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CONSUMER
TRENDS 2015
CHINA
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04
Get Smart
What’s happening in 2015? 05
Why consumers will buy into this 06
Where next? 10
12Pollution Protection
What’s happening in 2015? 13
Why consumers will buy into this 15
Where next? 16
18Real World Retail
What’s happening in 2015? 19
Why consumers will buy into this 22
Where next? 26
28Tapping In and Speaking Out
What’s happening in 2015? 29
Why consumers will buy into this 30
Where next? 32
CONTENTS
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Chinese consumers surveyed refers to online consumers aged 20-49 across tier one to three cities in China. 2 3
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GETSMARTThe world of synced devices, homeappliances and wearable technologywill become mainstream, as trustedretailers and manufacturers moveinto the market and convertconsumer appetite into action.
1
WHAT’SHAPPENINGIN 2015?The Internet of Things – from smart
watches to smart ceiling fans – appeals
to consumers because it saves
them time and money while also
promising them convenience
and control. Wearable
technology has expanded
smart options for
personal data collection.
These connected
devices are broadening
the horizons of our digital
narcissistic culture by increasing
self-knowledge and creating more
opportunities for analysis.
What’s changing is that this is no longer
the domain of start-ups offering home hub
hardware – the major players are now
embracing the trend and raising consumer
condence in it. Companies such as LG,
Panasonic, Cisco, and Haier have already
teamed up to make sure their future
products can communicate with each other.
Google is also launching Android TVs, while
LG is launching a new webOS operating
system for smart TVs.
New software will also help
consumers seamlessly sync
their mobile devices
with their hardware,
including home appliances. Apple’s
HomeKit enables consumers to use Siri
voice commands to control smart lighting,
doors, thermostats and other home
appliances. Our health will also benet
as systems like Apple’s HealthKit brings
users’ data from various tness devices
into a single location. And with the new
Apple Watch, using these programmes or
other apps becomes much easier when
they’re on our wrists.
With greater consumer adoption,
interaction with smart devices will become
much easier, and application will go far
beyond health and home. 2015 will also
see oPhone launch ‘scent messaging’
devices which work with a related app to
allow consumers to remotely fragrance
their homes – or send odors as a form
of communication. The whole idea of
integrating technology into everything will
trickle down to change how consumers
interact with everyday items like their nail
polish or food packaging.
Putting our smart devices to use could
get also easier as network providers
are adding Wi-Fi on planes a nd trains,
allowing people to be connected
anywhere, anytime – making it ultra-
convenient for us to “Get Smart”.
1
2
1
Ralph Lauren,Polo Tech Shirt
Ralph Lauren,
Polo Tech Shirt Results
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WHYCONSUMERSWILL BUYINTO THISMany Chinese consumers have
already adopted digital tools that
help them track their own bodies and
sync their devices.
Some 13% of Chinese adults aged
20–49 say that they have a wearable
digital product in their household.
Ownership is driven by afuence,
with up to 29% of consumers in the
highest personal income brackets
owning one of these devices.
More than one in three Chinese
adults (36%) say their household
has an internet-enabled TV.
Across categories, consumers are
keen to use products and services
that provide them with convenience
or greater health awareness
– two things that are
certainly relevant to
today’s connected
device market.
As many as 81% of Chinese
consumers say that they are willing
to pay more for products and
services that make their lives easier.
Meanwhile, 39% of consumers say
that it is worth spending more on the
products or services that can help to
improve health, such as paid health-
tracking apps.
With widespread ownership of
smartphones in China, devices that
are compatible with or controlled
by apps are ripe for development;
indeed, smartphone ownership is
near ubiquitous in China as 95% of
Chinese consumers report owning
a smartphone. We have already
seen app and tablet controlled coffee
machines, such as the TopBrewer
launch in the marketplace and such
technology will continue to evolve.
When it comes to connected
devices, multifunctionality and style
also come into play. Despite more
product offerings and the emergence
of new product categories (such as
wearable technology), consumers
are concentrating on fewer items
that are more multifunctional to
satisfy daily needs. Almost half
(45%) of Chinese consumers say
they own six or fewer consumer
technology products.
Meanwhile, 64% of Chinese
consumers believe it is fashionable
to use wearable digital products like
the Nike+ FuelBand or Jawbone,
according to the same report.
This is certainly a global trend.
Around the world, consumers are
showing more interest in digital tools
that link their devices together.
In the US, 59% of consumers say
they would be interested in using
an app or website to control their
home. And in the UK, 76% of
potential TV buyers are interested
in a TV with the ability to wirelessly
stream content from other devices
(while 28% would pay more for this
feature).
Consumer interest in wearables
and apps that track health also
suggests huge growth potential. In
the US, 22% of all consumers have
purchased a wearable device, e.g.
smart watch or Fitbit.
In the UK, 21% of adults already
use either a wearable device or a
health-related mobile app. Roughly
one in three consumers is interested
in using a smart watch with tness
functionality (31%), a device that
tracks heart rate, blood pressure and
movement (40%), or a device that
tracks steps and sleep (34%).
The whole ideaof integratingtechnology intoeverything willtrickle downto change how
consumers interactwith everydayitems like theirnail polish or foodpackaging.
2
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3
4
Apple Watch
oPhone Uno
Samsung Smart Home
Philips Hue
2 3 4
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1 Mist Shine Bloom Necklace
Increased adoptionof wearable devices
might force moreconversationsregarding regulationsabout digital deviceetiquette.
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WHERE
NEXT?In 2015 and beyond, we’ll see
smart devices advancing into new
areas. Wearable technology will
have to transcend the convenience
of connectivity and offer wearable
devices that are both secure and
fashionable. Indeed, increased
adoption of wearable devices
might force more conversations
regarding regulations about digital
device etiquette.
Aesthetically, wearable devices are
as much status symbols as they
are data collectors. Over in New
York, brands including Nike, Intel,reality TV series “Project Runway”
and Digital Trends are hosting the
Wearable Technology Fashion
Competition to make wearable
technology more stylish, which
will hopefully increase adoption.
Aesthetics matter just as much, if
not more, in the home. Smart home
devices will scale back their futuristic
appearances to sit comfortably
among analogue objects and blend
in with existing home décor, which
we’ve already seen from Philips
‘Hue’ LED lighting systems.
Overall, we’ll come to expect more
from our smart devices: wearables
that analyse our mental well-being,
smart food and drink containers that
automatically re-order replacements
and companies that analyse our
data in order to customise services
and costs. Chinese search giant
Baidu will continue to surprise the
public with innovations that go
beyond its previous Google Glass
competitor, self-steering bicycle
prototypes, or smart chopsticks thatidentify food contaminants.
All this constant connectivity will
increase demand for innovations
that help keep consumers’
devices charged. We expect more
companies to employ wireless
charge features – something
Starbucks is already testing in
stores. Security will also be a
concern as consumers become
more wary of placing personal data
in the cloud and on other servers.
To further the purpose behind
this data gathering, analysis will
become a key area of expansion for
companies – witness the fact that
Nike+ is backing out of the actual
device space to focus on data and
apps – and people will increasingly
share data with professionals for
analysis. We’ve already seen black
boxes that monitor driving habits,
Russian banks that give preferential
interest rates based on running
data, and MyHealthPal – a platform
that shares a patient’s data onmedication, diet and exercise with
neurologists. Data-collecting devices
will also invite companies to become
analysis providers, and the next
stage will be for banks, grocers
and doctors to do more to develop
data relationships.
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1 TopBrewer Coffee
Machine and App
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POLLUTIONPROTECTIONInternational events – somecatastrophic, some inspirational – areputting emissions and toxicity backon the agenda, but it’s the threat ofpollution to human – rather thanenvironmental – health that’s drivingtechnological innovation and a spate ofclean, protective products launches inthe CPG space.
WHAT’SHAPPENINGIN 2015?In 2015, pollution will become a key
media focus. The abandonment of
the Carteret Islands in Papua New
Guinea due to rising sea levels and
the Milan Expo 15’s investigation into
the future of clean water supplies will
revive discussion around emissions,
while controversy will grow around
Canada’s Northern Gateway oil
pipeline to Asia. In April 2014,
China’s National People’s Congress
approved changes to the country’s
environmental protection law, which
go into effect on January 1, 2015,
that allow for stricter punishments for
those caught polluting.
It’s a growing awareness of the
link between pollution and cancer
and premature deaths – following
WHO’s revelation that pollution is the
world’s biggest environmental health
risk – that will provoke a reaction.
Since the Chinese Government
began releasing air pollution level
data in 2012, consumers have
come to learn about PM 2.5 –
‘ne particulate matter’ – an air
contaminant associated with asthma,
heart attacks and other health
problems. In response, there are an
increasing number of air purication
products available for home, ofce
and cars, many of which claim
to defend against PM 2.5. The
cosmetics industry in particular has
been awakening consumers to the
immediate, visible, personal effects
of pollution, with Avon even coining
the term ‘urban dust’ to describe
the ‘environmental aggressors’ that
threaten our skin and general health.
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WHYCONSUMERSWILL BUYINTO THISThe case for going clean has clear
global resonance. Pollution kills 8.4
million people each year, almost
three times the deaths caused by
malaria and fourteen times those
caused by HIV/AIDs, according to
Pure Earth/Blacksmith Institute. In
2012, around 7 million people died
– one in eight of total global deaths –
as a result of air pollution exposure.
In addition, outdoor air pollution was
linked to an estimated 3.7 million
deaths in 2012 from urban and rural
sources worldwide. Meanwhile,
indoor air pollution, mostly caused
by cooking on inefcient coal and
biomass stoves, was linked to 4.3
million deaths in 2012, according
to WHO.
In 2013, China’s Ministry of
Environmental Protection
acknowledged the existence of
“cancer villages”, linking water
pollution to areas where rates of
cancer are unusually high. An April
2014 report by the Ministry found
that 60% of monitored areas in
China had “very poor” or “relatively
poor” underground water quality (an
increase from 2013).
Health is a major concern for
Chinese consumers, who worry
about the effects of pollution.
Some 47% of Chinese adults aged
20-49 express concerns about
catching incurable diseases due
to environmental pollution, and
38% are worried about respiratory
diseases. Food safety is a top
concern among Chinese people,
with 56% of consumers aged 20–49
worried about diseases caused by
foods that are unsafe.
Chinese consumers are willing to
spend money to protect themselves;
in 2013 four in ten (40%) Chinese
adults aged 20–49 spent more
money on products that protect from
environmental pollution than they
had in the previous year.
In addition to overall health
concerns, Chinese consumers also
recognise the effects of pollution
on their skin. At least a quarter of
Chinese women aged 20–49 who
use bodycare or handcare products
said that anti-irritation, healing or
soothing, and antibacterial claims
are important when purchasing
products. Cosmetics companies
are increasingly using PM 2.5
terminology to promote their anti-
pollution product claims.
We expect to see brands
addressing anti-pollution,both from a corporatesocial responsibilitystandpoint, as well as inproduct claims.
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2 Nivea Men
Hydro Gel
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WHERE NEXT?The Chinese Government’s
increasing focus on environmental
policy will bring pollution into the
limelight even more in 2015. In
response, we expect to see brands
addressing anti-pollution, both
from a corporate social responsibility
standpoint, as well as in product
claims.
In the beauty sector, we can expect
protective claims against PM 2.5
to grow in product marketing in
skincare and into other beauty
categories like haircare.
In the food and beverage sector,
ingredients promoting detox benets
will grow. In response to food safety
concerns, manufacturers should
emphasise “pollution-free” ingredient
sources in their marketing. Some
brands can also enhance their
quality by highlighting their original
source – for example, Tmall.com in
China partnered with New Zealand
Trade and Enterprise to launch a
promotion in April 2014, which allows
Chinese local consumers to buy
fresh seafood from New Zealand and
have it delivered in fewer than 72
hours. Products range from mussels
and paua to oysters.
We’ll see more wearable devices
– and clothes – that variously
measure, guard against and combat
dangerous levels of air pollution. In
advertising, we’ll see more initiatives
like billboards that ght pollution as
well as home, ofce and even shop
frontages made from materials that
absorb carbon, reect heat or absorb
light to emit it at night.
In the automotive sector, sales of
electric and other low-emission
cars will continue to increase, as
the government continues to target
car pollution in cities like Beijing
and Shanghai. A surveillance
network is being developed to help
reduce smog from car exhaust in
Beijing, and consumers are being
encouraged to purchase electric cars
with promises of tax exemptions and
free licence plates.
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SHOP WHILE IN TRANSITAIRLINES WITH IN-FLIGHT WI-FI
Air Canada
British Airways Lufthansa Emirates
Etihad
Gull Air
Qatar Airways
Aerooy
Transaero
All Nippon
Airways
JAL
Norwegian
SAS
TAP
Portugal
Aer Lingus
Icelandair
Tam Libyan Airlines Turkish Airlines Oman Air
Saudi
Air China
THAI Airways
Singapore
Airlines
HongKong
Airlines
Garuda
Indonesia
Cebu Pacic
Philippine Airlines
Mango Airlines
AirTran
Alaska Airlines
American Airlines
Delta
Frontier Airlines
JetBlue
Southwest Airlines
United
US Airways
Virgin America
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WHYCONSUMERSWILL BUYINTO THISGlobally, online shopping has
revolutionised commerce, but
consumers are not completely
satised.
Over half (53%) of UK consumers,
specically 60% of women, say it’s
difcult to nd clothing that ts well
without trying it on.
In the US, 22% of adults only buy
products online that they are already
familiar with.
Nearly seven in 10 Chinese adults
say it is necessary to visit brick-and-
mortar stores before buying products
online. But at the same time, 75%
of Chinese adults feel that online
shopping will eventually take over
brick-and-mortar stores.
Almost a fth (19%) of Chinese
consumers aged 20–49 have
purchased items online with click-
and-connect delivery, where productsbought online are then collected from
a store, depot or locker box.
In China, consumers are interested
in a number of enhancements to the
shopping experience. The ambience
and customer service are increasingly
important factors to consumers
when choosing a supermarket or
hypermarket, both of which present
an opportunity for brick-and-mortar
stores to compete with online stores.
Some 14% of shoppers felt “good
ambience” is the most important
factor in deciding where to shop (up
from 9% in 2013). Good customer
service was selected by 8% of
consumers, up from 2%
in 2013.
Mintel’s trend “Experience Is All”
identies consumers’ interest in the
experience that retail outlets can
provide. Half (50%) of Chinese adults
aged 20–49 say that a wider range of
dining outlets would encourage them
to visit department stores or shopping
malls more often.
Outside of retail, consumers around
the world see opportunities for digital
tools to bring greater convenience
to other areas of their lives. One
in twenty (6%) of Brazilians would
purchase a car entirely via the
internet and have it delivered to their
home if it was possible.
In addition, 40% of Canadians
would be interested in using online
budgeting and advice tools offered by
their bank or credit union.
Demand continues as 85% of
Chinese adults would like to see
more online services that help to
facilitate daily lives, such as paying
bills online or booking taxis via mobile
apps.
1 McDonald’s Self-Order
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WHERENEXT?At the heart of this trend is that
our on-demand, instant gratication
culture is spreading. This will bring us
more delivery apps and high-quality
vending options across a variety of
product categories.
These conveniences are not only for
city dwellers as more business models
bring the benets of modern life to
suburban and rural residents. The
expansion of eBay Now showcases
that it’s not just growing urban
environments that require on-demand
delivery solutions. However, the
solution might have to be customised
to the area, with in-store pick-up suited
to suburbia and subscription services
aligning with the needs of rural
residents who might be far away from
the nearest stock-up store.
Furthermore, this “at-your-
convenience” expectation is likely
to inuence other customer service-
based industries. Consumers are
already applying this to their media
consumption, with many forgoing
cable TV in favour of subscription
services, such as Netix or Hulu Plus.
We predict that consumers will want
to see more customised, on-demand
access to nancial services, healthcare
and more. It won’t be enough to have
Google and Wikipedia answer your
questions at 3am, people will expect
to have curated services and expertise
just a few taps away.
In China, Jumei Youpin (www.jumei.
com), one of the biggest online
cosmetic products sellers in China,
has opened ofine stores in Beijing,
in order to let consumers better know
the brand and let them shop more
condently. Meanwhile, Shunfeng,
one leading express carrier in China,
entered the online market by setting up
their own online stores and opening its
real store for better service.
In the future, we expect to see more of
what we call ‘Omni-channel’ retailing,
which combines the online and ofine
channels in China. As for consumers,
price and convenience continue to
be the primary drivers to shop online,
while the ‘unique’, ‘educational’ and
‘engaged’ experiences in real world
retail will be the key factor to attract
consumers to shop in-store.
75% of Chinese adults feel thatonline shopping will eventually takeover brick-and-mortar stores.
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Shunfeng ExpressOfine Store, Hei Ke
Amazon Locker
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WHAT’SHAPPENING
IN 2015?We have certainly seen more companies
strive for two-way communication in recent
years. Marketing buzzwords like ‘engagement’
and ‘interaction’ have spurred a rise in forums,
user feedback and even consumer-created
advertising. Meanwhile, corporations have sought
to break down their own walls with blogs penned by
senior management.
We’ve also seen a new kind of expectation emerge
among consumers: to participate not only in
conversation at the back end, but to be part of a
company’s ideation process from the start.
Today, consumers can contribute to the betterment
of a product or the betterment of society on a
more personal and involved level. The rise of
crowdsourcing business models such as that of
trailblazing T-shirt company Threadless – where
anyone can submit a design, and everyone hasa say over which designs get made – has further
democratised the marketplace.
Innovation no longer happens from the top down.
Indeed, the once linear, one-directional arrow
between concept and consumption now looks more
like a owchart, with consumers positioned at many
points along the way.
In China, KFC launched a marketing activity named
“who could represent KFC” at the beginning of
2014. KFC raised two products in the competition,
one of which was KFC’s plain chicken nuggets (their
classic offering) and the other was Golden Crispy
Chicken (a totally new product). Consumers could
vote for their preferred product within the stipulated
time via social media, with the winner staying on
the menu. The result dictated which product could
remain on the menu in the long term. Other similar
activities such as The Voice of China and the Ice
Bucket Challenge have also leveraged social media
to engage consumer participation, which is highly
regarded by Chinese consumers.
TAPPINGIN AND
SPEAKINGOUTPCs and mobile phones are leadingconsumer technology productsegments with high product ownership.Online and mobile spaces are growingas a key platform for consumeractivities, brand communication and
consumer engagement channel.
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WHY
CONSUMERSWILL BUYINTO THISAround the world, collective
involvement with brands,
although currently relatively
niche, is taking strides into the
mainstream consciousness within
some industries.
In the UK, some 22% of beer
drinkers are interested in being
involved in helping to fund setting
up a new craft beer. Over a fth(21%) of UK teenage girls want to
contribute their ideas towards new
product designs. Meanwhile, in
China, ‘Who could represent KFC’
received over 20 million votes.
The advantages of online
cooperation are most keenly felt on
one particular social networking site.
Pinterest’s quick rise to the top of
the social media stratosphere is a
result of its collaborative nature. By
allowing internet users to curate and
share interesting pictures on a large
virtual pinboard, the number three
social media website (according toExperian Hitwise) enables pinners
to discover new ideas. This has
allowed users to benet from a
common, shared pool of visual
information. Its numbers have
been strong. The pinboard receives
1.9 billion monthly page views from
a worldwide audience, with each
visitor spending almost 14.5 minutes
on its site, according to an article by
Fast Company.
However, the ow of ideas is not
just Consumer-to-Consumer (C2C).
Increasingly, it’s Consumer-to-
Business (C2B) and back again.The term crowdsourcing refers to
the process of outsourcing work to
a large, often anonymous group
of people, and has become a
fundamental tenet of Web 2.0. And
when it comes to innovation, the idea
that many minds are better than one
has taken off.
Rite Solutions combines stock
market dynamics, game theory and
a clear understanding of the need
for an innovation funnel that is not
top-down. Its Innovation Engine
seeks to utilise the power of aligned
thought as a marketplace for
collective genius.
GuruStorms is a middleman service
that helps small businesses locate
experts in the technology and
medicine elds. Gurus offer their
best ideas, engaging in an online
brainstorming session lasting up to
30 days.
One Billion Minds is a platform that
connects problem-solving individuals
with companies and nonprot
organisations needing solutions,
like solving the garbage disposal
problem in Kolkata, India.
Even large corporations are turning
to the wisdom of the crowds as
a means of innovating – or even
outsourcing – their business. Lay’s
Argentina has invited Argentinean
consumers to suggest new avours
for its potato chips. The three most
popular avours will be sent into
production, and the one that garners
the most sales will join Lay’s line of
products permanently.
In addition, a supermarket in
Denmark has asked customers tosuggest local products they would
like to see on its shelves.
Meanwhile, Sears’ new online
feature “People’s Pick” allows
consumers to vote on which popular
items should go on sale each week.
There’s also civic utility in this
collaborative effort. Japanese
commuter app Komirepo (meaning
“crowded report”) keeps commuters
informed on which train routes are
the most or least crowded, thus
giving people the option to switch to
less congested lines.
Sickweather is an initiative that
searches data from social networks
and user input to geographically
illustrate illnesses in a specic area.
In the Netherlands, a service called
Twitcident has been developed to
help internet users nd updates
about emergencies, such as res.
It also sends information to the
authorities and rst responders.
With the culture of sharing and
collaborative thinking becoming so
pervasive, “Collective Intelligence”
may be so deeply entrenched in the
way young adults function that it’s
becoming difcult to differentiate
it from cheating. The scandal
surrounding Harvard University
students and a take-home nal exam
highlights this grey area between
collaborative learning and cheating.
While “cybercheating” is unlikely to
undermine marketers, there’s still
a valuable lesson to be heeded;
the internet is an anonymous and
unregulated space, which means
opening up the oor to ideas andfeedback means potentially opening
oneself up to an avalanche.
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WHERENEXT?The opportunities for harnessing
“collective intelligence” as a tool
for innovation are enormous. Not
only does crowd-sourced wisdom
have the potential to generate new
products and initiatives, it also
helps position a brand as dynamic,
forward-thinking and participatory. In
an era when consumers no longer
feel they need to defer to authority, it
will be critical for brands to operate
under a more populist premise.
Open dialogue with the masses
can do more than directly benet
brands and new products: the crowd
can be used to address problems
created by the crowd itself. Issues
surrounding population growth,
climate change, energy usage and
waste management can all be better
tackled by listening to the people
and providing direction around a
common theme. All that is required is
a connection and a vested interest in
an issue.
Ultimately, the challenge is to
cultivate a conversation that benets
both parties – giving consumers a
sense of power and participation,
and providing marketers with
a deeper understanding of
opportunities in the marketplace.
Even large
corporations areturning to thewisdom of thecrowds as a meansof innovating – oreven outsourcing –their business.
Trends 2015 CHINA 32 33
Get Smart
Pollution Protection
Real World Retail
Tapping In and Speaking Out
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