中国品质生活白皮书.pdf

中国品质生活白皮书 2018.05引言 “ ” “ ” 1-3 23-50 PREFACE Why are we discussing “quality of life”? Both the consumers and brands seem to be highly concerned with seeking out quality. Historically, marketers in China have been more focused on the quality of products, specifically how to make consumers more aware of the quality of their brands or merchandise. With improved living standards, in recent years discussing “quality of life” has become a dominant tone in peoples lives. Admittedly, quality of life is not just a simple concept, but an evolving symbol of a successful lifestyle. In our research, we find that Chinese consumers sense of quality of life mostly originates from the prospect of pursuing extremely refined living. Please read on for more information about the meaning of quality of life to consumers, the expectations people hold for their material and spiritual aspects and how consumers sense and judge quality. Note to the reader, the conclusions drawn in this research are only a sketch of the mainstream voices in Tier 1 to Tier 3 cities of those who took part in the journey (from respondents aged between 23 to 50 years old).柳晓刚 Xiaogang Liu 高顿 Gordon Domlija NetEase is a leading internet technology company in China, and is highly concerned with Chinese consumers needs and development in their material and spiritual lives. Yanxuan, a self-run retailer brand under NetEase, is dedicated to empowering people to live a better life. Starting from a towel, a pot, a pair of slippers, now to a wide range of daily life products, by providing good quality goods at a reasonable price, Yanxuan has been committed to build a more affordable yet quality of life together with our users. We hope this whitepaper helps your understanding on Chinese consumers current condition and future expectations on quality living, and gives some inspirations in enhancing well-being. CEO CEO, WAVEMAKER Greater China WAVEMAKER Welcome to our China Quality of Life whitepaper, a fascinating study that delivers unique insights into Chinese consumers life aspirations and their journeys to fulfilment. This paper is of great personal interest to me as someone who continually strives for a healthy, harmonious and meaningful life, and will be a valuable reference for anyone in the marketing world interested in understanding the desires and motivations of real people. At Wavemaker we are obsessed with understanding human behaviour and decision making, and are continually challenging ourselves to expand our knowledge. Our continuous investment in research equips us with the ability to turn insights into strategies that connect media, content and technology, helping grow our clients business. We hope this paper enriches your understanding and helps shape your own perspective on the true meaning within quality of life in China. CEO, WAVEMAKER Vice President of NetEase, CEO of Yanxuan目录 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 THE UNIVERSAL PURSUIT OF QUALITY OF LIFE THE ROAD TO AN IDEAL LIFE IS LONG AND WINDING THE WAY TO BUILD QUALITY OF LIFE CATEGORY UPGRADE AND QUALITY EVALUATION BRAND IMPLICATIONS CHINA QUALITY OF LIFE CITIES RANKING TABLE OF CONTENT品质生活人皆向往 THE UNIVERSAL PURSUIT OF QUALITY 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。 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。 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。 Everyone wants to live better, we all yearn for a better life, we want to realize our dreams. My parents lived quite a frugal life, but we are different, we try to improve our lives as much as possible, and upgrade whenever we can. “ ” 韩女士，42岁，北京 陈先生，34岁，武汉 陈小姐，28岁，贵阳 Mrs. Han, 42 years old, Beijing Mr. Chen, 34 years old, Wuhan A quality life, means there must be standards set for all areas, and the best for everything. Ms. Chen, 28 years old, Guiyang品质生活关乎男女老少 不同性别对生活品质的关注度 不同年龄关注生活品质的比例 女 男 不关注 一般 有一些关注 特别关注 89% 有关注 pay attention 23-27 岁 yrs. (1991-1995) 28-32 岁 yrs. (1986-1990) 33-37 岁 yrs. (1981-1985) 38-42 岁 yrs. (1976-1980) 43-48 岁 yrs. (1970-1975) 91% 91% 91% 90% 89% 91% 有关注 pay attention MALE FEMALE None Just so so Somewhat concerned Very concerned 67% 72% 22% 19% 9% 7% QUALITY OF LIFE CONCERNS EVERYONE Attention to quality of life across genders Quality of life concerns among different age groups无论来自何地、收入多少 三线 二线 一线 12000 12000-19999 20000 85% 90% 96% 家庭月收入 Monthly Household Income (RMB) 92% 有关注 pay attention 91% 有关注 pay attention 90% 有关注 pay attention 74 % 18% 7% 72% 19% 8% 65% 25% 9% TIER 1 TIER 2 TIER 3 不同城市级别消费者对生活品质的关注度 Attention to quality of life in various city tiers 不同收入的人群关注生活品质的比例 Quality of life concerns among various salary levels 不关注 一般 有一些关注 特别关注 None Just so so Somewhat concerned Very concerned NO MATTER WHERE YOU COME FROM OR HOW MUCH YOU EARN人总是由普世价值为核心驱动力 权力 POWER 普世性 UNIVERSALISM 慈善 BENEVOLENCE 传统 TRADITION 遵循 CONFORMITY 享乐 HEDONISM 安全 SECURITY 成就 ACHIEVEMENT 刺激 STIMULATION 自主 SELF-DIRECTION 普世价值 UNIVERSAL VALUES By Shalom H. 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。 Universal values are the values or worth for all, or almost all, people, which refer to already existed public order and manners. In human science such as philosophy, universal values make a general reference to those values beyond regions, religions, nations and nationalities. Social psychologist Schwarz studied on universal values, and concluded 10 different types of universal values. UNIVERSAL VALUES ARE THE DRIVING MECHANISM FOR CONSUMERS而对品质生活的追求是普世价值的重要映射 愉悦 Pleasure 享受生活 Enjoying life 家庭安全 Family security 健康 Health 成功 Success 自尊 Self-respect 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 追求生活品质的原因 满足个人追求 It satisfies personal ambition 想给家人更好的生活 I want a better life for family 想要更健康的生活 I want a healthier life 更有幸福感 I want a happier life 更有成就感 It brings a greater sense of achievement 是一种自我提升/进步 It is a kind of self- improvement/progress 显得更有逼格/格调 It feels more premium and exquisite 67% 31% 63% 62% 49% 34% 23% MOTIVATIORS 权力 POWER 普世性 UNIVERSALISM 慈善 BENEVOLENCE 传统 TRADITION 遵循 CONFORMITY 享乐 HEDONISM 安全 SECURITY 成就 ACHIEVEMENT 刺激 STIMULATION 自主 SELF-DIRECTION 普世价值 UNIVERSAL VALUES By Shalom H. Schwartz THE PURSUIT OF A QUALITY LIFE IS A REFLECTION OF THESE UNIVERSAL VALUES感觉自己的生活不够健康， 亚健康、压力、睡眠不足， 我需要更健康的生活方式。 你不知道明天会发生什么， 那么就让自己过好一些的生活， 享受生活是第一位。 我这么辛辛苦苦地工作，付出那么多， 如果我没有享受到我应得的生活质量， 那一点意义也没有。 钱放着对我们家的生活品质没有任何改变， 不如给家里买更好的东西， 让家里人高兴。 My lifestyle is not healthy enough, sub-health state, pressure, and lack of sleep, I need a healthier lifestyle. “ ” Ive worked so hard and given so much, and if I cannot enjoy the life I deserve, then everything else is meaningless. Money in the bank does nothing to improve the quality of life for my family, Id rather spend it on better quality items to make my family happy. You never know what is going to happen tomorrow, so just give yourself a better life, enjoying life is top priority. 中国品质生活白皮书 QUALITY OF LIFE IN CHINA 2018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 I WANT . 衣食富足 Abundant food and clothes 家庭和睦，有志同道合的朋友 Harmonious family, like-minded friends 有保障的没有顾虑的生活 A secure life without worries 健康的生活，规律作息，合理膳食与运动 Healthy life, regular schedule, reasonable diet and exercise 简单的、无烦恼的生活 Simple life without annoyance 积极的、不断学习与进取的生活 Positive, constantly learning and moving forward in life 有价值感和成就感，有意义的生活 Meaningful life with value and sense of achievement 每天开心与幸福 Happiness everyday 内心平静、从容、淡定的生活 Inner peace, unhurried life and always feeling at ease 被尊重、可以追逐理想的生活 Respected and able to pursue ideal life 激情的、充实的、丰富多彩的生活 Passionate, full and colorful life 有文化，有修养的生活 Cultured and refined life 学会享受和体会生活，不再盲目忙碌与迷茫，真正做自己 Learn to enjoy life, stop the hectic routine of confusion, to become my true self 阅历丰富、充满变化和新意的生活 Enriched memories, a life full of changes and refreshing experiences 自由的思想，有选择的自主权 Freedom of mind and right to choose 体面、令人羡慕的生活 Decent and enviable life “ ” 时尚、精致、有格调的生活 Fashionable, exquisite and stylish life品质生活的要素 FACTORS RELATED TO QUALITY OF LIFE 对品质生活具有极致的向往，物质和精神缺一不可 Health status Career development Living environment Children education, medical Money, house, car Family/love life Mental condition Free time Interest and hobbies Relevant Extremely relevant Interpersonal relations 金钱、房、车 子女教育、医疗等 家居环境 事业发展 88% 73% 81% 78% 81% 密切相关 相关 家庭/感情生活 健康状况 人际关系 心态 自由(时间) 兴趣爱好 88% 73% 81% 78% 81%物质因素 情感因素 Material Emotional Relevant Extremely relevant 密切相关 相关 THE BURNING DESIRE FOR QUALITY OF LIFE HAS TWO DIMENSIONS HOW QUALITY OF LIFE IS DESCRIBED 38% 45% 46% 57% 59% 63% 67% 69% 77% 86% / / Healthy Sense of value and achievement Full of changes and refreshing experiences No pressure Diginity Slow pace Enjoyable Simple life with minimal desire Being admired Luxurious 对品质生活的定义，不限于自我感受，也关乎外界眼光 内在 Internal 外在 External QUALITY OF LIFE IS BOTH INTERNAL AND EXTERNAL86% 73% 69% 20000 12000-19999 12000 家庭月收入MHI (RMB) 76% 67% 63% 69% 61% 57% 52% 41% 41% 64% 53% 53% 48% 35% 29% 高收入群体对品质生活拥有更高的希冀 / / Healthy Sense of value and achievement Full of changes and refreshing experiences No pressure Diginity Slow pace Enjoyable Simple life with minimal desire Being admired Luxurious HOW QUALITY OF LIFE IS DESCRIBED 38% 45% 46% 57% 59% 63% 67% 69% 77% 86% 内在 Internal 外在 External HIGH INCOME GROUP HAVE GREATER EXPECTATIONS China is better Hard to say About the same Overseas (developed countries) are better 消费者期待宏观层面更完善的福利保障和资源 中外生活品质比较 社会福利好 医疗资源好 教育资源好 环境好 收入水平高 人口素质高 生活压力小 生活成本低 社会稳定 人身安全 11% 19% 24% 30% 40% 52% 57% 57% 58% 67% 受访者感觉国外比国内更完善的方面 CONSUMERS HOPE FOR BETTER WELFARE AND OVERALL RESOURCES Better social welfare Better medical resource Better educational resource Better environment High income Better manners Less pressure Low living cost Stable society Personal security 49% 22% 13% 16% Areas where overseas is perceived to be superior Comparison on lifestyle quality between China and overseas社会福利好 医疗资源好 教育资源好 环境更好 收入水平高 人口素质高 生活压力小 生活成本低 社会稳定 人身安全 一线城市 二线城市 三线城市 尤其是面临更多压力或顾虑的一二线城市居民 TIER 1 TIER 2 TIER 3 Better social welfare Better medical resource Better educational resource Better environment High income Better manners Less pressure Low living cost Stable society Personal security ESPECIALLY PEOPLE WHO LIVE IN TIER 1-2 CITIES, FEELING GREATER PRESSURE 受访者感觉国外比国内更完善的方面 城市级别差异 Areas where overseas is perceived to be superior 理想品质生活 并非是触手可及的现实 = 完善的基本保障 无焦虑/顾虑 Comprehensive fundamental securities No anxiety and worries + 物质富饶 拥有选择的能力和自由度 Abundant material life Capability and freedom to choose + 精神满足 既幸福快乐又有意义的人生 Spiritual fulfillment A happy and meaningful life IDEAL QUALITY OF LIFE NOT THE REALITY THEY LIVE IN 然而，关于品质生活，理想与现实之间存在偏差 HOWEVER, A SIGNIFICANT GAP EXISTS BETWEEN DREAM AND REALITY个人年平均收入 Annual Personal Income (万人民币 10K RMB) 家庭年平均收入 Annual Household Income (万人民币 10K RMB) 49.3 8.7 109.9 14.8 目前实际收入 5.7 倍 times 达到品质生活的理想收入 7. 4 倍 times 这导致了理想收入与现实收入之间的脱节 Actual income now Ideal income to ensure quality life REFLECTED IN UNREALISTIC PERCEPTIONS OF “INCOME TO ENSURE QUALITY OF LIFE”相较之下，一线城市期盼更高，二三线城市紧随其后 IN COMPARISON, THOSE IN TIER 1 HOLD GREATER EXPECTATION THAN TIER 2 & 3 Tier 1 Tier 2 Tier 3 12.0 14.0 19.6 98.5 103.7 134.1 达到品质生活的理想家庭年收入 目前实际家庭年收入 6.8 times (万人民币 10K RMB) 7. 4 times 8.2 倍 times Actual HHI now Ideal HHI to ensure quality life 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。 Due to high cost of living (housing/basic necessities), expectation in Tier 1 is much higher than that of Tier 2 & Tier 3. However, attention must be paid to the great expectations on ideal income from tier 2 and 3. This is an indication that under the same supply-and-demand mechanism of the market (product/price etc.), and especially with the rapid development of e-commerce, the difference in daily necessities consumption among cities is likely to decrease.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 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 families with 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 than couples in a stable relationship. With the growth of the single society, the potential for “singles economy” cannot be overlooked. 17. 7 16.1 12.9 8.7 116.7 134.0 88.6 89.4 达到品质生活的理想家庭年收入 目前实际家庭年收入 10.3 times (万人民币 10