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1、McKinseyConsumer&ShopperInsightsMeetthe2020ChineseConsumerMcKinseyInsightsChinaMcKinseyConsumer&ShopperInsightsMarch2012Meetthe2020ChineseConsumerYuvalAtsmonMaxMagniLihuaLiWenkanLiaoTheauthorsgratefullyacknowledgetheassistanceoftheircolleagues:MollyLiu,CherieZhang,BarryLiu,RachelZheng,Ju
2、stinPeng,WilliamCheng,GlennLeibowitz,JoanneMason.5ContentsIntroduction61.Chinaataturningpoint82.Gettingthebasicsright:changingdemographics12Mainstreamconsumersdrivingincomegrowth13Agingpopulation17Postponedlifestages18Increasinglyindependentwomen183.Understandingthemainstreamconsumer:new
3、spendingpatterns20Growingdiscretionaryspending21Aspirations-driventradingup22Emergingseniormarket23Evolvinggeographicdifferences244.Understandingthemainstreamconsumer:behavioralpatterns26Thestill-pragmaticconsumer27Theindividualconsumer27Theincreasinglyloyalconsumer28Themodernshopper295.
4、Preparingforthe2020consumer:implicationsforcompanies34Strategicimperatives35Growthenablers37Conclusion37IntroductionMeetthe2020Chineseconsumer7Mostlarge,consumer-facingcompanieshavelongrealizedthattheywillneedChina’sgrowthtopowertheirowninthenextdecade.Buttokeeppace,theywillalsoneedtound
5、erstandtheeconomic,societal,anddemographicchangesthatareshapingconsumers’profilesandthewaytheyspend.Thisisnoeasytask,notonlybecauseofthefastpaceofgrowthandsubsequentchangesbeingwroughtontheChinesewayoflife,butalsobecausetherearevasteconomicanddemographicdifferencesacrossChina.Theseareset
6、tobecomemoremarked,withsignificantimplicationsforcompaniesthatfailtograspthem.Inthenextdecade,webelieveyawninggapscouldopenupbetweencompaniesthathavesimilarsalesturnovertodaybutdisplaydifferentlevelsoffocusonthebestgrowthopportunitiesforthefuture.Since2005,McKinseyhasconductedannualconsu
7、mersurveysinChina,interviewingintotalmorethan60,000peopleinover60cities.1Thesurveyshavetrackedthegrowthofincomes,shiftingspendingpatterns,risingexpectations—sometimesinlinewiththerespondents’westerncounterpartsandsometimesnot—andthedevelopmentofmanydifferentconsumersegmen
