Study: Lower-Tier Consumers Leading The Way In China
A new study by Ogilvy & Mather China’s consumer insights and trends team, Discovery, confirms that lower-tier cities should be anything but low on brands' lists of China priorities.
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- "Brands Should Fuse Health & Beauty Benefits In Their Branding"
- Key concerns of Chinese consumers remain food safety, pollution, and rising property and healthcare costs
- Young people are trying to make a difference in their communities
- believe that their towns are less polluted, offer a more relaxed lifestyle, lower living costs, smoother public transportation and higher public security
- Seasonality in buying trends extend beyond Chinese New Year
- Lower-tier consumers are big on open spaces
- Counterfeit brands are trying to go upscale
- Fuse health and beauty benefits in branding
- Involve the local community
- Position tech brands around themes of empowerment
- Recruit and educate online connectors
- Build the short-distance travel destination market
- For more information about the study, contact Wendy Fung at wendy.fung@ogilvy.com .
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