Key Insights of Nielsen 2017 China Consumer Market Report

WeChat Apply team has distilled some key learning which we found helpful for overseas brands to be aware of what happened in 2017 in China consumer brands landscape at very top level. The content of this blog is originally sourced from 尼尔森Nielsen WeChat Official Account ID Nielsen_China

The consumer confidence index in China continued to rise and hit a new high in the fourth quarter of 2017, but the consumer market is highly competitive with high attrition rate. Product iteration accelerates, more than half of the 2007’s Top 100 brands have gone without a sound.

Brands are challenged by the new generation of consumers who love tasting new. Marketing costs increase, consumers are distracted, short term marketing ROI plummets

Consumer Trends: Rise of New Generation of Consumers

According to the Nielsen survey, new-gen consumers pay more attention to the emotional experience and interactive experience. Products attract consumers by highlighting individual characteristics of packaging and Consumption Scenarios. Sports become consumer’s social topic, car buying demands more self-focus.

More women are looking into those traditionally monopolized by men and more women participate in high-intensity activities such as marathons and gym exercise. Sports clothing and equipment sales rise.

Next Gold Mine –Consumption Upgrade Nielsen CEO Survey 2017 shows that consumption upgrades are the number-one driver for manufacturers as well as retailers.

Consumers are more willing to pay for outstanding quality, exceptional performance, and emotional experience.

Beyond pursuing high quality, Chinese consumers are more willing to take the initiative to adjust their diets to enhance their health. In terms of product categories, healthier fruit tea, pure fruit juices, yogurts are growing rapidly, while those of ready-to-drink products’ growth are slowing down.

The core of retail revolution is around empowering consumers to experience in a context. And while consumers are experiencing, brands need to make sure the last mile of journey – ordering and paying become super easy and effortless. The later one is supported by WeChat Official Account powerful functions and pervasive WeChat Pay, similarly Ali platform, Alipay, etc. 2017 witnessed eCommerce giants started penetrating into traditional shopping centers and retail outlays. It is just beginning of the new retail revolution.

In general, the new generation of consumers love showing off themselves with strong female purchase involvement. At the same time the super-consumer, they enjoyed being involved in product design and promotion. The brand should provide a variety of personalized products and services to meet the needs of fun experiences, increase women-related investments stimulate women’s purchases, more importantly, improve consumer interaction and drive customer community development.Consumer upgrade, healthy green and retail evolution are three major forces reshaping the China market. Brands should be clearly aware of Cross-sector penetration, nationwide sports programs supplemented by healthy diet and green consumption. New retail revolution is to enhance the shopping experience. Satisfying and pleasing consumers are still brands’ focus.

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