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Wedding Trends - China - March 2018

“Although China is getting more tolerant of different ways of living, this is still a collectivistic society – valuing family cohesion and conformity. This means dating, wedding planning and marriage counselling businesses will not become sunset industries. In fact, young couples are more likely to share wedding-related tasks with each other (and not with their parents).”
– Alina Ma, Associate Director

This Report looks at the following areas:

  • New business opportunities in gifts for wedding guests
  • How to create buzz for wedding travel products? 
  • How to persuade people to buy wedding-related products and services?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The consumer
            • How important is local culture to people’s beliefs of marriage?
              • Figure 1: Reasons for getting married, December 2017
            • Is having a wedding ceremony still in?
              • Figure 2: Reasons for not having a wedding ceremony, December 2017
            • How active are young couples in being involved in wedding tasks?
              • Figure 3: Purchase decision-makers across wedding-related categories, December 2017
            • Will travelling substitute a wedding ceremony?
              • Figure 4: Preferences towards wedding venues, December 2017
            • What is an ideal gift for wedding guests like?
              • Figure 5: Ideal product price of a gift for wedding guests, December 2017
              • Figure 6: Ideal packaging type of a gift for wedding guests, December 2017
              • Figure 7: Ideal product type of a gift for wedding guests, December 2017
            • Is the wedding ring supposed to be the one and only?
              • Figure 8: Preferences towards wedding rings, December 2017
            • Does the emerging trend of shopping online apply to wedding products?
              • Figure 9: Important information channels for wedding jewellery, gifts for wedding guests, and alcoholic drinks for a wedding ceremony, December 2017
            • What we think
            • Issues and Insights

              • New business opportunities in gifts for wedding guests
                • The facts
                  • The implications
                    • Figure 10: Examples of Godiva’s wedding products, China
                    • Figure 11: Examples of Quality Street, China
                    • Figure 12: Examples of Sugar & Spice’s wedding candy products, Taiwan
                    • Figure 13: Examples of Adoodoo’s wedding products, China
                    • Figure 14: Examples of Hsu Fu Chi’s wedding products, China
                    • Figure 15: Examples of playful wedding candy products, China
                    • Figure 16: Customisation page of Candy Master, Australia
                    • Figure 17: Customisation page of Candy Lab, China
                    • Figure 18: Examples of Candy Lab’s wedding candy products, China
                  • How to create buzz for wedding travel products?
                    • The facts
                      • The implications
                        • Figure 19: Wedding campaign by Cathay Pacific, Hong Kong, 2017
                        • Figure 20: Examples of Airbnb’s ring, Australia, 2017
                      • How to persuade people to buy wedding-related products and services?
                        • The facts
                          • The implications
                            • Figure 21: ‘Be your own bride’ campaign, US, 2017
                        • The Consumer – What You Need to Know

                          • Common myths surrounding marriage actually appear to be true
                            • Strong intention to plan their own weddings
                              • Relying more on offline channels
                              • Marriage Stereotypes

                                • The golden year of marriage is 25-29
                                  • Figure 22: Marriage rate and divorce rate in China, 2009-16
                                  • Figure 23: Respondents’ marital status, by age, December 2017
                                  • Figure 24: Marital status among people aged 15 and above in China, 2015 vs 2016
                                • ‘The three-year pain’ is real due to traditional culture
                                  • Figure 25: Years of knowing each other before making a decision to get married, December 2017
                                • Who are more into marriage, the younger or the older?
                                  • Figure 26: Respondents’ marital status and gender, by age, December 2017
                                  • Figure 27: Respondents’ marital status and age, by years of knowing each other before making a decision to get married, December 2017
                              • Motivations to Get Married

                                • Which is more influential in triggering a marriage, cultural beliefs or love?
                                  • Figure 28: Reasons for getting married, December 2017
                                • Role of demographics in triggering a marriage
                                  • Figure 29: Selected reasons for getting married, by gender, December 2017
                                  • Figure 30: Selected reasons for getting married, by age, December 2017
                                  • Figure 31: Selected reasons for getting married, by personal income, December 2017
                                  • Figure 32: Selected reasons for getting married, by company type, December 2017
                              • Wedding Ceremony Choice

                                • Wedding ceremony is the mainstream choice
                                  • Figure 33: Marriage status, by desire for a wedding ceremony, by December 2017
                                • Is money the biggest barrier to a wedding ceremony?
                                  • Figure 34: Reasons for not having a wedding ceremony, December 2017
                              • Purchase Decision-maker

                                • Today’s couples tend to be quite hands-on with their wedding
                                  • Figure 35: Purchase decision-maker across wedding–related categories, December 2017
                                • Who holds purchasing power?
                                  • Figure 36: Purchase decision-makers across wedding-related categories, by gender, December 2017
                              • Popular Wedding Venues

                                • Combination of indoor and outdoor elements
                                  • Figure 37: Preferences towards wedding venues, December 2017
                                  • Figure 38: Preferences towards selected outdoor wedding venues, by purchase decision-maker, December 2017
                                  • Figure 39: Preferences towards selected outdoor wedding venues, by marital status, December 2017
                                • Travel is becoming a standard extension of a wedding
                                  • Figure 40: Preferences towards travelling to get married, by marital status, December 2017
                                  • Figure 41: Preferences towards travelling to get married, by purchase decision-maker, December 2017
                                • Future trends for indoor wedding venues
                                  • Figure 42: Preferences towards indoor wedding venues, by purchase decision-maker, December 2017
                                  • Figure 43: Preferences towards indoor wedding venues, by marital status, December 2017
                                • Role of demographics in choice of wedding venues
                                  • Figure 44: Preferences towards wedding venues, by age, December 2017
                              • Ideal Gift for Wedding Guests

                                • The most “reasonable” price range has increased to RMB 20-29
                                  • Figure 45: Ideal product price of gifts for wedding guests, December 2017
                                  • Figure 46: Ideal product price of gifts for wedding guests, by purchase decision-maker, December 2017
                                  • Figure 47: Ideal product price of gifts for wedding guests, by material status, December 2017
                                • Simple, Chinese design is popular, but may change soon
                                  • Figure 48: Ideal level of tradition of gifts for wedding guests, December 2017
                                  • Figure 49: Ideal level of tradition of gifts for wedding guests, by design style, December 2017
                                  • Figure 50: Ideal design style of gifts for wedding guests, by purchase decision-maker, December 2017
                                • High diversification of packaging preferences is likely to continue
                                  • Figure 51: Ideal packaging type of gifts for wedding guests, December 2017
                                  • Figure 52: Ideal packaging type of gifts for wedding guests, by purchase decision-maker, December 2017
                                  • Figure 53: Ideal packaging type of gifts for wedding guests, by marital status, December 2017
                                  • Figure 54: Ideal packaging type of gifts for wedding guests, by unit price, December 2017
                                • Food is the top gift choice, but not the only one
                                  • Figure 55: Ideal product type of gifts for wedding guests, December 2017
                                • Future product trends in gifts for wedding guests
                                  • Figure 56: Ideal product type of gifts for wedding guests, by purchase decision-maker, December 2017
                                  • Figure 57: Ideal product type of gifts for wedding guests, by marital status, December 2017
                                  • Figure 58: Ideal product type of gifts for wedding guests, by age, December 2017
                              • Desired Wedding Ring

                                • Durability needs to last for this marriage
                                  • Figure 59: Preferences towards ownership and value of wedding rings, December 2017
                                • Gaining a sense of security from wedding rings
                                  • Figure 60: Preferences towards purchase payment and budget of wedding rings, December 2017
                                • Preferences of brands and product features
                                  • Figure 61: Preferences towards products features of wedding rings, December 2017
                              • Key Information Channels

                                • Wedding jewellery: largely influenced by brands, not word of mouth
                                  • Figure 62: Important information channels for ring/jewellery, December 2017
                                • Gifts for wedding guests and alcoholic drinks: mostly relying on offline stores
                                  • Figure 63: Important information channels for gifts for wedding guests and alcoholic drinks for wedding ceremonies, December 2017
                              • Meet the Mintropolitans

                                • Mintropolitans’ desire for marriage same as that of Non-MinT
                                  • More decisive, hands-on and experimental regarding wedding decisions
                                    • Figure 64: Purchase decision-maker, by consumer classification, December 2017
                                    • Figure 65: Purchase decision-maker, by consumer classification, December 2017
                                • Appendix – Methodology and Abbreviations

                                  • Methodology
                                    • Abbreviations

                                    Wedding Trends - China - March 2018

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