《Daxue Consulting：2023年中國年輕消費群體分析報告-自我意識的覺醒（英文版）（58頁）.pdf》由會員分享，可在線閱讀，更多相關《Daxue Consulting：2023年中國年輕消費群體分析報告-自我意識的覺醒（英文版）（58頁）.pdf（58頁珍藏版）》請在三個皮匠報告上搜索。

1、How young Chinese are finding themselvesMay 2023CONTENT OUTLINEConsumer trends of 20231.04Adventurism2.16Parenting Gen Alpha3.29New definition of Romance 4.38505.About Daxue Consulting 2023 daxue consultingALL RIGHTS RESERVED10后后 or“post 10s”(2010-2019)Millennials(1981-1997)Gen Z(1997-2012)00后后 or“p

2、ost 00s”(2000-2010)90后后 or“post 90s”(1990-1999)Must know Chinese terms:How“young adults”are defined in ChinaAs our research combines both Chinese and foreign sources,it is important to define the terminology used in both kinds of sources to understand this report.Gen Alpha(2012-2024)199020002010Engl

3、ish terminologyChinese terminologyBirth year3Consumer trends of 2023The shift in workplace after the end of Zero-COVIDPhoto:Xiaohongshu user 介入設計便利店介入設計便利店 2023 daxue consultingALL RIGHTS RESERVEDA wake-up call for big cities Chinese seek work-life balancePost lockdown,Chinese people place more valu

4、e work-life balance,health and freedom.Additionally,they are less interested in big cities or working in major corporations.After COVID-19/lockdown,which of the following changes would you like to make？Sample size N=2,079“Living in a big city orworkinginamajorenterprise means less tome as compared t

5、o pre-COVID times.”-A netizen from Shanghai“After the lockdown period,Ivalue health and freedommore than before.”-A netizen who recoveredfrom COVID-1940.7%41.3%46.6%57.7%67.2%Show more care towards familymembersEnhance the quality of life at homeDo more indoor sportsIncrease savings,reduce unnecessa

6、ryspendingPurchase more necessities and foodWhich of the following things have decreased in importance in your mind compared to the pre-COVID-19 times？35%45%42%34%44%30%27%27%24%18%28%22%21%19%21%Post-00sPost-95sPost-90sPost-85sPost-80sBig citiesWorking in top tech companiesMajor corporationsPost-00

7、s youngsters are losing interest in working for majorcorporations and top tech companies.Up to 32%of total survey participants began to contemplatewhether to switch from their current cities to places with morework-life balance.Sample size N=2,079Source:DT Finance and Economics,20226 2023 daxue cons

8、ultingALL RIGHTS RESERVED74%61%59%54%49%37%SalaryIndustryprospectsRoom fordevelopmentMatchinginterestsStabilityFreedomPost-00s seek jobs that fit their career prospects and lifestyleA survey of recent graduates showed that post-00s job seekers in China prioritize salary and industry prospects,follow

9、ed by growth opportunities and personal interests.Source:Xinhuanet,2022Sample size N=2,072Job considerations of the post-00s job seekersI would prefer a less stressful job where the paydoesnt have to be high,but there is room for growth.“-a recent undergraduate,who will be attending graduateschool i

10、n 2023“Many new careers have emerged as people haveincorporated their hobbies into their careers,whichis also in line with the characteristics of the post-00s,whohaveindividuality,daretoinnovateandimprove their level of happiness through work.”-a recent graduate of Hebei Normal UniversityMore than 5

11、0%of the Chinese surveyed view work as not onlyas a means to earn income but also a way to realizeprofessionalvalues,enhancecapabilities,andbroadenhorizons.Hence,they are highly concerned about personal growth andindustry prospects of their chosen careers.“I hope the career I choose is in line with

12、my major,or fits my future career plan.I am not so eager tomake a lot of money,and I hope the workingatmosphere is relaxed.”-a recent graduate from Henan7The state of GuochaoPhoto:Xiaohongshu user 臭屁香臭屁香 2023 daxue consultingALL RIGHTS RESERVEDGuochaos scope broadened from daily essentials to high-t

13、ech productsGuochao 1.0Guochao 2.0Guochao brands started to flourish in 2011Consumers began to show preference for long-established Chinese brands such as Li Ning(李寧),Pechoin(百雀羚),and Warrior(回力)Products impacted:Clothing,shoes,food,anddaily necessitiesHigh-tech consumer goods made in China thrivedt

14、hrough technological innovation and emphasis onbranding,Netizens searched and discussed 5G,locally-made semiconductor chips,AI photography,fastcharging phones,and domestic smart cars withself-driving technology on forumsProducts impacted:Mobile phones,cars,smarthousehold appliances,and cosmeticsSour

15、ce:Pechoin.Pechoins star product-moisturizing balm,was launched in the market back in 1931.Source:Peoples Daily.Baidus self-driving Robotaxifleet started its trial operation in Changsha.Source:Baidu and Peoples Research Institute(人民網研究院),2022Guochao no longer relies only on cultural resonance to att

16、ract followers,but also on technological innovation to upgrade the experience.9 2023 daxue consultingALL RIGHTS RESERVEDGuochao 3.0 and the rise of the Chinese entertainment industrySource:Weibo.“Birth of the demon child Nezha”(哪吒之魔童降世)which was adapted from a classic 16th-century novel becameChinas

17、 all time third-highest-grossing film($742.7 million).Guochao 3.0Chinese cultural intellectual properties(IPs)started to gain popularityChinese youngsters showed their support through wearing traditionalhanfu(漢服),watching Guochao movies and reality shows on Chinesetraditional culture and archaeology

18、 discoveriesGuochao 3.0 also marks the rise of Chinese soft power,as Chineseproductions are now included on global entertainment platforms likeNetflix.Products impacted:Entertainment IPs,cartoons,reality shows,and moviesChinese cultural IPs are popular among Chinese citizens,especially youngsters wh

19、o support them through reviving traditional costumes.Source:Weibo.“Big Fish&Begonia”(大魚海棠)is a Chineseanimated epic fantasy film that was released in both 2D and3D formats.10Source:Baidu and Peoples Research Institute(人民網研究院),2022 2023 daxue consultingALL RIGHTS RESERVEDFrom June 29thto July 6th2022

20、,among 394,000 messagesrelated to Chicecream on the Internet,46%of expressionswere negative,while neutral and positive accounted for 36%and 18%,respectively.Consumers criticize previously well-celebrated Guochao brandsLi-Nings fashion designs sparked discussions onlineChicecream(鐘薛高鐘薛高)sparked contr

21、oversy for charging exorbitant prices on mediocre productsSource:WeiboLiNingsuseoftraditionaldesign,whichresembledJapanesemilitaryoutfits,arousednegativereactionsamong netizens.Its share priceplummeted by over 13 percentthat week.Li Ning has been repeatedlyaccused of copying the designsofNike,Onizuk

22、aTigerandother brands.“LetsturnChincecreamintoanaffordable ice-cream;now that theycan sell at a low price,which showsthat they have earned a lot withoriginal price.”“Thepricedoesnotmatch thequality.”Source:Civiw,2022Guochao attracts the attention of young people in China.However,poor quality,plagiar

23、ism and expensive price,have become the reasonsfor many Guochao fans to purchase less.11 2023 daxue consultingALL RIGHTS RESERVEDYoung Chinese people have higher expectations for GuochaoChinese young people expect higher quality,and more cultural connotation from Guochao consumption.When the develop

24、ment of the“Guochao”connects with mediocre quality,high prices,plagiarism and other issues,“Guochao”isturning from our national“pride”into the“concept”that rips us off(割韭菜).-Xiao Chen,a Guochao enthusiast born in 1995Source:36Kr,2023,Xinhuanet,2023Guochao is not just product printedwith Chinese char

25、acters or patterns,but also needs to have depth andcultural connotation.Ihopethatthebrandcanreallyunderstand Chinese culture,make high-quality and cost-effective products.-Mingyang Li,a Guochao brand shop ownerThe post-90s and post-00s generations have a strong sense ofnational pride and cultural co

26、mpetence.Hence,they are morereceptive to Guochao brands and willing to share their purchasingexperience with peers online.Consumers recognize the design and cultural connotation ofGuochao products and are willing to pay a 10%-30%premium.The post-90s and post-00s consumers account for 74%of Guochao b

27、rands consumers.Source:36Kr,2023 and iResearch,2022Source:Xiaohongshu,Chinese netizens are eager to share their discoveries ofGuochao food,apps,and fashion on social media.12 2023 daxue consultingALL RIGHTS RESERVED56%42%33%33%RevitalizetraditionalculturalelementsChinese-styledesignUncover deepermea

28、ning incultureCarry out cross-industrycollaborationConsumers preference in Guochao elements(2022)57%33%10%IncreasedRemains unchangedReducedGuochao brands are here to stay,but with more emphasis on Chinese cultureThe national trend has become the key for Chinese brands to compete for traffic and sale

29、s.Guochao brands are forming a unique artistic trend through the excavation and redesign of traditional Chinese cultural elements.Source:Tread Research Institute智萌研究機構(2022)Timage(彩棠彩棠):Chinese makeup brand that redesigned Chinese tradition and aestheticsN=3,000How has your spending on national prod

30、ucts changed over the year?(2022)N=3,000Timage promotes simple makeup styles that enhance peoplesnatural beauty and boost their confidence.The founder Tang Yideveloped a unique makeup technique called liubai(留白).Thisresults in a balanced makeup look that is full and vibrant but notoverwhelmed by exc

31、essive products.The liubai technique is inspired by Chinese traditional arts,likepoetry,painting,architecture,which made use of blank spaces toemphasise important features of the composition.Source:Huodongju(活動聚),the“liubai”makeup style in Timages video for the“Great Beauty”eventSource:Zhihu.Chinese

32、 paintings withliubai(留白)technique13Shift in focus from mass consumption to rational consumptionPhoto:Xiaohongshu user 亂畫的小陳亂畫的小陳 2023 daxue consultingALL RIGHTS RESERVEDOnly buy what is absolutely necessary is the new consumption philosophy“Consumption downgrade”is a trending phrase on social media

33、.On Little Red Book,a post titled 2022 Consumption Downgrade,Rational Consumption has received over 100,000 likes and comments.Li Rui(26 years old)Who implemented the“only buy what is absolutely necessary”plan for 100 days“My go-to restaurant changed from Hai Di Lao toa street-side skewer restaurant

34、.I take public transportation,buy groceries tocookathome,reducetakeoutorders,andreplace milk tea with bottled yogurt to lower myliving expenses.“If income cant be increased,we have to cutback on expenses.”Liu Qianli(Gen Z)Another adherent of the principle of“only buying what is absolutely necessary.

35、Aftermeetingonesbasicneeds,saving money to dosomething that truly mattersto oneself is the real high-quality consumption.Source:,202214.7%14.2%13.1%12.3%11.6%11.5%10.8%Buy only what is needed,and make fulluse of everythingMake a plan,consume rationallyBe thrifty,save where possiblePurchase based on

36、interestsLack of planning,susceptible topersuasionPursuit of instant gratificationStockpiling/hoardingThe consumption pattern of the Chinese in 2023Source:Zhimeng,2023Sample size N=3,00015AdventurismPhoto:Xiahongshu user 野生攝影師 單車仔KyleYading nature reserveChinese are now being more adventurous in tra

37、vel.Photo:Xiaohongshu user Bonnie 2023 daxue consultingALL RIGHTS RESERVEDGen Z are becoming more adventurous travelersGen Z shows the greatest interest in outdoor sports during travel,and are more interested in broadening their horizons,enriching their life experiences than relaxing.Are outdoor spo

38、rts considered a part of an“ideal”trip?Sample size N=1,78327.8%28.0%30.7%27.0%37.6%80s85s90s95s00sPercent of people who consider“outdoor sports”an important part of travelGenerationsSource:&KuRunData,2022What does“travelling”mean to Chinese Gen-Z?Sample size N=1,78388.1%83.0%78.0%76.3%64.4%81.3%84.7

39、%66.1%71.2%49.2%Enriching lifeexperienceRelaxationBroadeninghorizonsFeeling refreshedSatisfyingcuriosity00sGeneral18 2023 daxue consultingALL RIGHTS RESERVED76%of Gen-Z are open to becoming a“digital nomad”76.4%16.7%5.3%Would be willingNot willingAlready areAttitude of the Chinese Gen-Z towards bein

40、g digital nomadsSource:&National School of Development,2022*Z is a major Chinese job seeking platformDaniel NgCo-founder of the Dali Hub(a co-working space in Dali)“People are really sick of the company culture in China like 996”“If you work in cubical,you dont really have that kind of creativity.”D

41、AO spaceA co-working venture in an old bedsheet factory in Dali,Which charges customers only 480 yuan a month.Glitch BoyA former English teacherWell-known in the local group of digital nomads“The space provides an area for people to exchange their resources and skills so that we can grow our little

42、community.”The community between digital nomads is growing as many youngsters are joining for a better work-life balance.Source:Bloomberg News,2022Why Chinese become digital nomadsThe sense of community between nomads19 2023 daxue consultingALL RIGHTS RESERVEDNearly one in every three young Chinese

43、is highly interested in campingAs youngsters are increasingly captivated with the outdoors,camping has become a raising star.Source:Oh!Youth,2022Sample size N=1,296Highly interested30%Quite interested56%Not interested14%Level of interestChinese youngsters show enthusiasm for campingGood photos enjoy

44、ing nature?23.5%27.9%52.8%67.7%76.8%For good foodTake good photosGather with friendsEscape from busyness and relaxReturn to natureReasons millennials and gen Z like camping70%64%46%37%5%28%33%45%80s90s95s00sPurpose of camping of different generationsReturn to natureGood photosThe younger the generat

45、ion is,the more they prioritize“taking good photos”.This has fueled the rise of”Glamping”.Source:Oh!Youth,2022Sample size N=1,29620Hainan is more than just a shopping destinationPhoto:Xiaohongshu user Zui_photograph 2023 daxue consultingALL RIGHTS RESERVEDChinese youngsters are visiting Hainan for o

46、utdoor sportsGen-Z and Millennials are the significant sources of Hainans tourists.Outside of shopping,they visit Hainan for outdoor sports.Gender and age of tourists visiting Hainan1.5%12.1%24.6%4.7%1.0%1.5%13.9%34.4%6.3%55-9035-5525-3518-2515-18Age groupMaleFemaleTourists preference for recreation

47、al activitiesDivingSurfingBikingTaking speed boatWalking on Canopy WalkwayEnjoying massageOutdoor barbequeRelaxing at guesthouseSpecial experience13%Relaxation28%Outdoor sports59%Watching dolphinsWatching performancesSource:Mafengwo,2021*Data derived from big data collected by Ma Feng Mo,a leading t

48、ravel website in China.Source:Mafengwo,202122 2023 daxue consultingALL RIGHTS RESERVEDWatersports and eco-tours are rising in HainanWhile diving remains the most popular watersport in Hainan,other watersports are seeing significant growth in popularity.With the support of the local government,ecotou

49、rism is expected to be the next prevalent touristic activity in Hainan.Top 5 touristic activities in Hainan with high growth rate in popularityThe next hit:Eco-tourismSource:Mafengwo,2021Source:China News Service,2023Hot air balloon ride+307%Surfing+303%Glass boat ride+300%Watching dolphins+327%Road

50、 trip+241%Gao ShuchaoDeputy director of Hainan Provincial Forestry Bureau“Hainans forest coverage rate is over 62%,we must make good use of it to promote ecotourism”“By building highways circlingaround the tropical rainforest national park,we would like to promote eco-tourism activities such as rain

51、forest exploration,rock climbing,orienteering,wilderness survival and fitness trails.”Li HuiweiDirector of Hainan Provincial Department of Tourism,Culture,Radio,Television and Sports*Data derived from big data collected by Ma Feng Mo,a leading travel website in China.*Growth rates were calculated by

52、 comparing to data from last year.23Brands are blending wilderness and retailPhoto:Xiaohongshu user holiday小眼睛小眼睛 2023 daxue consultingALL RIGHTS RESERVEDHow brands bring stores to naturePatagonia has made an unusual move shifting from indoor shopping malls to outdoors to attract Chinese customers.C

53、hinese youngsters enjoyed the brand new integrated outdoor shopping experience.Patagonias first store outside malls in China:Jinling styleOutdoor shopping district in Beijing winning Timeout Love AwardsSource:Sohu,2023;Brandstar,2023“Patagonia plans to close its two stores in Shanghai,located in com

54、mercial districts,to open more outdoor stores like this.”said the brand ambassadorJinling STYLE(Nanjing)“Jinling style was located right next to Xuanwu Lake,the scenery really was beautiful!”“There was also a lawn of 3,000 square meters,which was perfect for pictures!”Langyuan Station(郎園Station)Sour

55、ce:Timeout Beijing,2023An open space that integrates with its natural surroundings,consisting of creative pedestrian streets,leisure and entertainment area,and designer clothing stores,adhering to its concept of Boundless.“Langyuan Station is a young and exciting new destination in Beijing where cul

56、tural activities are being held and high-quality consumer brand stores are located at.”-Timeout BeijingYep!Outdoor Collection Store(in Langyuan Station)25 2023 daxue consultingALL RIGHTS RESERVEDPop-up stores in nature are not limited to Sportswear BrandsThe international luxury brand Prada,also rod

57、e on Chinas trend in outdoor sports and adventurism by placing its pop-up storein nature.On top of shopping,Prada also added extra value to its pop-up store,with lessons and cultural activities.Prada incorporated their pop-up store in natureMore than shopping:activities in Rong ZhaiSource:Luxe.co,20

58、21Relaxing tents,deck chairs,clothing and accessories were placed in the sunny garden.Divided into two areas,the indoor area displayed exclusive collections,while the outdoor area was decorated into a luxurious garden.Prada Rong ZhaiSource:Mo Dou Shanghai,2021 Professional camper Gu Yue offered cour

59、ses for campers with different experience levels,sharing his experiences,and skills in using camping equipment.Baristas and bartenders taught everyone the secrets of how to prepare delicious coffee and cocktails in the outdoors.Gardening classMovie viewingFolk music concert26 2023 daxue consultingAL

60、L RIGHTS RESERVEDHow brands bring nature into storesMany Chinese restaurants are incorporating nature into their stores.Customers are pleased with the change,as it enhances the visual appeal of the restaurant.Original Chicken:the pioneer in redefining fast-food dining experienceFeedback from custome

61、rSource:weibo商業地產志,2022A farm-themed branch in Shanghai featuring slow-fast food”was opened in Shanghai,which topped Dianpings Jinyang District Fast Food and Simple Meal Chart with its popularity.Home Original Chicken is currently the most popular Chinese-style fast-food chain in China,with 1000+loc

62、ations across the country.The store uses white and earth-tone colors for its design.Green plants are used for decoration at the store facade,entrance area and the inner walls,delivering a sense of relaxation.“This is the most beautiful branch of Home Original Chicken that I have ever been to.”“The e

63、nvironment is natural and fresh,like a dreamy forest.”“I enjoyed taking pictures with the green plants in the store.”27 2023 daxue consultingALL RIGHTS RESERVEDHypotheses on the rising adventurous spirit in young Chinese28The rise of disposable income and social media usage inspires young Chinese to

64、 become more open to taking risks.This leads to more demand in outdoor activities and sports,and more niche travel locations,marking a major shift in Chinese tourism.The increased urbanization leading to a disconnection with nature,combined with the increased awareness for sustainability,young Chine

65、se consumers are more drawn to natural scenery and are attracted to retailers that incorporate it.Not only is the outer world of young Chinese becoming more adventurous,but the inner world as well.More young Chinese are exploring meditation,mindfulness and yoga.The growing emphasis on environmentali

66、sm combined with a more adventurous spirit could lead young Chinese to spend more on experiences over products.This extends to unique gaming experiences,escape rooms,and individual sports.Young Chinese are less interested in traditional office 996 office jobs at big companies in big cities,and are g

67、oing to become more entrepreneurial,taking on jobs that allow more freedom,like influencers,travel guides,and other initiatives.Parenting Gen AlphaPhoto:Xiaohongshu user 兩只小昭 2023 daxue consultingALL RIGHTS RESERVEDYoung Chinese adults are hesitant to have childrenTop 3 factors that influence young

68、Chinese adults decision to have childrenSource:China Youth Daily,2022*The China Youth Daily is the newspaper of the Communist Youth League of China.The birth rate in China is continuously declining.The finance and pressures of housing,education,and job prospects create a bottleneck of parents wantin

69、g to have children.71.8%64.0%63.2%Financial conditions Considerations forfuturePartners thoughtsTop 5 policies that Chinese young adults believe would increase their willingness to have children74%61%44%43%42%Lower the cost of buying a houseReduce the cost of education and ensure fairdistribution of

70、 educational resourcesLower healthcare costs and ensure reproductivehealth for both men and womenReduce the cost of raising a childEnsure that women are not discriminated againstin the workplaceSource:Renmin University of China(Population development studies center),2022Sample size N=9,77530 2023 da

71、xue consultingALL RIGHTS RESERVEDAccording to teachers,todays parents“Parents nowadays are more willing to think from the perspective of children and will be more willing to communicate with children calmlyabout some problems.”Miss Pan4thgrade Chinese teacher at primary schoolEmpatheticOpen-mindedYo

72、unger parents are more open-minded,and they encourage their children to be exposed to new things.Miss ChenBiology teacher at a private high schoolYounger parents are starting to focus on their childrens mental health growth,as well as their interest development.More aware of holistic wellbeingMiss W

73、angEnglish teacher at private junior high schoolThey do not consider grades as the only criterion to measure the excellence of their children.Source:In-depth interviews with teachers in China by daxue consultingTodays parents are more concerned with their kids holistic wellbeingDue to their higher l

74、evels of education,younger parents tend to have a more holistic approach to parenting.While some parents continue to be extremely strict,others are granting their children more freedom,indicating a potential shift away from the stereotype of strict Chinese parenting.Exhibit an enlightened parenting

75、styleActively listen to their childShowcase strong communication skillsProvide more resources for their childEmphasize holistic development31 2023 daxue consultingALL RIGHTS RESERVEDMiss Yang4thgrade Chinese teacher at primary schoolHigh divorce ratePaternal disengagementMr.GuEnglish teacher at a pr

76、ivate educational institutionIn this generation,parents are more likely to get divorced,which can result in children feeling unloved.Over-controlMiss WangEnglish teacher at private junior high schoolSome students have fathers who are completely uninvolved in their childrens lives,and in these famili

77、es,mothers are typically responsible for their childrens education.As parents overall level of education improves,they may tend to impose their own learning methods on their children.However,Gen As parents strong personalities can cause tensionsAs Gen As parents are the most educated yet,they also h

78、ave strong opinions and ideologies which can cause tension with teachers,and in some cases,highly educated parents place even more pressure and control on their children.Also,divorce rates are increasing and impacting parenting styles.According to teachers,todays parentsStruggle with marital discord

79、Are too controllingHave an uninvolved or absent fatherFavor one child over another32 2023 daxue consultingALL RIGHTS RESERVEDGen A struggles with new psychological issuesIn our in-depth interviews with Chinese teachers,they report their students struggling with goal-setting and social skills.Mr.GuEn

80、glish teacher at a private high schoolMiss CaiMath teacher at a primary schoolDomestic policies that require schools not to provide whole-class results have left some students unable to set goals well.Such a policy is also not in line with the countrys current requirements for academic performance.M

81、iss WangEnglish teacher at private junior high schoolThey are very vague in their goals,few of them can speak to what they expect or want to be,and they do not have a very clear idea of the future.Students nowadays are less able to think on their own than before.They have a lot of access to informat

82、ion and rely more on teachers and parents.You will find that very few students have the idea that I must finish it by myself today“.Psychological issues seem to be a unique difficulty that this generation is facing.This generation has an elevated rate of psychological problems based on the schools p

83、sychological surveys.The problem my students have is dealing with the daily social relations with their classmates,and in general,they are very anxious.Miss ChenBiology teacher at a private high schoolMy students struggle with making friends,I think it is very strange,when we were young,making frien

84、ds is actually quite easy,but I find that todays children need to be taught how to get along with the friends next to them Theyre lonely.The generation of children in previous years was more lonely,because most of them were indeed only children at that time,and then all the attention of adults was f

85、ocused on him.Miss QiuChinese teacher at a primary schoolMiss WangEnglish teacher at private junior high schoolSocial issuesMotivation issues33 2023 daxue consultingALL RIGHTS RESERVEDTeachers are relatively accepting of tech,but parents are wary88%of teachers from our in-depth interviews feel tech

86、has a net-positive impact on Gen A,but they also say there should be limitations at home to prevent myopia.Cell phones,computers and other electronic devices bring more negative effects,they distract students attention.Miss ChenBiology teacher at a private high schoolThey have more ideas,or are expo

87、sed to more things,and they think a lot about themselves.Their ability to learn,and their ability to think has improved.Thanks to technology,they have wider access to informationMiss ChenMath teacher at a junior high schoolI think technology has had more of a positive impact on todays students.While

88、 previous generations used more paper books,tutorials,etc.for learning materials,todays students prefer to search the Internet for relevant materials,resources,or subject-related information.Our English classes do not have paper assignments,they are oral readings or interactive performances,and stud

89、ents are more interested in this form of teaching.Miss CaiMath teacher at a primary schoolExcessive tech use impact on brainDecrease in verbal intelligence and over a few tears,impacts brain development in the areas associated with language processing,attention and executive functions,emotion and re

90、wardProblematic internet use is associated with less openness and agreeableness,as children with higher levels of problematic internet use end up with a deficit in social skills and difficulties in establishing interpersonal relationships,which can lead to being less open and visible,or less friendl

91、y externally.Source:In-depth interviews with teachers in China by daxue consultingSource:National Library of Medicine,Impacts of technology on childrens health:a systematic review,Pediatr,202334 2023 daxue consultingALL RIGHTS RESERVEDEntertaining non-academic education is gaining popularity35Childr

92、en are self-motivated to learn using the app“Every week,my child is punctual and sits at their desk before the alarm goes off,now they dont need me to accompany them during the lesson.62%Chinese parents purchase early education entertainment products,according to iResearch.Morgan Stanley Research es

93、timates that the non-academic education market for K-12 students in China is expected to grow to 616 billion RMB.Students as of March 31,2021Net Promoter Score among Chinas online primary education professional services firmsNet Revenues YoY Growth in 2020One of the biggest online institutions for q

94、uality education in China:HuohuaSource:China Insights Consultancy,2021The course materials are presented in the form of animation+graphics,combining knowledge points and animated story plots,which are more vivid and in line with the cognitive abilities of children in this age group,helping children

95、to concentrate.“I plan to enrol my child in coding classes to exercise their ability to learn and explore independently.”STEM education is provided Nowadays,many parents are unable to dedicate as much time to their childrens education.Therefore,it is important to foster childrens self-learning abili

96、ties.With many children being taken care of by grandparents who may not have a high level of education,educational entertainment applications can be a tool to help children develop well-rounded interests.Although the teaching quality might be inconsistent and uncertain,these apps can provide a fun a

97、nd engaging way for children to learn and explore without requiring significant effort from parents.Teachers are not fixedMy child has a strong attachment to their teacher;however,we had to go through several teacher changes.2023 daxue consultingALL RIGHTS RESERVEDMessy play is becoming a popular ea

98、rly childhood education activityMillennials and Gen Z start to seek parenting advice on the internet as they enter new phases of life.In contrast to their parents,they are generally more open to taking risks.Messy play classesOutdoor messy playI enjoy taking my child to explore new places.Babies fir

99、st explore the ball pit,then play with cornstarch and coconut oil flour.We had great fun.But my father said his blood pressure rose when he saw the children playing with mud!LingA mom who took her kids to messy play classesSource:tong.global,2023Before 2020,I would want him to spend more time with o

100、ther kids and have fun.But now,our family will explore different parks and beaches to be closer to nature.Alice(Guangzhou,with a four-year-old son and expecting her second child)Source:tong.global,2023Many parents like Alice want to take their children into nature as often as possible to make up for

101、 the months of highly structured,indoor-time during the pandemic.I think every kid enjoys jumping in muddy puddles.The feeling of mud on your feet is quite enjoyable.36 2023 daxue consultingALL RIGHTS RESERVEDHypotheses on the next generation of parents37Parents will start leveraging AI solutions in

102、 parenting,for example an AI language teacher,math tutor or even therapist.Resource-rich parents will be heavily invested in creating their perfect,well-rounded children Gen As upbringing marks the flip in education from knowledge acquisition to interpersonal developmentThe impact of AIMore educated

103、 parentsNext generation of educationMore focus on childs holistic-growth leading to more demand for non-academic experiences.However with more parents working long hours,grandparents are playing a larger role in early-childhood.Schooling and education apps will focus less on information acquisition

104、and memorization and focus more on developing critical thinking,communication,and creativity.After the government crackdown on after-school tutoring,parents will fill the new-found time with scenario-based education and sports,and the arts,fostering holistic development.Niche groups of parents will

105、experiment with unstructured play.As parents will play a very proactive role on guiding their children theres more of a market for holistic development,including mental,emotional and physical wellbeing.A possible bottleneck of parentsThe next generation of parents will be a mixed bag of those with r

106、esources to make an active decision to have children,and those on the traditional path where they have children out of filial duty no matter what resources they can provide.There will be gaps in privilege among children created by a bottleneck of only resource-rich parents having kids.AI allows for

107、more personalization,catering to each childs needs.As roles replaced by AI starts to trickle into education,it could leave a lot of room to grow soft,interpersonal skills.New definition of RomancePhoto:Xiahongshu user 南風和焰火|北京Being more rational in romantic relationshipsPhoto:Xiahongshu user 快樂星球快樂星

108、球 2023 daxue consultingALL RIGHTS RESERVEDMore women choose to be single while some men have no choiceClose to 46%of single Chinese women chose to be single to enjoy life whilst most males stay single due to the lack of funding for marriage and romanceReasons for staying singleMaleFemaleLack of mone

109、y formarriage and romancePrioritize job and academic developmentNarrow social circleEnjoy being single25%45.7%27.3%38.2%27.8%36%35.6%25.8%Source:Aurora Mobile,2021Familial responsibilities and pressure“Once you get married,you only think about the house,the children and other issues.”Lack of freedom

110、 after getting into a relationship“Time for hobbies will be squeezed by household chores,the time to do what you really want diminished.”Fear of relationship discord“People face more temptations and their fidelity to marriage is decreasing.”Sample size N=63140 2023 daxue consultingALL RIGHTS RESERVE

111、DGen-Z brings“involution”into relationships Involution“內卷化”in love relationships refers to the couples expectation of progressing together with their partner and maintaining a similar pace in improving their social status.This was reflected in both their perception of romance and preferred TV show p

112、lots as shown by a survey among 2,771 Chinese youngsters.Post-00sPost-95sPost-90sPost-85sUnderstandingProgresstogetherCommongroundCompanionshipTrustProgresstogetherCompanionshipTrustCommongroundTrustUnderstandingProgresstogetherCompanionshipTrustUnderstandingCommongroundCompanionshipProgresstogether

113、12354CommongroundUnderstandingRankSource:DT Finance and Economics&Youku,2022TOP 1TOP 2TOP 3Strong and equally matchedThey are strong and treated as equals.They may have similar family backgrounds,social statuses,and personal capabilities.Mutual redemptionThey often have tragic experiences.When they

114、meet they heal and accompany each other,facing the challengers together.Pretty looksCouples who have good looks.The involution trend causes the younger generation to feelousted if they do not work hard.Thus,the top 2 attributesshow that young Chinese emphasize the ideal of strivingin both relationsh

115、ip and professional achievements.Source:BBC,2021Young Chinese couple seek improvement in relationships Preferred couple plots in romantic TV shows areSample size N=2,771Sample size N=2,771What do you value in a relationship?41Photo:Xiahongshu user 荔月念捌荔月念捌New ways of courtship 2023 daxue consultingA

116、LL RIGHTS RESERVEDMatchmaking in the modern era through big dataGen Z and post-90s in China proposed ambivalent views on meeting the“right one”online;they like the idea for a“quick match”and dislike it for the misinformation.Why some young adults prefer using appsMore comfortable and relaxed as comp

117、ared to meeting strangers offline.A low-cost and high efficiency way to approach potentialboyfriend/girlfriend and sex partner.Utilize the fragmented time to meet potential partners for a relationshipAchieve fun and quick screening The test results can be shared easily on social media platforms such

118、 as WeChat momentsAmong 806 post-00s respondents,close to 40%of them areuncomfortable finding love online,and nearly 20%directly opposeit,believing that“love should not be intervened by algorithms”.Source:DT Finance and Economics&Youku,20224%6%7%37%55%58%39%26%24%19%13%11%Post-00sPost-95sPost-90sSup

119、portWilling to tryDiscomfortOpposeAttitude towards love matching through dating appWhy some young adults do not prefer using apps“When you meet your match in person,they are a far cry fromwhat they labeled themselves online.”KIKO(pseudonym),who was once addicted to using datingapps and eventually ch

120、ose to uninstall them.AppsAstrology and MBTI Popular dating apps from both China and international markets43 2023 daxue consultingALL RIGHTS RESERVEDYoung Chinese think it is important to give gifts in relationshipsHowever,up to 54%of them find it difficult to choose the right gifts as they contempl

121、ate if the receiver will like the gift or not80%of surveyedcollege students think it is important for couples to send each other giftsSource:Youth of China,20227.8%22.3%54.1%15.8%Not a struggleat allA slightstruggleA struggleA hugestruggleWhy they struggle?Whether the gift receiver will like it or n

122、ot(67.6%)Whether one can show their love through the gift(50.6%)Whether both parties will be embarrassed due to the price or quality of the gifts(47.2%)The youths attitude towards gifts selection There are apps such as SuiShouJi(隨手記),LianAiJi(戀愛記),XiaoZhuCunQian(小豬存錢),etc.and mini-programs such as C

123、ouplesLittle Bag in Alipay that support couples joint savings and spending.It is important to send each other gifts as an expression of love,which can enhance the sense of security and intimacy.Young people are not financially well off.Exchanging gifts can add to the financial burden,thus making it

124、not important.Around 70%of the youth struggle when selecting a giftA new approach to gifting spending money together on datesSample size N=79644 2023 daxue consultingALL RIGHTS RESERVEDJewelry is more than just a romantic giftJewelry sellers are marketing diamond rings as a testimony of“true love”am

125、ong couples and a gift of“self-love”among single customers.Structural changes in Chinese marriage:With the increase in per capita disposable income,people pay more attention to the color and clarity of the diamond and are less sensitive to the price.In 2020,the average transaction value of diamonds

126、sold for wedding rings increased by 5%-10%year-on-year in Mainland China.Thus,the consumption upgrade can offset the impact of the decline in the marriage rate to a certain extent.As the number of young single women with professional careers rises,the occasions for jewelry consumption are changing.J

127、ewelry such as a diamond ring is no longer limited to being a gift for a romantic marriage partner,but also could also be given as a sign of love for family,friends,and self-love.The jewelry consumption due to marriage accounted for only half of thetotal jewelry in 2021 as estimated by Hong Kong Jew

128、elry Manufacturers Association.The positioning of diamond jewelry has also gradually shifted from jewelry for marriage to jewelry for everyday wear.Source:Hong Kong Jewelry Manufacturers Association,2022;HKTDC.com,2021The upgrade in jewelry consumption offset the impact of decline in marriage rate D

129、iamond rings serve other purposes among single customers as everyday wear45Marriage rate decliningDivorce rates risingAverage marriage age is risingFull of diamonds,full of earnings.(In Chinese,the pronunciation of diamonds(zun)and earning(zhun)sound similar.)”Attitude towards sexPhoto:Xiahongshu us

130、er Gugu 2023 daxue consultingALL RIGHTS RESERVEDYoung people in China are able to talk about sex without prejudiceThe survey by a leading matchmaking site,Jiayuan,showed that the average age of first sexual intercourse has lowered in China.Sexual awareness raised the expectations of Chinese where up

131、 to 90%of married couples regard a harmonious sex life as crucial to their marriage.Source:Jiayuan(世紀佳緣),202284%83%OverallMaleFemale81%88%87%79%89%85%UnmarriedMarriedDivorcedHow important is harmonious sex life in a happy marriage?23.422.921.718.923.623.622.118.7Post 70-sPost 80-sPost 90-sPost 00-sA

132、verage age at first sexual intercourseMaleFemaleYoung Chinese are having sex at an earlier ageSample size N=9,870Regardless of gender and marital status,most people believe that sex is important in achieving marital happiness.47 2023 daxue consultingALL RIGHTS RESERVEDDue to long hours at work,the s

133、exual frequency of millennials takes a tollContrary to the belief that young people tend to be more sexually active,the research carried out by Peking University showed that sex may be losing its appeal among young people in China,about 6-8%of them did not have sex over the past year.5%1%1%5%4%6%7%2

134、7%22%20%19%30%40%34%30%14%32%19%25%20%33%25%7%8%11%24%7%6%7%15%19701970-19791980-19891990-19941995-2003Sexual frequency of Chinese menMore than once per day3-6X per week1-2X per week2-3X per monthLess than once per monthNone for the past yearSample size N=6,828Source:Chinese Journal of Sociology,202

135、20%2%1%2%7%8%11%14%23%26%25%37%42%40%20%23%27%23%18%23%31%15%14%10%14%13%8%6%8%10%19701970-19791980-19891990-19941995-2003Sexual frequency of Chinese womenMore than once per day3-6X per week1-2X per week2-3X per monthLess than once per monthNone for the past year48 2023 daxue consultingALL RIGHTS RE

136、SERVEDHypotheses on the evolution of relationships in China49As relationships are no longer an economic necessity for women,they are able to be more picky about their partners,and choose people who bring value into their life,which leads to marrying later.Womens spending will play an increasingly im

137、portant role,even in traditionally male-consumer markets like real estate and cars,whereas previously,womens time and money was spent on house-hold purchases,but also in jewelry.Being unable to find a woman is a very real fear of a lot of men,especially in rural areas with a strong gender imbalance.

138、This could lead to social isolation and shame,and possibly social unrest among this demographic.While people are getting married later,it also means they are dating longer,creating more markets for courting,including apps,相親相親(courtship)services,restaurants and gifted products.As the birth-rate decl

139、ines,the taboo around adopting children could break down.Non standard-nuclear families are becoming more accepted as divorce and remarriage becomes more common.2023 daxue consultingALL RIGHTS RESERVED 2021 DAXUE CONSULTINGALL RIGHTS RESERVED50ABOUT 2023 daxue consultingALL RIGHTS RESERVEDOur mission

140、 is to guide businesses to holistic growth in AsiaThrough our market research and strategy consulting,we equip businesses with the knowledge and guidance to achieve growth in China and +86(21)5386 038051 2022 DAXUE CONSULTINGALL RIGHTS INCLUDED Who We AreWe are Daxue Consulting:A market research fir

141、m specializing on the Chinese market since 2010 With 3 offices in China:in Shanghai,Beijing and Hong Kong Employing 30+full-time consultants Full,complete,national coverage Efficient and reliable fieldwork execution across China Using our expertise to draw precise,reliable recommendations With key a

142、ccounts from around the worldYour Market Research Company in China 北京BEIJING,CHINA Room 726,Building 1,40 Dongzhong Road,Dongcheng District上海SHANGHAI,CHINA(Head Office)Office 501,Building 2,272 Ruijin Er Road,Huangpu District香港HONG KONG,CHINA33-35 Hillier St,Sheung WanCovered Tier-1 citiesCovered Ti

143、er-2 citiesCovered Tier-3(and below)cities 2023 daxue consultingALL RIGHTS RESERVEDThe values we embraceEmbrace change enthusiasticallySimilar to how markets are constantly changing,our mindset is also always evolving.We value routine only when it helps us improve and we value change because it help

144、s to keep pace with our time.Freedom enriches creativity&responsibility Freedom to manage and envision her or his mission increases the sense of responsibility to that mission.Our clients goals are our goalsWe see ourselves as an extension of the clients business in China or their target country,hen

145、ce,we advise them as if we were in their shoes and investing along with them.Knowledge is meant to be sharedWhile our projects team dives deep to provide catered research to clients,the media team shares insights publicly.At the same time,we foster a culture of sharing knowledge in our team,each ind

146、ividual works to increase their own knowledge and freely shares ideas each other.Intellectual humility gives clarity Only through the lenses of humility can knowledge be seen clearly.At daxue consulting,we are humble toward science and the truth.We interpret data in a way that lets it speak for itse

147、lf,even if contradicts our hypothesis.53 2023 daxue consultingALL RIGHTS RESERVEDWhat we doOur China market research services leverage both qualitative andquantitative methods across a broad range of industries sectors to fuelyour strategic plan and support your expansion in China.Market researchStr

148、ategy consultingOur team can provide you with a wide selection of consulting servicesaimed at supporting your strategic decisions in China.Management consultingOur consulting service aims to give you both a clearer understanding ofany aspect of your business,as well as a comprehensive overview ofyou

149、r target market.BrandingThrough using a set of different methodologies,our international teamof market managers can answer your branding issues and support yourgrowth in China.2023 daxue consultingALL RIGHTS RESERVEDA/B testingDesk researchExpert interviewsTech-assisted researchTribe marketingMarket

150、 sizingStore checks&mystery shoppingFocus groupsSocial listeningOnline data scrapingOnline&offline surveysEmployee engagement surveyPersona definitionActivation toolkitBrand namingLean managementCo-branding strategyBrand positioningSensory researchMarket entryOur services and methodologiesOur past a

151、nd current clients400+clients with 600+projects for the past 10 years 2023 daxue consultingALL RIGHTS RESERVEDAn experienced organization with the Asian marketRegularly featured and quoted in publications all over the worldDAXUE ON THOUGHTFUL CHINALECTURING AT PEKING UNIVERSITY MBA.WORKSHOP ON CHINAS FOOD IMPORTSTV INTERVIEWS ON PRIME-TIME TELEVISION IN SINGAPOREFREQUENT SPEAKERS ON BUSINESS TOPICS57 2023 daxue consultingALL RIGHTS RESERVEDhttps:/ https:/ ON CHINAMARKET INSIGHTSdaxue_consulting_chinaInstagramhttps:/ release58