by city tier and monthly household income, 2022
                                    • High earners in lower tier cities enjoy bartending as a slow living lifestyle at-home
                                      • Figure 47: Bartending, by city tier and monthly household income, 2022
                                  • Slow Living and the Idea of Success

                                    • Increased acceptance of slow living denies that being busy equates to being successful or important
                                      • Figure 48: Attitudes towards slow living and the idea of success, 2022
                                    • Young consumers call for freedom from work and family
                                      • Figure 49: Selected attitudes towards slow living and the idea of success, by age, 2022
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations
                                        • Terms

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