2019中国新消费品牌研究报告

China’s New Consumer Brand Report 2019 & Top 100 Brand List2019中国新消费品牌研究报告及TOP100榜单October 2019Photo byLucrezia CarnelosonUnsplashEqualOcean.comCopyright © 2019 EqualOcean. All rights reserved. EqualOceanmaycurrentlyand/orseektodobusinesswithcompaniescoveredinitsresearchreport.Asaresult,investorsshouldbeawarethatthefirmmayhaveaconflictofinterestthatcouldaffecttheobjectivityofthisreport.Investorsshouldconsiderthereportasonlyasinglefactorinmakingtheirinvestmentdecision.Forotherimportantdisclosures,seetheTermsofServiceandDisclaimer.ThereportisbilingualinEnglishandChinese,withpage1topage38inEnglishandpage39topage60inChinese.特此说明，该报告为中英双语版本，1到38页为英文版，39到60为中文版。 Why read this report?2The wealth of Chinese consumers is changing rapidly, despite the ‘new normal’ stage of the country’s economy and the geopolitical uncertainties.Consumer-facingcompanies should show keenness for this market in order to power their growth over the coming decades.The development history of the world’s famous consumer brands has repeated itself –but varies from region to region. From both a macroeconomic and ‘cultural confidence’ perspective, today’s China resembles Japan in many aspects from the 1970s to the 1980s. Only the country now boasts a much greater middle-class population than anywhere else in the world and expects an unprecedented wave to come in the consumer market. This report will unveil the factors underpinning the unstoppable trend of consumer upgrading in China and will also showcase of the TOP 100 new consumer brands[1]list, with a special look at trailblazing cases in the China's diverse fast-growing market.Grasp it –the foreseeable big bang in China's consumer brands [1]TheTOP100newconsumerbrandsareselectedonthreebasiccriteriaareillustratedonP19.Source: AliResearchEqualOcean.com18401900 1960 Industrial revolution in EuropeRise of industrial AmericaGrowth of middle class in JapanRise of new middle class in China, digitalization...European consumer brandsAmerican consumer brandsJapanese consumer brandsChina’sconsumer brandsExhibit 1: Global consumer brands development timeline 240 million singlesSingles represent 15% of population in 2018. Most of them like convenient and fast living, keeping fit and pretty, eating out alone or ordering takeout, and they are pet-lovers.Seniors are wealthier and have stronger consumer awareness. At the same time, information technology and high-tech medical care companies are becoming the main driver of senior care industry.Only 15% of tier-one city singles cook three times or more per week.12.314.517.221.326.820132014201520162017Market size of high-tech devices for seniors (BN CNY)378 million Gen ZAffluent in life and well-educated, Gen Z are the main consumer force of China. They are more diverse, progressive, rational, global-minded and patriotic. Most importantly, they are digital natives.Exhibit 2: Three main types of future consumers in ChinaSource: EqualOceananalysis EqualOcean.comNew technologies have been making the time varying trends more exciting. The implications for both companies and investors are crucial for finding solutions to build stronger brands in the consumer market in China. A brand’s positioning, personalization, customization, digitalization and experience-orientation are all areas where future revolutions will take place.3An understanding of China’s changing demographics and the impact of these changes on the profiles of consumers helps to identify some key trends in consumption patterns likely to follow in succeeding decades. Four types of new consumers –middle-class, singles, seniors and generation Z[1]–are selected as representative of the future. However, the diversification of population, along with geographic and Internet clusters, will eventually generate a much more complex matrix of consumer types –such as small-town youth,urban middle-class and so on –that will pose both opportunities and challenges for brand merchants.Know it –the features of future Chinese consumersThink it –implications for the future [1]TheconsumerfeaturesisnotselectedfromacategorizationbasedofMECE,butacross-analysisonconsumptiontypesandbrandinglogic.1/3of the population will beover 60 by 205070% of them are happier than their parents The macro context of ChinaGovernment support on domestic brands and the consumption upgradeDemographic shiftTechnological innovation05Factors shaping China’s consumer marketContentsThe explosive middle-class in ‘new tier-one’ citiesSingles economy: a group of hikikomori or independent individualThe wealthier silver hair cohortGeneration Z: the expressive and rational digital natives11Features of China’s new consumersBrand mapSelecting criteria Case study 18List of TOP 100 New Consumer BrandsBrand positioning –to be 100% sure about what brand stands forPersonalizati