China Marketing to University Students Market Report 2020
£ 3,695 (Excl.Tax)
Report Summary
“University students, the Gen Z consumers of the future, are a diverse cohort that brands from many categories are trying to build connections with at an early stage. Compared with older generations, however, young students are facing even more uncertainty, considering job market instability and overseas study opportunities being hit due to COVID-19. At this current time, they are likely to be more selective about what’s worth spending on and adopt more rational attitudes towards their purchases.
From a positive perspective, university students, as digital natives, are more adapted to the digitalisation of offline services accelerated by the outbreak. They are trend-leaders, especially on social media, drawing influences upon popularity of emerging products and services. Daring while truthful, practical while socially responsible, these authentic combinations of brand personalities are what they appreciate. In the post-COVID era, it is more effective for brands to approach young students with tech-driven content and products, using a modernised tone of voice.”
– Yuxi Shao, Associate Research Analyst
Table of Contents
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Overview
- What you need to know
- Covered in this report
- What you need to know
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Executive Summary
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- Impact of COVID-19 on Marketing to University Students
- Figure 1: Short-, medium- and long-term impact of COVID-19 on Marketing to university students, July 2020
- The consumer
- Figure 2: Income level, 2018-20, May 2020
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- Figure 3: Income source, 2018-20, May 2020
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- Figure 4: Selected digital services, May 2020
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- Figure 5: Selected digital services, May 2020
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- Figure 6: Brand nationality awareness, May 2020
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- Figure 7: Celebrity endorsement, by gender, May 2020
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- Figure 8: Attractive brand personality, May 2020
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- Figure 9: Attitudes towards luxury, by age group, 2020
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- Figure 10: Changes in lifestyle, May 2020
- What we think
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Impact of COVID-19 on Marketing to University Students
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- Figure 11: Short-, medium- and long-term impact of COVID-19 on Marketing to university students, July 2020
- Key trends after COVID-19
- Trend 1: spending confidence shaken by uncertainty in the job market
- Trend 2: stronger awareness of supporting domestic brands
- Trend 3: expanding usage of digital services, especially self-ordering services at offline spots
- Trend 4: desire for luxury sustains, but more rational consumption
- Implications on the marketing mix
- Adding technological elements in product innovation
- Turning contactless services into new attractions
- Engaging young audiences with an energetic sports-focused tone
- Emphasising meaningful and mindful essentials rather than self-indulgence
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Issues and Insights
- Irresistible “fashionology” trend for young consumers
- The facts
- The implications
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- Figure 12: Sensing textile
- Application of AI tools in offline spots
- The facts
- The implications
- Figure 13: The GUCCI boutique
- Brand modernisation with celebrity endorsement
- The facts
- The implications
- Figure 14: British triathlete brothers as Volvo’s brand ambassadors
- Irresistible “fashionology” trend for young consumers
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The Consumer – What You Need to Know
- The majority spend all their money every month but very little irrational consumption observed
- As digital natives, students feel more comfortable with self-service purchases
- Big preference for domestic brands observed in most categories
- Singers lead in direct-to-fan marketing
- A comprehensive sense of modern and natural in brand personality appeals to the majority
- Practical luxuries earn more sustained interest among students
- Sense of localism and social responsibility being enhanced
- The majority spend all their money every month but very little irrational consumption observed
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Income Level and Income Source
- Average income surpasses RMB2,000, with a slight rise from 2019
- Figure 15: Income level, 2018-20, May 2020
- The majority spend all their money every month but very little irrational consumption observed
- Figure 16: Financial status, by income level, May 2020
- Uncertain intern and job market ahead due to the impact of COVID-19
- Figure 17: Income source, 2018-20, May 2020
- Local students are more likely to get internships opportunities
- Figure 18: Income source, by selected demographics, May 2020
- Average income surpasses RMB2,000, with a slight rise from 2019
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Usage of Digital Services
- As digital natives, students feel more comfortable with self-service purchases
- Figure 19: Selected digital services, May 2020
- Lower acceptance of vending machines in lower tier cities might relate to logistical reasons
- Figure 20: Selected digital services, by city tier, May 2020
- Concerns of effectiveness and efficiency hold back services shifting to online
- Figure 21: Selected digital services, May 2020
- High-income students being early adopters of online services
- Figure 22: Selected digital services – selected items, by income level, May 2020
- As digital natives, students feel more comfortable with self-service purchases
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Brand Nationality Awareness
- Domestic brands have big leads in preference in most categories except beauty products
- Figure 23: Brand nationality awareness, May 2020
- Young female consumers are worth domestic home appliance brands fighting for
- Figure 24: Selected brand nationality awareness, by gender, May 2020
- Dream of high-end fashion products from abroad is still strong when income increases
- Figure 25: Brand nationality awareness – clothes and accessories, by income level, May 2020
- Domestic beauty brands still have a long way to go to win young consumers, especially in tier 1 cities
- Figure 26: Brand nationality awareness – cosmetics or skincare products, by selected demographics, May 2020
- Domestic brands have big leads in preference in most categories except beauty products
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Influence of Celebrity Endorsement
- Singers lead in direct-to-fan marketing
- Figure 27: Celebrity endorsement, by gender, May 2020
- Sports and e-sports stars have more impact on high-income students
- Figure 28: Selected celebrity endorsement, by income level, May 2020
- Non-celebrity bloggers and writers better influence students in tier 3 or lower
- Figure 29: Selected celebrity endorsement, by city tier, May 2020
- Singers lead in direct-to-fan marketing
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Attractive Brand Personality
- A comprehensive sense of modern and natural in brand personality appeals to the majority
- Figure 30: Attractive brand personality, May 2020
- Vision and courage to break rules are liked by high-income students
- Figure 31: Selected attractive brand personality, by income level, May 2020
- Considerate and understated brands more appreciated in tier 3 or lower
- Figure 32: Selected attractive brand personality, by city tier, May 2020
- Perception of persistence and straightforwardness differ among science and design majors
- Figure 33: Selected attractive brand personality, by major, May 2020
- A comprehensive sense of modern and natural in brand personality appeals to the majority
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Attitudes towards Luxury after COVID-19
- Practical luxuries enjoy more sustained interest among students
- Figure 34: Attitudes towards luxury, by age group, 2020
- Foreign brand lovers have more desire for luxury products
- Figure 35: Attitudes towards luxury beauty products, by brand nationality awareness of cosmetics or skincare products, May 2020
- Luxury fashion shifting from bags to more affordable clothes, especially in tier 1 and 2 cities
- Figure 36: Selected attitudes towards luxury, by city tier, May 2020
- Low-income students more hesitant about paying for instant hedonic enjoyment
- Figure 37: Attitudes towards luxury – fine dining restaurants, by income level, May 2020
- Practical luxuries enjoy more sustained interest among students
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Changes in Lifestyle after COVID-19
- Sense of localism and social responsibility enhanced
- Figure 38: Changes in lifestyle, May 2020
- Higher intention to make a difference at a personal level
- Figure 39: Selected changes in lifestyle, by income level, May 2020
- Cautious consumption and pursuit of stability is stronger among non-local students
- Figure 40: Selected changes in lifestyle, by hometown, May 2020
- Overall high incentive to contribute to society, with medical students taking the lead
- Figure 41: Selected changes in lifestyle, by major, May 2020
- Sense of localism and social responsibility enhanced
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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