中国新消费品牌研究报告

《中国新消费品牌研究报告》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、PhotobyLucreziaCarnelosonUnsplashChina’sNewConsumerBrandReport2019&Top100BrandList2019中国新消费品牌研究报告及TOP100榜单October2019Whyreadthisreport?Graspit–theforeseeablebigbanginChina'sconsumerbrandsThewealthofChineseconsumersischangingrapidly,despitethe‘newnormal’sta

2、geofthecountry’seconomyandthegeopoliticaluncertainties.Consumer-facingcompaniesshouldshowkeennessforthismarketinordertopowertheirgrowthoverthecomingdecades.Thedevelopmenthistoryoftheworld’sfamousconsumerbrandshasrepeateditself–butvariesfromregiontoregion.F

3、rombothamacroeconomicand‘culturalconfidence’perspective,today’sChinaresemblesJapaninmanyaspectsfromthe1970stothe1980s.Onlythecountrynowboastsamuchgreatermiddle-classpopulationthananywhereelseintheworldandexpectsanunprecedentedwavetocomeintheconsumermarket.

4、ThisreportwillunveilthefactorsunderpinningtheunstoppabletrendofconsumerupgradinginChinaandwillalsoshowcaseoftheTOP100newconsumerbrands[1]list,withaspeciallookattrailblazingcasesintheChina'sdiversefast-growingmarket.Exhibit1:Globalconsumerbrandsdevelopmentt

5、imelineJapaneseconsumerbrandsAmericanconsumerbrandsEuropeanconsumerbrandsChina’sconsumerbrands1840IndustrialrevolutioninEuropeSource:AliResearchEqualOcean.com1900RiseofindustrialAmericaGrowthofm1id9d6l0eclassinJapanRiseofnewmiddleclassinChina,digitaliza

6、tion...[1]TheTOP100newconsumerbrandsareselectedonthreebasiccriteriaareillustratedonP19.Knowit–thefeaturesoffutureChineseconsumersAnunderstandingofChina’schangingdemographicsandtheimpactofthesechangesontheprofilesofconsumershelpstoidentifysomekeytrendsincon

7、sumptionpatternslikelytofollowinsucceedingdecades.Fourtypesofnewconsumers–middle-class,singles,seniorsandgenerationZ[1]–areselectedasrepresentativeofthefuture.However,thediversificationofpopulation,alongwithgeographicandInternetclusters,willeventuallygener

8、ateamuchmorecomplexmatrixofconsumertypes–suchassmall-townyouth,urbanmiddle-classandsoon–thatwillposebothopportunitiesandchallengesforbrandmerchants.Exhibit2:ThreemaintypesoffutureconsumersinChina240millionsin