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Overview
- What you need to know
- Key issues covered in this Report
- Definitions
- What you need to know
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Executive Summary
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- 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
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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
- Make slow living moments more meaningful and more personalised
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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’
- Time to embrace ‘slow productivity’ as pay increase slows and uncertainty rises
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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
- In the digital era, Gaga slows down, launches paper-based magazines
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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
- Anta’s new collections incorporated the philosophy of slow living with tea culture
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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
- Very few have freedom and flexibility with time
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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
- In pursuit of a balance between fast-paced and slow-paced activities
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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
- Recognition of and seeking solutions for difficulties with concentration
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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
- Health and beauty anxiety ranks high
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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
- Slow living represents wellbeing, combining feeling good and functioning well
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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
- DIY boom reflects the desire for slowing-down experiences
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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
- Increased acceptance of slow living denies that being busy equates to being successful or important
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Terms
- Methodology
“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
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