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Nearly 70% Chinese Consumers Are "Unfaithful" To Brands.

2014/7/8 18:15:00 17

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Accenture Chinese Consumer Brand Accenture

Less than 70% (69%) of Chinese urban consumers are willing to try different brands in purchasing behavior, according to Accenture's recent consumer insight study in China. P The study found that with the change of population structure, the deepening of urbanization, the evolution of social values and the popularity of digital lifestyle, enterprises will face greater challenges in the increasingly complex consumer market in China. 
 < < a href= > http://sjfzxm.com/news/index_x.asp > > Research > /a > around three major industries: consumer goods and retail, financial services and communication media. The results show the individualism and complex brand awareness of Chinese consumers. The new market situation calls for the ability of product manufacturers and service providers to enhance their insight, and make more microscopic exploration of fragmented consumer market and rapidly changing consumer behavior. 
To help enterprises understand the composition and complexity of their potential consumer market, P has investigated 3500 mainstream consumers in 27 cities across China. Unlike traditional consumer clustering models based on the two variables of income and consumption level, the subdivision model adopted by Accenture not only takes into account the diversity of regions and populations, but also catches up the characteristics of individual consumers, consumption attitudes and consumption behaviors, and depicts the typical features of different consumer groups. 
Li Gang, vice president of Accenture and chairman of Greater China, said: "now the Chinese consumer market has become more sophisticated and more precise than the traditional" P "market. This is a sign of the maturity of Chinese consumers. Enterprises need unique differentiation strategy, distinct value proposition, and new skills of market analysis and customer service to meet the needs of these tens of thousands of "sole Market" and spanform huge market challenges into new growth and profit opportunities. 
Through this cross industry research, Accenture summed up the three consumer insights, aiming at inspiring companies to more precisely lock the customers they want to get from P. Some of these data highlight the complexity of China's consumer market: 
 1. digital and middle-class lifestyle requires continuous customer experience: digital and social media channels are becoming increasingly popular in China. Today's shopping experience must be non-stop, custom-made and cross channel. 
Respondents with less than P > 73% said that they had Internet access and online shopping experience every day; 1/3 indicated weekly online shopping. Chinese consumers spend most of their leisure activities on food, clothing and electronic products, which are three kinds of goods and services, but nearly half (45%) of consumers plan to spend more on travel expenses, indicating a more obvious middle class lifestyle. 
 2., the choosy consumers are willing to spend money on services: on the one hand, Chinese consumers seek better product quality and service experience by holding money; on the other hand, they are still pragmatic in shopping and prefer traditional payment methods. 
Consumers are willing to pay a premium of 5% for the purchase of higher quality and higher end products, less than P, and about 90% of the "a href=" http://sjfzxm.com/news/index_x.asp "China" /a. Nearly 60% will pay 10% premium for this purpose. 
 Chinese consumers are the combination of "offline experience online shopping group" and "online inquiry offline shopping group (webroomers)". 75%, compare the price on line and offline before buying large items; more than half of them buy products before going shopping online. Although more than half of Chinese consumers hold at least one credit card, cash is still the preferred way of payment; most cardholders rarely choose credit by installments. 
 3. consumers do not want to be "loyal fans": Chinese urban consumers have strong brand awareness, but are also very willing to constantly try new brands, new products and give comments. 
According to Accenture global consumer behavior survey, in 2013, the scale of spanactions in the Chinese market due to the replacement of suppliers by consumers amounted to nearly US $1 trillion and 200 billion, accounting for 23% of the annual disposable income of Chinese consumers. This makes China the second largest "changer economy" in the world. Nearly 70% (69%) consumers are willing to try new brands and new products; about 40% have changed retailers in the past year, of which about 60% are attributed to poor customer experience. Surprisingly, the loyalty of the four tier urban residents to the brand is the lowest. On the whole, only half of the consumers will become "loyal fans" of specific brands, while the other half will often walk among competing brands. 62% of respondents did not want to buy products bought by most people.