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1、PhotobyLucreziaCarnelosonUnsplashChina’sNewConsumerBrandReport2019&Top100BrandList2019中國新消費(fèi)品牌研究報(bào)告及TOP100榜單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
