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Crowdhow China's Youth Are Returning to Local Brands STANDING OUT FROM THE How China's youth are CROWD returning to local brands CHINA'S CONFIDENT AND CONNECTED YOUTH The speeds of change in China's political, social, technological and economic environments have made generational shifts much more pronounced than other countries. Understanding China's youth is therefore critical to the understanding of the future of China's consumer economy. 2 - STANDING OUT FROM THE CROWD How China's youth are returning to local brands China's "post-80s" ("80后") generation, Increased economic confidence is defined as those born in the 1980s, was creating a willingness to spend freely, the first to come of age in a market- with lower savings rates and high levels oriented economy with a consumer of expenditure on discretionary items culture. Accordingly, that generation has More confidence in their choices to been a major contributor to the growth of reflect their own personality, with a China's consumer sector in the last decade. lesser need for the re-assurance of big Now, however, the "post-90s" ("90后") foreign brands. As such, they show a generation is entering the workforce and greater openness to local brands starting to earn (and spend!). As the"post- 80s" generation shaped the last decade A seamless merger of the online and of Chinese commerce, the "post-90s" will offline worlds, with online social shape the next. interaction being the major leisure activity, enabled by the ubiquitous OC&C has interviewed over 500 of China's smartphone ownership urban under-35s to help understand how the new China youth will impact the A paradoxical connection to their peers, consumer landscape of the future. close online but less engaged in the offline world The picture that emerges is of a confident consumer, who is better informed than E-commerce, and particularly ever; but also part of a disengaged and m-commerce through smartphones, is occasionally disillusioned generation: becoming the norm, not the exception STANDING OUT FROM THE CROWD How China's youth are returning to local brands - 3 INCREASINGLY SELF-ASSURED IN BRAND CHOICE Brand is still critical for the young Chinese, For the post-90's generation, they are however what they look for in good brands likely to choose Xiaomi over Apple not just is changing. Post-80's look at brands because of price, but because of perceived as a way to communicate (and possibly value for money. In the words of one of exaggerate) their social status. The our respondents, post-90's are no longer chart below illustrates this showing how supersticious about Apple. the purchase criteria for an iPhone are different between post-80's and post-90's generation. Importance of Brand Brand importance by city tier Importance of brand by category % of respondents who claimed brands are "Important" & "Very important" when Size = importance making purchases (4 & 5 on a scale of 1-5) N= Sportswear CoffeeShampoo shop Male Facial mask Supermarket Tier 1 64% 199 Mobile phone Skincare Camera Tier 2 45% 184 Facial mask Camera Shampoo Female MobileSupermarket phone Coffee shop Tier 3 33% 160 SkincareSportswear Source: Chinese Youth Street Intercept & Online Survey 2013 4 - STANDING OUT FROM THE CROWD How China's youth are returning to local brands Comparison of post-80's and post-90's generations attitude to brand Top reasons why young consumers purchase iPhone, post-90's vs. post-80's Delta % of iPhone users ranking certain factor as top 3 reasons for his/her purchase1 Factors more important to the post-90's Factors more important to the post-80's They show my social status 15% They help me catch peoples eyes 10% Good quality 3% People nearby are using this brand 2% They are foreign 1% Reasonable price -1% They offer more promotion/discount than others -1% They provide unique design/taste/feelings/styles -5% They make me feel distinguished and different -6% Wide presence, can purchase everywhere -6% They provide better service -7% 1. Only include those considering brand "important" or "very important" when purchasing mobile phone Source: Chinese Youth Street Intercept & Online Survey 2013 While international brands remain attractive to all generations, the post-90's Attitude to foreign vs local brands generation is now considerably more Adoption of Chinese brands by category, post-90's vs. post-80's open to buying domestic brands. As % of respondents considering brand important that use Chinese brands social status becomes a less important purchasing criteria, and value-for-money Skincare Mobile phone and quality become more important, the opportunity for local brands is opening 27% 33% up. Chinese brands have made great steps forward in quality and their value equation has now become very attractive. It also implies that international brands can't 21% simply rely in "foreign prestige" to grow 15% share in China's youth.” Post-90s Post-80s Post-90s Post-80s (N=157) (N=140) (N=176) (N=193) Source: Chinese Youth Street Intercept & Online Survey 2013 STANDING OUT FROM THE CROWD How China's youth are returning to local brands - 5 CONFIDENCE TO SPEND NOT SAVE The post-90's generation has hit adulthood When looking at categories that young Mobile phones, including subscriptions, with greater economic security and consumers spend on, we see a distinct also account for more than 10% of the affluence than previous generations, in shift towards discretionary categories expenditure of the post-90's generation, part due to having a great deal of previous and services. For example, our survey showing what an important part of their generations' savings. They are ready respondents eat out over 5 times a week, lives the smartphone has become. to spend more and save less. This will which accounts for nearly 30% of their naturally help China's economy re-balance discretionary expenditure. There should towards consumption. be a bright future for all forms of food service businesses. Youth attitude to saving Saving as % of total income last year1 Attitudes towards saving1 % of respondents (N=537) % of respondents (N=537) Keep reasonable saving amount & 58% guarantee current living quality <10% 57% The more savings the better, 19% I will increase my savings 10 - 30% 25% Cannot save money 11% because living cost is quite high 30 - 50% 13% Won't save too much because 11% investment is more important >50% 5% Already have enough savings 6% 1. Q: How much did you save last year, as percentage of total income? What is your attitude towards saving? Source: Chinese Youth Street Intercept & Online Survey 2013 6 - STANDING OUT FROM THE CROWD How China's youth are returning to local brands LIVES HAVE MOVED ONLINE, WITH REALITY AND VIRTUAL REALITY MERGING Average young Chinese consumers spend nearly 20 hours a week online, or half Leisure activities their leisure time. Within this, "social time" Internet penetration, 2012 Leisure time allocation by the young generation (social networks and instant messengers) % of population # of hours per week, % of time allocated, N=2912 take up 10 hours a week, emphasizing how the online environment is now the 76% 37 19 main social "location". This online social 9% Others Online game interaction is very much in "always on” 7% Others3 10% Online shopping mode" - with activity levels only dropping 49% from 2am-8am! Social Networking 42% 24% Sites (SNS) 24% Instant Messenger (IM) Time 51% online 26% Online video & audio Young Overall Leisure Time Online Leisure generation1 China Per Week Time Per Week 1. 10 to 29 years old 2. 13 to 33 years old 3. Others include sports, hanging out with friends, watching tv, etc. Source: Chinese Internet Network Information Center (CNNIC), National Bureau of Statistics, Chinese Youth Street Intercept & Online Survey 2013 STANDING OUT FROM THE CROWD How China's youth are returning to local brands - 7 This level of online interaction is having Brands will need to reach and engage with a severe impact on traditional media consumers in a new way harnessing the consumption. For example, young Chinese short video. CCTV adverts are no longer spend around 5 hours a week watching going to be the standard brand building online video, which is increasingly mechanism to the younger generation. marginalizing traditional TV as a media. Online video compared to TV Advantages of online video Primary leisure activity % of respondents 1 Anytime, Anywhere Watching TV Online "I've spent 4 years in college dorm without TV. Luckily I have my laptop so I haven't missed any interesting TV series. I can pause, download, and 65% replay whenever I want." 2000 25% 2 Overseas Content "I'm a fan of the US TV series Modern Family and Taiwanese entertainment programs, and I can only watch them online." 56% 2010 69% 3 Original Video-Clips "The video clips 喝馄饨 and 挤公交 both started circulating online and they immediately became popular among Nanjing people."" Source: Desktop research, Chinese Youth Internet Behavior Survey 2013, Chinese Youth Focus Group & Home Visit, OC&C analysis The "always on" mentality, and constant now communicating with the world. The maintenance of a "virtual network" more recent WeiXin (WeChat) phenomenon through social media is enabled by the has also shown the power of instant ubiquity of smartphones. It is striking messengers to create closed communities, how the smartphone is part of the life of driving a greater degree of trust and self- China's youth in all tiers of city, not just expression. Monetizing this stickiness will the affluent ones. The smartphone is truly be one of the big drivers of the next phase the interface through which youth are of commerce. Youth electronics penetration Gadget ownership among young generation % of respondents (N=537) Smartphone 94% Smartphone penetration in China overall is ~66 Laptop 66% Normal camera 40% Tablet (e.g.
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