BCG-中国年轻一代消费行为研究-201501.pptx
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1、 Understanding Chinas Young Generation the future growth driver Jan 2015 Young generation in China-13Jan2015.pptx 1 Draftfor discussion only Copyright 2015 by The Boston Consulting Group,Inc.All rights reserved.Welcome Youchi Kuo Expert Principal,Hong Kong Leader of BCGs Center for Consumer and Cust
2、omer Insight in China Young generation in China-13Jan2015.pptx 2 Draftfor discussion only Copyright 2015 by The Boston Consulting Group,Inc.All rights reserved.The future growth driver Chinas post 80s/90s Most spend friendly vs.their global peers and last generation in China Full of hope,aspiration,
3、and dream big Evolving profile with Sugar Generation on the rise Have early encounter with brands and have different preferences vs their parents Unique in China,young consumers are the triggers of word-of-mouth Word-of-mouth clearly drives brand revenue growth They are much more brand savvy,looking
4、 for emotional connections which translate into more loyal relationships Future engagement model needs to be significantly different unique product attributes,and value-added services Touch points are changing from mainstream to specialist,from offline to online need more frequent and online-oriente
5、d,campaigns and content 1 2 3 4 5 6 Young generation in China-13Jan2015.pptx 3 Draftfor discussion only Copyright 2015 by The Boston Consulting Group,Inc.All rights reserved.Chinese young generation are the most willing to spend in the future Source:BCG Chinese Consumer Survey,2013 0102030US 14 Spai
6、n China%Avg.of global youth India 18 11 19 Japan 10 Australia 13 Italy 11 UK 15 26 France 12 Germany 12 Canada 14 Brazil A little more A lot more Change of discretionary spending over the next 12 months -among 18-35 Young generation in China-13Jan2015.pptx 4 Draftfor discussion only Copyright 2015 b
7、y The Boston Consulting Group,Inc.All rights reserved.Most spend-friendly vs.global peers and last generation in China I feel I have enough things and feel less the need to buy new ones Young consumers find greater happiness with consumption Source:BCG Chinese Consumer Survey,2013-25-34-46-443025231
8、745 30 15 0-15-30-45-60%of respondents 55+-27 46-55-24 36-45-8 18-35 5 The less I buy,the happier I am The more I buy,the happier I am 28303022396960 40 20 0 2 EU5 36 US 36%of 18-35 respondents China 42 3 Brazil 26 5 Japan 32 Strongly disagree Disgree Young generation in China-13Jan2015.pptx 5 Draft
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