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China Skinny-Mark Tanner

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Explore the Complex Digital Landscape of China in 2016

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China Skinny-Mark Tanner

  1. 1. Insights-based | marketing, research & digital EXPLORE THE COMPLEX DIGITAL LANDSCAPE OF CHINA IN 2016 MARK TANNER, MANAGING DIRECTOR CHINA SKINNY CHINA DIGITAL CONFERENCE | SYDNEY | 2 JUNE 2016 Insights-based | marketing, research & digital
  2. 2. Insights-based | marketing, research & digital 2 China’s Faltering Economy?
  3. 3. Insights-based | marketing, research & digital China’s Consumers to Watch USA’s income by age China’s income by age 59% < 30 years old 29% > 50 years old Pew 2/3 of China’s international travellers < 35 years old McKinsey Insights-based | marketing, research & digital
  4. 4. Insights-based | marketing, research & digital China’s Dynamic Youth Post-80s Generation Post-90s Generation
  5. 5. Insights-based | marketing, research & digital have more 105cities in China people than Sydney
  6. 6. Insights-based | marketing, research & digital 75%of China’s 280 million affluent consumers Will live in ‘smaller cities’ by 2020
  7. 7. Insights-based | marketing, research & digital How do we Reach Consumers in those Cities? China’s Top-100 Retailers eCommerce
  8. 8. Insights-based | marketing, research & digital Offline versus Online Shopping Habits >80% of China’s online shoppers Were born after 1980
  9. 9. Insights-based | marketing, research & digital
  10. 10. Insights-based | marketing, research & digital Keeping it real
  11. 11. Insights-based | marketing, research & digital To sum up • Chinese consumption growth is looking rosy, particularly online • That growth is being driven by China’s Millennial consumers • Those consumers are living all over China • Meaning ecommerce is one of the most effective ways to reach them • But a lack of trust means Chinese do a lot of research before they buy, much of it online on channels such as social media, search and ecommerce
  12. 12. Insights-based | marketing, research & digital Questions subscribe to the world’s most read China marketing newsletter at chinaskinny.com

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