柔软的玩具，艰难的一天：Jellycat在中国为年轻的专业人士带来了情感上的慰藉

Chinese gifting habits1.Chinese gifting platforms4.How Chinese choose products2.Special occasions for gifting3.Case studies5.OUTLINE 0429112134 © 2023 Daxue ConsultingALL RIGHTS RESERVEDHighlights010203040506 Gift giving is becoming a daily habit, with Chinese people gifting more often and casually.Closeness to the gift recipient often results in more personalized, useful, and even cheaper giftchoices on a frequent basis.With access to Chinese factories and a rise in customization demand, gift givers are DIY-inggifted products and packaging.While festive occasions showcase brands' cultural understanding, day-to-day gifts also demandawareness of cultural nuances, especially when selecting gifts for the older generation.With six different forms of Valentine’s Day, there are more opportunities for individuals to givegifts to their significant others.Chinese consumers seek reassurance of gifting choices on social media to ensure they get theappropriate gift for the recipient. Chinese gifting habits向左向右户外and沿媛. © 2023 Daxue ConsultingALL RIGHTS RESERVEDThe role of gifting in modern Chinese cultureWhile gift-giving has long been prominent in China, it is becoming more frequent and casual compared to Western cultural practices.Data sources: National Bureau of Statistics of China, Ranking 123 Network,iiMediaResearch Inc., etc.When do Chinese people give gifts?To communicate their social statusGifts may be given to another person in a different social position as a signof respect and acknowledgement or as a sign of power and status.To establish and maintain relationshipsMany people in China cultivate guanxi (关系), or social relationships, withfamily, friends, neighbors, and business partners, often throughconsecutive gift-giving.To and from travelMany Chinese travellers bring local Chinese specialties and gifts-even ifonly small delicacies or trinkets-when traveling and bring foreignspecialities back to China to share with family, friends andcoworkers.To show gratitude and/or lovePeople show their appreciations and affection through gifts to homestayfamilies, party hosts, and departing or reuniting with friends.To mark special occasionsDuring holidays special events like birthdays2.74.05.35.76.46.88.59.39.711.14.45.87.27.88.59.110.811.912.414.18.09.410.911.612.313.013.814.515.316.2201820192020202120222023E 2024E 2025E 2026E 2027EGift market size in China, 2018-2027E(in RMB trillions)MinimumMost probableMaximum More differentfrom the westMore similarto the west 17%22%24%28%36%47%59%Self (自己)Customer/client (客户)Boss (领导)Teacher (老师)Relatives and friends (亲友)**Romantic partner (伴侣)Family (家人)*Gift recipients in China(N=1,944, 2021)Gifting reinforces roles in “harmonious” relationshipsPeople use gift-giving, an indirect form of communication, to not only strengthen their ties with their families but also with others liketheir teachers, bosses, and customers.Source:iiMediaResearch Inc., modified and designed by byDaxueConsulting*“Family” refers to (grand)parents, (grand)children, and siblings**“Relatives” refers to aunts/uncles and cousinsPersonal relationshipsFamily members are the main recipients of gifts, reflecting the practice offilialpiety (孝道)in China. People express respect, obedience, and care by giving giftsto their parents and elderly family members.Despite the end of China's one-child policy in 2016, birth rates are declining.Parents with one childprioritize enhancing their one child's quality of life, often byinvesting in higher-quality products.Professional relationshipsNearly all parentsgive gifts to teachers; it iscustomary, especially on specialoccasions like Teacher’s Day or graduation day.In China, people, regardless of hierarchical position, give gifts to their leaders, as agesture of respect.Relationship with selfIn China, self-gifting is becoming increasingly common as a form ofself-reward.Young people seek gifts that provide asense of ritual, such as flowers,extravagant dining experiences, and luxury products. © 2023 Daxue ConsultingALL RIGHTS RESERVED © 2023 Daxue ConsultingALL RIGHTS RESERVEDChinese professionals often give gifts tobusiness partners, potential/existing clients, and employees. In many cases, although they do notexpress it, they expect to receive some kind of favor or gift in return.Shang Xia, a luxury fashion and furniturebrand, alsoextends its offeringsto include teagift box sets. ThisreflectsChina's culturalemphasis on the art of tea-drinking and itssurrounding environment.Giving gifts that showunderstanding of theother person's cultureis appreciated. Thisinvolves thoughtful consideration ofculturalnuances, including symbolism and regionalpreferences.In business,premium packagingis crucial forpeople of all ages. However, older generationsare especially attentiveto the meaning behindthe packaging.Black isassociated with darkness andnegativity. However, in some cases cases,they canconvey sophistication, as seen inHongdian'sBlack Forest series pen. Oldergenerations can be m