Feelings of uncertainty are driving consumer demand for emotional values through consumption and higher requirements for brands to assume social responsibility.
Blair Zhang, Senior Research Analyst, Consumer Trends, Fashion and Luxury, China
Collapse All
-
Executive Summary
- Key issues covered in this Report
- The market
- The consumer
- Graph 1: four types of consumers, 2023
- Graph 2: assessment of anxiety status, 2022-23
- Graph 3: uncertainties in lives that bother consumers the most, 2022-23
- Graph 4: involution and lower desire lifestyle, 2021-23
- Graph 5: most relaxed scenarios, 2023
- Graph 6: impact of uncertainties on consumption, 2023
- Issues and insights
- What we think
-
The market
- Market factors
- Graph 7: consumers’ confidence in the next three months, 2020-23
- Marketing highlights
- Graph 8: total mentions of ‘activities (活动)’ and ‘gathering (聚会)’ on social media channels*, 2022-23
- Graph 9: mentions of ‘Dazi (搭子)’ on social media channels*, 2022-23
- Consumers leverage the inner power of their minds to fight against the pressure of uncertainty
-
The consumer
- Consumer segmentation
- Graph 10: four types of consumers, 2023
- Graph 11: attitudes towards uncertainties – strongly agree, by consumer segmentation, 2023
- Assessment of anxiety status
- Graph 12: assessment of anxiety status, 2022-23
- Graph 13: assessment of anxiety status – not anxious at all and a little anxious, by gender and age, 2022-23
- Graph 14: assessment of anxiety status, by gender and age, 2023
- Graph 15: assessment of anxiety status, by consumer segmentation, 2023
- Uncertainties of concern
- Graph 16: uncertainties in lives that bother the most, 2022-23
- Graph 17: uncertainties in lives that bother the most – my health or my family’s, by age, 2022-23
- Graph 18: uncertainties in lives that bother the most – personal career development, by age and education level, 2022-23
- Graph 19: uncertainties in lives that bother the most, by consumer segmentation, 2023
- Involution and lower desire lifestyles
- Graph 20: Involution and lower desire lifestyle, 2021-23
- Graph 21: mentions of ‘low-desire lifestyle (低欲望生活)’ on Xiaohongshu, 2022-23
- Graph 22: consumers who look forward to a more desire-free lifestyle, 2023
- Graph 23: involution and lower-desire lifestyles, by consumer segmentation, 2023
- Most relaxed scenarios
- Graph 24: most relaxed scenarios, 2023
- Graph 25: most relaxed scenarios – take a walk in the neighbourhood/street near home, by age, 2023
- Graph 26: most relaxed scenarios – when I’m with my children, by consumer segmentation, 2023
- Impact of uncertainties on consumption
- Graph 27: impact of uncertainties on consumption, 2023
- Graph 28: impact of uncertainties on consumption – attitudes towards marketing messages, by age, 2023
- Graph 29: impact of uncertainties on consumption, by consumer segmentation, 2023
-
issues and insights
- Embed a sense of healing into community businesses
- Treat consumers sincerely with truthful communication to build a reliable brand image
- Take on a socially conscious role to stand out
-
Appendix – methodology and abbreviations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
