China BuysA CrowdSurvey Production

Beer PurchasesFindings of a survey conducted June 23, 2014

China Buys

Past series of reports:1. Domestic Milk Report2. Imported Milk Report3. Yoghurt Report4. 100% Juice Report5. Mixed Juice Report6. Milk Powder Report7. Bottled Water Report8. Carbonated Drink Report9. Energy Drink Report10. Yellow Rice Wine Report11. Red Wine Report

Current:12. Beer Report

Future series of reports:12. Yoghurt Drink Report 13. Tea Report14. Coffee Report15. White Wine Report16. Shampoo Report17. Hair Conditioner Report18. Body Wash Report19. Sunscreen Report20. Facial Wash ReportAnd More is going on……

China Buys• China Buys is a new series of reports on the

purchasing behavior of those who will be the heart of China—that part of the population under age 40 that is enabled in more than one sense of the word.

• China Buys will ask large number of consumers every week where they buy different products, what brands they have bought recently and what brands they will buy in the near future.

• We will then look at the differences between consumers—do women buy differently from men? Do consumers in one province buy differently than another? How does age impact purchase location and preference? And we will bring these answers to you within a week.

• This is the latest in a series of reports on surveys conducted by CrowdSurvey, China’s largest mobile research panel. It is a companion report to our recent reports on red wine, white wine and yellow wine.

• Copyright CrowdSurvey, a joint venture of Weichaishi and nQuire China.

China Buys Beer• Our latest survey is about Chinese

purchases of beer;

• We asked 9,687 consumers to tell us about their past purchases of beer, the locations where they bought it and how frequently they purchase it.

• Our follow-on survey on purchases of coffee is now in the field and will be added to this, along with a further survey on tea.

Key Finding

• Age influences the place where beer is purchased. The percentage of people who mentioned supermarket purchases increased steadily with age, from 46% for 18-24 year olds to 52% for 50-60 year olds.

• TsingTao (33.6%) was mentioned most frequently. The second most frequently mentioned brand was Snow at 27%.

• Province also has influence on the purchase choice. The percentage of people

who were from Beijing (43%) and Heilongjiang (44%) were more likely to purchase beers than those from Jiangsu (30%).

Who We Talked To—And Who We Didn’t

• Readers are strongly advised to look carefully at the demographics section at the end of this report. There are only a handful of respondents over the age of 60, for example.

• On the other hand, we achieved very good geographic representation, with respondents coming from almost 200 cities in every province in China. Their incomes look fairly representative, as do their educational achievements. Only a third of our respondents are married—that’s far lower than for China’s under 40s as a whole, but understandable when we see that 45% of our respondents are under age 25.

• This report is not intended to represent the opinions or behavior of all of China. It captures meaningful data about the consumers whose decisions and attitudes will be important to businesses all over the world. Our survey was conducted using a questionnaire delivered by mobile applications on smart phones. That alone means that we had no access to those without smartphones, nor to those who shy away from downloading mobile apps.

Q1: Where do you most frequently buy beer?

• Almost half (47.5%) of beer mentions were of purchases at supermarkets.

• Age influences the place where beer is purchased. The percentage of people who mentioned supermarket purchases increased steadily with age, from 46% for 18-24 year olds to 52% for 50-60 year olds.

• Gender also has an influence on the place of beer purchase. According to the data, females (52%) were more likely to purchase beer in the supermarkets than males (43%).

Superm

arket

Convenience

Store

Groce

ry

Online M

all

Liquor W

holesale M

arket

Liquor S

tore

Others

47.50%

28.70%

16.10%

3.40% 2.00% 1.30% 0.90%

Base=9,687

Percent

Q2. What was the brand of beer you purchased most frequently last month?

• TsingTao (33.6%) was mentioned most frequently. The second most frequently mentioned brand was Snow at 27%.

• The percentage (34%) of people who purchased TsingTao beer barely varies with age. However, when it comes to the Snow brand, the percentage steadily declined with age, from 30% for 18-24 year olds to 10% for 50-60 year olds.

33.60%

27.00%

6.40% 5.20% 5.20%2.50% 2.50%

17.60%

Base=9,687

Percent

Q3. How frequently do you purchase beer?

• Beer was not purchased daily by most respondents, but 30% purchased it monthly. Nearly 60% of respondents seldom purchase beer.

• Province also has influence on the purchase choice. The percentage of people from Beijing (43%) and Heilongjiang (44%) were more likely to purchase beers than those from Jiangsu (30%).

Daily Monthly Seldom Weekly

2.50%

30.00%

59.30%

8.20%

Base=9,687

Percent

If You Need More Information

• We hope this information is valuable. We offer it to you for free. (Of course, we hope that you will want more information that we can charge you for. Not too much—just 3,000 RMB.)

• If you do want more information please send an email to bd@crowdsurvey.com.cn.

Methodology• CrowdSurvey is powered by China’s largest

crowdsourcing company Weichaishi and nQuire China, a full service market research company headquartered in Shanghai.

• Respondents are recruited by an invite placed on their Weichaishi mobile application.

• Those who complete the survey are rewarded with 0.2 yuan.

• The survey consists of three questions and is part of their welcome dashboard when they start the mobile app.

• All of Weichaishi’s users are eligible to participate.

Demographics 1• Age-As we have mentioned in the report, our respondents are younger than China as a whole.

18-24 25-29 30-39 40-49 50-60 Above 60 Under 18

42.80%

34.20%

17.00%

2.30%0.30% 0.10%

3.30%

Percent

base=9,687

Demographics 2• Gender-As is often the case with surveys conducted electronically, slightly more women than men participated in the study

51.30%

48.70%

FemaleMale

base=9,687

Demographics 3

• Education

29.40%

0.30%4.60% 4.00%

11.40% 11.00%

39.20%

Percent

base=9,687

Demographics 4• Marital Status

0.70%

37.90%

58.90%

2.40% 0.10%

Percent

DivorcedMarriedNot MarriedRefuse to answerWidowed

base=9,687

Demographics 5• Employment by sector

5.20%

9.20%

2.70% 1.00%

6.00% 6.40%3.50% 4.20%

2.40%4.60%

1.00%

29.20%

0.50% 2.30%

8.50% 7.10% 6.20%

Percent

base=9,687

Demographics 6

• Income

15,000 and below

15,001-25,000

25,001-40,000

40,001-60,000

60,001-85,000

85,001-120,000

120,001-150,000

150,001-200,000

200,001-300,000

300,001-500,000

500,001-650,000

650,001-1,000,000

1,000,001 and above

43.50%

13.90%16.60%

12.50%

6.20%4.20%

1.40% 0.90% 0.50% 0.10%

0.10%

0.10% 0.20%

Percent

base=9,687

Wei Chai Shi & CrowdSurvey Thank you!

Mailbox: bd@crowdsurvey.com.cnWebsite: http://www.crowdsurvey.com.cn/