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Marketing to Singles - China - June 2015

Marketing to Singles - China - June 2015

“Single people’s happiness is largely dependent upon how well they are able to support their life financially to fulfil their needs and interests. While there is great business potential lying in satisfying the advanced needs of the ‘Live in the moment singles’ and the rising ‘Independent females”, there also lies opportunities for brands to pay attention to the basic needs of the less wealthy and more stressed single people – males in particular.”

– Laurel Gu, Senior Research Analyst

This report covers the following areas:

Are single people happy or not?
Are singles eager to find a partner?
The “stressed single males” present marketing opportunities
Decoding the “independent single females”


INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
Overview of single consumers and thei r lifestyles
Figure 1: Populat ion of single people (unmarried, w idow ed and divorced) aged 20 and over, China 2004-13
The happy and non-happy singles
Figure 2: Consumers segmentation based on their attitude tow ards life, March 2015
Figure 3: Consumer attitudes tow ards single life - % of “agree strongly” or “agree somew hat”, by
psychographic group, March 2015
Single people find thei r pride in freedom and independence
Figure 4: Perceived advantages of being single, March 2015
A happy romance is more desirable than simply getting married
Figure 5: Most desired achievements, March 2015
However, the singles hate to be pushed by others
Figure 6: Annoyances of being single, March 2015
More helping hands and caring for single males
What we think
ISSUES AND INSIGHTS
Are single people happy or not?
The facts
The implicat ions
Are singles eager to find a partner?
The facts
The implicat ions
The “stressed single mal es” present mark eting opportunities
The facts
The implicat ions
Figure 7: Etude House’s hand cream packaging f eaturing mood lif ting mood lif ting messages, South Korea,
2013
Decoding the “independent singl e females ”
The facts
The implicat ions
TREND APPLICATION
The Power of One
Figure 8: Example of convenient stores (FamilyMart) of fering entertainment devices on its in-store dining
table, Shanghai, 2015
The Unfair Sex
Click and Connect
OVERVIEW OF SINGLE CONSUMERS IN CHINA
Key points
Over 230 million singles over 20
Figure 9: Marital status among people aged over 20, China, 2013
Single population is continuously expanding
Figure 10: Percentage of single people amongst total populat ion over 20, China, 2013
Sense of freedom is the source of happiness for single consumers
Figure 11: Selected att itudes tow ards life, by relat ionship status, March 2015
Singles are as conscious in personal finance management
Figure 12: Selected att itudes tow ards spending and future plans, by relat ionship status, March 2015
WHY DO PEOPLE ENJOY BEING SINGLE?
Key points
Single people see themselves being free and independent
Figure 13: Perceived advantages of being single, March 2015
Females, aged 25-39, high earners and those living in tier one cities are more likely to enjoy
being single
Figure 14: Average number of perceived advantages of being s ingle, by demographics, March 2015
Females hold a more positive attitude tow ards being single than males do
Figure 15: Perceived advantages of being single, by gender, March 2015
Figure 16: Ex amp le of Baileys’ marketing commu nicat ions on its Irish cream liqu eur, Chin a, 2 015
Figure 17: Ex amp le of Baileys’ marketing commu nicat ions on its Irish cream liqu eur, Chin a, 2 015
The over 25s see more benef its f rom being single
Figure 18: Perceived advantages of being single, by age, March 2015
The more you earn, the more you enjoy singlehood
Figure 19: Perceived advantages of being single, by monthly personal income, March 2015
WHAT ANNOYS SINGLE PEOPLE THE MOST?
Key points
Pressure from others annoys them more than the difficulty in finding a partner
Figure 20: Annoyances of being single, March 2015
Figure 21: Consumers w ho are concerned about the pressure f rom f riends/family to f ind a partner/get
married, by demographics, March 2015
The majority still look forward to finding a partner
Figure 22: Consumers w ho are concerned about the dif f iculty in f inding a partner as they get older, by
demographics, March 2015
Security of life in the future still exists
Figure 23: Consumers w ho are concerned “may miss the best childbearing age as getting older”, by age,
March 2015
High earners in tier one cities have other concerns
Figure 24: Average number of concerns about being s ingle chosen, by demographics, March 2015
Emotional support and a helping hand can appeal to high earners
Figure 25: Selected annoyances of being single, by income, March 2015
SINGLE PEOPLE’S ASPIRATIONS IN LIFE
Key points
Career achievements, a happy romance and better financial situation are most desired
Figure 26: Most desired achievements, March 2015
Travelling is also on top of the mind of the high earning singles
Figure 27: Consumers w ho chose “to travel to more unknow n places” amongst the top three desired
achievements, by demographics, March 2015
Aspirations vary by generations:
Figure 28: Most desired achievements, by age, March 2015
The post-90s singles (aged 20-24): develop skills to better themselves
Figure 29: Examples of brands’ marketing communications interpreting f uture aspirations of the post 90s
generat ion, China, 2015
The post-85s singles: hold on to career and get f inancially prepared
Figure 30: Examples of brands’ marketing communications interpreting f uture aspirations of the singles
aged 25-29, China, 2015
Singles w ho are above 30: travel to escape the w orld they know
Figure 31: Examples of brands’ marketing communications interpreting f uture aspirations of the singles
aged above 30, China, 2015
SINGLE PEOPLE’S LEISURE LIFE
Key points
Being single does not bar people from regular out -of-home leisure activities
Figure 32: Leisure activities done in the past six months, by relationship status, March 2015
Single people tend to be bounded with thei r friends during leisure hours
Figure 33: Who to go w ith in leisure act ivities, by relationship status, March 2015
Figure 34: Percentage of consumers w ho have done these leisure activities w ith their f riends in the past six
months, by gender, March 2015
Opportunities for targeting the independent singles
Figure 35: Percentage of consumers w ho have done these leisure activities alone in the past six months, by
gender, March 2015
The show business to target wealthy singles
Figure 36: Consumers w ho have w atched live show s / events (eg football games, concerts) in the past six
months, by age and income, March 2015
SINGLE PEOPLE’S DI NING HABITS
Key points
Singles are more likely to skip breakfast than non-singles
Figure 37: Meal habits, March 2015
Figure 38: Single consumers w ho are used to s kipping breakfast, by demographics, March 2015
How singles have their three meals
Singles do cook for themselves
Figure 39: Ways of having three meals, March 2015
Full service restaurants versus fast food restaurants
Food delivery versus buying takeaw ay
DIFFERENT TYPES OF SINGLE CONSUMERS
Key points
Three types of single consumers
Figure 40: Consumers segmentat ion based on their att itude tow ards life, March 2015
Figure 41: Consumer attitudes tow ards lif e (% of “agree strongly” or “agree somew hat”), by psychographic
group, March 2015
Live in the moment singles
Figure 42: Demo graph ic f eatures of “Live in t he moment sing les”, by psychograp hic gro up, March 2 015
Figure 43: Advantages of being single, by psychographic groups, March 2015
Marriage seekers
Figure 44: Demo graph ic f eatures of “ Marria ge see kers”, by psychogra phic group, March 2015
Figure 45: Ways of doing leisure activities – percentage of consumers w ho have done the activities w ith
f riends over the past six months, by psychographic groups, March 2015
Homebodies
Figure 46: Selected leisure act ivit ies done in the past s ix months, by psychographic groups, March 2015
APPENDIX: CHINA RESEARCH METHODOLOGY

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