理解中国千禧一代服装购物行为和态度.pdf

Understanding Chinese Millennials Apparel Shopping Behavior and Attitudes - Survey findingsAsia Distribution and RetailAugust 2018EXCERPTThe full report is for internal use only.I. Key messagesII. Background and objectives III. Major findingsB. Brand performance evaluationC. New technology expectationTable of Contentsp.03p.05p.09p.10 A. Chinese millennials apparel shopping attitude, motivations and behaviorp.24 p.32I. Key messages1. Casual, simplistic, sporty, Korean style, and smart casual are the top five dressing styles preferred by Chinese millennials.2. Chinese millennials are motivated to add new items, purchase for the new season and replace other items.3. Impulse purchase is the norm for females; males like to plan their purchases.46. Chinese millennials spend the most on casual wear, sportswear and formal attire. 7. Females spend the most on fast fashion brands over a 3-month period while males spend the most on sports brands; many buy clothes at least once every two to three weeks.8. About two-thirds of Chinese millennials shop at both offline and online channels; but offline channel is still preferred when it comes to buying clothes.9. Multi-faceted shopping malls is the most popular channel among all. 4. WeChat and Weibo are the most popular channels to receive latest fashion information.5. Chinese millennials give priority to quality, style and design over price.12. Most Chinese millennials think that new retail technologies will enhance their overall shopping experience and purchase intentions, but will not replace the need for effective in-store sales associates.10. Chinese millennials greatly value brand attributes of good reputation, trustworthiness and service professionalism.11. Uniqlo is the strong number one apparel brand in Chinese millennials mind, followed by H two groups per city (one younger group with respondents aged 18-25, and one older group with respondents aged 26-35). There were six respondents for each focus group. For more information about the highlights of the focus group discussions, please refer to our qualitative report:7Research methodologies We conducted the consumer study through focus group discussions and quantitative survey. Chinese middle class millennials apparel shopping journey Preliminary insights: focus group findings (October 2017)Phase 2: online quantitative survey A quantitative online survey was conducted in mid November to quantify the observations from the focus groups; and to identify the white space in Chinas apparel market. A total of n=600 Chinese millennials (aged 18 35) were invited to fill out the online survey, in Shanghai, Beijing, Guangzhou, Wuhan and Chengdu. 8Research methodologies (Contd)We conducted the consumer survey through focus group discussions and a quantitative survey in China. III. Major findingsA. Chinese millennials apparel shopping attitude, motivations and behavior10