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Description

Description

“The arts and crafts industry is emerging as a new type of leisure activity in China. To further increase consumer involvement, brands can position arts and crafts projects as facilitators of personal and social gain, such as making crafts projects as a way to learn new skills, celebrate unique moments, experience local culture, as well as voice ethical sentiment.”

– Catherine Liu, Research Analyst

This report examines the following issues:

  • Building a better CSR image with arts and crafts themes and activities
  • Handmade arts and crafts bring new opportunities in the gifting market
  • Lifestyle brands should use arts and crafts crossovers to stimulate in-store experience

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Definition
          • Figure 1: Definition of low/mid/high MHI groups, by monthly household income and city tier
      • Executive Summary

          • The market
            • Arts and crafts in China is on the horizon
              • Consumers use arts and crafts to spend leisure time, acquire new skills and experience local culture
                • The consumer
                  • The majority are arts and crafts explorers
                    • Figure 2: Arts and crafts activities participation in the past 12 months, October 2019
                  • Consumers look for different types of fulfilment
                    • Figure 3: Main participation reasons for arts and crafts activities in the past 12 months, October 2019
                    • Figure 4: Selected main participation reasons for arts and crafts activities in the past 12 months, by age, October 2019
                  • Change on the horizon: consumers voice support through arts and crafts
                    • Online makes arts and crafts learning more convenient
                      • Figure 5: Selected attitudes towards arts and crafts activities, October 2019
                      • Figure 6: Information channels for learning about arts and crafts activities, October 2019
                    • Experience and making a personal style matter to consumers
                      • Chinese culture inspires consumers when crafting
                        • Figure 7: Selected attitudes towards arts and crafts activities, October 2019
                      • Merchandising handmade products a great opportunity
                        • Figure 8: Interest in purchasing handmade articles, October 2019
                      • What we think
                      • Issues and Insights

                        • Building a better CSR image with arts and crafts themes and activities
                          • The facts
                            • The implications
                              • Figure 9: JD’s “Creating Happiness Together” offline fundraising event
                              • Figure 10: JD’s “Creating Happiness Together” HTML5 painting game on WeChat
                              • Figure 11: Uniqlo’s Miao Embroidery design patterns
                            • Handmade arts and crafts bring new opportunities in the gifting market
                              • The facts
                                • The implications
                                  • Figure 12: Handmade arts and crafts content and products suggested by selected apps in China
                                • Lifestyle brands should use arts and crafts crossovers to stimulate in-store experience
                                  • The facts
                                    • The implications
                                      • Figure 13: Selected arts exhibitions, urban farming area and rooftop terrace craftworks at K11, Shanghai
                                      • Figure 14: Selected arts and crafts activities at The Handicraft Factory, China
                                  • The Market – What You Need to Know

                                    • China’s arts and crafts market is emerging
                                      • Leisure time drives potential in arts and crafts expansion
                                        • Learn to craft, craft to learn
                                          • ‘Guochao’ drives attention in arts and crafts
                                            • Short videos change the way consumers learn about arts and crafts
                                            • Market Factors

                                              • Arts and crafts is an emerging market in China, with growth potential
                                                • Figure 15: Arts and crafts activities participation in the past 12 months, any participation, by monthly household income, October 2019
                                                • Figure 16: Craft participation, US, January 2019
                                                • Figure 17: Arts and crafts activities participation in the past 12 months, any participation, October 2019
                                              • More leisure time drives potential arts and crafts market expansion
                                                • Figure 18: Night activity preferences, August 2019
                                              • Growing interest in learning new skills in leisure time
                                                • Figure 19: Varieties of arts and crafts offline tutorials found on Dianping
                                                • Figure 20: Arts and crafts paid knowledge courses
                                              • ‘Guochao’ trend drives attention and interest in Chinese arts and crafts
                                                  • Figure 21: Brands that combine the elements of Chinese culture and heritage
                                                • The rise of short video has enriched information about arts and crafts related content
                                                  • Figure 22: Short videos on Arts and crafts activities
                                              • The Consumer – What You Need to Know

                                                • The majority are craft explorers rather than experts
                                                  • Consumers not only making crafts for fun
                                                    • Online makes crafts learning more convenient
                                                      • Consumers seek relaxation in arts and crafts
                                                        • Chinese culture and heritage shine through arts and crafts
                                                          • Potential for marketing handmade crafts as gifting options to younger consumers
                                                            • Merchandising handmade products a great opportunity
                                                            • Arts and Crafts Activity Participation

                                                              • The majority are explorers rather than experts
                                                                • Figure 23: Arts and crafts activities participation in the past 12 months, any participation and participated six times or more, October 2019
                                                              • Participation varies by gender and age
                                                                • Figure 24: Arts and crafts activities participation in the past 12 months, any participation, by gender and age, October 2019
                                                              • High earners are passionate about crafting
                                                                • Figure 25: Arts and crafts activities participation in the past 12 months, any participation, by income and education, October 2019
                                                              • Foreign enterprise employees are passionate about niche crafting
                                                                • Figure 26: Arts and crafts activities participation in the past 12 months, any participation, by company type, October 2019
                                                                • Figure 27: Selected arts and crafts activities participation in the past 12 months, any participation, by company type, October 2019
                                                              • Arts and crafts participation varies in different city tiers
                                                                • Figure 28: Selected arts and crafts activities participation in the past 12 months, any participation, by city tier, October 2019
                                                              • Arts and crafts participation varies in different regions
                                                                • Figure 29: Selected arts and crafts activities participation in the past 12 months, any participation, by region, October 2019
                                                              • Arts and crafts target families with kids
                                                                • Figure 30: Arts and crafts activities participation in the past 12 months, any participation, by family structure, October 2019
                                                              • Arts and crafts crossovers to improve brand experience
                                                                • Figure 31: Cross table of types of arts and crafts activities participated in the past 12 months, by type of arts and crafts activities participated in the past 12 months, October 2019
                                                            • Main Participation Reasons

                                                              • Although hobby is the most mentioned reason, there are also other motivations
                                                                • Figure 32: Main participation reasons for arts and crafts activities in the past 12 months, October 2019
                                                              • New skills acquisition and celebrating special moments in life trigger younger consumers’ interest
                                                                • Figure 33: Selected main participation reasons for arts and crafts activities in the past 12 months, by age, October 2019
                                                              • Dads are more likely to see arts and crafts as an enhancement of parent-child relationship
                                                                • Figure 34: Main participation reasons for arts and crafts activities in the past 12 months, by family structure, October 2019
                                                              • Lifestyle has an influence on what consumers look for in arts and crafts
                                                                • Figure 35: Main participation reasons for arts and crafts activities in the past 12 months, by company type, October 2019
                                                            • Usage of Handmade Arts and Crafts

                                                              • 18-24s are most likely to use them for gifting
                                                                • Figure 36: Usage of the handmade arts and crafts products, October 2019
                                                              • Opportunities for brands’ CSR campaigns
                                                              • Information Channel

                                                                • Douyin already ranks as the second most mentioned channel after WeChat
                                                                  • Figure 37: Information channels for learning about arts and crafts activities, October 2019
                                                                • Xiaohongshu also triggers younger male consumers’ interest
                                                                  • Figure 38: Information channels – Xiaohongshu, by gender and age, October 2019
                                                                  • Figure 39: Photography tutorial content found on Xiaohongshu
                                                                  • Figure 40: Information channels – family/friends/colleagues, by age, October 2019
                                                                • Invest in niche sites to add incremental audience reach
                                                                  • Figure 41: Cross table of information channels for learning about arts and crafts activities, by information channel, October 2019
                                                                • Streaming is important for niche activities
                                                                  • Figure 42: Cross table of information channels for learning about arts and crafts activities, by type of arts and crafts activities participated in the past 12 months, October 2019
                                                              • Attitudes towards Arts and Crafts Activities

                                                                • A growing business in the leisure market
                                                                  • Figure 43: Attitudes towards arts and crafts activities, by gender and age, monthly household income, and education, October 2019
                                                                • Experience matters more to consumers
                                                                  • Figure 44: Selected attitudes towards arts and crafts activities, October 2019
                                                                • Developing a personal style rather than simply mimicking
                                                                  • Figure 45: Selected attitudes towards arts and crafts activities, October 2019
                                                                • More look for inspiration from Chinese rather than Western culture and heritage
                                                                  • Figure 46: Selected attitudes towards arts and crafts activities, October 2019
                                                                  • Figure 47: Cross table analysis of attitudes towards arts and crafts activities, by type of arts and crafts activities participated in the past 12 months, October 2019
                                                                • Online makes learning convenient
                                                                  • Figure 48: Selected attitudes towards arts and crafts activities, October 2019
                                                                  • Figure 49: Cross table analysis of attitudes towards arts and crafts activities, by participation reason, October 2019
                                                                • Only 23% think smartphones are as good as specialist cameras for photography
                                                                  • Figure 50: Selected attitudes towards arts and crafts activities, October 2019
                                                                  • Figure 51: Attitudes towards arts and crafts activities, by gender and age, and family structure, October 2019
                                                                  • Figure 52: Selected offline photography coaching sessions by Apple
                                                              • Interest in Purchasing Handmade Articles

                                                                • A strong interest in handmade products
                                                                  • Figure 53: Interest in purchasing handmade articles, October 2019
                                                                • Handmade products target younger consumers
                                                                  • Figure 54: Interest in purchasing handmade articles – have bought or have not bought but interested in buying, by age, October 2019
                                                                • Sales strategy could be varied based on city tier 
                                                                  • Figure 55: Interest in purchasing handmade articles – have bought or have not bought but interested in buying, by city tier, October 2019
                                                              • Meet the Mintropolitans

                                                                • Higher interest in arts and crafts
                                                                  • Figure 56: Attitudes towards arts and crafts activities, by consumer classification, October 2019
                                                                  • Figure 57: Arts and crafts activities participation in the past 12 months, participated six times or more, by consumer classification, October 2019
                                                                • Experiencing local culture and socialising trigger Mintropolitans’ interest
                                                                  • Figure 58: Selected main participation reasons for arts and crafts activities in the past 12 months, by consumer classification, October 2019
                                                                • Mintropolitans could help promote Chinese local culture
                                                                  • Figure 59: Selected attitudes towards arts and crafts activities, by consumer classification, October 2019
                                                                • Mintropolitans value sharing the experience and personal style through crafting
                                                                  • Figure 60: Selected attitudes towards arts and crafts activities, by consumer classification, October 2019
                                                                  • Figure 61: Attitudes towards arts and crafts activities, by consumer classification, October 2019
                                                              • Appendix – Methodology and Abbreviations

                                                                • Methodology
                                                                  • Abbreviations

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