���������������������������������������������������������������解读消费新势力–泛90后UNDERSTANDTHERISINGCONSUMERSEGMENTATION–POST90’S范奕瑾副总裁尼尔森中国2014年7月15日���������������������������������������������������������������Copyright©2012TheNielsenCompany.Confidentialandproprietary.2今日之旅TODAY’SJOURNEY…中国这一最具诱惑力的细分市场是怎样一群人？Whoaretheyandwhytheyaresoimportant?品牌商如何与之互动，以赢得这一最具诱惑力的细分市场？Howtointeractwiththisgroupinordertowinintomorrow?Copyright©2012TheNielsenCompany.Confidentialandproprietary.3规模大BIGSIZE信心高HIGHCONFIDENCE学历高、收入高BETTEREDUCATED,HIGHINCOME泛90后是规模大，信心高，学历高、收入高的一个群体Thisisagroupwithbigsize,highconfidence,bettereducationandhighincome,cannotbeingneglectforanybrandowner.Copyright©2012TheNielsenCompany.Confidentialandproprietary.4泛90后拥有庞大的人口数量和可观的消费贡献潜力Source:Chinastatisticalyearbook2013泛90后人口规模Post90’spopulation15%35%2012年占比2020年预计占比Source:MckinseyQuarterly泛90后城镇消费贡献Post90’surbanconsumption%Post90’shavesubstantialpopulationsizeandpromisingconsumptioncontributionCopyright©2012TheNielsenCompany.Confidentialandproprietary.5Source:NielsenConsumerConfidenceSurvey泛90后拥有较高的消费信心指数，源于对个人经济情况的较好预期和较高的消费意愿Post90’shavehigherconfidencethanothers,drivenbybetterpersonalfinanceexpectationandwillingnesstospend消费者信心指数ConsumerConfidenceIndex个人经济情况预期Expectationonpersonalfinance消费意愿WillingnesstospendCopyright©2012TheNielsenCompany.Confidentialandproprietary.6泛90后有较高的教育水平，以及较高的收入Source:ChinaLabourStatisticalYearbook教育水平：大专及以上%EducationLevel:Collegeandabove%月均个人收入Monthlypersonalincome(RMB)Post90’shavebettereducationandhigherincomeSource:NielsenConsumerConfidenceSurveyCopyright©2012TheNielsenCompany.Confidentialandproprietar...
