- How would you define the average Chinese consumer nowadays?
As we can see in the chart above, only a 19% of the
Chinese population is considered ‘Middle Class’. Taking into account that the
total population in China is around 1.3 billion people, that percentage is not
exactly a little amount. But still, half of the people who lives in the
mentioned Asian country is still living in the countryside or rural zones,
which means that they have not got a level of income enough to be capable to
other activities apart from feeding their families and having a place to live in.
The almost 31% remaining is what is considered ‘Migrant Workers’. Are those
people who leave their hometown to find a job and maintain their relatives in
the distance, by sending the money they earn with so much effort. It is more
common that are not them, but their sons, daughters, sisters, brothers… who
make the extra expenses. Even that, they cannot afford spending money in
unnecessary things.
In this new chart, we can appreciate what are the
priorities that the Chinese consumers have nowadays. As we can appreciate in
the bars, the feeling of spending money is every time more related with a
family wellness and more related to quality (better products) than quantity (a
lot of insignificant goods). What we can deduct from it is that they do not
also value how much money do they have, but also appreciate the way to spend
it. According to the survey conducted by McKinsey&Company, two thirds of
the Chinese consumers think that shopping is the best way to spend time with
their families. Most of them think that it helps to connect with each other,
the majority of the trips done from China to abroad are made with the families.
-How do prefer the Chinese consumers to do their purchases?
It is thoroughly known that the online commerce in
China is one of the most important in the world, being the second positioned.
It has become really important due to several reasons, being those some of the
ones that deserve to be the most remarkable:
- A big amount of the population does not live in
areas where going to shopping is easy. That is to say, many people live in
rural areas or the surroundings of the cities, so it is easier for them to make
the purchases through technological devises. Most of them, smartphones. Let’s
have a look to the following chart:
The percentage of population who owns a smartphone is
really high. So, it is easy to understand that most of the purchases are done
by that support.
- Other reason is that the delivery costs are really
low, if there are any, and the time for the delivery is really short. It means
that they can order a product while they are going to class in the morning, for
example, and receive it at home when they arrive in the afternoon.
- The quantity of products available to buy is way
greater online. So they have more possibilities between which they can choose.
- What are they mostly buying?
In the previous picture we can have an overview of what
are the major interests of the Chinese when we talk about their purchases.
There are seven main points that are the ones who they require the most, but I
am going to focus in two of them which I consider very related: looking more beautiful and luxury.
Chinese consumers are one of the most luxury-buyers in all the World. Taking
into consideration that those types of goods are really expensive in China,
what they do is travel abroad to make their acquisitions. Their desire of
products from the Western countries arises from the perception that those ones
have a better quality than the ones produced in their own country.
- How would you relate the Chinese consumer with the
tourism sector?
To start with, let’s have a look to the main
destinations preferred by the Chinese.
According to the chart that we can see above, all the
countries that are surrounding China are the ones most visited by the Chinese. In
third position we find Europe.
In the last graph, what we see is that six years ago,
the concept of Individual Travel was almost nonexistent, but as the time goes
by more people decide to travel by their own. Although the previous year more
than the half of the travelers were doing so by Package Tours, the arising of
the new generations with a new concept of open-mindedness approach of life is
leading to an increasing group of tourists.
Sources:
‘Consumer behavior and Tourism’, Ed Sanders
‘Here comes the modern Chinese consumer’, http://www.mckinsey.com/industries/retail/our-insights/here-comes-the-modern-chinese-consumer
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