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Lifestyle and brand choices of Beijing women
2016
Why China? And why middle-class Beijing women?
China is New Zealand’s largest export market, after overtaking Australia in 2013. China’s growing middle class and rising affluence makes it an increasingly important market for New Zealand brands. Female consumers in Beijing are a microcosm of the purchasing power of China. So we chose to take a closer look at their choices to provide insights for brand owners across different product categories.
We let the consumers speak for themselvesWe built up two typical personas by interviewing 12 carefully selected consumers. We asked them to talk about the details of their lives and to share pictures to explain why and where they buy. We’ve used images and quotes, rather than numbers, to give you a more lively understanding of Beijing women’s lifestyle and purchasing attitude
Meet our two personas• Their lifestyle• Their brand choices A closer look at the food and the skincare categories• Buying reasons and attitudes• Key insights
About Ocean
What you’ll find in this report
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Let’s hear the stories of our two personas
Jasmine, a single woman in her late 20sYan, a married woman in her mid 30s
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34-year-old working mother with a young baby.
HR manager in a medium-sized private company. Personal income 15K+ RMB per month, household income 50k+ per month.
Lives with her husband in their own 100m² apartment with 3 bedrooms, between 4th and 5th ring roads.
Grandma lives with the family and takes care of their son. A housekeeper comes in 2 hours each day to cook and clean.
Meet Yan Wang
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In recent years the focus of my life has been on my son. I still have my job, so I don’t have much personal time.
My salary has not increased significantly for 3 years, but my husband has a successful career and plans to start his own business when our son goes to school. Not all of our income comes from wages. We have some investments in funds and stocks.
Nowadays food safety is a big concern in China. Sometimes I feel none of the food brands are trustworthy, even imported brands. Some of my friends have started growing their own fresh produce. I don’t have the time.
“My family, financial planning and food safety are important to me.”
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“I combine family life and a fulltime job. I choose to drive to work.”
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“ I keep to a tight schedule with limited personal time. I tried to leave work on time for my family.”
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My work day:
7:00 Wake up and make breakfast
8:20 Drive to work
9:00 Start work
12:00 Have lunch at work
15:30 Fruit and snack time
18:00 Finish work and go home
19:30 Have dinner
20:30 Family time: play with and bath my son, put him to bed
21:45 Personal time: read, watch TV, online shopping
23:00 Go to bed
My weekend:
8:00 Wake up and make breakfast
9:30 Clean house
10:30 Family outing: park, theatre
12:30 Eat out
14:00 Supermarket and shopping
17:00 Personal time: bake, read
18:30 Play with my son and watch TV
23:30 Go to bed
My brand choices at a glance
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Clothing and accessories
Food and beverageSkincare and cosmetics
Baby care
Other
28-year old, single, dating.
Came back to China 3 years ago after studying overseas.
High personal income 20K+ RMB per month. Works in the marketing department of an international company. With financial support from her parents.
Rents a 50m² studio not far from CBD.
Travels overseas 2-3 times per year for business or holiday.
Meet Jasmine Chen
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My work is quite stressful. It is quite normal to finish after 7pm. I usually don’t have time to cook for myself. Not eating regularly causes stomach problems for me.
I go to the gym or run to release work stress and keep fit. Running has become very popular in the last couple of years. My friends show off pictures of night runs or marathons on WeChat (social app).
In Beijing you’ll never be bored. Shows, concerts and exhibitions run all year long. And it’s never hard to find someone to go with you.
“Managing work stress, keeping fit and being socially active are important to me.”
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“I work long hours, lead an active life, love meeting up with my friends.”
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“I choose to work hard, but I make time to go out and pursue personal interests.”
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My work day:
7:40 Wake up
8:30 Go to work on the subway or walk
9:00 Get to office and have breakfast
13:00 Have lunch near office
16:00 Afternoon tea at work
19:30 Finish work
20:00 Eat out
20:30 Entertainment and social time: meet friends, go to gym, shop or watch video on line
22:30 Take shower
23:30 Go to bed
My weekend:
9:30 Wake up and make breakfast
11:00 Yoga or dance class, run
13:30 Meet friends and eat out
14:30 Go shopping, or to exhibitions, or karaoke with friends
17:00 Clean apartment, cook dinner
19:30 Skincare, chat and shop online, watch video
23:30 Go to bed
My brand choices at a glance
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Food and beverage Clothing and accessories
Other
Skincare and cosmetics
A closer look at the food and beverage category
“When I buy food and drink, I look for safe ingredients, imported brands, and genuine products.”
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Friso Milk Powder
“I don’t trust the milk powder from the online channel. I ask my friend in the Netherlands to send Friso to me.”
“我信不过网上卖的奶粉。我在荷兰有一个朋友，我都让她给我寄。”
Anchor Butter
“There are a lot of fake Anchor products online, so I buy from the imported food shelf of supermarkets.”
“网上有很多假的安佳，我都从超市的进口商品区买。”
Comvita Manuka Honey
“My friends and workmates all know this brand. I see it on counters in shopping malls like Joy City.”
“朋友和同事都知道这个牌子。在朝阳大悦城之类的mall也有它的专柜。”
Toblerone Chocolate
“I buy it on No.1 Store website. Friends who travel overseas sometimes bring back chocolate as a gift.”
“我从一号店买。朋友出国也常带巧克力回来送人。”
Betis Olive Oil
“I am familiar with this brand from CCTV. It is said to be the original import from Spain.”
“央视有这个牌子的广告。据说是西班牙原装进口的。”
By-Health Whey Protein Powder
“I choose it because it is one of the most famous local brands. I buy it from Jing Dong website.”
“这个牌子算国内比较大的牌子，而且那时京东在折扣促销，我就买了。”
“When I buy food and drink, I look for products that are good for my stomach and skin, have a good taste, convenience, and a social function.”
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Starbucks Coffee
“I have a Starbucks gold card. I mainly buy from stores, but I also buy online and keep some in my refrigerator.”
“我有星巴克的金卡。一般在店里买现成的，也会在网上买，放在冰箱天热的时候喝。”
Yakult Probiotic drink
“It is supposed to be good for your stomach. I just think it tastes good.”
“据说对肠胃好，但我就是觉得味道好。”
Seven Eleven Rice Ball
“I buy my lunch from the Seven Eleven convenience store on work days. It’s just around the corner.”
“我工作日常在Seven Eleven买午餐，就在街角，挺方便。”
Moet et Chandon Champagne
“This brand is not sold online. I buy it from an outlet.I buy it for special occasions with family and friends.”
“这个牌子在网上没有卖，我在奥特莱斯买的。家人或者朋友聚会庆祝之类的场合喝。”
Taylor Brothers Farms Prune juice
“A friend told me about it. It tastes so good! I don’t think many people know this brand. But you can find anything on the Taobao website.”
“我从朋友那里知道的，真好喝！但我觉得没什么人知道这个牌子。但在淘宝上你什么都买得到。”
Yang Sheng Tang Vitamins E “I take it every day for whitening my skin, but not sure if it works.It is on TV every day. The slogan ‘Keep your beauty longer’ is famous.”
“我天天吃，美白用的，但具体有没有用就不清楚了。电视上天天打广告，广告语‘就这样一直美下去’挺有名的。”
Food safety and environmental problems are big concerns in China now. Women are more careful when they buy food and drink for their children than when they buy for themselves. Building trust is essential. Imported products have good opportunities if they provide solid proof of their safe ingredients and genuine origin.
Women with and without children have quite different brand drivers. Products that target women’s individual needs rather than family needs will have opportunities if they have clear selling points, like helping stomach or weight problems, and unique good taste.
All our interviewees buy food and drink online. B2C websites like Womai (womai.com), No.1 Store (yhd.com) and Jingdong ( jd.com) have good reputations. Taobao or Tmall allows brand owners or distributors to build their stores and online experience. Online WOM plays a decisive role in purchase decision-making.
Key insights on the food and drink category
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A closer look at the skincare and cosmetics category
“When I buy skincare and cosmetic products, I look for effectiveness, what suits me best, and the experience of using the product.”
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Clinique Even Better Foundation
“My friend recommended it to me. I buy it from Beijing airport tax-free store, which is reliable and cheaper than other stores.”
“朋友向我推荐的。我从北京机场的免税店买，保真又比实体店便宜。”
Shu Uemura Skin Purifier
“It removes my make-up easily. I bought it from Shu Uemura’s official website when they were giving a discount.”
“它卸妆比较彻底。我从植村树官网买的，那时他们在折扣促销。”
Lancôme Blanc Expert
“I think Lancôme products suit my age. When I tried this product in store, I found it was absorbed quickly into my skin.”
“兰蔻的产品挺适合我的皮肤。我在店里试用的时候，觉得皮肤吸收得很快。”
Vichy Liftactiv Serum 10
“I decided to buy it after trying a sample. It is said to be very effective, but I just think it is average.”
“我试用了一个小样后就决定买了。据说效果很强，但我觉得一般。”
Clarins High definition Body Lift
“I began to use it after I gave birth. Every time my friends go to Hong Kong, I ask them to buy it for me.”
“我生孩子后开始用。每次有朋友去香港，我都让他们帮我带。”
L’Occitane Hand cream
“It smells so good. I buy it in the tax-free store when I travel overseas. I also bring some back as gifts.”
“气味太好闻了。我一般出国的时候在免税店买，也带一些回来送人。”
“When I buy skincare and cosmetic products, I look for fashionable icons, natural ingredients, and good value for money.”
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Anna Sui Loose Powder
“The packaging is pretty and exquisite. Its fine powder suits our Asian skin type.”
“包装精致漂亮，粉很细，适合亚洲人的皮肤。”
IOPE No. 44 Pink lipstick
“I choose fashionable colours rather than sticking to one brand. This colour was made popular recently by a famous Korean actress.”
“口红我一般选当季流行色，不会只选某个牌子。这个颜色最近因为全智贤很火。”
Hada Labo Super Hyaluronic Acid Moisturizing Lotion
“I first bought it when I travelled to Japan. It’s quite easy to get it in China.”
“第一次是在日本旅行的时候买的。这个牌子在中国也很容易买到。”
Jurlique Balancing Day Care Cream
“My friend who is operating a beauty salon sells this brand. I get good discounts from her.”
“我一个开美容院的朋友代理这个牌子，我从她那里买有大折扣。”
Origins Drink Up Intensive mask
“My friend recommended it to me. I like its natural plant ingredients and the price.”
“朋友向我推荐的。我喜欢它的天然成分，价格也合理。”
TheFaceShop Calendula Cream
“Korean products are cheap and good. I felt I was in heaven when I was travelling in Korea.”
“韩国产品性价比很高。我去韩国旅行的时候感觉到了女孩子的天堂一样。”
For skincare and cosmetics products, the two groups have more similarities than differences. Beijing women are interested in trying new brands. They value the product experience like packaging, smell, the feeling on their skin when they buy for the first-time. They look for discounts and gifts when they repeat purchase.
Beijing women are sophisticated users of diverse purchasing channels. They prefer to buy from overseas, tax-free stores, and online rather than from domestic physical stores.
Korean and Japanese products are generally considered to suit Asian skin better. But country of origin is not the key purchasing driver as it is in the food and beverage category.
Key insights on the skincare and cosmetics category
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Ocean Design Group New Zealand
Ocean is an independent, New Zealand-owned creative company based in Wellington. We partner with established and emerging businesses to design and transform their brands and brand experiences.
For over 25 years, we’ve helped businesses thrive in a changing world by achieving more meaningful connections with their customers.
Fay Nie Brand Strategist
Fay has a rare ability to align brand strategy to business strategy.
She believes that combining highly logical and creative thinking is key for developing a brand strategy that is both on target and compelling.
Fay’s approach is to generate in-depth insights and then to work closely with the creative team to develop a competitive brand strategy.
Previous clients Fay has worked with include Volkswagen, Audi, Financial Times, Fisher & Paykel, Bottega Veneta, Sinopec, Air China, and OPPO.
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Would you like to know more?Please contact:
Level 1, 143 Vivian Street, Wellington
+64 4 801 5700
Ocean China Focus is an initiative of Ocean Design Group.
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