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Insights-based | marketing, research & digital
EXPLORE THE COMPLEXDIGITAL LANDSCAPE OF CHINA IN 2016
MARK TANNER, MANAGING DIRECTOR
CHINA SKINNY
CHINA DIGITAL CONFERENCE | SYDNEY | 2 JUNE 2016Insights-based | marketing, research & digital
Insights-based | marketing, research & digital
2
China’s Faltering Economy?
Insights-based | marketing, research & digital
China’s Consumersto Watch
USA’s income by age China’s income by age
59% < 30 years old
29% > 50 years oldPew
2/3 of China’s international
travellers < 35 years oldMcKinsey
Insights-based | marketing, research & digital
Insights-based | marketing, research & digital
China’s Dynamic Youth
Post-80s Generation Post-90s Generation
Insights-based | marketing, research & digital
have more
105cities in
Chinapeople than
Sydney
Insights-based | marketing, research & digital
75%of China’s 280 million affluent consumers
Will live in ‘smaller cities’ by 2020
Insights-based | marketing, research & digital
How do we Reach Consumers in those Cities?
China’s
Top-100
Retailers
eCommerce
Insights-based | marketing, research & digital
Offline versus Online Shopping Habits
>80% of China’s online shoppers
Were born after 1980
Insights-based | marketing, research & digital
Insights-based | marketing, research & digital
Keeping it real
Insights-based | marketing, research & digital
To sum up
• Chinese consumption growth is looking rosy, particularly
online
• That growth is being driven by China’s Millennial
consumers
• Those consumers are living all over China
• Meaning ecommerce is one of the most effective ways to
reach them
• But a lack of trust means Chinese do a lot of research
before they buy, much of it online on channels such as
social media, search and ecommerce
Insights-based | marketing, research & digital
Questions
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