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1、ROLANDBERGERSTRATEGY CONSULTANTSIn deptowledge for decision makersCONSUMER REPORT 2012ForewordSignificance of Roland Berger's consumer surveyDevelotrends's consumer marketTackling the challenges facing companies2Foreword, after ratcheting up three decades of spectacular growth, is now the se

2、cond-largest economy in the world.Its growth over the past 30 years is unprecedented in the modern era. The emergence of this new economicsuperpower brings with it a new set ofconsumers and global enterprises are seeking to satisfy thedemands of this burgeoning and increasingly sophisticated market.

3、Roland Berger Strategy Consultants, which is the largest strategy consultancy of European origin, was amongthe earliest international strategy consultancy firms to establish a presence. Since 2009 Roland Bergerhasly observed the buying habits and trends ofconsumers and has published a compensiveand

4、systematic study annually since then. The survey this year covers 20cities, ranging from first-tierthrough to fourth-tier cities. Some 10,000 consumers with different spending levels were surveyed to monitor their consumer habits in clothing, skin care products, mobile phones, automobiles and luxury

5、 goods. As such, the survey provides an up-to-date synopsis for companies that focus on meeting the specific needs of consumers.Member of Global Executive Committee President, AsiaRoland Berger Strategy ConsultantsWe observed four significant trends relevant toconsumer market this year. First, consu

6、mers born inthe 1980s and 1990s are a formidable consumer force, shaking up the retail sector. This generation of consumers is not captive to certain brands. On the contrary, they are easily influenced by advertising and constitute a lucrative market segment for companies that develop innovative pro

7、ducts. Second, the purchasing behaviorof consumers differs significantly depending on where they live, or more specifically, how big the city in which they live is. Brand loyalty continues to increase for consumers in first-tier and second-tier cities, so too products that answer emotional demands.

8、Third, the monthly household income of 7,000 yuan has become a watershed of purchasing activity. Those with a higher income are more discerning: they gather more information about the products they wish to purchase and pay greater attention to spending on products that satisfy their emotionalneeds.

9、Fourth, online shop different consumer groups.is witnessing a rapid expansion. However, growth is not uniform across theThese trends provide both tantalizing opportunities and challenges for consumer goods companies. Based on its deep understanding of this market, Roland Berger recommends companies

10、to develop a three-pronged marketing strategy. First, companies should position their brands in line with consumers' values. Second, the marketing focus and approach adopted by companies should be defined based on the target group's purchasing behavior and it should exploit new marketing str

11、ategies such as smart phone and internet marketing. Third, given the fastgrowing e-commerce environment, companies must consider offering consumers online shop and select the right e-commerce business development strategy.opportunitiesFor almost thirty years, it has been Roland Bergers honor to expe

12、rience the rapid growth occurringasa result of the country's economic reform and opening up to the outside world. Looking to the future, RolandBerger will continue to offer its full commitment to enterprises interested in participating's development,providing professional, innovative and loc

13、alized consulting services forand international companies.We look forward to the prospect of making that journey with you.3Over the past two years,consumergoods market has experienced a series of major changes:>A major consumer group has emerged fromteration ofborn in the 1980sand 1990s who have

14、now reached theirtwenties and thirties;economyhas performed outstandingly during the Government's 11th Five-Year Plan; third- and fourth-tier cities have seen a rapid development, with spending power in these cities soaring.>A large number of advanced foreign brands, technologies and products

15、 have entered themarket and augely influencinghigh-income groups in developed areas. The difference in spending attitudes seen in high- and low-income groups is accelerating as a result.>E-commerce has become a key domainsupported bygovernment; onlineshop shophas developed into an emerging channe

16、l, growing exponentially at aCAGR of 100% over the past three years.These changes provide new opportunities for and international brands, distributorsand retailers alike. To make the most out of these developments, however, marketparticipants need to recognize andipate the behavior of consumers in r

17、elevant segments. This will be key to successfully introducing and deploying the most appropriate marketing concepts.Roland Berger Strategy Consultants has conducted a market survey ofconsumers each year since 2009. The in-depth surveys examine purchasing values, level4Significance of Roland Berger&

18、#39;s consumer surveyof activity and purchasing behavior throughThe qtative research of Roland Bergerqutative and qualitative research. Theannual Roland Berger Consumer Report has become a useful reference guide for domestic as well as foreign consumer goods companiesConsumer activity level studyCon

19、sumers behavior studythat compete inmarket.>Telephone survey>Fixed-location surveyThe survey's qutative research is basedon a combined telephone and fixed-location approach, covering a total of 10,000 samples in 20 cities, spanning from first-tier to fourth- tier. (See B.1)>Consumers wh

20、o bought products from representative product categories over the past six months>All product category representative consumersFive product categories comprising clothing, skin care products, luxury goods, mobile phones and automobiles were studied. For>3076 samples>6937 sampleseach categor

21、y, a fair balance wasin20 cities:terms of product attributes and coverage of product values.>First-tier cities:, Shanghai, Guangzhou and Shenzhen>Second-tier cities: Chengdu, Foshan, Hangzhou, Qingdao, Xiamen, Shenyang, Shijiazhuang and Changsha>Third-tier cities: Jiujiang, Luoyang, Lanzhou

22、, Zhuzhou and Nanning>Fourth-tier cities: Jinjiang, Maanshan and MeizhouTo achieve a balance of product attributes, the five categories included both those with stylish attributes such as clothing, skin care products and luxury goods as well as those with technological attributes such as mobile p

23、hones and automobiles.To ensure a balanced coverage of product values, the five categories covered a wide range of product values, including low-value products such as clothing and high-value ones such as automobiles and luxury goods.Our survey respondents were categorized in the following dimension

24、s: age, city tier, monthly household income, shop channel, etc. Since we also examined thevalues and activity of consumers for each of these dimensions we can provide enterprisesoperating insights.with additional meaningful1).The city tiers are categorized according to the city classification method

25、ology and mdeveloped by Roland Berger.5Cities coveredSample sizeTarget groupSurvey methodologyThe results of Roland Berger's study show a consumer market with four prominentfeatures, namely: the huge potential from young consumers; increasing purchasing activity from consumers in low-tier cities

26、; thefor the partial functionality of products.Consumers from first-tier and fourth-tier cities both favor branded products, but for different reasons. Consumers from first-tier cities are more cognizant of brand connotation, while those from fourth-tier cities are swayed by brand popularity.substal

27、ly improved spending power ofhigh-income consumers; and a rapid uptakein online shop. Among these features, thefollowing ten observations deserve particular attention:>The monthly household income of 7,000 yuan is an important watershed of spending power: families with a higher income are more ac

28、tive in the purchase of clothing, skin care products, mobile phones, automobiles and luxury goods.>Consumers aged between 25 and 34 years are the most active this was notable in all observed categories. Like their peers in other parts of the world, consumers between 17 and 24 years in age are als

29、o active buyersof clothing, skin care products and mobile phones. Consumers in this age bracket were born and grew up in the 1980s and 1990s, a time of unprecedented prosperity in modern->Consumers with a monthly household income of over 7,000 yuan have strong product preference. They are usually

30、 more active in acquiring brand and product information.day.>The higher the city tier, the less important>Consumers aged between 17 and 24 years have not yet developed their own brand awareness and display relatively impulsive purchasing behavior. Compared with older consumers, they have a low

31、er level of product preference, pay more attention to the visual appearance of products and are easily and significantly swayed by distribution channels.online shopis to consumers. Thismight be explained by the wide-range of choice consumers in higher-tier cities have. Consumers in first-tier cities

32、 have diverseshopchannels and retail formats attheir disposal and do not have to go online. However, it is noteworthy that consumers in first-tier cities that do shop online have the highest purchasing activity level. This merits the attention of enterprises doing business.>Consumers from second-

33、tier cities deserve extra attention, as they are active in the purchase of luxury goods and automobiles. Consumers from low-tier cities are more active in the purchase of daily necessities such as clothing, skin care products and mobile phones, but remain cautious about buying big-ticket items.>O

34、nline shopis less important forconsumers with a monthly household income of over 10,000 yuan than it is for middle- and low-income families. However, upper-income households are quite active in buying daily necessities and luxury goods online.>Compared with first-tier and second-tier cities, cons

35、umers from low-tier cities have a lower level of product preference. On the one hand, this is certainly due to the limited type of local retail formats on offer. On the other hand, local consumers do not have fixed brand awareness and are more willing to pay>Online shoppers, when compared to trad

36、itional shoppers, have a lower product preference and are less likely to regard the brand as the primary consideration when making purchasing decisions. The mainreason for this is that online shophasreduced the cost of comparing product6Dtreevnedlos in's consumer marketperformance, price and use

37、r evaluations. Meanwhile, the unlimited shelf space“Teration born in 1990 is an emerging group that has shown increasingly strong purchase ability. The key is how toacquire these consumers? Linings high-profile attempt of transformation now appears to have failed. So what is the mostessential differ

38、ence in terms of spending behavior between teration born in 1990 and other generations?”of online shopsites has provided-an executive from a popular domestic casual wear companyconsumers with more choices, further reducing the cost of conversion.“To obtain the young consumers would mean acquiring th

39、e future ofmarket. But the challenge remains inmeeting the strong demand of young people in their twenties in terms of brands and products.”-an executive from a popular domestical electronic products companyYoung consumers have the most active spending behaviorComparison of values when spending of d

40、ifferent age groupsIn this study, we conducted qutative17 to 24 years old25 to 34 years oldresearch on consumers' values based on our exclusive RB Profiler tool. On the analytical diagrams shown in C.1, values strongly approved by the consumers are represented as dark blue, while the strongly di

41、sapproved values are represented as dark red.thrill/thrill/passionentertainmentpassionentertainmentsocialsocialvitalityvitalityresponsibilitynatureresponsibilityclassicclassicnaturecaretrendy·coolcaretrendy·cooltranquilaffitranquilaffipurismpurismsecuritysecurityserviceserviceinnovativeinn

42、ovativepro-techpro-techWhen assessing the spending of different age groups, Roland Berger experts observed significant differences in values between younger and older consumers: younger consumers under 34 years of age have relatively emotional-based values when spending, with a common pursuit of wha

43、t our tool calls "vitality" and "passion". They do not focus on value for money. This is especially apparent for those aged between 17 and 24,smartqualitysmartqualityshopshopalalefficiencyefficiencytrusttrusttotal costtotal costcustomizedcustomized35 to 44 years old45 to 59 years

44、 oldthrill/thrill/passionentertainmentpassionentertainmentsocialsocialvitalityvitalityresponsibilitynatureresponsibilityclassicclassicnaturecaretrendy·coolcaretrendy·cooltranquilaffitranquilaffiwho pay more attention to "care" and "thrill"purismpurismvalues. On the othe

45、r hand, consumers aged between 35 and 59 years show a preference for rational-based values. Restrained mainly by income, their values tend to focus onsecuritysecurityserviceserviceinnovativeinnovativepro-techpro-techsmartqualitysmartqualityshopshopalalefficiencyefficiencytrusttrusttotal costtotal co

46、st"quality" and "al efficiency". (See C.1)customizedcustomizedThe environment consumers grew up in relates to differences in values. The youngerlySource: Roland Berger consumer survey; Roland Berger analysispopulation, comprising terationsborn in the 1980s and 1990s, grew up in a

47、n environment of abundance. In sharp contrast to their older peers, the younger population is accustomed to having access to a wide range of information channels. As most of them have not yet assumed family responsibilities, their values when spending are more emotional- based and they pursue self-b

48、ettermentgoals. Those who are over 35 years of age aregradually assufamily responsibilities.This sandwich generation contends with7great final pressure and a demandingComparison of spending intensity2) of different age groupswork schedule, which results in precious little leisure time. Consequently,

49、 this sandwich generation attaches greater importance toclothingskin care productsmobile phonesautomobilesluxury goods17 to 24shopefficiency, rational spending andyears oldvalue for money. These consumers rarely make impulsive purchases.25 to 34years oldDue to their final independence and35 to 44opt

50、imistic perception of spending, people aged between 25 and 34 have become the mostyears oldactive consumers inconsumer45 to 59years oldgoods market. People aged between 17 and 24 are also active in some categories, particularly high-tech electronic products represented by mobile phones and certain f

51、ashion products such as skin care products and clothing. (See C.2)2) Spending intensity refers to the difference between the proportion of the number of people in specific groups buying a particular category (proportion 1) and the proportion of the overall number of people buying from this category

52、over the past six months (proportion 2); The formula of spending intensity = (proportion 1/proportion 2) 100%Source: Roland Berger consumer survey; Roland Berger analysisComparison of spending preferences of different age groupsIn terms of spending behavior, people aged between 17 and 24 have less p

53、urchase preference and are easily influenced by channels, especially when buying low-value products such as clothing. The purchase preference for people older than 24 years is noticeably higher, as seen in all the product categories. (See C.3)clothingskin care productsluxury goodsmobile phonesautomo

54、biles17 to 24years old25 to 34years old35 to 44years old45 to 59years oldSource: Roland Berger consumer survey; Roland Berger analysis8Consumers aged between 17 and 24 have a lower level of preference due to the following two reasons:Comparison of different age groups and their willingness to upgrad

55、e product brandclothingskin care products luxury goodsmobile phonesautomobiles>Weak brand awareness: These consumers,17 to 24years oldincludings and those new tothe workforce, have not yet completely developed a brand awareness. (See C.4) Despite having a higher budget, they are the most unwillin

56、g to initiate a brand upgrade.25 to 34years old35 to 44years old45 to 59years old>Impulsive spending patterns: Influenced by their consumption values, consumers aged between 17 and 24 are more willing to pay higher amounts for products that are visually appealing, while older consumers attach mor

57、e importance to value for money, practicality and product brands.Certain marketing strategies such as products displayed in certain channels, trial experiences and promotion by salesmay influence the purchasing decision of younger groups, especially those between 17 and 24 (See C.5).Source: Roland Berger consumer survey; Roland Berger analysisComparison of different age groups and their willingness to upgrade product appeara