Explore the Complex Digital Landscape of China in 2016

1. Insights-based | marketing, research & digital
EXPLORE THE COMPLEX
DIGITAL LANDSCAPE OF
CHINA IN 2016
MARK TANNER, MANAGING DIRECTOR
CHINA SKINNY
CHINA DIGITAL CONFERENCE | SYDNEY | 2 JUNE 2016
Insights-based | marketing, research & digital

2. Insights-based | marketing, research & digital
2
China’s Faltering Economy?

3. Insights-based | marketing, research & digital
China’s Consumers
to Watch
USA’s income by age China’s income by age
59% < 30 years old
29% > 50 years old
Pew
2/3 of China’s international
travellers < 35 years old
McKinsey
Insights-based | marketing, research & digital

4. Insights-based | marketing, research & digital
China’s Dynamic Youth
Post-80s Generation Post-90s Generation

5. Insights-based | marketing, research & digital
have more
105cities in
China
people than
Sydney

6. Insights-based | marketing, research & digital
75%of China’s 280 million affluent consumers
Will live in ‘smaller cities’ by 2020

7. Insights-based | marketing, research & digital
How do we Reach Consumers in those Cities?
China’s
Top-100
Retailers
eCommerce

8. Insights-based | marketing, research & digital
Offline versus Online Shopping Habits
>80% of China’s online shoppers
Were born after 1980

9. Insights-based | marketing, research & digital

10. Insights-based | marketing, research & digital
Keeping it real

11. Insights-based | marketing, research & digital
To sum up
• Chinese consumption growth is looking rosy, particularly
online
• That growth is being driven by China’s Millennial
consumers
• Those consumers are living all over China
• Meaning ecommerce is one of the most effective ways to
reach them
• But a lack of trust means Chinese do a lot of research
before they buy, much of it online on channels such as
social media, search and ecommerce

12. Insights-based | marketing, research & digital
Questions
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