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类型BCG-中国年轻一代消费行为研究-201501.pptx

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    BCG 中国 年轻一代 消费行为 研究 201501
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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

    9、for discussion only Copyright 2015 by The Boston Consulting Group,Inc.All rights reserved.Level of financial security Level of saving by generation Lower level of financial security but still save considerablely 27353532252624250204060%of respondents Above 20%10-20%55+57 45-54 59 35-44 61 18-34 52 S

    10、ource:BCG Chinese Consumer Survey,2013 910505663630102030405060708035-44 61 5 18-34 55 5 Strongly agree Agree 55+73 45-54 72%of respondents I feel financially secure What%of income do you save?Young generation in China-13Jan2015.pptx 6 Draftfor discussion only Copyright 2015 by The Boston Consulting

    11、 Group,Inc.All rights reserved.Full of hope and dream big 1823283136Global young 55+45-54 35-44 25-34 18-24 Strongly agree to agree 2545484656Global young 55+45-54 35-44 25-34 18-24 Life is richer due to connection to more people via social media Owning my own business is a top goal of my life I wou

    12、ld like to travel to most of the continents before I die 4548495257Global young 55+45-54 35-44 25-34 18-24 Source:BCG Chinese Consumer Survey,2013 Young generation in China-13Jan2015.pptx 7 Draftfor discussion only Copyright 2015 by The Boston Consulting Group,Inc.All rights reserved.Changing profil

    13、e-Sugar Generation is on the rise Profile of future affluent consumers likely to be quite different Offspring of first affluent generation Single child,raised with full attention from a reversed family pyramid Guaranteed financial affluence 1.Respondents whose age is under 30,and whose HH income has

    14、 passed 120K for more than 8 years;2.Respondents whose age is under 30,and whose HH income has passed 120K for more than 3 years;Source:BCG 2012 Affluent Consumer Research(n=2988)02040Future in 5 years2 32%Today1 13%Estimated Sugar Generation as a%of total affluent population Sugar generation worry

    15、free and well pampered little emperors Occupation breakdown 4740362823272421172231392 3 4 25-34 2 5 4 18-24 Non-SOE SOE Civil servants Pro Biz owner Others 45+2 4 6 35-44 1 4 6 Young generation in China-13Jan2015.pptx 8 Draftfor discussion only Copyright 2015 by The Boston Consulting Group,Inc.All r

    16、ights reserved.Sugar Generation:future trend setters with unique preferences Source:BCG 2012 Affluent Consumer Research(n=2988)Early encounter with luxury brands see luxury as inspiring sense of security,confidence and an integral part of lifestyle Heavy spenders spends 50%higher than their peers on premium products Strong desire to be unique Pursue brands that show their unique tastes and personality More diversified choices and not following parents brand preferences Young generation in China-

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