解读消费新势力 – 泛90后.pptxVIP

解读消费新势力 – 泛90后Understand the Rising consumer segmentation – post 90’s 范奕瑾副总裁尼尔森中国2014年7月15日今日之旅 Today’s journey…中国这一最具诱惑力的细分市场是怎样一群人？Who are they and why they are so important? 品牌商如何与之互动，以赢得这一最具诱惑力的细分市场？How to interact with this group in order to win in tomorrow ? 泛90后是规模大，信心高，学历高、收入高的一个群体This is a group with big size, high confidence, better education and high income, can not being neglect for any brand owner.规模大BIG SIZE学历高、收入高BETTER EDUCATED, HIGH INCOME 信心高HIGH CONFIDENCE 泛90后拥有庞大的人口数量和可观的消费贡献潜力Post 90’s have substantial population size and promising consumption contribution 泛90后人口规模 Post 90’s population 泛90后城镇消费贡献 Post 90’s urban consumption%2020年预计占比2012年占比35%15%Source: China statistical yearbook 2013Source: Mckinsey Quarterly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Post 90’s have higher confidence than others, driven by better personal finance expectation and willingness to spend消费者信心指数Consumer Confidence Index个人经济情况预期Expectation on personal finance消费意愿Willingness to spendSource: Nielsen Consumer Confidence Survey 泛90后有较高的教育水平，以及较高的收入Post 90’s have better education and higher income教育水平：大专及以上 %Education Level: College and above%月均个人收入Monthly personal income(RMB)Source: China Labour Statistical YearbookSource: Nielsen Consumer Confidence Survey然而，他们也将承受更大的压力，使得他们消费更为谨慎However, they are a group with existing and potential high pressure, making them being cautious when shopping老人小孩压力PARENTS AND BABY PRESSURE就业压力EMPLOYMENT PRESSURE购房压力REAL ESTATE PRESSURE泛90后就业、竞争压力都将空前巨大 岗位有限，除了更多的高学历群体外，他们还要和广大的80后、海归、国外涌入的人才竞争，激烈程度是他们的前辈80后所没有面对的High employment competition happens due to more and more tertiary graduates in coming years, together with post 80’s and oversea graduates高校毕业生人数(万人)Graduates Size(‘0000 people)海归X3.32013年，全国高校应届毕业生达到699万，被称为最难就业年。2014年，全国高校毕业生的数量达到727万，又增加了28万，可谓更难就业年Source: China statistical yearbook 2013, Z泛90后购房能力指数下降60%，购房压力日益增加虽然父母给予的条件更好支持更多，但是物价上涨、尤其是房价的涨幅已远超过他们收入增加的比例，5年、10年后当这个群体步入婚姻、购房高潮时，他们的购买力将不如80后High employment competition happens due