2018年中国品质生活研究报告.pptx

,2018年中国品质生活研究报告,2018.05,我们为何关注“品质生活”？关于品质的探讨在市场营销领域屡见不鲜，品质一词似乎消费者和品牌都关切。起先，更多的探讨聚焦在物质商品的品质上，即如何让消费者感知到品牌或产品的品质感。随着生活水平的提升，“品质生活”成了近些年人们生活的主色调之一。固然，品质生活并不是一个简单的概念，而是一种生活状态和态度。我们的研究还发现，当下中国消费者关于品质生活的感知更多来源于对极致生活追求的一种愿景。欲了解品质生活之于中国城市消,引言PREFACE,费者的意义，人们对物质与精神层面富足的期盼，以及消费者如何感知和判断品质，敬请阅读下文。请注意，本次研究结论仅代表参与调研的1-3线城市的主流声音，即23-50岁受访者的观点。Whyarewediscussing“qualityoflife”?Boththeconsumersandbrandsseemtobehighlyconcernedwithseekingoutquality.Historically,marketersinChinahavebeenmorefocusedonthequalityofproducts,specificallyhowtomakeconsumersmoreawareofthequalityoftheirbrandsormerchandise.Withimprovedlivingstandards,inrecentyearsdiscussing“qualityoflife”hasbecomeadominanttoneinpeopleslives.Admittedly,qualityoflifeisnotjustasimpleconcept,butanevolvingsymbolofasuccessfullifestyle.Inourresearch,wefindthatChineseconsumerssenseofqualityoflifemostlyoriginatesfromtheprospectofpursuingextremelyrefinedliving.Pleasereadonformoreinformationaboutthemeaningofqualityoflifetoconsumers,theexpectationspeopleholdfortheirmaterialandspiritualaspectsandhowconsumerssenseandjudgequality.Notetothereader,theconclusionsdrawninthisresearchareonlyasketchofthemainstreamvoicesinTier1toTier3citiesofthosewhotookpartinthejourney(fromrespondentsagedbetween23to50yearsold).,品质生活人皆向往渴望而道远的梦想生活品质生活的筑建方式品类升级和品质判断品牌启示中国品质生活城市榜单,THEUNIVERSALPURSUITOFQUALITYOFLIFETHEROADTOANIDEALLIFEISLONGANDWINDINGTHEWAYTOBUILDQUALITYOFLIFECATEGORYUPGRADEANDQUALITYEVALUATIONBRANDIMPLICATIONSCHINAQUALITYOFLIFECITIESRANKING,TABLE OF CONTENT目录,品质生活人皆向往,THE UNIVERSAL PURSUIT OFQUALITY OF LIFE,“,”,我们都要品质生活。QUALITY OF LIFE IS DESIRED BY ALL.,“,”,谁都希望生活可以过得更好，人总是向往更好的生活，想要的都可以实现。韩女士，42岁，北京父母那辈是能节约就节约，我们就是能把生活过好，就把生活过好，能升级的就升级。陈先生，34岁，武汉有品质的生活，是对方方面面都有要求的，,一定要各方面都要好的。陈小姐，28岁，贵阳,Everyonewantstolivebetter,weallyearnforabetterlife,wewanttorealizeourdreams.Mrs.Han,42yearsold,BeijingMyparentslivedquiteafrugallife,butwearedifferent,wetrytoimproveourlivesasmuchaspossible,andupgradewheneverwecan.Mr.Chen,34yearsold,WuhanAqualitylife,meanstheremustbestandardssetforall,areas,andthebestforeverything.Ms.Chen,28yearsold,Guiyang,23-27 岁 yrs. (1991-1995)91%,28-32 岁 yrs. (1986-1990)91%,33-37 岁 yrs. (1981-1985)91%,38-42 岁 yrs. (1976-1980)90%,43-48 岁 yrs. (1970-1975)89%,男MALE女FEMALE,不关注None,一般Justsoso,有一些关注Somewhatconcerned,特别关注Veryconcerned,89% 有关注 payattention67%91% 有关注 payattention72%,22%19%,9%7%,QUALITY OF LIFE CONCERNS EVERYONE品质生活关乎男女老少,不同性别对生活品质的关注度Attentiontoqualityoflifeacrossgenders,不同年龄关注生活品质的比例Qualityoflifeconcernsamongdifferentagegroups,家庭月收入MonthlyHouseholdIncome(RMB)1200012000-199992000096%90%85%,92% 有关注 payattention74%91% 有关注 payattention72%90% 有关注 payattention65%,18%19%25%,7%8%9%,一线TIER1二线TIER2三线TIER3,不同城市级别消费者对生活品质的关注度Attentiontoqualityoflifeinvariouscitytiers,不同收入的人群关注生活品质的比例Qualityoflifeconcernsamongvarioussalarylevels,不关注None,一般Justsoso,有一些关注Somewhatconcerned,特别关注Veryconcerned,NO MATTER WHERE YOU COME FROM OR HOW MUCH YOU EARN无论来自何地、收入多少,普世性UNIVERSALISM,慈善BENEVOLENCE权力POWER,传统,TRADITION,遵循CONFORMITY,享乐HEDONISM,SECURITY,成就,ACHIEVEMENT,刺激STIMULATION自主SELF-DIRECTION,普世价值UNIVERSALVALUESByShalomH.Schwartz,普世价值是指，已经存在的，并不具有广泛争议的公共秩序以及风俗习惯。在哲学等人文科学上，普世价值泛指那些不分领域，超越宗教、国家、民族，出于人类的良知与理性之价值观念。社会心理学家施瓦茨对普世价值进行了实证研究，总结了十种不同类型的普世价值。,Universalvaluesarethevaluesorworthforall,oralmostall,people,whichrefertoalreadyexistedpublicorderandmanners.Inhumansciencesuchasphilosophy,universalvaluesmakeageneralreferencetothosevaluesbeyondregions,religions,nationsandnationalities. SocialpsychologistSchwarzstudiedonuniversalvalues,andconcluded10differenttypesofuniversalvalues.,UNIVERSAL VALUES ARE THE DRIVING MECHANISM FOR CONSUMERS人总是由普世价值为核心驱动力安全,家庭安全 Family security健康 Health,自尊 Self-respect,愉悦 Pleasure享受生活 Enjoying life丰富多彩的生活 Varied life精彩的生活 Exciting life,独立 Independence自我目标 Choosing your own goals成功 Success,想要更健康的生活Iwantahealthierlife更有幸福感Iwantahappierlife,满足个人追求Itsatisfiespersonalambition更有成就感Itbringsagreatersenseofachievement,想给家人更好的生活Iwantabetterlifeforfamily是一种自我提升/进步Itisakindofself-,improvement/progress,显得更有逼格/格调Itfeelsmorepremiumandexquisite,67%63%,62%49%,34%31%,23%,追求生活品质的原因MOTIVATIORS,普世性UNIVERSALISM,慈善BENEVOLENCE权力POWER,传统TRADITION,遵循CONFORMITY,安全SECURITY,成就ACHIEVEMENT,享乐HEDONISM刺激STIMULATION,自主SELF-DIRECTION,普世价值UNIVERSAL VALUESByShalomH.Schwartz,THE PURSUIT OF A QUALITY LIFE IS A REFLECTION OF THESE UNIVERSAL VALUES而对品质生活的追求是普世价值的重要映射,感觉自己的生活不够健康， Mylifestyleisnothealthyenough,亚健康、压力、睡眠不足， sub-healthstate,pressure,andlackofsleep,我需要更健康的生活方式。 Ineedahealthierlifestyle.,“,”,不如给家里买更好的东西， qualityoflifeformyfamily,Idratherspenditon让家里人高兴。 betterqualityitemstomakemyfamilyhappy.,你不知道明天会发生什么， Youneverknowwhatisgoingtohappentomorrow,那么就让自己过好一些的生活， sojustgiveyourselfabetterlife,享受生活是第一位。 enjoyinglifeistoppriority.我这么辛辛苦苦地工作，付出那么多， Iveworkedsohardandgivensomuch,如果我没有享受到我应得的生活质量， andifIcannotenjoythelifeIdeserve,那一点意义也没有。 theneverythingelseismeaningless.钱放着对我们家的生活品质没有任何改变， Moneyinthebankdoesnothingtoimprovethe,渴望而道远的梦想生活,THE ROAD TO AN IDEAL LIFE,IS LONG AND WINDING,品质生活是什么？WHAT IS “QUALITY OF LIFE”?,“,”,“,我想要 IWANT.衣食富足Abundantfoodandclothes,家庭和睦，有志同道合的朋友Harmoniousfamily,like-mindedfriends,有保障的没有顾虑的生活Asecurelifewithoutworries,简单的、无烦恼的生活Simplelifewithoutannoyance,每天开心与幸福Happinesseveryday积极的、不断学习与进取的生活Positive,constantlylearningandmovingforwardinlife,内心平静、从容、淡定的生活Innerpeace,unhurriedlifeandalwaysfeelingatease,健康的生活，规律作息，合理膳食与运动Healthylife,regularschedule,reasonabledietandexercise被尊重、可以追逐理想的生活Respectedandabletopursueideallife,激情的、充实的、丰富多彩的生活Passionate,fullandcolorfullife,有文化，有修养的生活Culturedandrefinedlife,学会享受和体会生活，不再盲目忙碌与迷茫，真正做自己Learntoenjoylife,stopthehecticroutineofconfusion,tobecomemytrueself,阅历丰富、充满变化和新意的生活Enrichedmemories,alifefullofchangesandrefreshingexperiences,有价值感和成就感，有意义的生活Meaningfullifewithvalueandsenseofachievement自由的思想，有选择的自主权Freedomofmindandrighttochoose,体面、令人羡慕的生活Decentandenviablelife,”,时尚、精致、有格调的生活Fashionable,exquisiteandstylishlife,Money,house,car 73%,金钱、房、车,事业发展Careerdevelopment,81%,子女教育、医疗等 78%Childreneducation,medical密切相关Extremelyrelevant,81% 家居环境Livingenvironment相关Relevant,人际关系Interpersonalrelations,心态Mentalcondition,73%,81%,物质因素Material健康状况Healthstatus88%,情感因素Emotional家庭/感情生活Family/lovelife88%,兴趣爱好 78%Interestandhobbies密切相关Extremelyrelevant,81% 自由(时间)Freetime相关Relevant,THE BURNING DESIRE FOR QUALITY OF LIFE HAS TWO DIMENSIONS对品质生活具有极致的向往，物质和精神缺一不可品质生活的要素FACTORSRELATEDTOQUALITYOFLIFE,符合品质生活的描述HOWQUALITYOFLIFEISDESCRIBED,86%健康的Healthy,77%有价值感/成就感Senseofvalue,andachievement,69%充满变化和新意Fullofchangesand,refreshingexperiences,67%没有压力Nopressure,63%体面Diginity,59%慢节奏Slowpace,57%享乐Enjoyable,46%断舍离/简单Simplelifewith,minimaldesire,45%被别人羡慕Beingadmired,38%奢华Luxurious,内在 Internal外在 External,QUALITY OF LIFE IS BOTH INTERNAL AND EXTERNAL对品质生活的定义，不限于自我感受，也关乎外界眼光,86%73%69%,2000012000-1999912000,76%67%63%,69%61%57%,52%41%41%,64%53%53%,48%35%29%,/成就感,和新意,Healthy,Senseofvalueand,achievement,Fullofchanges,andrefreshing,experiences家庭月收入MHI(RMB),Nopressure,Diginity,Slowpace,Enjoyable,Simplelifewith,minimaldesire,Being,admired,Luxurious,符合品质生活的描述HOWQUALITYOFLIFEISDESCRIBED,38%奢华,45%被别人羡慕,46%断舍离/简单,57%享乐,59%慢节奏,63%体面,67%没有压力,69%充满变化,77%有价值感,86%健康的,内在 Internal外在 External,HIGH INCOME GROUP HAVE GREATER EXPECTATIONS高收入群体对品质生活拥有更高的希冀,中国更好 China is better说不清 Hard to say差不多 About the same国外（发达国家）更好 Overseas (developed countries) are better,11%,19%,24%,30%,40%,52%,57%,58%57%,67%,CONSUMERS HOPE FOR BETTER WELFARE AND OVERALL RESOURCES消费者期待宏观层面更完善的福利保障和资源,社会福利好Bettersocialwelfare医疗资源好Bettermedicalresource教育资源好,Bettereducationalresource环境好Betterenvironment收入水平高Highincome人口素质高Bettermanners生活压力小Lesspressure生活成本低Lowlivingcost社会稳定Stablesociety人身安全,Personalsecurity,49%,22%,13%,16%,受访者感觉国外比国内更完善的方面Areaswhereoverseasisperceivedtobesuperior,中外生活品质比较ComparisononlifestylequalitybetweenChinaandoverseas,环境更好,社会稳定人身安全,一线城市 TIER1二线城市 TIER2三线城市 TIER3,Betterenvironment,Highincome 收入水平高Bettermanners 人口素质高Lesspressure 生活压力小Lowlivingcost 生活成本低,StablesocietyPersonalsecurity,ESPECIALLY PEOPLE WHO LIVE IN TIER 1-2 CITIES, FEELING GREATER PRESSURE尤其是面临更多压力或顾虑的一二线城市居民,受访者感觉国外比国内更完善的方面 城市级别差异AreaswhereoverseasisperceivedtobesuperiorBettersocialwelfare 社会福利好Bettermedicalresource 医疗资源好Bettereducationalresource 教育资源好,完善的基本保障 无焦虑/顾虑ComprehensivefundamentalsecuritiesNoanxietyandworries + 物质富饶 拥有选择的能力和自由度AbundantmateriallifeCapabilityandfreedomtochoose + 精神满足 既幸福快乐又有意义的人生SpiritualfulfillmentAhappyandmeaningfullife,IDEALQUALITYOFLIFE,并非是触手可及的现实NOTTHEREALITYTHEYLIVEIN,HOWEVER, A SIGNIFICANT GAP EXISTS BETWEEN DREAM AND REALITY然而，关于品质生活，理想与现实之间存在偏差理想品质生活 =,个人年平均收入AnnualPersonalIncome(万人民币10KRMB),家庭年平均收入AnnualHouseholdIncome(万人民币10KRMB),49.3,8.7,109.9,14.8,5.7倍times,7.4倍times,目前实际收入Actualincomenow达到品质生活的理想收入Idealincometoensurequalitylife,REFLECTED IN UNREALISTIC PERCEPTIONS OF “INCOME TO ENSURE QUALITY OF LIFE”这导致了理想收入与现实收入之间的脱节,IN COMPARISON, THOSE IN TIER 1 HOLD GREATER EXPECTATION THAN TIER 2 & 3相较之下，一线城市期盼更高，二三线城市紧随其后,一线城市Tier1二线城市Tier2三线城市Tier3,19.614.012.0,103.798.5,134.1,6.8倍times7.4倍times8.2倍times,目前实际家庭年收入ActualHHInow,达到品质生活的理想家庭年收入IdealHHItoensurequalitylife(万人民币 10K RMB), 高昂的房价和“住行”成本，让一线城市对收入的期待值远高于二三线。 不过，值得注意的是，在理想收入上，二三线城市同样拥有非常高的期待。可见，在市场、商品、价格供给趋同一致的大环境下，特别是随着电商的不断渗透和盛行，城市间的消,费差异可能会逐渐缩小。Duetohighcostofliving(housing/basicnecessities),expectationinTier1ismuchhigherthanthatofTier2&Tier3.However,attentionmustbepaidtothegreatexpectationsonidealincomefromtier2and3.Thisisanindicationthatunderthesamesupply-and-demandmechanismofthemarket(product/priceetc.),andespeciallywiththerapiddevelopmentofe-commerce,thedifferenceindailynecessitiesconsumptionamongcitiesislikelytodecrease.,就要面对买房与育儿的经济压力，因此，已婚无孩群体对收入的期许最高。 而对于有孩子的群体，由于各方面开支的持续上涨，如买房买车、生养子女、赡养老人等，这使得他们面临的压力也不低。 另外，即使一个人，单身人士理想的消费力并不比有恋爱关系的群体低。随,着单身社会逐渐进入人们的视野，“单身经济”潜力不容小觑。In China, the average birth age and average marriage age is very close,this means encountering the financial demands of mortgage and child-rearing shortly after marriage. Therefore, married couples without,children have the greatest expectations for their income. For familieswith children, expenses continue to rise on all fronts (housing/car/child/elder parents etc.) that also generates major financial pressure.Even for singles, their ideal consumption power is not much lower thancouples in a stable relationship. With the growth of the single society,the potential for “singles economy” cannot be overlooked.,16.117.7,8.712.9,116.7,134.0,89.488.6,8.3倍times6.6倍times,单身 Single恋爱Inrelationship,已婚无孩 Marriedw/okid已婚有孩 Marriedwithkid,10.3倍times6.9倍times,目前实际家庭年收入ActualHHInow,达到品质生活的理想家庭年收入IdealHHItoensurequalitylife(万人民币 10K RMB),THE IDEAL INCOME LEVEL FOR MARRIED COUPLES IS FAR BEYOND SINGLES已婚人士的理想收入远超于未婚人群 在中国，平均生育年龄与平均结婚年龄非常接近，这使得成家意味着短期内,12000-1999912000,14.77.0,31.9,81.2,97.7,181.5,5.7倍times,家庭月收入MHI (RMB) 20000,6.7倍times11.7倍times,目前实际家庭年收入ActualHHInow,达到品质生活的理想家庭年收入IdealHHItoensurequalitylife(万人民币 10K RMB),THE HIGHEST INCOME GROUP IS THE MOST AMBITIOUS高收入群体对于理想收入显得更为雄心勃勃,POOR 1,平均AVG.6.4,多数人认为自己的生活品质略高于合格线，要追求品质生活依然需要付出许多的努力。,完美PERFECT,10,合格 6PASS差,THERE IS STILL A LONG WAY TO GO IN THE PURSUIT OF QUALITY OF LIFE追求品质生活是一件任重道远的事消费者为当前的生活品质打分SCORESTOCURRENTQUALITYOFLIFE,Mostpeoplethinktheirqualityoflifeisabovethenormalstandard.Yet,mucheffortisstillneededontheroadtoanidealqualityoflife.,一线城市 Tier1二线城市 Tier2三线城市 Tier3男 Male女 Female单身 Single恋爱 Inrelationship已婚无孩 Marriedw/okid已婚有孩 Marriedwithkid,POOR差1,PASS合格6,PERFECT完美10,ALMOST EVERYONE FEELS THEY HAVE A LONG WAY TO GO对所有人而言都是漫长的征途,1分,2分,3分,4分,-1分,-2分,3%-4分,9%-3分,提升Improves61%,不变Nochange20%降低Declines19%,COMPARED WITH THE PAST 3 YEARS, OVERALL QUALITY OF LIFE HAS IMPROVED和过去三年相比，整体而言生活品质有所提升和过去三年相比，生活品质打分变化QUALITYOFLIFESCORE(3YEARSPAN)多数人认为略有提升,整体降幅不大Qualityoflifehasntdeclinedsignificantly70%18%,Mostpeoplethinktheirqualityoflifehasimprovedalittle74%21%3%2%,1%,5%,60%,我希望维持现在的生活品质Iwantmyqualityoflifetoremainthesame我不关心生活品质Idontcareaboutqualityoflife,生活品质提升意愿我希望生活品质可以大幅度提高Iwantmyqualityoflifetoimprovegreatly我希望生活品质可以再提高一些Iwantmyqualityoflifetoimprovealittle,WITH THE DEVELOPING TREND OF QUALITY LIVING, EXPECTATIONS REMAINRELATIVELY PRACTICAL即便在追逐品质生活的浪潮之下，对提升生活品质的期许仍贴近实际,WILLINGNESSONIMPROVINGQUALITYOFLIFE34%,6%,17%,48%,21%,3%,-2,0,1,2,3,4,5,6 7大幅提升,-3不升反降,-1没有变化,Nochange,Greatimprovement,Decline,总体TOTAL,评分：Evaluation,75%,PEOPLE ARE CONFIDENT THAT THEY WILL SEE STEADY IMPROVEMENTS IN THE FUTURE对未来生活品质的稳步提升也具有信心对未来三年生活品质变化的预期EXPECTATIONONTHECHANGESOFQUALITYOFLIFEINTHENEXT3YEARS,相信会有提升believethattheirqualityoflifewillimprove,品质生活的筑建方式,THE WAY TO BUILD QUALITY OF LIFE,更多陪伴家人/朋友Spendmoretimewithmyfamily/friends,知足/少攀比Bemorecontentandnotcomparewithothers,更多读书/学习Learn/readmore,更健康地生活Liveahealthylife,赚更多钱Makemoremoney,更丰富的娱乐休闲Entertainmore,尝试做不同的事Trytododifferentthings更多运动Domoreexercise更多旅行Travelmore,发展兴趣爱好Developinterestandhobbies更多思考和自省Domorethinkingandself-examination放慢生活节奏Slowdown,买更好品质的东西Buybetterqualityproducts,