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

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75%of China’s 280 million affluent consumers

Will live in ‘smaller cities’ by 2020

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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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