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Consumption trends china 2011
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Consumption trends china 2011

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It's a consumption report from the leading media agency, MEC. ...

It's a consumption report from the leading media agency, MEC.
China is changing in a dizzying pace. For some marketers, these changes will unlock significant competitive advantages. For others, dealing with their impact will be a major challenge. As change accelerates across the country, the odds of missing a beat rise significantly. It’s important therefore to have your finger on the market’s pulse – consumers.
‘Trends’ are broad points of view, and when you get a feel for them, market observations make more sense. The ability to grasp the implications of new trends will give advertisers the edge in their category. The goal of Consumption Trends China 2011 is to be a springboard to inspire marketers, and help them come up with new business concepts, new products/services and new experiences for their customers.
The report is compiled using input from over 50 trend scouts from different parts of China, backed by desk research. The report offers an overview of what will be important to Chinese consumers in 2011.

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  • A very interesting and insightful research. Actually it is also in a way reflected Chinese consumer behaviours/trends in the British market as well. Well done.
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  • great work!!!
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  • excellent~
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    Consumption trends china 2011 Consumption trends china 2011 Presentation Transcript

    • Consumption Trends China 2011Mandy Wu & Theresa Loo
    • T1: Low-Carbon Consumption
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    • 
   
  their personalcarbon footprint calculators tocheck progress on their 

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    • T2: Frugal Consumption
    • Before After 
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    • T3: Social Herding
    •   On September 6, 2010 there was a Smart
    • Parents Won’t Let Their Kid Lose At The Starting Line     66% of mothers believe that their kidscannot lose at the starting line. And 43% ofmothers believe that the starting line is atthe pre-natal stage. When most mothersare with these mentalities, the social herdingeffect makes the crowd gets bigger. Thementality is that if all the other kids are doingthat then my kid cannot miss out.
    • T4: Online Consumption
    • Bad weather, no parking space, noshopping-buddy etc. are not going todisrupt the mood for shoppinganymore. For the new generation ofChinese consumers, the mouse is theirshopping tool. Big discounts, wideselection of products, trusted WOMand avoiding the embarrassment offace-to-face bargain are all reasons tojoin the online shopping crowd. Thecontinuous increase of online shoppingis likely to exceed 32% penetrationamongst internet users in 2011.For many Chinese, especially those inlow tier cities and the rural areas, thesaying “there will only be things thatyou cannot think of, there will not bethings that you cannot get hold of”used to be an exaggeration. Now it iscoming true.
    •  In a MEC proprietary research on consumers of low tier markets, it was found that the percentage of consumers who e-shopped were higher in 3rd and 4th tier cities than the provincial capitals (2nd tier cities) in 12 out of 14 provinces surveyed. Data from Synovate’s Media Atlas corroborated the findings. 
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    • T5: Cluster-Oriented Consumption
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    • T6: Renting Instead Of Owning
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    • T7: Mass Luxury
    •   The Mass Consumer: If no big ones, easily accessible ones are also satisfying Quality of counterfeit articles are likely to I’ll buy expensive perfume and cosmetics quality of the real ones     )
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    • T8: Consumption of Virtual Products
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