
A Mintel Research survey of Chinese consumers ages 20-49 reveals the unique way their preferences are shaped by the social/political environment in which they have grown up as compared to that of their parents.
Opt-In: Consumers between the ages of 20-49 tend to be willing to opt-in to big data collection of behaviors via their many connected devises. Their belief is that machine learning of their preferences will yield better life experiences
Playful Preference: Sixty-three percent of Chinese 20-24-year-olds say they play online games to relieve stress. These new consumers prefer a less rigid, more flexible approach to the world than their predecessors.
Individuality: At the young end of the age range, there is more of a desire to express individuality in behaviors and in lifestyle. “Forty-one percent of teens…say they would like to live in an unconventional way.” These data imply a rebellion against the rigid ways of Chinese life and educational system that existed in the near past.
Environmental Concerns: Mintel research reveals that 58% of Chinese adults ages 20-49 are willing to pay up for “ethical brands,” that is, products that are environmentally conscious and those that will benefit their health.
Mobile is Ubiquitous: As a measure of how thoroughly internalized and how quickly mobile technology is transforming Chinese culture, Mintel’s data shows “87% of Chinese consumers in tier 1-3 cities used mobile payments in 2017, up from 69% in 2016.” The smartphone is the central devise of Chinese life for the core consuming demographic.
These trends all have marketing implementations as we approach the Chinese market. Source: Branding in Asia