精日传媒凯络：如何打动中国男性新富阶层报告.pptx

HOW TO IMPRESS CHINA’S MASS AFFLUENT MALES 2016 The dramatic boom in China’s economy in the last decade has resulted in the growth of the largest group of mass affluent class ever. With this new change, brands grapple to understand this increasingly sophisticated group. Carat’s latest report on China’s mass affluent class males (M.A.C males) gives us a glimpse of who they are, their perception on entrepreneurship and how they make an impression today. This new generation of M.A.C males between 25 and 40 years old, are different from their past generation counterparts. Having ever ything handed to them on a silver platter, with higher education and more international exposure, China’s M.A.C males have become more sophisticated and refined. They seek experiential leisure activities centered on their personal enjoyment, such as traveling, swimming and leisure driving as compared to the more status- based activities, such as golf, a preference enjoyed by previous generations. 36% 7% 63% 36% 1% 51% 2% 6% 2000 2010 2020e SHARE OF MONTHLY HOUSEHOLD INCOME (RMB) Poor (6000) Value (6000-15999) Mass Affluent (16000-34000) High Net Worth (34000) 68% 79% 37% 76% 9… 6% 82% 10% 72% Prefer Living in Tier 1 Cities Own private property University Degree Above COMPARISON BETWEEN NEW OLD AFFLUENT MALES New Affluent Males Old M.A.C Males 2 It would be erroneous to assume that all M.A.C males are the same. Carat’s report divides them into five groups namely Aficionados, Skeptics, Epicureans, Aspirants and the Bling Kings. These five groups var y across the spectrum in terms of level of sophistication and how established they are. Aficionados and Epicureans are connoisseurs of style and fashion, always willing to experiment with new styles and technology. Aspirants and Bling Kings are more spontaneous and love to be in the limelight. For Aficionados and Epicureans, entrepreneurship is about being unique, visionar y and making people’s lives easier. Aspirants and Bling Kings on the othe