China Fan Economy Market Report 2022
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“Today’s more sophisticated Chinese consumers are seeking a deeper connection with brands beyond products and are growing to become brand fans. The job of brands is not only informing consumers of the latest trends, but also providing a sense of companionship and reflecting their values and personality. In response, brands have the chance to initiate more charity/sustainable activities and strengthen their brand images as caring brands, while showcasing transparency around both strengths and weakness and further involving brand fans in co-creation to make brands appear more approachable.”
– Yuxi Shao, Research Analyst
This Report looks at the following areas:
- Innovative marketing activities that help brand build fans
- Brands with considerable brand fans
- What makes a brand popular
- Typical behaviours of brand fans
- Appealing interactions with brands
- Unfavourable factors towards brands
- Current brand-consumer relationships and expectations
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
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Executive Summary
- The market: key market factors
- High willingness to try new things poses challenges for building brand loyalty in China
- Figure 1: Tendency of switching and persistency, 2020
- New way of leveraging fan economy redirects consumer passion from real-life to virtual idols
- Figure 2: Attitudes towards celebrity endorsement, by age, 2021
- Purchases as an extension of personal tastes and self-identity
- Companies and brands: what’s working?
- Big brands: from leading innovations to driving good values
- Legacy brands: projecting a modern image without losing brand equity
- Lifestyle brands: be vocal about values and life aspirations
- The consumer
- Long-standing brands generally outperform in brand loyalty
- Figure 3: Top 10 favourite brands in each category, 2021
- Brand value figures highly in driving affinity
- Figure 4: Preference factors, 2021
- Long-time loyal fans could still be sensitive to price
- Figure 5: Behaviours of brand fans, 2021
- New product review activities give brand fans a sense of exclusivity
- Figure 6: Ways to interact with one’s favourite brand, 2021
- Poor innovation and lack of engagement on social issues could also severely impact brand image
- Figure 7: Unfavourable factors, 2021
- Brands are expected to provide a greater variety of experiences
- Figure 8: Attributes associated with and expected from favourite brand, 2021
- What we think
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Issues and Insights
- Devotion to sustainability represents forward-looking brand values
- The facts
- The implications
- Figure 9: Blue Sky Lab, 2022
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- Figure 10: Stan Smith Mylo, 2022
- Figure 11: Upcycle by Miu Miu, 2022
- Being transparent about both strengths and weakness makes brands more approachable
- The facts
- The implications
- Figure 12: Xiaozhuo price tag, 2022
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- Figure 13: ‘FCK, We’re Sorry’ campaign, 2018
- Co-creating to let brand fans’ voices be heard and appreciated
- The facts
- The implications
- Figure 14: Co-creation project of HomeFacialPro, 2020
- Figure 15: Ikea’s “Let’s Play for Change” campaign, 2022
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Market Factors
- Chinese consumers generally show high openness to new trends and choices
- Figure 16: Tendency of switching and persistency, 2020
- From real-life to virtual celebrities, brands are looking for different ways to capitalise on fan economy
- Figure 17: Attitudes towards celebrity endorsement, by age, 2021
- Rising needs in self-identity drive the development of Buydeology
- Chinese consumers generally show high openness to new trends and choices
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Marketing Activities
- A caring brand, not just an innovative brand
- Figure 18: Huawei Cloud medical healthcare solution, 2022
- Figure 19: Alipay’s “Blue Wind Chimes” program, 2022
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- Figure 20: The work uniform of Meituan food delivery riders, 2021
- Legacy brands still need to stay relevant
- Figure 21: Tiffany’s “About Love” Campaign, 2021
- Figure 22: “Year of the Tiger” Limited Bottle, 2021
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- Figure 23: “Taller” Want Want Milk, 2021
- Inspire consumers’ way of life
- Figure 24: Uniqlo Flower Store, 2021
- Figure 25: “Muji Verse”, 2021
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- Figure 26: ToSummer products, 2022
- Figure 27: Saturnbird’s “Project Return”, 2021
- A caring brand, not just an innovative brand
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Favourite Brands
- Long-established brands generally stand out
- Figure 28: Favourite brand, word cloud generated by open-end, 2021
- Brand loyalty is strongly correlated to market share
- Figure 29: Top 10 favourite brands in each category, 2021
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- Figure 30: Favourite brand, word cloud generated by open-end, by category, 2021
- Long-established brands generally stand out
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Preference Factors
- Besides product performance, brand power is also emphasised
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- Figure 31: Preference factors, 2021
- Beauty brands rely more on brand value, technology brands more on innovativeness
- Figure 32: Preference factors – Ranking first, by brand category, 2021
- Young generation more value-oriented in their brand selection
- Figure 33: Preference factors – Ranking first, by age, 2021
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Behaviours of Brand Fans
- Even long-time fans can be price sensitive
- Figure 34: Behaviours of brand fans, 2021
- Eagerness to own new launches is similarly high across different categories
- Figure 35: Selected behaviours of brand fans, by brand category, 2021
- High-level brand fans show higher engagement with brands, but similar price sensitivity
- Figure 36: Selected behaviours of brand fans, by preference factors, 2021
- Even long-time fans can be price sensitive
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Interaction with Brands
- Providing consumers with a sense of exclusivity and belonging
- Figure 37: Ways to interact with one’s favourite brand, 2021
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- Figure 38: Ways to interact with one’s favourite brand – TURF Analysis, 2021
- Beauty brand fans resonate well with new product trials and experiential activities
- Figure 39: Selected ways to interact with one’s favourite brand, by product category, 2021
- Charity and sustainable activities particularly appeal to high-income consumers
- Figure 40: Ways to interact with one’s favourite brand, by monthly household income, 2021
- Providing consumers with a sense of exclusivity and belonging
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Unfavourable Factors towards Brands
- Price increases, failure to innovate and lack of engagement on social issues could also alienate consumers
- Figure 41: Unfavourable factors, 2021
- Be careful with price increases in certain sectors
- Figure 42: Selected unfavourable factors, by brand category,2021
- Unprofessional salespeople, wrong choice of celebrities and “brainwashing” advertising turn off young consumers
- Figure 43: Unfavourable factors, by age, 2021
- Engaging with social issues especially matters for high-level brand fans
- Figure 44: Selected unfavourable factors, by preference factors, 2021
- Price increases, failure to innovate and lack of engagement on social issues could also alienate consumers
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Relationship with Brands
- Brands need to become more experiential
- Figure 45: Attributes associated with and expected from favourite brand, 2021
- Consumer expectations vary by product category
- Figure 46: Selected attributes expected from favourite brand, by brand category, 2021
- Key analysis of leading brands by sector
- Apple outperforms in introducing new trends and Huawei in value resonation, while Xiaomi needs improvement
- Figure 47: Attributes associated with favourite brand, by selected brands, 2021
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- Figure 48: Attributes associated with and expected from favourite brand, by selected brands, 2021
- Nike and Adidas maintain leadership in design but can be more experiential
- Figure 49: Attributes associated with favourite brand, by selected brands, 2021
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- Figure 50: Attributes associated with and expected from favourite brand, by selected brands, 2021
- Estee Lauder is expected to do better in introducing trends and matching values
- Figure 51: Attributes associated with and expected from favourite brand, by selected brands, 2021
- Ikea, the home industry leader, can be more experiences-driven to further boost brand power
- Figure 52: Attributes associated with and expected from favourite brand, by selected brands, 2021
- Brands need to become more experiential
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
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