Purchasing Behaviours

Target Group : Little Emperors/Empresses

The most influential and accepting of foreign goods within the market in Chinese trends remain to be Gen X, those born between 1995 and 2002, now the youngest approaching their 20s. This generation has been noted as the least likely to save money; due to their constant spending habits.

In 2023, total spending in China is expected to grow 6.9%; with the Chinese customer spending most of this on sportswear (Mintel 2019).

Another trend is that Chinese customer tends to prefer brands that provide them through an experience; rather than simply the purchase of a product. Experiential marketing has become a high trend in China, with brands providing contents, games and competitions to attract the interest of the customer.

Chinese customer of Gen X also value promotions and marketing campaigns done on social media channels; with a staggering number of 872 Million people in China accessing the internet via cellphones.

Mintel (2019) research revealed that 1/3 of Chinese shoppers appreciate it when brands reply to their comments on social media channels, representing a significant opportunity for brands to create longlasting relationships with customers and creating loyalty.

While in the past price was a main baseline for purchasing; nowadays it has gotten more complex due to the constant exposure of digital marketing strategies of brands. While the customer still believes higherprice-equals-higher-quality, the shift towards interactive marketing has been coming into focus rather than the pricing stategies (Mintel 2019). Foreign products tend to catch the focus of the Gen X due to the diverse marketing strategies foreign brands expose Chinese buyers to (Sephora beauty days etc)

75% of Chinese shoppers agreed that they post online feedback on purchases; with over 50% more than that of in United States (Mintel 2019). Chinese shopper is more likely to purchase products online than global shoppers; with figure below.

Chinese shopper values the internet, with many browsing products pre-purchase online to read reviews, and many shopping online only.

On average, how often do you buy products online?

Key Words

Communicative

Experience Driven

Sportswear Focused