2018中国品质生活白皮书

中国品质生活白皮书2018.05网易严选与WAVEMAKER联合呈现BROUGHT TO YOU BY NETEASE YANXUAN & WAVEMAKERQUALITY OF LIFE IN CHINA 引言我们为何关注“品质⽣生活”？ 关于品质的探讨在市场营销领域屡⻅见不不鲜，品质⼀一词似乎消费者和品牌都关切。起先，更更多的探讨聚焦在物质商品的品质上，即如何让消费者感知到品牌或产品的品质感。随着⽣生活⽔水平的提升，“品质⽣生活”成了了近些年年⼈人们⽣生活的主⾊色调之⼀一。固然，品质⽣生活并不不是⼀一个简单的概念，⽽而是⼀一种⽣生活状态和态度。我们的研究还发现，当下中国消费者关于品质⽣生活的感知更更多来源于对极致⽣生活追求的⼀一种愿景。欲了了解品质⽣生活之于中国城市消费者的意义，⼈人们对物质与精神层⾯面富⾜足的期盼，以及消费者如何感知和判断品质，敬请阅读下⽂文。请注意，本次研究结论仅代表参与调研的1-3线城市的主流声⾳音，即23-50岁受访者的观点。PREFACEWhy are we discussing “quality of life”? Both the consumers and brands seem to be highly concerned with seeking out quality. Historically, marketers in China have been more focused on the quality of products, specifically how to make consumers more aware of the quality of their brands or merchandise. With improved living standards, in recent years discussing “quality of life” has become a dominant tone in people's lives. Admittedly, quality of life is not just a simple concept, but an evolving symbol of a successful lifestyle. In our research, we find that Chinese consumer’s sense of quality of life mostly originates from the prospect of pursuing extremely refined living. Please read on for more information about the meaning of quality of life to consumers, the expectations people hold for their material and spiritual aspects and how consumers sense and judge quality. Note to the reader, the conclusions drawn in this research are only a sketch of the mainstream voices in Tier 1 to Tier 3 cities of those who took part in the journey (from respondents aged between 23 to 50 years old). 柳晓刚 Xiaogang Liu高顿 Gordon Domlija⽹网易易是中国领先的互联⽹网技术公司，⾮非常关注中国消费者物质与精神层⾯面的需求与发展。⼀一直以来，⽹网易易严选致⼒力力于让⽣生活更更加美好，从⼀一条⽑毛⼱巾、⼀一个锅、⼀一双拖鞋起步发展到现在，⽹网易易严选致⼒力力于提升⽣生活品质，和⽤用户⼀一起创造美好的⽣生活，让⼤大家的好⽣生活没那么贵。此次推出品质⽣生活⽩白⽪皮书，希望⼤大众更更加了了解中国⼈人品质⽣生活的现状及对未来的期待，⼀一起提升国⼈人⽣生活的幸福感。NetEase is a leading internet technology company in China, and is highly concerned with Chinese consumers’ needs and development in their material and spiritual lives. Yanxuan, a self-run retailer brand under NetEase, is dedicated to empowering people to live a better life. Starting from a towel, a pot, a pair of slippers, now to a wide range of daily life products, by providing good quality goods at a reasonable price, Yanxuan has been committed to build a more affordable yet quality of life together with our users. We hope this whitepaper helps your understanding on Chinese consumers’ current condition and future expectations on quality living, and gives some inspirations in enhancing well-being. ⽹网易易公司副总裁，⽹网易易严选CEOCEO, WAVEMAKER Greater China欢迎阅读《中国品质⽣生活⽩白⽪皮书》。⽩白⽪皮书将为您洞洞察中国消费者对美好⽣生活的愿景以及他们筑建理理想⽣生活的⽅方式。我⾃自⼰己也在不不断追求健康、和谐以及有意义的⼈人⽣生，对像我这样的⼈人⽽而⾔言，这份报告⼗十分有趣。并且，对于任何在市场调研领域探究消费者动机和需求的⼈人⽽而⾔言，这份报告同样极具参考价值。WAVEMAKER致⼒力力于洞洞察消费者的⾏行行为和决策路路径，通过不不断的提问和挑战来扩充知识和⻅见解。借助在市场调研领域的不不懈努⼒力力，我们有能⼒力力将市场洞洞察转变成⼀一系列列连接媒体，内容和科技之间的策略略，以此来帮助客户实现商业⽬目标。希望这份⽩白⽪皮书能够让您更更加了了解中国的品质⽣生活，并让您对中国的品质⽣生活有⾃自⼰己独到的⻅见解。Welcome to our China Quality of Life whitepaper, a fascinating study that delivers unique insights into Chinese consumers’ life aspirations and their journeys to fulfilment. This paper is of great personal interest to me as someone who continually strives for a healthy, harmonious and meaningful life, and will be a valuable reference for anyone in the marketing world interested in understanding the desires and motivations of real people. At Wavemaker we are obsessed with understanding human behaviour and decision making, and are continually challenging ourselves to expand our knowledge. Our continuous investment in research equips us with the ability to turn insights into strategies that connect media, content and technology, helping grow our clients’ business. We hope this paper enriches your understanding and helps shape your own perspective on the true meaning within quality of life in China.CEO, WAVEMAKER ⼤大中华区 Vice President of NetEase, CEO of Yanxuan 目录品质生活人皆向往渴望而道远的梦想生活品质生活的筑建方式品类升级和品质判断品牌启示中国品质生活城市榜单THE UNIVERSAL PURSUIT OF QUALIT Y OF LIFETHE ROAD TO AN IDEAL LIFE IS LONG AND WINDINGTHE WAY TO BUILD QUALIT Y OF LIFECATEGORY UPGRADE AND QUALIT Y EVALUATIONBRAND IMPLICATIONSCHINA QUALIT Y OF LIFE CITIES RANKINGTABLE OF CONTENT 品质生活人皆向往THE UNIVERSAL PURSUIT OF QUALITY OF LIFE “”我们都要品质生活。QUALITY OF LIFE IS DESIRED BY ALL.《中国品质生活白皮书》 QUALIT Y OF LIFE IN CHINA 2018 谁都希望生活可以过得更好， 人总是向往更好的生活， 想要的都可以实现。父母那辈是能节约就节约， 我们就是能把生活过好， 就把生活过好， 能升级的就升级。有品质的生活， 是对方方面面都有要求的， 一定要各方面都要好的。Everyone wants to live better, we all yearn for a better life, we want to realize our dreams.My parents lived quite a frugal life, but we are different, we try to improve our lives as much as possible, and upgrade whenever we can.“”——韩女士，42岁，北京——陈先生，34岁，武汉——陈小姐，28岁，贵阳——Mrs. Han, 42 years old, Beijing——Mr. Chen, 34 years old, WuhanA quality life, means there must be standards set for all areas, and the best for everything.——Ms. Chen, 28 years old, Guiyang《中国品质生活白皮书》 QUALIT Y OF LIFE IN CHINA 2018 品质生活关乎男女老少不同性别对生活品质的关注度不同年龄关注生活品质的比例女男不关注一般有一些关注特别关注89% 有关注 pay attention 23-27 岁 yrs. (1991-1995)28-32 岁 yrs. (1986-1990)33-37