Albany, NY -- (SBWIRE) -- 01/08/2014 -- Regional Lifestyles - China - December 2013

Companies that want to thrive in China should aim to develop a matrix of China that looks at the local economy development, population and traditional culture simultaneously, and acknowledges that the differences are explained by these three factors together. That said, a harmonious family relationship is the centre of living, irrespective of age, income, location and social status. Therefore, marketing communication based on family values is likely to remain essential.

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Table of Content

Introduction
Hypothesis
Key themes
Methodology
Limitation

Executive Summary
Income is the pivotal driver of differentiating attitudes towards urban household lifestyle
Figure 1: current lifestyle and attitude towards lifestyle, september 2013
A safer, cleaner, healthier life
Figure 2: Consumer attitude: anxiety, September 2013
Harnessing the power of family
Figure 3: important life values, september 2013
Lifestyle Aspiration: Consumer Cluster
Figure 4: Five clusters based on lifestyle aspiration, September 2013
What we think

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Market Drivers – Economic and Social Trends
Key points
Reform plan from 18th National Congress of the Communist Party
Economic and financial reforms
Figure 5: China annual GDP and annual GDP growth rate, 2002-12
Key message: Changing people’s perceptions of state-owned enterprise
Key message: The rise of small and mid-size enterprise activities
Demographic reform
Figure 6: Major statistics of China’s population, 2011
Figure 7: Total population of China and its natural growth rate, 2006-11

Market Drivers – The Regions of China
Key points
East China (Huadong)
North China (Huabei)
Northeast China (Dongbei)
Northwest China (Xibei)
South Central China (Zhongnan)
Southwest China (Xinan)
Key message

Market Drivers – Local Demographics
Key points
Population
Figure 12: Most populous regions in China (10,000 people), 2011
Figure 13: Top five regions with most urban population in China (10,000 people), 2011
Figure 14: Top five regions with least urban population in China (10,000 people), 2011
Figure 15: Top five regions with most rural population in China (10,000 people), 2011
Figure 16: Top five regions with fastest growth in terms of urban population in China, 2005-11
Figure 17: Top five regions with the highest average life expectancy in China, 2011

The Consumer – Basic Profile – Type of Employment and Related Issues
Key points
National Level: Majority work for privately owned business
Figure 26: Types of company/organisation, September 2013
Figure 27: Employee number of each type of enterprise, based on national statistical data, 2011
Regional Level: Difference remains in North-South line
Figure 28: Employee percentage of each type of company, by region, September 2013
City Tier: Foreign investors favour tier one
Figure 29: Employee percentage of each type of company, by city tier, September 2013
Key message

The Consumer – Basic Profile – Living Arrangements and Property Ownership
Key points
National Level: High ownership of property reflects family-oriented values
Figure 30: Living status, September 2013
Figure 31: Living status, September 2013

Key Trend Application – Economic Status Determines People’s Ideology towards Lifestyle
Income defines lifestyle
House ownership determines life quality
Regional difference towards lifestyle remains insignificant
What it means

Key Trend Application – Inspire the Rising Middle Class
Inspire the emerging middle class
Premium education service
What it means

Key Trend Application – New Opportunities for Brands
Marketing to families in different regions
Opportunity of anti-pollution market in the East
A safer, cleaner, healthier life
What it means

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Key Trend Application – Branding and Distribution Strategies
The Diaosi and Wo Ju generations shape online consumption
Designing city-specific solutions
Battling to retain talent
What it means

Appendix
Types of company/organisation
Figure 80: Types of company/organisation, September 2013
Figure 81: Types of company/organisation, by demographics, September 2013
Figure 82: Consumer attitude: value for life, by types of company/organisation, September 2013
Consumer living status
Figure 83: Consumer living status, September 2013

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