2021
0
China Purchasing Technology Products in Lower Tier Cities Market Report 2021
2022-02-12T03:02:55+00:00
OX1048905
3695
147897
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Report
en_GB
“Curious about new technology trends and new launches from tech brands, lower tier city consumers are fond of browsing comprehensive platforms that provide diverse content and exploring ‘unique finds’ that…

China Purchasing Technology Products in Lower Tier Cities Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Curious about new technology trends and new launches from tech brands, lower tier city consumers are fond of browsing comprehensive platforms that provide diverse content and exploring ‘unique finds’ that take their fancy. On top of product innovation, technology brands should also build brand characteristics via scattered brand touchpoints and unique product appearances, demonstrating the changes brands can offer consumers directly. In terms of cutting-edge technological innovation, lower tier city consumers expect more from crossovers in terms of usage occasions, rather than in technology products themselves. Considering the demand for healthfulness triggered by the COVID-19 outbreak and new demands emerging from lifestyle changes, implementing emerging technologies in consumers’ personal care, at home living and pet-rearing occasions has great potential.”

– Yuxi Shao, Research Analyst

This report covers the following issues:

  • Access to product information: exploring the appeal of ‘unique finds’
  • Focal points of brand image: product innovation frequency and feature creation
  • Purchase influencing factors: appearance key to differentiation
  • Consumers’ willingness to buy new products: the demand for new healthy and relaxing occasions
  • Attitudes towards crossover products: expecting crossover occasions where cutting-edge technologies are adopted

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Objective and methodology
          • Quantitative research methodology
            • Figure 1: The sample structure for each city is as follows:
          • Qualitative research methodology
            • Figure 2: Interviewed cities in the qualitative research
            • Figure 3: Profiles of respondents to the qualitative research
        • Executive Summary

            • Access to product information: exploring the appeal of ‘unique finds’
              • Figure 4: Interview extracts regarding accessing technology products online, 2021
              • Figure 5: Information source for small kitchen appliances, by age, 2021
            • Focal points of brand image: product innovation frequency and feature creation
              • Figure 6: Interview extracts regarding brands’ technological innovation, 2021
              • Figure 7: Factors when choosing mobile phone brands, by age, 2021
            • Factors influencing purchase: product appearance key to differentiation
              • Figure 8: Interview extracts regarding technology products’ appearances, 2021
              • Figure 9: Purchasing factors of personal care appliances, by age, 2021
            • Consumers’ willingness to buy new products: demand for new healthy and relaxing occasions
              • Figure 10: Interview extracts regarding latest launches of technology products, 2021
              • Figure 11: Purchasing factors of air purifiers, by age, 2021
            • Attitudes towards crossover products: expecting crossover occasions where cutting-edge technologies are adopted
              • Figure 12: Interview extracts regarding digital experience, 2021
              • Figure 13: Digital experience in shopping, by age, 2021
            • What we think
            • Introduction to Lower Tier Cities in China

                • Fast rebound in consumption confidence and accelerated consumer affordability
                  • Figure 14: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
                  • Figure 15: Interviewed experts’ words about consumption confidence and power, 2021
                • Consumers emphasise value for money, and promotions have significant influence
                  • Figure 16: Consumer Price Index, 2021
                  • Figure 17: Attitudes towards price changes, by city tier, 2021
                  • Figure 18: Interviewed experts’ words about spending habits, 2021
                • Domestic brands are highly accepted, and emerging brands have great potential in the market
                  • Figure 19: Impression comparison between premium domestic brands and foreign brands, by city tier, 2020
                  • Figure 20: Interviewed experts’ words about brand choices, 2021
                • Video live streaming commerce is switching towards ‘unity of efficiency and effectiveness’
                  • Figure 21: Attitudes towards live streaming shopping – strongly agree/agree, by city tier, 2020
                  • Figure 22: Interviewed experts’ words about live streaming commerce, 2021
                • Wearable devices and smart audio and video devices enjoy high penetration
                  • Figure 23: Household/personal digital devices ownership, by city tier, 2021
              • Access to Product Information: Exploring the Appeal of ‘Unique Finds’

                • Comprehensive online channels have become the main front for exploring new products
                  • Figure 24: Interview extracts regarding accessing technology products online, 2021
                • Offline stores with a high-tech vibe boast a competitive edge
                  • Figure 25: Interview extracts regarding accessing technology products offline, 2021
                • Sizeable offline stores of ecommerce platforms in lower tier cities
                  • Figure 26: JD home appliance flagship store in Bengbu, Anhui province, 2021
                • Official websites and forums with diverse content are popular among young consumers
                  • Figure 27: Information source for small kitchen appliances, by age, 2021
                • Create dispersed brand touchpoints to trigger consumer exploration
                  • Figure 28: Official website of MIJIA, 2021
                  • Figure 29: The first QQfamily flagship store globally, 2021
              • Focal Points of Brand Image: Product Innovation Frequency and Feature Creation

                • Consumers can clearly feel changes from significant enhancement in product power
                  • Figure 30: Interview extracts regarding brands’ technology innovation, 2021
                • Visual upgrade brings novelty but may not influence brand image
                  • Figure 31: Interview extracts regarding Xiaomi upgrading its logo, 2021
                • Products embedded with the latest technological concepts spotlighted in key store display areas
                  • Figure 32: Appliances displayed at a shopping mall in Liaocheng, Shandong, 2021
                • Function innovation and brand identity are particularly important to younger consumers
                  • Figure 33: Factors when choosing mobile phone brands, by age, 2021
                • A proper product innovation frequency can demonstrate strong brand identity
                  • Figure 34: OPPO Find X3 Pro shot samples, 2021
                  • Figure 35: Oura Ring Generation 3, 2021
              • Factors Influencing Purchase: Appearance Key to Differentiation

                • A good appearance brings a strong sense of high-tech to technology products
                  • Figure 36: Interview extracts regarding technology products’ appearances, 2021
                • Willing to pay extra for attractive technology products
                  • Figure 37: Interview extracts regarding paying extra for products’ good appearances, 2021
                • Personal care appliances have become the most stylish technology products
                  • Figure 38: Purchasing factors of personal care appliances, by age, 2021
                • Unique appearances showcase product innovation directly
                  • Figure 39: Fossil Solar watch, 2021
                  • Figure 40: Legion and Nanoleaf co-branded light panels, 2021
              • Consumers’ Willingness to Buy New Products: Demand for New Healthy and Relaxing Occasions

                • Increasing demand for health and environment-related upgrades
                    • Figure 41: Interview extracts regarding latest launches of technology products, 2021
                  • Intelligent products bring both convenience and a sense of safety
                      • Figure 42: Interview extracts regarding smart technology products, 2021
                    • Besides benefits, young consumers expect comfortable user experience
                        • Figure 43: Purchasing factors of air purifiers, by age, 2021
                      • Older consumers are more proactive about replacing and upgrading home appliances
                          • Figure 44: Attitudes toward major domestic appliances, by age, 2021
                        • The market opportunity for quiet and pet-friendly home appliances
                            • Figure 45: Low noise washing machine and refrigerator, 2021
                            • Figure 46: Catlink smart cat litter box, 2021
                        • Attitudes towards Crossover Products: Expecting Crossover Occasions Where Cutting-edge Technologies are Adopted

                          • Instead of looking forward to crossover technology products, more consumers wait and see
                            • Figure 47: Interview extracts regarding crossover technology products, 2021
                          • Expecting advanced technologies to be applied in more consumption occasions and people’s lives
                            • Figure 48: Interview extracts regarding digital experience, 2021
                          • High-tech experiences are emerging in offline channels in lower tier cities
                            • Figure 49: Technology experiences in Qiqihar, Heilongjiang, 2021
                          • Emerging wearable devices are most accepted by 30-40s
                            • Figure 50: Attitudes towards wearable devices, by age, 2021
                          • Advanced digitised experiences during shopping are highly anticipated
                            • Figure 51: Digital experience in shopping, by age, 2021
                          • Applications in daily-life occasions allow people to feel tech advancements
                            • Figure 52: Midea ‘magic mirror’, 2021
                            • Figure 53: Galanz Technology Experience Centre, 2021
                        • Appendix

                          • Abbreviations
                            • Interviewees’ photos
                              • Interviewee 1: 27 years old, Male, Jincheng, Shanxi
                                • Interviewee 2: 28 years old, Female, Liaocheng, Shandong
                                  • Interviewee 3: 39 years old, Male, Liaocheng, Shandong
                                    • Interviewee 4: 31 years old, Male, Bengbu, Anhui
                                      • Interviewee 5: 34 years old, Female, Jingmen, Hubei
                                        • Interviewee 6: 39 years old, Male, Zhumadian, Henan
                                          • Interviewee 7: 25 years old, Male, Ji’an, Jiangxi
                                            • Interviewee 8: 27 years old, Male, Shaoguan, Guangdong
                                              • Interviewee 9: 30 years old, Male, Baoji, Shaanxi
                                                • Interviewee 10: 25 years old, Male, Yuxi, Yunnan
                                                  • Interviewee 11: 31 years old, Male, Qiqihar, Heilongjiang
                                                    • Photos of visits to lower tier cities
                                                      • City visited 1: Liaocheng, Shandong
                                                        • City visited 2: Qiqihar, Heilongjiang
                                                          • City visited 3: Bengbu, Anhui
                                                            • City visited 4: Ji’an, Jiangxi

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