Accenture’s latest study reveals strategies that help accelerate growth for consumer packaged goods and retail companies in China. For more information view us on http://www.accenture.com/ConsumerGoods

1. The Allure and Challenges of China's
Changing Consumer Market
Accenture China Consumer Survey
Copyright © 2014 Accenture All rights reserved.
Accenture reveals the new rules of China's
consumer market, advising consumer
packaged goods companies and retailers on
how to leverage consumer insights and
segmentation to develop successful
consumer engagement and growth
strategies in a changing market of one
billion empowered urban consumers.
Source: Accenture China Consumer Survey
Developing Winning Strategies
Invest in technology
platforms to increase
visibility and responsiveness.
Build analytics capabilities
to understand high-value
consumer archetypes.
Develop a consumer
engagement blueprint to deliver
personalized shopping experiences.
Identify opportunities
for unconventional
growth.
The rules are changing in the vast China consumer market,
and the profit rate of consumer packaged goods companies
and retailers continues to decline.
Diversity of consumer preference and behavior is transforming the traditional market segments.
Accenture applied advanced analytics to identify 8 high-value consumer archetypes.
New Chinese consumer behaviors and preferences present consumer packaged goods companies
and retailers with an opportunity to leverage digital channels to drive growth.
A “me” culture
is prevailing
It is difficult to
drive loyalty
Life is
digital
Pragmatism
still rules
Profits
are down
A majority are
willing to spend on
products that
reflect one’s
identity.
Two thirds
are willing to
try new brands/
products.
Nearly three
quarters are
online daily.
More than half often
go to a physical store
to see/try before
buying an item
online.
EBITA of 540 of
China’s public retail,
non-durable consumer
packaged goods and
apparel companies is
declining.
Understanding Insights and Challenges
73% 52%
9%
’11 ’12 ’13
7%
4%
69%62%
Higher income Lower incomeMiddle income
Identifying Consumer Archetypes
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Young urban professionals (Yuppies)
• High spending power
• Product purchased should reflect status
• High brand awareness
Exclusive service buyers
• High spending power
• Preference for highly personalized service
• Experienced in online shopping and social networks
Fashion-forward consumers
• High spending power
• Price is a less important consideration
• Preference for high-quality goods
Conservative middle-income shoppers
• High spending power; conventional
spending practices
• Prefer to shop in stores, not online
• Greatly influenced by TV advertising
Internet civilians
• Emotional and impulse buyers
• High buying intent; relatively
low buying power
• Enthusiasm for online
shopping and social networks
Price-
sensitive
families
• Lack strong
spending power
• Value discounts and incentives
• Experienced in online shopping
Thrifty householders
• General spending power, but cautious
• Concerned about saving for family and future
• Attracted by in-store promotions
Aspirational wage earners
• Lack strong spending power
• Highly influenced by social networks
and online adverts
• Attracted to point redemption schemes
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Meet Your Urban
Chinese
Consumers
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LEARNINGS OPPORTUNITIES ACTIONS
Understanding Insights & Challenges Identifying Consumer Archetypes Developing Winning Strategies
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LEARNINGS
OPPORTUNITIES
ACTIONS