2019ThefastchanginginteractionofChina’sconsumerwithbrands350,000consumers31markets22industries1,800brandsOngoing10yearsMeaningfulBrandsStudy2019WorldChina16,900consumersTier1-3cities16industries,27categories117brandsOngoing8yearsBrandResearchOuruniqueDEVELOPMENTCHINA:HOWCONSUMER’SINTERACTIONWITHBRANDSISCHANGING%ofbrandswhosedisappearancepeoplewouldnotcareabout201550%201752%54%ofbrandsinChinacoulddisappeartomorrow&noonewouldcareDis-attachmentofChineseconsumerswithbrandsaccelerates201954%E-COMMERCEANDO2O2OHAVEACCELERATEDDIS-ATTACHMENTANDCONSUMERSREVIEWONBENEFITSPERDEFAULTEC&O2O2Ohavechangedconsumer’sbuyingandtheirmindset:defaultcomparisononbenefits,notonbrandimageAccesstounlimitedofferine-commerceImpactofO2O2O/NewretailSmartbuyingThereviewingconsumerBranddis-attachmentaccelerationChangingmindsetonbrandimagevs.relevanceDirectswitchbehaviorDefaultmulti-factorcomparisononbenefitsTHEYWANTMEANINGFULBENEFITSTHATIMPROVETHEIRDAILYQUALITYOFLIFENOW,TRIGGEREDBYTHEECONOMICSLOWDOWNShouldcompaniesandbrandsplayaroleinimprovingourqualityoflifeandwellbeing?71%82%Alesspositiveforecastedfuture,boostsChineseconsumer’sneedstoimprovetheirqualityoflifebyconsumption84%•Losingjob/findingajob(24%)•Becomingillandnotbeingabletowork(24%)•Havingenoughmoneytoretireon(21%)•Keepingupwiththecostofliving(15%)•Payingmymonthlybills(13%)•Payingmyrentormortgage(12%)•Levelofdebt(9%)CHINESECONSUMER’SKEYCONCERNSSource:MeaningfulBrands2019,Kantar–2018MarketplaceBriefingChinaGROWINGNEEDSTOIMPROVEQUALITYOFLIFE20152019Nocompromiseondailyqualityoflifenowwhilepostponingexpensivelessurgentbuys70%Buybetterqualityproducts37%BuymoreproductsBuymorepremiumproducts28%Source:Netease–QualityoflifeinChina/Counterpoint/Mintel–Furnitureandhouseholdretail2018/Mintel-ChinaAutomobileMarket-11.6%MobileFurniture-13%-14%CarsSalesdevelopment2018-2017SPENDINGONDAILYLIFEENJOYMENTMAINTAINSEXPENSIVEBUYSTOBEPOSTPONEDPersonalbenefitsCollectivebenefitsFunctionalbenefitsFUNCTIONALPHYSICALGOV/ETHICSENVIRONMENTCOMMUNITYWORKPL...
