中国消费者有何新变化-2008中国消费行为调查分析报告（英文原版）.pdf

m a r k e t i n g o c t o b e r 2 0 0 8 What’s new with the Chinese consumer It’s hard for brand managers to keep pace with the shifting attitudes of Chinese consumers. But some trends can be discerned amid the noise. Ian St-Maurice, Claudia Süssmuth-Dyckerhoff, and Hsinhsin Tsai Article As more foreign and domestic companies pile into the expanding Chinese consumer market, at a brands have a harder time being noticed. glance Our continuing research has tracked the ebb and flow of the Chinese consumer’s habits and attitudes. Personal recommendations, for example, are becoming more important, while television ads, though still indispensable, have begun to lose some of their punch. Marketers must be nimble enough to understand and follow these shifts. Chinese consumers are proving to be an elusive target. Another ten million enter the market each year, and the behavior of the hundreds of millions already there is evolving rapidly. Since 2005, we have been tracking the behavior of these Chinese consumers. Each year, we have interviewed roughly 5,000 living in cities and towns of all sizes and representing all income groups, ages, and regions. For comparison, we have also conducted parallel online surveys in Hong Kong, Japan, South Korea, Taiwan, the United Kingdom, and the United States. This article offers an update on our earlier findings. This year, for example, we learned that Chinese consumers are increasingly wary of untried products and ever more likely to make purchase decisions at the last minute. Recommendations from family and friends remain very influential. And television advertising is still a prerequisite for entering the market, but its punch is weakening. Meanwhile, print ads are losing ground, while sponsorships and the Internet are becoming more influ