New Urban Chinese Consumers on Lifestyle Evolution

August 28, 2017
Industry News
Content Provided By:

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Kantar TNS
info.hk@kantartns.com

Lifestyle Evolution

Consumer lifestyle evolves as living standard continues to improve and technologies further enwoven into people’s lives.

1. Health+

A new level of consciousness on health and wellbeing unfolds:

  • “Eat well” no longer means excessive intake of meat/nutrition, it’s about healthy and scientific diet.
  • Higher standard on quality and variety of food - organic food, imported food, fine dining.
  • Health comes not only from food, it’s about healthy lifestyle/habits - participation in sports, hiring a personal trainer to provide more professional guidance, using sports related APP and wearables.
  • From physical health to holistic view of body, mind, and soul - higher awareness of depression and various psychological/mental problems, practice of meditation, yoga and pursuit of religion
  • From food safety to general awareness of overall living space - air, water and soil.


How can brands leverage these trends? – (Refer to Picture 5)

  • Upgrade accordingly to the new definition of health on food/lifestyle in product innovation and communication.
  • Brands/products shall facilitate and enable an easier pursuit of health by consumers.

2. Buy time

Time scarceness has always been a pain point for today’s consumers who are often torn between family, work and many fun activities in the modern life. Consumers are now willing to buy time to free themselves from the boring and repetitive chores for hobbies/favourite activities. And this is made possible by modern technologies - trips to physical stores are saved by home delivery service, private chef comes to your home if you don’t want the hassle of eating out, taxi ordered at home and comes to your door steps, smart phones take the role of personal assistant to make your life more efficient. Convenience has been taken for granted as consumers are indulged by a variety of innovative offers that deliver convenience beyond expectation.

How can brands leverage this new trend?

  • Convenience is a must-have in today’s product/service offerings.
  • Innovation opportunities in further identifying areas that would bring more convenience to consumers, e.g., integrating various aspects of consumer lives into one single platform/product. (Refer to Picture 6)


3. Omnipresent shoppers

Chinese consumers are now global shoppers – as income rises, oversea travel becomes a popular and sometimes must do annual event for an average Chinese urban household. Strong RMB in the past a few years further drove up the value of goods in foreign countries. Shopping, over time becomes the main driver of overseas trips.

On top of luxury goods (which enjoy the most appreciable price gap), a range of products from consumer electronics to household goods are also among Chinese travellers’ shopping list. Beside price advantage, foreign goods are believed to have better quality (safer ingredient when it comes to food) and more up-to-date selection. Global shopping is now no longer limited to travel occasions – various cross border ecommerce offers (e.g., global shopping sites by local and international ecommerce giants, global shopping agents, international shipping by foreign retailers) make sure that Chinese consumers can shop anywhere whenever they want.

Ecommerce has undergone explosive growth in the past 5 years – lured by cheaper price, ease of shopping, and limitless of offerings, consumers quickly changed their shopping habits and shifted many of their purchase online without much effort. The impact to offline retail is bigger in China than other countries because of the cheap delivery cost in China.

How can brands leverage this new trend?

* For brands that operate in multiple markets, China is worthy enough for early launch of latest offerings. Products specially designed for Chinese consumers is a demonstration of the brand’s respect of the uniqueness of Chinese consumers.

Lancome Genifique gift pack by French designer inspired by Chinese element (Refer to Picture 7)

Leverage O2O – the border between online and offline is blurred. Brands need to think holistically to grab any opportunities possible. Offline operation shall fully leverage its advantage in delivering experience and service, in the meantime to leverage online channel for maximum reach and consumer engagement.

11/11 Uniqlo on sale offline and online simultaneously (Refer to Picture 8)

Source: http://www.cn-en.kantar.com/consumer/shoppers/2017/new-urban-chinese-consumers-2017/
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