Chinese Fontiers Now and Beyond ESOMAR 2008

CONGRESS 2008
part 5 / HOT FRONTIERS
Chinese frontiers
Now and beyond
Katie Zhou
Peter Cooper
May Qiu
John Pawle
Simon Patterson
ECONOMIC GROWTH HEARTS AND MINDS

It goes without saying that China is the major frontier But sheer volume and econometrics are not all that
market for the 21st century. Over the past 30 years, matters. It is the hearts and minds of the Chinese now
China’s economy has averaged nearly 10% annual GDP and beyond that represent the real frontiers of China
growth, driven by combination of developing technology and as we show in this paper, frontiers which will
and a vast low-cost workforce. With a population of 1.3 influence the world at large. This study has examined
billion (China Statistical Yearbook 2007), GDP of RMB Chinese values, lifestyles and needs, and specific product
24,661.9 billion (US$ 3,617.85 billion) and growth rate of attitudes, in both qualitative and quantitative terms, and
11.4%, China’s foreign exchange reserve reached USD also has developed a new segmentation of Chinese
1528.2 billion and the total tax income is RMB 4,944.9 values illustrating different consumers sectors.
billion (US$ 732.74 billion), up by 31.4%. Per capita
In particular we have found that Chinese attitudes
disposable income of urban households was RMB 13,786
and behaviour are heavily dependent on traditional
(US$ 2,022.4) in 2007 (National Bureau of Statistics of
Confucian values which integrated with modern life-
China, 2007).
style are profoundly affecting current and likely future
The level of Chinese residents’ saving reached RMB consumption patterns. As we show later the ‘revival
17. 2534 trillion (US$ 2.53 trillion) in 2007, increasing of Confucianism’ is playing a significant part in the
6.8% compared with the previous year. Per capita saving lives of ordinary Chinese as well as in China’s socio-
was RMB 13,058 (US$ 1,915.6) in 2007. Many other political development.
metrics show the current and future extent of Chinese
OUR RESEARCH APPROACH
impact on the world economy and its massive internal
market for goods and services, for example, there were This paper provides analyses of current and future
over 15 million privately owned cars in China in 2007, Chinese consumers, based upon both a searching
increasing at a rate of 33% per annum. Over half a billion in-depth and ethnographic analysis into Chinese psy-
Chinese are mobile phone users, with nearly 90 million chology, backed up by quantitative metrics from a
new mobile phone users in 2007. Over 0.25 billion specially constructed survey plus other trend monitors
Chinese were reported to be using the Internet in June and internal data. Concretely speaking, the study was
2008 and this number is rapidly increasing. conducted in three steps: first, an in-depth qualitative
study to experience and probe into the everyday lives
Copyright © ESOMAR 2008 251

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of Chinese consumers; second, an online quantitative logical approach designed to understand how Chinese
survey; and third, a psychological experiment to get consumers perceive and make sense of the changing
a deep understanding of perceptions of the past, the world around them in Chinese terms, rather than
present and the future of China for different segments impose a Western model of change. Our objective then
of Chinese consumers. is to capture through market research how Chinese
consumers of different types see the world now and its
There have of course been many cross-cultural studies
likely futures, their beliefs, future expectations, ambitions,
of the Chinese in terms of adoption of Western values,
aspirations, values, fears and anxieties.
and contrasts between Chinese ‘collectivism’ and
Western ‘individualism’. Classic amongst these has been Our other ambition has been to combine an ‘insider’
the work of Hofstede (1980) whose studies and those he view from the Chinese perspective which has been the
inspired argued that culture is ‘a collective programming role of Diagaid as an experienced body of local Chinese
of the mind which distinguishes one group or category researchers, with an ‘outsider’ role of CRAMQiQ who
of people from one another’, and is relatively stable. have looked at the data through a cross-cultural lens. In
Others (e.g. England and Lee, 1974; Kordonsky, 1992; this way we hope to optimise both internal and external
Yip, 1992; Hedley, 2000) have argued that economic and viewpoints.
industrialisation factors drive consumers in developing
RESEARCH DESIGN
countries towards Western-style individualism and
capitalism irrespective of their culture, i.e. towards global In the recent half century there are three events
convergence of consumers. influencing Chinese people (Ding, 2002 and Yang,
2007): the establishment of PRC in 1949, the Cultural
This view has been the guiding principle of much invest-
Revolution from 1965 to 1976 and the ‘reform-open’
ment by Western corporations in developing markets,
policy started from 1978. According to the three
including China. Consumers in developing markets will
events, Chinese consumers can be grouped into four
aspire to Western values and therefore they will respond
generations: the ‘Red’ generation (born in 1925-1945),
to similar claims. As we have pointed out elsewhere
‘Culture Revolution’ generation (born in 1946-1960),
(Cooper, 2007) this is a classic example of ‘Westoxi-
‘Post-Cultural Revolution’ generation (born in 1961-1974)
fication’ or ‘Cultural Imperialism’ which can lead to a
and ‘Neo’ generation (born in 1975-present).
cultural backlash and failure of marketing campaigns
which assume a universal drive to Western values Among these four generations, the ‘Red’ generation and
and individualism. As we have found in various market ‘Culture Revolution’ generation have retired or are going
research studies, after an initial flush of enthusiasm to retire and their consuming capacity is low, although
for Western goods and images, many consumers in their influence is still felt amongst the elite and in family
developing markets seek to find their own identities and influence. In consumer terms, the younger ‘Post-Cultural
some form of balance, as is now clear in ex-Communist Revolution’ generation has great economic power and
states in Eastern Europe and Russia. This is even truer the ‘Neo’ generation strong consumption desire. Hence
in China as this study shows. we have taken the ‘Post Cultural Revolution’ and ‘Neo’
generations into consideration in sampling Chinese
In contrast to studies which make assumptions about
mainstream consumers today and influential in the future.
Western individualism, our concerns were to under-
They are 18-47 years old and account for 48% of Chinese
stand what it means and feels like to be Chinese in
population. We have also taken into account in segment-
their currently fast-changing world, and how these
ing the sample the impact of economic and cultural
experiences differ between different Chinese social
background on lifestyle and values, tiers and regions.
milieus. Accordingly we have adopted a phenomeno-

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Qualitative Stage Data Analysis

As a first step we undertook ethnographic research To reduce and classify these attributes, factor analysis
with a small group of representative Chinese citizens in was applied which produced 10 factors (KMO=.936, total
the age range of 18 - 47 years old (born in 1961-1990), cumulative is 52.16%). We labelled these ‘respect, privacy,
divided into four age groups: 18 - 22 years, 23 - 27 moderation and balance’, ‘quality life oriented’, ‘risk and
years, 28 - 33 years and 34 - 47 years - covering Tier success oriented’, ‘placid values and consideration of
1 cities (Beijing, Shanghai, Guangzhou) and Tier 2 cities others’, ‘environmental concern’, ‘respect for Chinese
(Shenyang, Wuhan, Chengdu). All were recruited to culture and brands’, ‘proactive values and admiration
have monthly family incomes above the local average of change’, ‘money smart’, ‘family financial values’ and
level. Our researchers spent some two hours with them ‘west lacks respect for China’.
in their homes and also conducted face-to-face depth
These 10 factors were used as predictive variables to
interviews of about two hours, to observe and get to
make a two-step cluster analysis. After several rounds,
know their lifestyles, consumption behaviour and values.
the solution of six clusters seemed to make the most
Quantitative Stage sense and was selected to classify Chinese consumers.
For the quantitative stage, we decided to sample Internet These clusters have been described against demograp-
users as likely to represent more modern lifestyles and hics, behaviour and hobbies, and are illustrated in a
higher disposable incomes, and therefore predictive of later section.
the future. There are currently some 0.25 billion users
Psychological Experiment
of the Internet in China, which is rapidly increasing.
After establishing the six cluster profiles, six respondents
The research was carried out online and was designed from each of the six clusters were selected to draw on
to be representative of internet users in China. This their imagination using psycho-drawing to represent
audience is representative of the higher income popula- their perceptions of the past, the present and the future
tion who are the major brand consumers in China. Total of China drawing colours and shapes using crayons. And
sample size was 767 consumers aged from 16 – 45 then they were asked to give a title to and explain their
years. The sample was spread between the North 26%, psycho-drawings and what made them have different
the East 27%, the South 25%, the West 11% and the images of past-present-future China. By this method, we
Centre 12% with 42% in tier 1 cities, 35% in tier 2 cities were able not only discover how different consumers
and 22% in tier 3 towns and cities. Quotas were applied see China symbolically, but also get an understanding
to occupation to make it representative of the China of their lifestyles and how values have an influence on
Internet Network Information Centre data for the internet them, especially in their present and future life.
population.
REVIVAL OF CONFUCIANISM
Measurement of Values
What we see in our data is a revival of Confucianism.
Based on the ethnography study and empirical know-
That is, the re-emergence of Confucian values in modern
ledge, we developed some 53 values covering attitudes
Communist China after the Great Leap Forward and the
to family, friends, relationships, wealth, consumption,
Cultural Revolution under Mao had sought to repress
leisure, health, privacy, technology, social responsibility,
the past.
environment issues, and so on. These were measured
on 5-point Likert scales, where 1 represents ‘strongly It is doubtful whether Confucian values were ever swept
disagree’ and 5 represents ‘strongly agree’. After data away in those three short decades, rather they went
collection, the 53 value scales were found to have rela- into retreat. Confucian teachings have a history going
tively high internal consistency (Cronbach’s alpha = .929). back 2500 years when Confucius, philosopher, scholar

CONGRESS 2008
and teacher, set out his moral codes and virtues. Those Given these values, we can begin to understand the
teachings were continued by many others through to the differences and causes of suspicion between Chinese
modern day. Our hypothesis is that they are still part of Confucianism and Western individualism with its focus on
the principles of modern life influencing consumption. the self. Confucian values urge that personal happiness
reflects understanding other people.
It is not our task here to examine the complexities of
Confucianism and its political, educational and legal We do not only have to look within our data to support
impact on China over the last two millennia. Nor do we the revival of Confucianism, but we can see it in the
wish to run the risk of oversimplifying Confucianism, pronouncements of political leaders. For example,
and apologise in advance if we do. But it is important President Hu Jintao noted in 2005, “Confucius said,
to set out some of the main principles and particularly ‘Harmony is something to be cherished’”, and shortly
those which effect people’s everyday lives. Confucianism after he instructed China’s party cadres to build a
is based upon three basic principles for a moral and “harmonious society”. In 2007, the prime minister, Wen
virtuous life: Jiabao went further, ‘From Confucius to Sun Yat-sen, the
traditional culture of the Chinese nation has numerous
1. So-called ‘filial piety’ which emphasises respect, love
precious elements, many positive aspects regarding
and support by the young for the parents, and in return
the nature of the people and democracy. For example
teaching, wisdom, and continuity across generations
it stresses love and humanity, community, harmony
from the parents. The effect is reciprocity and mutual
among different viewpoints, and sharing the world in
empathy, which according to Confucius is our necessary
common (tian xia wei gong)”
root since human beings are essentially social (xiao).
2. ‘Humaneness’ is the ultimate goal, i.e. care and It has been argued that political practices also reflect
concern for other human beings, through togetherness links between Confucianism and Communism. The
and moderation of personal desires in favour of the stress on harmony reflects Communist concerns with
wishes of others (ren). all classes, so that widening income gaps need to be
3. Importance of ‘ritual’ in dealing with others and resolved peacefully. To disseminate Confucianism,
significant moments in life, not just birth, coming of the Chinese government has set up branches of the
age, marriage and death, but also in ordinary, ongoing Confucian Institute in many countries to show that
interactions in daily life. This leads to valuation of tradition peaceful resolution of conflict is the way forward.
and ‘proper’ ways of doing things (li). Confucianism therefore resonates with Chinese inter-
nal and external developments.
These three are seen as a ‘tripod’ supporting moral
values. Out of them come the significant guiding At a more everyday level, citizens’ passion for the
Confucian principles of: Confucian is increasing. According to a report released
by International Confucian Union, kindergartens, elemen-
• Harmony, respect, moderation;
tary and secondary schools all around the country offer
• Traditional ways, simplicity, reality;
studies on Confucianism and The Four Books. Thus the
• Education, learning and self-improvement;
most classic Confucian theories are offered as one of
• Importance of action rather than what you say;
their main courses and activities. About 10 million teens
• All have their base in positive relationships.
and children participated, including at least 20 million
These themes apply to all relationships. Traditionally, parents and teachers (Chen, 2007). Moreover, some
Confucius and his followers applied them to relationships Confucian folk laws and customs, such as traditional
in the following order: Parent - Child, Ruler - Ruled, Han Chinese costume, an adult ceremony, are proving
Husband - Wife, Brother - Brother, Friend - Friend. popular even the ancient style of private tutor schools.

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These activities are mainly carried out by the civilians underpinned by loyalty to the family, being respectful
representing a great appreciation for Confucian tradition and natural.
and culture at the grass-root level. In the field of formal
The vast majority (over 90%) recognise that:
education and culture, the Chinese People’s University,
which is famous for insisting on the primacy of ideology, • The privacy of everyone should be respected.
established its Confucian academy in 2002. Later on, • In all relationships, parents and children, leaders and
many universities established their own Confucian people, husbands and wives, and between friends,
centers. Thus the classic and modern explanation of the mutual respect is essential.
Analects of Confucius can be found everywhere. It is • It is always important to respect your parents and elders.
estimated that more than 100 kinds of explanations of • Life should be a continuous process of learning and
the Analects of Confucius will be on sale in 2007 and education.
press volumes will hit a record high (Chen, 2007). • It’s best to leave individual space for children, respect
their hobbies and encourage them to make decisions
The publication of the Reflections on the Analects of
for themselves.
Confucius by Yu Dan is an example of these popular
• Moderation and balance are the true course of life.
impacts. It is a self-help book devoted to Confucianism
• In modern society, we should seek all possible
in modern life, selling several million copies. Yu Dan is a
opportunities to express ourselves.
national celebrity who often appears on TV to talk about
• The most important thing about family is that it
the benefits of Confucianism in everyday life providing
provides them with harbor/shelter.
comfort to people faced with the opportunities and
oppositions of living with capitalism. She stresses inner Two-thirds or more also believe that:
happiness rather than sheer materialism. And on the
academic side, courses, conferences and books now • It’s more important to keep your minds placid rather
abound with discussions of the role of Confucianism than strive for career success.
in modern society as an alternative to Western-style • People should be obedient to present social
democracy. conventions.
• It’s acceptable to have mutual independence
But Confucianism goes well beyond political or academic between husband and wife with regards to finances.
debate. Its emphasis on relationships, reciprocity and • It’s important to care about others’ feelings.
empathy helps to determine what goals people pursue, • It’s more important to enjoy the present than worry
what to buy, how to live, and what ads and communi- about the future.
cation people respond to. • It’s important not to do to others what you don’t
want others to do to you.
OVERALL FINDINGS
The Chinese also have pride in their Confucian values:
In our survey we included a number of statements
designed to test the presence of Confucian values • Nearly 90% believe that ‘Our traditional Confucian
amongst the modern Chinese consumers represented culture needs to be followed in modern life’.
in our sample. • Well over 80% believe that ‘In the future Chinese
traditional culture will be respected and appreciated
The findings are that the majority of our sample agree
by people around the world’.
with these statements. The key leading values of the
Chinese today are respect and loyalty to family, followed How do they see the West?
by being fun-loving and natural. They expect that fun-
loving will take greater priority in the future but still • Well over 80% feel ‘The West is afraid of the growth
of China’.

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• Some 60% feel that ‘The West does not respect China’. respect for traditional values, which is the same as
the view expressed by McKinsey & Company (2006)
These beliefs are expected to be influenced by the
that Chinese teens ‘adhere to traditional values’. They
Olympics. At the time of interviewing (May, 2008), 90%
respect their elders and recognize the role of the family
or more believed that ‘The Olympics will have a major
as “harbor of life”. They seem to look for some kind of
effect on how China is seen in the world’ and that ‘The
inner peace, moderation and balance, and obedience
Olympic Games will give the Chinese more confidence
to present social conventions. Compared with the
in themselves’. We will run a check on this after the
older group, teenagers are more willing to be on show
Olympics with a parallel sample, to check whether this
themselves and express their own views. They are
optimism is fulfilled or not.
less sensitive to price, and likely to try new products,
• In China there is a mix between traditional and they like shopping online and the latest technological
modern values with some inherent conflicts: products. They also emphasise brand personality in
purchasing.
- On the traditional side, ‘moderation and balance are the
true course of life’, ‘life should be a continuous process of • The life vision of most Chinese people is being natural,
learning and education’ and ‘in all relationships, parents respectful, loyal to family and fun loving:
and children, leaders and people, husbands and wives,
- In cities, people in tier 1 and 2 are inclined to be
and between friends, mutual respect is essential’ are
more fun loving and modern.
agreed by most people;
- Younger people from 16 to 22 years are more
- 90% of the Chinese people still regard home as a
sociable and fun loving, but people between 23 to 45
harbour, but they do challenge the traditional family roles,
years emphasise loyalty to family.
over 50% of respondents disagree that ‘the husband’s
- Low income people feel more life pressure, but high
job is to earn money, the wife’s job is to do housework
income people feel more competition, and want more
and educate child’.
social life and materialism.
• ‘Respect to self and others’ is accepted by a large
• On future expectations, Chinese people value ‘loyalty
percentage of respondents.
to family, natural and fun loving, and less pressure’, so
- Almost all agree that privacy needs to be respected, as to have more inner peace and be noble and wise.
and that the traditional value of respect is important,
On consumption:
especially to elders.
- On the other hand, the modern value ‘it is best to leave • Chinese people are inclined to choose products
individual space for children, respect their hobbies and with good reputations.
encourage them to make decisions for themselves’ was
- 94% of the people agree with this.
agreed with by 95% respondents.
• Price is still a key factor in purchasing but people
• Traditional values, like saving for future and no pre-
are inclined to try new products.
consumption i.e. ‘before buying, I will compare the prices
between different malls’ are agreed by above 70% of - 86% compare prices between different stores.
people. About 79% people agreed that ‘it’s not wise to - Additionally 85% like to try new products, including
save money in banks and not invest it on something in eco-friendly products.
the present’. - 83% like to buy high technology products.
• Generational Differences. Teenagers in China, share • Imported product is no longer the main driver in
many values with older respondents and still show purchasing. Lower than 60% respondents are inclined

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to buy imported products if the price is not taken into • Their fears about the future are mainly death, social
consideration, although higher among the young. issues, and money. They worry about health, illness
and disaster (earthquake and war). Many are worried
• Online shopping is a trend and 87% respondents like
about the pressure of living, work and employment.
to choose online shopping if possible.
On regional differences:
On brands:
• Zhang Xin-an et al (2008) suggest that coastal Chinese
• Foreign brands have an absolute advantage in the
on the Eastern Seaboard are more individualistic since
automobile category, among them, Germany brands
they have been exposed to more Western influences
predominate. In mobile phones and laptops, foreign
compared to inland cities. To explore this we compared
brands have strong appeal, especially Nokia. More
inland cities (West-North-Middle cities) as represented
than half of our sample said they would buy a Nokia
here with South and Eastern Cities in our sample.
the next time they change their mobile phone. In the
laptop field, IBM and Lenovo are equal top on next - On attitude towards money and future, consumers in
purchase, next are HP, Sony, Dell. south-east region are more pragmatic. They deny of
• Foreign brands dominate in the television. Over 25% indulging in the moment and show more willingness to
desire to own a Sony TV the next time they buy a TV make proper arrangements for the future. Saving and
set. investment is their preparation for the future. Meanwhile,
• For washing machines and refrigerators, however, they pay more attention to purchase cost - in contrast,
local brands are more dominant. Haier gains nearly 50% consumers in inland cities show more interest to enjoy
of next purchase and foreign brands are well behind. the moment, less willingness to save for future, are
not so cost oriented, willing to pay a higher price for a
On hobbies and activities:
product with good corporate image and which is non-
• Internet surfing, watching TV, listening music, travel polluting to the environment, which is consistent with
and shopping are the most popular activities of Chinese their higher concern about environment issues.
people. - On attitude to family. Consumers in the inland cities
• In average, Chinese people eat out six times monthly. depend more on their family with more of them perceiv-
Consumers in the tier 1 and 2 cities have a higher fre- ing the family as their shelter. For the less rich,
quency eating out. Consumers of 23 to 33 years have a consumers in the south-east, agree less with the idea
higher frequency eating out. The higher the income, as of “the husband’s job is to earn money, while the wife’s
we would expect, the higher frequency of eating out. job is to do the housework and educate children”. They
• Chinese food is still the favorite among Chinese need to share the economic burden with their wife.
consumers. However, for fast foods, western fast food - On attitude to risk and change. Inland consumers are
restaurants are preferred. more willing to take risks and have more desire for a
life full of changes and exciting events comparing to
On idols, dreams and nightmares: consumers in South-East region. The reason may be
• The major idols of our sample are their parents, that the ‘Open the Door’ Reformation in the South-East
politicians and business leaders. region has existed for a relatively long period so that the
consumers living there have experienced more changes.
• Most Chinese dreams are family and career orientated, There is an old Chinese proverb “Poverty makes people
such as having a happy and harmonious family, no think about change” which could to some extent explain
illness among the family member, being satisfied and these differences.
living comfortably, having a successful career, etc.

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CONSUMER VALUE SEGMENTATION • Their character

• Hobbies
We identified six different consumer clusters as shown
• Demographics
in figure 1.
• Family and home images
In the following charts we describe each in turn: • Brands and consumption
• Their ideals
• Their perception of past-now and future
• Their psychological profile
figure 1
Consumption enjoyer (22%): Career hero (13%):
Relatively few pressure on Career-orientation; believe

living, fantastic for the future real success comes out of the
and reality, be interested and career success; mature and
curious about the diversified sophisticate; modern life style,
new concept, impulsive various daily social activities
consumption
Financial Pragmatist (22%): Balance life enjoyer (16%):
Relatively good living and Emphasizing balance, think

occupation status; don’t much of inner peace and
concern about the social happiness; their ultimate
recognized view, drift and pursuit of life is the inner
muddle along, lacks passion experience; advocate natural
and confidence for the future; living, get along with others
have a good but superficial naturally and harmoniously,
relations with others pragmatic consumption
Worrier (13.3%): Peaceful life maker (12.4%):
Pursuit of materialism, high Relatively high pressure on

pressure on work, have living, harmonious relations
expectation on the other with others, wish to change
people around him but can’t go something and have a better
well and lacks confidence for future, willing to take risk,
others; willing to take risk for thrifty consumption
material success but afraid of
change

CONGRESS 2008
figure 2
Peaceful
Peaceful Life Makers
Life (12.4%)
Makers (12.4%)
Peaceful Life Character

Makers
Lowest consumers Character
(12.4%)
income cluster, with relatively high
Lowest income cluster, consumers with relatively high pressure on
pressure on living, they are polite and modest, believe having
a peaceful mind is more important than personal success, but
living, they are polite and modest, believe having a peaceful mind
with low concern about the environment. Character
They regard mutual
is more important than personal success, but with low concern
respect as essential and cherish friendship. Lowest Friendship
valued to this group more than pursuit of wealth, so they are
income is cluster, consumers with relatively high
pressure on living, they are polite and modest, believe having
about the environment. They regard mutual respect as essential
wiling to help others in poor areas. They are loyal to their
family and regard it as a harbor/sheltera to peaceful
them. They mind is more important than personal success, but
don’t
and cherish friendship. Friendship is valued to this group more than
need much money – just enough for living withand lowspending.
concern about the environment. They regard mutual
Peaceful Life Makers (12.4%)
Peaceful Life Makers (12.4%) Peaceful Life Makers
pursuit (12.4%)
of wealth, so they are wiling to help others in poor areas.
They wish to have a better future and respect are readyas to sacrifice
essential and cherish friendship. Friendship is
certain temporary pleasures for being successful. Their
valued to this group more than pursuit of wealth, so they are
They are loyal to their family and regard it as a harbor/shelter
present life is based on harmony, purity, simplicity and loyalty
to familyCharacter
with relatively fewCharacter wiling to help others in poor
material ambitions. Character
areas. They are loyal to their
to them. They don’t need much money – just enough for living
Lowest income cluster, consumers
Lowest income family withand
cluster,
relatively
regard
consumers
high
itwith Lowest
as arelatively income cluster,
harbor/shelter
high
consumers
to them. They withdon’t
relatively high
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and spending. They wish to have a better future and are ready to
Distinct a peaceful
hobbies
pressure onneed living,muchthey are money –
polite and just enough
modest, believefor living
having and spending.
mind is more important than personal success, buta peaceful mind is more important than personal success, but
a peaceful Theymind iswish more to importantathan personal success,
and but
- sacrifice certain temporary pleasures for being successful. Their
with lowCards,
playing concern about the environment.
Mahjong Theyhave better
regard mutual
with low concern about the environment. They regard mutual
withfuture
low concern are ready
about to sacrificeThey regard mutual
the environment.
‘Money is not the most important in my life as respect
Readingas essentialrespect
and cherish certain
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Friendshippleasures
is for
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as successful.
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friendship. Friendship is
‘Money
long is notforthe
as it's enough most
making important in --my life as long
purchases’. present life is based on harmony, purity, simplicity and loyalty to
valued to this group more than
Surfing the internetvalued
as essential and cherish friendship. Friendship is
pursuit of
present
for information
to this group
wealth,
life
and more isthan
working
so they
based onare
pursuit
valued to this
ofharmony,
group simplicity
purity,
wealth, so they are
more than pursuit of wealth, so they are
and loyalty
as it’s enough for making purchases’. family with relatively few material ambitions.
wiling to help others in poor areas. They are loyal to their wiling to help others in poor areas. They are loyal to their
wiling to help to family
others inwith poor relatively
areas. They few material
are loyal to theirambitions.
family and regard it as a harbor/shelter to them. They don’t family and regard it as a harbor/shelter to them. They don’t
family and regard it Housewivesas a harbor/shelter to them. They don’t
All Segments need much money – just enough for living and spending. need much money – just enough for living and spending.
need
16-18much money – just enough for living and spending.
Peaful life maker
Tier Distinct hobbies
They wish to have a better
They wish
5%
future and
certain temporary pleasures forDistinct
to have a
are 3%
Student ready to sacrifice They wish to have a better future and are ready to sacrifice
better future
Worker and are ready to sacrifice
7419.0 three 19-22 being 16% hobbies
successful. 12% Their certain temporary pleasures for being successful. Their
• playing Cards, Mahjong
34-45 certain 16%
temporary pleasures for being successful. Their
5947.0 Female
28.8
20% Tier one
43%
to family
-
39% present life is based
29% on harmony, purity,
present
with relatively few
life is
Self-
based
employed on
5%
material ambitions.
simplicity and loyaltypresent life is based on harmony, purity, simplicity and loyalty
playing
harmony, Cards,
Clerk19% purity,Mahjong
simplicity and loyalty
to family with relatively few material ambitions.
26.9 ‘Money isTiernot
37%
two the most important • Reading
inMale
my
61% - life 28-33
asto family23-27with relatively few material ambitions.
30% Reading
long as it's enough for making purchases’. Expert and Middle management
Distinct hobbies
- technical
• Surfing 28% the internet
20%
Surfing/Executive
the
17%
for
internet information
for information
Distinct hobbies
andandworking
working
Age Distinct hobbies
Family monthly income
City tier -
Gender playing Cards, Mahjong
Age group Occupation - playing Cards, Mahjong
‘Money is not the most important in my life as ‘Money is not-the most playing Cards,
important in Mahjong
my life as
‘Money is not the most important in-my life Reading
as - - Reading
as it's enoughAll
Family &longHome forSegments
making purchases’. long as it's enough
Brands & Reading
for making purchases’.
Consumption
Housewives
-
long as it's enough for making purchases’.
Peaful life maker
Surfing the internet
- for information
Surfing the
and working
internet for
- and16-18
information
Surfing the internet for 3%
working
information and working
Tier 5% Student Worker
three 19-22 16%
7419.0 Female 34-45
12%
All Segments 5947.0 All20%
Segments Housewives 16% Housewives
All Segments Tier one Housewives Self- 16-18
16-18 39% 3% 29% 3%
Peaful life maker 28.8life maker Tier
43%
Peaful life maker
5% Tier 16-18 Worker
Student 3% employed 5%5% Clerk19%
Student
Peaful Male Worker
26.9 three Tier 19-22 three 5%
16% Student Worker 19-22 16%
7419.0 Tier two 7419.0 12% 23-27 12%
5947.0 7419.020% Tier one
Female
three 34-45 5947.0 16%
20%61% Tier one
19-22 Female
16% 12% 34-45 16%
39% 37% Female Self-
34-45 16% 28-3339% 30% Self-
5947.0 43% 20% Tier one 29%
employed 5% 43%
Clerk19% Self- 29%
Expert and Middle management
employed 5% Clerk19%
28.8 28.8 39% 29% 20% 5%
26.9 28.8 26.9 Male
43% employed Male
Clerk19% technical 23-27 /Executive
Tier two 61% 23-27
Male Tier two 61%
26.9 28-33 23-27 28-33
28%
37% Tier two 30%
61% 37%
Expert
28-33 and 30%Middle management 30% 17%
Expert and Middle management
Age 37% 20% Expert and 20%
technical Middle management technical
Family monthly income 20% /Executive
technical
/Executive
City tier Gender 28% 17% Age group /Executive Occupation 28% 17%
Age Age 28% 17%
Family monthly
Ageincome Family monthly income
City tierincome
Family monthly Gender Age group City tierOccupation Gender Age group Occupation
Family Family
Family&&Home
Home
& Home City tier
Family & Home

Gender
Brands & Consumption
Brands Occupation
Age group
& Consumption
Family & Home Brands & ConsumptionBrands & Consumption

CONGRESS 2008
Ideal Life
Ideal Life
Ideal Life
Key Key
WordsWords
Key Words
 Loyal
• Loyal to family
to family
 Loyal to family
 Inner Peace
• Inner Peace  Inner Peace
 Natural  Natural
• Natural
 Respectful Respectful
• Respectful
 In harmony, well balanced
• In harmony, well In
balanced
harmony, well balanced
Ideal Life
TheyLife
Ideal have much to look forward to in their future life which
Psychological profile_They wish to live in a comfortable way, pursuit of a better life but not painstaking
• From present to future: After the Olympics, the most important thing for me is still to live.
• From past to present: Various media and advertisingName
Reason/Event for the changed images:
Picture
Thoughts
Feeling/
Theyto them
have preserves
Ideal Lifethe idyllic life view and also involves
much to look forward to in their
space They
innertohave much to lookbalance
forward to in their
future lifefor
which peace, harmony,
them preserves the idyllicand respect for
future life which to them preserves the idyllic
lifeelders.
view and also involves space for inner
life view and also involves space for inner
peace, harmony, balance and respect for
and spirit pursuit,

Planned economy, lacks material
elders.
elders.
Peaceful Life
Peaceful LifeMaker:
Peaceful Maker: Past-present-future
Life Past-present-future China China
China
Maker: Past-present-future
Name Past Present Future
Past Present Future
Name Simple life Simple
Past life 2008 Olympic
2008 Olympic YearPresent Yearand comfort
Happiness Happiness
Future and comfort
Name Simple life 2008 Olympic Year Happiness and comfort
Picture Drab clothing (dark blue or gray); 2008 Olympics Live in a place called “happiness”,
Picture Picture
description description Drab
simple-designed Drabblue
clothing (dark
home clothing (dark 2008
or gray); blue Olympics 2008 with
Olympics Liveenvironment,
eco-friendly Live
in a place called in a place called
“happiness”,
Peaceful Life Maker: Past-present-future Chi
opportunities
history, provided more
Significant status in the physical
description simple-designed home with eco-friendly environment,
or gray); simple-designed “happiness”, with eco-friendly
Psychological profile_They wish to live in a comfortable way, pursuit of a bette
• From present to future: After the Olympics, the most important thing for me is s
• From past to present: Various media and advertising campaign for the 2008 Olym
Picture
Thoughts
Feeling/
description
Picture
private car
campaign for the 2008 Olympics
elders.
life view and also involves space for inner
future life which to them preserves the idyllic
They have
Ideal
private car
home environment, private car
Planned economy, lacks material Significant status in the physical Better pursuit for future, with
for development
Planned economy, lackshistory,
materialprovided
Significant
more status in the satisfied
physical houseBetter pursuit for future, with chological profile_They wish to live in a comfortable way, pursuit of a better life but not painstaking
Life
Feeling/ and spirit pursuit, and automobile,
Feeling/Thoughts
Thoughts Feeling/ and spirit Planned
pursuit, economy, lacks
history, provided
opportunities for development
Significant
more status in the
satisfied
live in a comfortable wayhouse andBetter pursuit for future,
automobile,
Thoughts material and spirit pursuit,
opportunities for physical
developmenthistory, provided
live in a comfortablewith
waysatisfied house rom present to future: After the Olympics, the most important thing for me is still to live. much to look
and spirit pursuit,
Planned economy, lacks material
simple-designed home
Drab clothing (dark blue or gray);
more opportunities for

rom past to present: Various media and advertising campaign for the 2008 Olympics and automobile, live in a
development comfortable way son/Event for the changed images:
live in a forward
satisfied house and automobile,
Better pursuit for future, with
Picture Picture
Picture
Simple life
Past
comfortable way
to in their
ure

•From past to present: Various media and advertising campaign for the 2008 Olympics
•
• Reason/Event for tothe
From past changed
present: images:
Various media and advertising campaign for the 2008 Olympics
opportunities for developmen
history, provided more
Significant status in the physi
2008 Olympics
From present to future: After the Olympics, the most important thing for me is still to live.
• From past• topresent
From present: Various
to future: media
After and advertising
the Olympics, campaign
the most important forforthe
thing me2008
is still Olympics
to live.
• From present to future:
wish After thea comfortable
Olympics, way,
the most
pursuitimportant
of a better thing
life butfor
notme is still to live.
live in a comfortable way opportunities for development ughts
Psychological profile_They to live in painstaking
2008 Olympic Year
Psychological profile_They wish to live in a comfortable way, pursuit of a better life but not painstaking satisfied house and automobile, history, provided more and spirit pursuit, ling/
Better pursuit for future, with Significant status in the physical Planned economy, lacks material
Psychological profile: They wish to live in a comfortable way, pursuit of a better life but not painstaking
Present
private car
with eco-friendly environment, simple-designed home cription
Live in a place called “happiness”, 2008 Olympics Drab clothing (dark blue or gray); ure
Copyright © ESOMAR 2008 Happiness and comfort 2008 Olympic Year Simple life
260 e
Future Present Past
CONGRESS 2008
figure 3
Career
Career Heroes
Heroes(13%)
(13%)
Character
Character
High income people with successful professional careers, they are single
minded about seeking more success and think that wealth is the ruler to
High income people with successful professional careers, they are
measure how successful you are. Investment is wiser than saving money.
They are mature and sophisticated in dealing with interpersonal relations.
single minded about seeking more success and think that wealth is
They are also sympathetic with both traditional and modern values. They
Career Heroes (13%) the ruler to measure how successful you are. Investment is wiser
are confident about Chinese traditional culture and also eager to express
and show themselves to others proactively.
Their life is modern and high quality orientated.
than saving money.
They can be seen in
Character
different social situations. They love to try new, modern and
Career Heroes (13%) High They are mature and sophisticated in dealing with interpersonal
income
technological products. Brand personality is more importantpeople withbutsuccessful professional careers, they are single
than price
Career Heroes (13%)
they never blindly purchase brands. minded about seeking more success and think that wealth is the ruler to
Character measure relations. howThey successfulare you alsoare.sympathetic
Investment iswith wiserboth traditional
than saving money.and modern
High income people
values.
They are
minded about seeking more success and
They
withmature
successful
are
and confident
professional
Character
sophisticated
think
about
careers,
Chinese
they are with
in dealing
that people
wealth with
traditional culture and also
singleinterpersonal relations.
is thesuccessful
ruler to professional careers, they are single
Career Heroes (13%) Distinct -
hobbies
measuretohow
They are also sympathetic
eager
successful to
youexpress
High
are. Investment and
minded
income
with
show
is
about
both
wiser
traditional
themselves
than
seeking saving
more
and modern values. They
money.
success to others proactively.
Pubs/bar/party , listening pop aremusic confident about Chinese
They are mature and sophisticated in measure dealing with
traditional culture and also eager to expressis the ruler to
and think that wealth
howinterpersonal relations.
‘Money is very important in my life. I get it - Shopping, traveling and outdoor and
Character Their
sports show life is
themselves modern to and
others high quality
successful you
proactively. orientated. They can be seen
are. Investment is wiser than saving money.
‘Money is very important in my life.
through hard work and I am used to being - I High get it through
Technology
income
They are also sympathetic with both traditional
people with successful professional careers, they They
arehigh
single
and modern
are mature values. They
and sophisticated in dealing with interpersonal relations.
judged, for instance, by whether my boss
- minded
Surfing about
are confident Their
seeking more success in
about
anddifferent
life is modern
Chinese social
traditional
think that wealth
and
thesituations.
culture
isThey are to
ruler
quality
and
also also They
orientated.
eager
sympathetic love
to with
express to
both try new,
Theytraditional
can be seenandmodern
in
andThey
modern values.
hard work
recognizes and I am
my performance in my used to being
annual salary judged, for
internet for information
and show and
themselves shopping
different tosocial
others situations.
proactively. They love
are confident abouttoChinese
try new, modernculture
traditional and and also eager to express
review.’ - measure how successful
Eating frequently Their you
in quality
life
are.
or
is technological
Investment
western
modern style
and
technological
is wiser
restaurants
high
than
quality products.
products.
saving
orientated.
Brand
money.
Brand
They can
personality personality
be seen
is more in is
important more
than important
price but than
instance, by whether my boss recognizes my
They are mature and sophisticated in dealing with interpersonal andrelations.
show themselves to others proactively.
They are differentwith
also sympathetic social
price
situations.
they
both neverbut
traditional
they
They
blindly
and love
modern
never
to
purchase
Their
values. lifeblindly
try new, is modern
brands.
They modern purchase
and
and high quality brands.
orientated. They can be seen in
performance
All Segments
in my annual salary review.’ are confident abouttechnological
and show themselves
Chinese traditional
theytonever
others
products.
blindly
cultureBrand
and also
Housewives
purchase
proactively.
16-18
personality
brands.
eager
Worker 5%
to is more
express
different important
social thanThey
situations. price love
but to try new, modern and
Career hero 8170.0 Tier 4% technological products. Brand personality is more important than price but
Distinct Student hobbies
34-45 12% Clerk8%
7419.0 three Their life is modern and high
19%
quality orientated. They can be seen in
they never blindly purchase brands.
17% Female
different social situations. They love
Tier one 19-22to try new, modern and
Distinct is morehobbies
• Pubs/bar/party important than, price listening to pop music
41% 44% 22%
27.3 technological products. Brand personality 14% but
26.9 Tier two they never56%
Male
Distinct
28-33
blindly purchase brands. - employed
hobbies Self-
Pubs/bar/party , listening to pop music
42%
‘Money is very important in my life. I get it -
25%
30%-
23-27
•
Pubs/bar/party Shopping,,
6%
Expert
listening
Shopping,
andtraveling
technical
to Distinct
pop
traveling music and
and outdoor
hobbies
outdoor sports sports
Age
‘Moneythrough
Family monthly income
is very important
hard work in my
andlife.
I am I get it to being
used - -
Shopping, • Technology
traveling31%
Technology
and outdoor - sportsPubs/bar/party , listening to pop music
through hard work
judged, and
forCity I am used
instance,
tier
judged, for instance, by whether my -boss
to Distinct
being
‘Money
by whetherGendermy ishobbies
very - AgeTechnology
bossimportant in my life. I get it
group
-to• internet
Surfing Occupation -
Surfing internet
internetfor information
for information andand shoppingshopping
Shopping, traveling and outdoor sports
recognizes my performance through
in my hard work
annual -
Pubs/bar/party
salary, listening
and ISurfing
am used pop
tomusic
beingfor information - and shopping
Technology
recognizes
‘Money is very important my
review.’
performance
in my life. I get it in my annual- salary
judged, Shopping,
-traveling
for instance, by whether
Eating - •
and outdoor
Eating
my sports
frequently Eating
boss frequently
in frequently
quality or- westernin quality
in Surfing
quality
style oror western
western
restaurants
internet for style
and restaurants
style restaurants
information shopping
Family &through Home hardreview.’
work and I am used to being -recognizes
Brands my&
Technology Consumption
performance in my annual salary
judged, for instance, by whether my boss
- review.’Surfing internet for information and shopping - Eating frequently in quality or western style restaurants
recognizes my performance in my annual salary
review.’ All Segments
All Segments - Eating frequently in quality or western style restaurants
Housewives Worker 5%
16-18 16-18 Housewives Worker 5%
Career Career
hero hero 8170.0 8170.0 TierSegments Tier
All 4%
three
34-45 12% 34-45 12% Clerk8% 4% Clerk8%
Housewives Worker 5%
All Segments 7419.0 7419.0 Career hero three Tier 19% 16-18
17% Tier one 8170.0
Female Student
19% 34-45 4%
17% Tier one 16-18 Female
three Housewives Worker 19-22
5% Student
12% Clerk8%
Career hero Tier 41%7419.0 44% 22% 19-22 19%22%
8170.0
27.3 34-45 44%
17% 4% 14%Female Student
three 41% 12% Tier one Clerk8% 19-22
7419.0
26.9 27.3 19% Male 28-33 41% 44% Self- 14% 22%
26.9 17% Tier oneTier two
Female 56%
Student Male
41% 26.942% 27.3
44% Tier two
19-22 25%
22% 23-27
28-33
employed 6%Maleand
Self- 14%
27.3 14%
Tier two 56% 25% Expert 28-33
employed 6% Self-
26.9 42% Male 30% 56%
23-27
Tier two
56%
28-33 42% Self- technical 25% Expert and employed 6%
23-27
42% 25% employed 6% 30%
31% Expert and
Age Family monthly income
23-27 Expert and technical
30% technical
30% technical 31%
City tier Gender Age group Occupation 31%
Age Family monthly income Age Family monthly income 31%
City tier Gender City tier Age group Gender
City tier Occupation Age group
Gender Occupation
Age group Occupation
Family & Home Brands & Consumption

Family
Family &
& Home Brands & Consumption
Home Family & Home Family & Home& Consumption
Brands Brands & Consumption
Middle management
/Executive
24%
Middle management
/Executive
24% Middle management
/Executive
/Executive
24%
Middle management
/Executive
24%

CONGRESS 2008
deal Life
Key Words
Ideal Life
Ideal Life Ideal Life  Sociable
Ideal Life Key
KeyWords
Words  Fun Loving
Key Words
• Sociable  Sociable
 Respectful


• Fun Loving
Fun Loving
Modern
Key Words Sociable
 Respectful  Sociable
Fun Loving
• Respectful Loyal to
 Modern  Fun Loving
Respectful
• Modern  Loyal family
to  Respectful
Modern
• Loyal to familyfamily
 Modern
Loyal to
 Loyal to
family
family
Ideal Life
deal Life Ideal
In theLife
future this group sees their life as being modern and fun, but also respectful and sociable
the futureInwith
themore
this future
group this
andgroup
sees
time their sees
spacelife astheir
being
for being lifemodern
noble as
andbeing modern
wise.and and also
fun, but fun, but also respectful
respectful and sociable with more time and space for
and sociable
being noble and wise.
th more time and space for being noble
Ideal Life
and wise.
Career Heroes: Past-present-future
Ideal Life this group sees their China
Career Heroes:In In
the future
Past-present-future
the future this group sees China life as being modern and fun, but also respectful and sociable
areer Heroes: Past-present-future with more time and space China for beinglifenoble
their as being modern and fun, but also respectful and sociable
and wise.
with more time and space forPresent
Past being noble and wise. Future
Name
Name Simplicity Past Prosperity Present Nature Future
Past Simplicity Present
ProsperityChina
Career Heroes: Past-present-future Future Nature
me
Picture
description Simplicity Career Heroes: Past-present-future
Drab clothing_ similar buildings;
provisions notes needed Prosperity
mansions;
China
Olympic torch; high buildings and
Landscape as natural
Nature
as the past;
more vehicles than
Internet becomes essential, can do
Picture description
everywhere; bicycle as the main
Drab clothing; similar
passengers; Chanel and wine
Past
represents international brands
Olympic torch; high buildings
anything on the internet; bicycle
become popularPresent again for as health
Landscape Futureas natural as
ture vehicle;
Drab clothing_ natural
similar landscape; Olympic
buildings; torch; high buildings and Landscape as natural the past;
scription “family
provisions notes planning”
needed buildings; provisions
Name advocated mansions;Simplicity
Worries Past
about notes
pollution
more vehicles than of the and
and mansions;
fitness; Present
Prosperity
live
InternetProsperity more
in a villa vehicles
becomes essential, can do the past; Internet
Naturebecomes
Future
Name Simplicity Nature
everywhere; Though
bicycle no aswine
the main needed everywhere;
environment
passengers; bicycle
Chanel and wine than passengers; Chanel
anything on the internet; bicycle and essential, can do anything on
Pictureand beefsteak,
DrabI clothing_ similar buildings; Olympic torch; high again
buildings and Landscape as natural as the past;
vehicle;
Feeling/ natural landscape;
still pursued
description
as the main
represents
More vehicle;
international
places for natural
brands
dinner,
quality living Drab clothing_ similar buildings;
Picture enjoy wine
becomerepresents
Natural
Olympic
mansions;
popular international
environment-friendly
torch;
more high buildings
vehicles
for health
thanand
the internet;
Landscape bicycle
as natural
Internet becomes as become
the past;
essential, can do
provisions notes
Worrieswine and needed
about pollution
beefsteak, of the and fitness; live in a villa
“family
Thoughtsplanning” advocated
description landscape;
provisions
everywhere; notes“family
needed
bicycle as planning”
the
international
brands, vogues and enjoymain brands
district,
mansions;
passengers; Worries
enjoy
more living
Chanel about
vehicles
and than
wine popular
Internet
anything again
becomes
on the for health
essential,
internet; anddo
can
bicycle
environment
advocated
everywhere;
Though no wine and beefsteak, I vehicle; natural
bicycle as the main
holidays landscape; pollution of
passengers;
represents the environment
Chanel and
international wine
brands fitness;popular
anything
become on
live inagain
the
a villafor health
internet; bicycle
vehicle; natural landscape; represents international brands become popular again for health
eling/ “family
More planning”
places for advocated
dinner, enjoy Worries about
Natural pollution of the
environment-friendly and fitness; live in a villa
still pursued quality living “family planning” advocated Worries about pollution of the and fitness; live in a villa
oughts wine and beefsteak, international environment
district, enjoy living
Feeling/Thoughts
Picture Though
Though
brands,
no wine
novogues
wine and and
beefsteak,
andbeefsteak,
enjoy I More places for dinner,
environment Natural environment-
joyment; concern about environment issues;
Though no wine and I
Feeling/
Feeling/ beefsteak,
still
still
pursued
holidays I still
quality pursued
living
pursued quality living enjoy
More
More wine
places
places forand beefsteak,
for dinner,
dinner,
enjoy
enjoy friendly
Natural
Natural district, enjoy living
Thoughts wine and beefsteak, international district, enjoy living
Thoughts quality living international
wine brands,
and beefsteak, vogues
international district, enjoy living with parents
brands, vogues and enjoy
and
brands,enjoy
holidays
voguesholidays
and enjoy
ture holidays
Picture Picture
Picture
• From past to present: More open; _better understanding and communication with parents
•Psychological profile_ Pursuit of quality living, emphasize brands, material-enjoyment; concern about environment issues;
pressure on work and living.
eason/Event for the changed images:

From past to present: More open; _better understanding and communication with parents
Reason/Event
Reason/Event for
for the
the changed images:
changed images:
••From
ychological profile_ Pursuit of quality
Fromliving,
past toemphasize
past to present: brands,
present: More
More material-enjoyment;
open;
open; _better concern
understanding
_better understanding and about
and environment
communication
communication withissues;
with parents
parents
• From past to present: More open; better understanding and communication with parents
district, enjoy living tional
essure on work and living.
•Psychological
•Psychological profile_ Natural environment-friendly oy
profile_ Pursuit of quality living,
living, emphasize
emphasize brands,
brands, material-enjoyment;
material-enjoyment;concern
concernabout
aboutenvironment
environmentissues;
issues;
Psychological profile: Pursuit of quality living, emphasize brands, material-enjoyment; concern about environment issues;
pressure on work and

and fitness; live in a villa he
become popular again for health nds
anything on the internet; bicycle ne
Internet becomes essential, can do an
Landscape as natural as the past; gs and

Nature
Future
CONGRESS 2008
figure 4
Consumption Enjoyers
Consumption Enjoyers (22%)
(22%)
Character
Include many students (One-Child) Character
and housewives whose
family income is high, relatively few pressure on living. They
Include many students (One-Child) and housewives whose family
Peaceful
Career Life Makers
Consumption
Heroes (13%)(12.4%)
Enjoyers (22%)
are optimistic about everything and the future.
They respect Chinese culture but income is high,
also are proactive andrelatively few pressure on living. They are optimistic
Consumption Enjoyers (22%) desire change. They like to own their own place and enjoy
about and to be differentand the future.
everything
Character
showing peers their unique possessions
Character
Consumption Enjoyers (22%) Character
from the rest. They describe theirThey
Character
Include many students (One-Child) and housewives whose
Consumption Enjoyers (22%) High life
income
Lowestrespect
as fun loving,
people
income Chinese
with successful
cluster, culture but
professional
consumers also are they
careers,
withpressure
relatively proactive
high are single and desire
respectful and loyal to theirInclude many
family
family. Interested students
in new (One-Child)
income is high,
ideas, and
relatively
Character housewives
few whose on living. They
buying by brand rather than price.change. They like to own their own place and enjoy
Character family minded
income about
pressure is seeking
on
high, living, more success
they
relatively are
few and think
polite
pressure andon that
modest,wealth
living. is the
believe
They ruler showing
having to peers
Trend
are followers.
optimistic They
about Include many
everything students
and the (One-Child)
future. and housewives whose
hope to haveInclude manylife measure
students how
a (One-Child)successful
and you are.
housewives Investment
whose is personal
wiser thansuccess,
saving money.
more social
family
interested and income
curious about
are
Theytheir
inoptimistic
the
They
are
isdiversified
high, unique
peaceful
future. They mind
about
respect
mature
relatively
new and
few
ideas,
possessions
everything
are is
Chinese
pressure
buying
more
family
on
and the
income
culture
sophisticated and
important
living.
is to
future.
but
inare
dealing
They be
than
high,
also different
relatively
are fewfrom
proactive
with interpersonal
pressure
and the
butonrest.
relations.
living.They
They
They respect
with Chinese
low concern culture arebut
about also
the
optimistic proactive
environment.
about and regard
They
everything and themutual
future.
are They
what they like. optimistic They
about
may desire
not describe
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asandoflike
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andfun
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They
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cherish
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Chinese respectful
their
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values.
also are
Friendship
enjoy to their
They
is proactive andfamily.
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culture and and also to be
eager different
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Interested
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and like
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own rest.
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group
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are
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proactive
possessions buying
and
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place and
than and
enjoy
bybeof
to
pursuit brand
different
wealth, rather
desire change. They like to own their own place and enjoy
so theythanare price. Trend
from
rest. the They describe
showing astheir
peers their life as
unique fun loving,
possessions and to be different
- showing
Shopping peers
from the
their followers.
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life
unique is
respectful
They
to help
modern They
possessions
describe
and and hope
others high
and
loyal
their
in
to to
poor
quality
be
toathe
their have
life areas. more
fun
orientated.
different
family.
loving,
They social
are
They
Interested life
loyal
can toin
be
theirinThey
the
their
seen
new in future.
ideas, They
‘I'm satisfied with my present life; it's a kind of
- a kind respectful and
family loyal
and to their
regard itfrom
family.
as rest.
InterestedThey describe
harbor/shelter in new
to ideas,
them. life asdon’t
fun loving,
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happiness withI can
and enjoyment. myfeelpresent
the warmthlife;
of it’s
- of
from
Watching the
TV, listening to pop
fitness andbuying
are
different
rest. They music
interested
describe
buying
bytheir
social
brand
their
by brand
rather and
situations.
life as
than
fun
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They
loving,
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–price.
love
than and
Trendabout
to try new,
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loyal diversified
modern
Trend
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followers. their
and
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respectful loyal toneed
technological much
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products. Brand
Interested just
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personality
new ideas, for
is livingimportant
more and than price but They
happiness andbeenjoyment.
hope my future would still like that. I can feel- the warmth
Surfing of
internet for hope
news and
theythey
to hope
have
They
online
never like.to
more
wish
shopping
blindly
buying by brand rather than price. Trend hope They
havesocial
to may
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have buying
life
purchase a innot
social
the
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brands.
followers.
byknow
brand
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future
They in the
rather
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They
and essential
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future.
are
are ready Theytoof brands
Trend
are
sacrifice but
followers. are trend
to have moreideas,social buying
life inideas,
the future. They are
family, I can do any thing as long as I like it. Ihope hope more followers.
to have interested interested
and
certain
social life curious and
temporary
in the curious
about
future. about
diversified
pleasures
They
interested
fordiversified
are and new new
being successful.
curious about
Theirbuying
diversified new ideas, buying
what
interested and curiouswhat they like.
aboutthey
present They may
life like.
is based not
They on know
may the
harmony, essential
not know purity, of brands
thesimplicity
essentialand of brands
loyalty
my future would be still Tier
All Segments
like that. what they34-45 butThey
like. are
16-18 trendHousewives
but are
to family
may not
diversified
followers.
trend
with
know
new
followers.
relatively
the essential
ideas,
few
buying
Worker15%what they like. They may not know the essential of brands
of material
brands ambitions.
Consumption enjoyer 8746.0
three Female 30% Distinct
Distinct hobbies
hobbies
14%
27% Distinct hobbies
but are trend followers.
7419.0 but are trend
- followers. Distinct hobbies
Pubs/bar/party , Distinct
Clerk9%
listening tohobbies
- • Shopping Shopping
29% Tier one 37%
pop music
‘I'm satisfied with my
46%
present life; it's a kind
Distinct
Male
of
hobbies
- - Student
Shopping - and Shopping
Middle management
18% -
26.2 ‘Money isTier
very
two important in my ‘I'mlife. I- get
63% it Shopping
28-33
‘I'm satisfied with my present life; it's awith
kind of
• Watching
Shopping,
TV, listening
traveling
to pop music
outdoor sports
30% of
26.9
happiness and enjoyment. I can feel
satisfied
the warmth of
my present
-- life;
19-22
Distinct
it's
Watchinga kind TV, hobbies
listening
Watching - to pop music
/Executive
Watching TV, listening to pop music
‘I'm satisfied with my present life; it'sand
a kind of Ihappiness
- of and TV,14% listening to pop music
17%
through hardand
25% work I am used to being
happiness and family,
happiness
judged, I can do
enjoyment. for anyfeel
I instance,
can
enjoyment.
thing as
theby
canlike
long family,
warmth
whether as
ofI my
feel
I
-can
and
the enjoyment.
warmth
Watching
it. I do any
boss thing
-23-27
ofI can feel
--
as •
long as
the
Personal
8% TV, listening
Personal
I like
warmth
Technology
to
it.
Expert
playing
fitness
pop music
fitness
technical 17%
I
Personal -
Cards,
fitness
Mahjong
Personal fitness
Age family, I canhope
family,
do‘Money
anymything I
future can
isasnot do
the
would
long
any
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stillit.like
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as
important
I that.
inhope
long
my
as-future
in I like
my life it. I-
as - fitnessSurfing
Personal
would
--
Self-employed
be still like that.Surfing
1%internet internet
Reading for news - and
for information
online and shopping
Surfingshopping
internet for news and online shopping
Family monthlyrecognizes
hope my futurelong
income
hope
would
review.’
my
asbeit's my
future
still
performance
enough
City
liketierwould
that. for be makingstill mylikeannual
- salary
that.
purchases’.
Gender
-
Age group
Surfing internet • Surfing
for news
Eating internet
Surfing
onlineinternet
Occupation
and frequently
Surfing for
shopping
the in news
for newsand
quality
internet
and online
online
or western
for style shopping
information
shopping
restaurants
and working
All Segments All Segments
16-18 Housewives Worker15% 16-18 Housewives Worker15%
All Segments
Consumption AllAll
enjoyer
All Segments Segments
Segments 8746.0 Tier 34-45
Family & Home Consumption enjoyer 8746.0
Brands & Consumption Female
Tier
16-18 30% Worker15%16-18 14%34-45 Housewives
Housewives Housewives
Worker15%
30% Worker 14%
Consumption enjoyer 8746.0 Tier three three
34-45 27% Female Housewives
27% 5%
Consumption
Career hero enjoyer
7419.0 8746.0 Tier 7419.0
Tier 30% 34-45 16-18
14% Clerk9%3% Clerk9%
Peaful life maker 8170.0 29% Female Tier 37% 29% 37% 34-45 30% 4% 14%
7419.0
three Tierone
three
three
27%
Female Tier one
27% 12%
5%
Clerk9% Student Clerk8%
Worker
7419.0 29%
7419.0 Tier one 37% 46% Male 46% 19% Male 19-22
Student 16% Clerk9%
Student
7419.0 29%three
17% Tier one 37%
Female Middle management 12% 30%
Student Middle management
26.2 46% 26.2 Tier
Maleone 63%
Female 28-33 Student 34-45 16% 28-33
63% 19-22
30%
5947.0 26.9 20% Tier Tier two 19-22Middle management 19-22
26.2 26.9 Tier two 41%one
46%
63% 39% 19-22 Male
44%
28-33 18% 30% 29% 18% 22%
Self-
/Executive
Student
/Executive
26.9 27.3
26.2
28.8 Tier two 25% 43% 18%
25% 63% 23-27 17%
28-33 /Executive 14% employed
23-27 5% 14% Clerk19% Expert and 14%
Male 19-22 Expert 30%
and
26.9
26.9
26.9 25% Tier
Tier two
two 23-27 17% Male 8% 28-3318% 14% Self-
Expert and 23-27 technical 17% 8% /Executive technical 17%
Tier two
25% 56%
61% 25% 17% employed 6% Self-employed
42% 8% 28-33Self-employed
23-27
technical 17% 14%
Age 37% monthly income
Family Self-employed
23-2730%
8% 1% Expert and Expert
Expert and
andMiddle1%management
Age Family monthly income 1% 20% 30% technical 17% Occupation
Age Family monthly income City tier Gender City tier Age group Gender Age group
Occupation technical
technical
Self-employed /Executive
Age
Age Family
City tier Gender Age group Occupation 1%28%31% 17%
Age monthly
Family income
monthly income
Family monthly income City tier Gender Age group Occupation
City
City tier
tier Gender Age
Agegroup
group Occupation
Occupation
Be with
Family
Family & Home
&Family
Family
friends & Home Family &Brands
Home& Home Brands
& Consumption & Consumption
Home Brands & Consumption
Brands
& Consumption
Be with
Be with Be with friends
friends friends
Be with
friends
Middle management
/Executive
24%

CONGRESS 2008
IdealIdeal
Life Life Ideal Life
Ideal Life
Key
Key WordsKey Words
Words Key Words
Sociable• Sociable
Sociable Sociable
• Fun Loving Fun Loving
Fun LovingFun Loving
• Materialistic Materialistic
Materialistic
Materialistic
Ideal Life
Ideal Life Currently, their life has a lot of sociable
Currently,
Ideal Life their life has a lot of sociable and fun
and time
fun time however with little
Ideal Life independence and some stress. In their
however with
Currently, theirlittle
lifeindependence and some stress.
has a lot of sociable In their
future ideal life, they wish to retain the
Currently, their life has a lot of sociable
future ideal
and fun time life,however
they wish withto little
retain the sociable and and
sociable fun fun
lifelife with more
and funand time however with little independence and materialism.
with more
independenceindependence some and
stress.materialism.
In their
independence and some stress. In their
future ideal life, they wish to retain the
sociablefuture
and funideal
lifelife,
withthey
morewish to retain the
sociable and fun
independence and materialism. life with more
independence and materialism.
Consumption Enjoyers: Past-present-future China
Consumption Enjoyers: Past-present-future China
Name Past Present Future
Protest from the public Society
Past
is developing
Present
Visit outer space
Future
Name Protest from the public Society is developing Visit outer space
Consumption Enjoyers: Past-present-future

Picture
description
In Yangtze River,China
ships of foreign
countries; China is still under the
Advanced materials with
developing high city buildings;
Technology changes quickly;
fantasies about visiting anywhere
Consumption Enjoyers: Past-present-future
oppression of foreign countries, China
In Yangtze River, ships Advanced materials
of are struggling…
busy transportation; airplanes; by spacecraft, with their parents
Technology changes
Picture description people people live a new life
Past Present Future
Name foreign
Protest from the public countries; China is
Society is developing with developing high
Visit outer space quickly; fantasies about
still under the
Past oppression
Feeling/
Thoughts
Struggle for Presentcity
the Chinese buildings; busy
Happiness Future
and enjoyment, visiting
ample Haveanywhere
fun in the outerby
space (with
liberation with others food and clothing, feel outer
the good friends); explore the planet
Picture NameIn Yangtze River, Protest
ships from of
the public
foreign
of foreign countries,
Advanced Society
people
materials with is developing
transportation;
Technology airplanes;
changes
warmth
Visit
quickly;
of family
space
spacecraft,
mystery with their
description countries; China is still under the developing high city buildings; fantasies about visiting anywhere
PictureoppressionInofYangtze River,are struggling…
ships
foreign countries, of foreign Advancedairplanes;
busy transportation; materials people
with bylive a newTechnology
spacecraft, lifetheir parents
with changesparents
quickly;
description
people arecountries; China is still under
struggling… the live adeveloping
people new life high city buildings; fantasies about visiting anywhere
oppression of foreign countries, busy transportation; airplanes; by spacecraft, with their parents
Struggle for
Feeling/Thoughts people are struggling… the Chinese Happiness and enjoyment, Have fun in the outer space
Picture
•
people live a new life
Feeling/
efficiency,
gom Struggle for the Chinese
liberationHappiness
with others ampleHave
and enjoyment, ample
• Fromefficiency,
past to present: Developing society, specialized knowledge, high working
Thoughts
foodfunand clothing,
in the outer space (with
(with good friends); explore
past to present: Developing society, specialized knowledge, high working efficiency,
liberation with others food and clothing, feel the good friends); explore the planet
Feeling/ Struggle for the Chinese warmth of family feel the
Reason/Event for the changed images: warmth
mystery
Happiness and enjoyment, ample Have fun in the outerthe
of family planet
space (withmystery
son/Event for the changed images:
Thoughts liberation with others food and clothing, feel the good friends); explore the planet
warmth of family mystery
Picture
Picture Reason/Event for the changed images:
• From past to present: Developing society, specialized knowledge, high working efficiency,
Picture •
Picture re
Reason/Event
Reason/Event for forthe the changed
changed images:images:
mystery
• From
From past
past to present:
to present:
warmth of family
Developing
Developing society, knowledge,
society, specialized
mystery specialized knowledge,
high high working efficiency,
working efficiency, warmth of family mystery
• FromReason/Event
present to future:
for theSatisfied
changedbasic living needs leads to the higher pursuits
good fri food and clothing, feel the liberation with others
good friends); explore the planet food and clothing, feelThoughts
the liberation with others ughts
Have fu Happiness and enjoyment, ample images: good friends); explore the planet
Struggle
Have fun theChinese
forinthe outer space (with Feeling/
Happiness and enjoyment, ample Struggle the Chinese
in the
Have funfor ing/
• From past to present: Developing society, specialized knowledge, high working efficiency,
outer space (with ample
Psychological
• profile: Live in a harmonious and happy family, with no worries
people live a new life people are struggling… people live a new life people are struggling…
by space busy transportation; airplanes; oppression of foreign
by spacecraft, countries,
with their parents busy transportation; airplanes; oppression of foreign countries,
by spacecraft, with their parents es;
fantasie developing high city buildings; countries; about is
fantasies China still under
visiting the
anywhere description
developing high city buildings; countries; China is still under the ription
Technol Advanced materials with Yangtze River,
InTechnology of foreign
shipsquickly; Picture
fantasies about visiting anywhere gs;
changes Advanced materials with In Yangtze River, ships of foreign re
Technology changes quickly;
Society is developing Protest from
Visit outer public
thespace Name
Society is developing Protest from the public e
Present Past Visit outer space g
Future Present Past
CONGRESS 2008
figure 5
Balanced Life Enjoyers (16%)

Balanced Life Enjoyers (16%)
Character
Character
Middle to high income people with high level educational background,
Balanced Life Enjoyers (16%) Middle to high income people with high level educational
possessing a strong identification with mainstream and traditional values
including respect, learning, privacy, filial piety and balance; have
background, possessing a strong identification with mainstream
confidence in the future. They are natural, enjoy harmony and balance in
both personal and professional life. They like to relax with limited
and traditional values including respect, learning, privacy, filial piety
pressures. They want to live comfortably and dislike risk. They look for the
Character
perfect and happy family. Friendship and respect are more important than
Balanced Life Enjoyers (16%) generating wealth. and balance; have confidence in the future. They are natural, enjoy
Middle to high income people with high level educational background,
Balanced Life Enjoyers (16%) Balanced Life Enjoyers harmony and
They are rational about shopping and like possessing
(16%) balance in both personal and professional life. They
to consider thoroughly
a strong what
identification with mainstream and traditional values
brand, function and price etc they buy. And they are saving and investing
Characterincluding respect, learning, privacy, filial piety and balance; have
like to relax with limited arepressures. enjoyThey wantand to live comfortably
for the future.
Middle to high confidence
income people in thewithfuture. Theyeducational
high level natural, background, harmony balance in
Character possessing aboth and
strong dislike
personal andrisk.
identification They
professional
Character
with mainstream look
life. and fortraditional
They the
like to perfect
relax
valueswith and happy family.
limited
Middle to high income people with high
pressures. They levelwant
educational
to live background,
comfortably and dislike risk. They look forbackground,
the
Distinct hobbies including respect,Friendship
possessing a strong identification
learning, and
privacy,
withhappy
mainstream respect
Middle
filial to high
piety
andFriendship
traditionalare
andincome
balance;more
values
people
have important
with high level
than generating
educational
wealth.
- Shopping, Fashion & Beauty inperfect
confidence and
the future.
including respect, learning, Theyprivacy, are
They are possessing
family.
natural, a strong
enjoy harmony identification
and respect
and balance with more
are mainstream
in and traditional
important than values
- Reading both personalgenerating
and wealth.
professional rational
filial piety and
life. They about
balance;
including like
/ music in the future. They are natural, enjoy harmony and balance in
confidence
to
have
respect, shopping
relaxlearning,
with and
privacy,
limited like to
filial piety consider
and balance;thoroughly
have
‘The quality of life means having enough confidence andindislike
the future. toThey are for
natural,
the enjoy harmony
what and balance in
‘The quality of life means
money for living and having time to enjoy -
having enough
Surfing
money
internet
both
pressures.
personal
for
for info,
perfect
They
They
shopping
and professionalwhat
want
andare brand,
rational
interacting
life.
and happy family.
They likewith
Friendship
function
to live comfortably
about
toboth with and
shopping
relaxpersonal
andetc
limitedprice
respectand
and risk.
like They
areprofessional
more
etc theyThey
look
consider
life.
important
buy.
thoroughlyAnd
to relaxthey
than likeand
are saving
with limited
They want tobrand, function and price risk.they buy. And they are saving investing
life.’
living and having time to enjoy life.’ -
peoplepressures.
online
perfect
Chinese arts &and
generating
craft
and
wealth.
happy family.forFriendship investing
live comfortably
the future. and respect forarethe
and dislike
pressures.
perfect more future.
They
Theylookwantfor
important
and happy
tothe
live comfortably and dislike risk. They look for the
thanFriendship and respect are more important than
family.
They are rational about shopping and like to consider thoroughly what
generating wealth. generating wealth.
brand, about
Distinct hobbies
function and price
and etc
like they buy. And they arewhat
saving and investing
All Segments
They are rational shopping to consider thoroughly
They are
Worker rational about shopping and like to consider thoroughly what
Balance life enjoyer Tier for the
brand, function future.
34-45
and
16-18
price etc they buy. And
Housewives 10%are saving and investing
theybrand, function and price etc they buy. And they are saving and investing
• Shopping, Fashion & Beauty
7%
7419.0 7268.0 three
for the
Malefuture.
11%
DistinctStudenthobbies8%
20% Tier one for the future.
26.9
26.2
41%
Female
39% 28-33
24% - •
19-22
Reading
28%
Shopping,
24%
/ music
Fashion
Clerk 20% & Beauty
Tier two
39%
‘The quality of life means having
61%
enough-hobbies
Distinct
-
Distinct hobbies
23-27
Self-employed
• Surfing& internet
Reading
4% /
Middle
/Executivefor info, shopping and interacting with people
musicmanagement
and Distinct hobbies
- 34%
Shopping, Fashion Expert Beauty 11%
Readingonline
Surfing internet for info, shopping and interacting with
Age money for living and having time
Family monthly income - to enjoy -
Shopping, Fashion &/Beauty
music
technical 19%
- Shopping, Fashion & Beauty
life.’of life City
‘The quality means
tier having enough
-
Gender Age group people online
Occupation
‘The quality of-life means
Reading / music
Surfing •internet
Chinese arts-shopping
for info, & craft Reading / music with
and interacting
Family & money
Home
‘The quality
for
of life
money formeans having
living and
living and having time to enjoy
life.’
enough
having time to enjoy
- Brands
Surfing
money for living
having
&having -
enough
Consumption
andinternet
people
for info,
time
Chinese
shoppingarts
to enjoy
online -
and&interacting
craftSurfing
with
internet for info, shopping and interacting with
life.’ All Segments life.’
-
people online
Chinese arts & craft people online
Balance life enjoyer - Tier
Chinese arts & craft - Chinese arts16-18
34-45 & craft Housewives
Worker
10%
All Segments 7%
All Segments 7419.0 7268.0 All Segments three Male 16-18
11% Worker 8%
Balance life enjoyer Tier 20% Tier one 34-45 Worker
Housewives 10% Student Worker
Balance life enjoyer 16-18 39% 7% 19-22 16-18
Balance life enjoyer 34-45 10%
7419.0 7268.0 Tier three 41% MaleTier 7% 11% 28-33
Housewives 8% 34-45 28%
7%
Housewives
Clerk 20% 10%
7419.0 7268.0
26.2 three 20% Tier 7419.0
one 7268.0
Male
11%
three 8%
24% Student 24% 11% 8%
26.9 39% Female 28-33 19-22
Student Male Student
20% Tier one Tier
41%two 39% 20% Tier one
19-22 28%
39% Self-employed
Clerk 20% 19-22Middle management
26.2 41% 28-33 61% 28%24% 28-33 28%
39% 24%
41%
24% Clerk 20%
23-27 4% 24% Clerk 20%
26.226.9 two 26.2
Tier26.9 Female 24% Self-employed 24% /Executive
26.9 Tier two Female Female
Self-employed 34%
39% 61% Tier two
23-27 4% Middle managementExpert andSelf-employed
11%
39% 61% 39% 23-27 4% 61% Middle management /Executive 23-27technical 19% 4% Middle management
34% /Executive
Expert and /Executive
Age Family monthly income 34% Expert and 11%34% Expert and
11%
technical 19% 11%
Age Family monthly income City tier Gender Age
technical 19%group Occupation technical 19%
Age Family monthly income Age
City tier City tier Family monthly income
Gender Gender AgeCity
group
tier Age group Occupation
Gender OccupationAge group Occupation
Family & Family & Home Brands & Consumption
Family & Home
Family & Home
Home Brands
Family & Home BrandsBrands & Consumption
& Consumption
& Consumption Brands & Consumption

CONGRESS 2008
Ideal Life
Ideal Life
Ideal Life
Ideal Life Key Words
Key Words KeyWords

Inner Peace
Key Words
• PeacePeace  
InnerInner Fun Loving
Inner Peace
• Fun Loving   FunwiseLoving
Noble and
 Fun Loving
• Noble and wise  Natural Noble and wise
• Noble and wise
Natural  Respectful
•Respectful
Natural  Inharmony,
Natural
well Balanced
•In harmony, 
well Balanced Respectful
Respectful
 
In harmony, well BalancedIn harmony, well Balanced
Ideal Life Ideal Life

At the moment they are, to some
At the moment they are, to someliving
extent, extent,
a funliving a funlife,
and idyllic and
idyllic
Ideal life, which will continue
Life whichinwill
their futurein together
continue with
their future
Ideal Life with additional harmony,
additional harmony,
At the moment theybalance, and modernity.
are,together
to some
At the
extent, living a fun and moment
balance,
idyllic they are, to some
life,and modernity.
extent, living
which will continue in their future a fun and idyllic life,
which will
together with additional harmony, continue in their future
together with additional harmony,
balance, and modernity.
balance, and modernity.
Balanced Life Enjoyers: Past-present-future
Balanced China
Life Enjoyers: Past-present-future China
Name Name
Past Past
Tradition
PresentPresent
Vitality
Future
Future
Imagination_Two-side_
Tradition Vitality Imagination Two-side
Balanced Life Enjoyers:
Picture Past-present-future
The past is likened to strong tea China
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Picture Balanced Life Enjoyers: Past-present-future China
description Tradition Thedoors.
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Imagination_Two-side_ Vitality Tradition e
CONGRESS 2008
figure 6
Worriers
Worriers (15.5%)
(15.5%)
Character
Character
Low income people, dissatisfied with their current status including
Worriers
Low income people,
income and relationships with people. They pursue materialism. (15.5%) dissatisfied with their current status including
They worry that the West is afraid of the growth of China. They
Worriers (15.5%) income and relationships with people. They pursue
are quite money smart but again worry about their financial Character materialism.
security in the future. So they feel pressure in current life and are
They worry
Character
uncertain about the future. Inner peace is not valued, instead the that the West is afraid of the growth
Low income people, dissatisfied with their
of China. They
income and relationships with people. The
Worriers (15.5%) are quite money smart but again worry about their financial
seek success. They are worried about being poor and losing their
Low income people, dissatisfied with their current status
job, struggling for the future. Claim to be willing to take risks and They including
worry that the West is afraid of the
Worriers (15.5%) Worriers (15.5%) of change,income
sacrifice happiness but afraid Character security in the future. So they feel pressure in current life and
andfocus
they mainly relationships
on with people. They pursue are materialism.
quite money smart but again worry ab
utilitarian needs but lack deepLow They
communication worry that the
and confidence or West is afraid of the growth of security
China. They
others. For theCharacter income
future, they hope to have are uncertain about the future. Inner peace is not valued, instead
people,
areidyllic
quite and
dissatisfied
materialistic
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with their
Character
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current status including
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in the future. So they feel pressu
about their financial about the future. Inner peace is
income and relationships with people. They dissatisfied with uncertain
pursue
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34-45 but lack deep communication and confidence or
16-18 4%
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All Segments
in the same level.’
Worrier
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24%
others. For the
16%life.
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7419.0 6405.0
three
26%
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life. They are price sensitive
rich and poor becomes28-33 more •my
obvious,
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19-22
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playing Cards, Mahjong
37%
Male 22%
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poor- becomes
obvious, I am burdened by a great pressure30% on
23-27 • Watching TV Cards,
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26.9
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by a•everybody is rich in TVthe same level.’
20% Expert and Middle management
obvious, I am my work and living. I wish to live in a -
burdened
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pressures and one day Playing
playing
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/Executive
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Age myFamily
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in thevideo
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- Brands-& Consumption
everybody is rich in the same level.’ everybody is rich level.’ 16-18
Surfing
All internet to get news and
Segments enjoy
Surfing
Surfing internet to get news and enjoy entertainment
entertainment
internet
Tier
-
to get news andFemale
enjoy entertainment
Housewives
34-45
16%
12%
Family & Home Worrier 16-18
threeHousewives 4% 24%
All Segments 34-45
Housewives Housewives
16-18 12%26% 4% Tier one
16-18 7419.0
All Segments Female 16-18 4%
All Segments Tier 6405.0
34-45
12%
4% 16% 34-45 Worker 19-22
All Segments Worrier Tier Female 34-4524% 12% 16% Female Student
37% 12%
28-33
Worrier Tier Worrier three
Female 24% 16% Tier Student 16%
Worker 25% 13% Clerk
StudentMaleWorker 22%
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7419.0 26%
24% 26.7
three 13% Clerk 30%
three 6405.0
7419.0 6405.0 26%
Tier one
26.9 26% 25% Tier25%
13% Clerk two
19-22 25% 76% 13% Clerk
18% 23-27
7419.0 6405.0 26% 7419.0
Tier one 37%
6405.0 Tier one 19-22 18% 19-22 18%
Tier one
37% 19-22
37%
28-33 18% 37% 22% 20%
37% 28-33Male
Male
28-33 22% 28-33
Self-employed 22%
26.7 22% 30% Male
26.7 26.7
26.9 26.7 Tier two
Tier two
Male
30%Tier
76% two 76% 30%
Self-employed Self-employed 30%
76%23-27 5%
Self-employed
26.9 Tier two 26.9 23-27 5%
26.9 37%
37% 76%
37% 23-27 5% 23-27 5%
37% 20% 20%
Expert and Middle 20%and Middle Expert
Expert
management management
and Middle management
Age 20%
Family monthly Expert and Middle management
income City tier Gender Age group
technical 17% technical 17% technical
/Executive /Executive17% /Executive
technical 17% /Executive
18% 18% 18% 18%
City tier income Gender CityGender
tier Gender
Age group Occupation Age groupOccupation Occupation
Age FamilyAge Ageincome
monthly FamilyFamily
monthlymonthly
income incomeAgeCity tier
City tier Family monthly
Gender Age group Age group
Occupation
Family & Home Brands & Cons

Family
Family&&Home Brands &Brands & Consumption
Home
Family & Home Family & Home
& Home
Family Consumption
BrandsBrands Brands
& Consumption & Consumption
& Consumption

Future
Past Present Future
Past Present
me Powerful
History
China Growing UpName Powerful
History
China Growing Up
268 Copyright © ESOMAR 2008
us
cture
and Dominant
Cloudy; rice
international
fields, country
status,
wasall China grows up; prosperous
Picture
and Dominant
Cloudy; rice
international
fields, country
status,
wasall China grows up; prosperous and Dominant
scription
nation eyes
lagging
around
behindthe world focus on flourishing country; united
description
nation eyes
lagging
around
behindthe world focus on flourishing country; united nation eyes arou
eed China.
Low living standard, friendly More opportunities to succeed China.
Low living standard, friendly More opportunities to succeed China.
d feel Increasing
relations between
country strength;
each other,
more
few but face great pressure and feel Increasing
relations between
country strength;
each other,more
few but face great pressure and feel
Psychological profile: Burden a strong sense of pressure, emphasize money Increasin
eling/ pressures on
comfortable living,
livingless pressure, tired Feeling/ pressures on
comfortable living,
livingless pressure, tired comforta
oughts common wealth Thoughts common wealth common
• From present to future: Physical and psychological health, environmental consciousness
• From past to present: Science and technology development; increasing expectation for better living
cture Picture
Picture
eason/Event for the changed images:
wealth Reason/Event for the changed images:
living
From
tationpast
for better
to present:
living Science and technology development; increasing expectation
less pressure, common From past
• for better
pressure and feel tired to present:
livingScience and technology development; increasing expectation for better livin
other, few pressures on
sciousness
From present to future: Physical and psychological health, environmental consciousness
more comfortable living, From present to future: Physical and psychological health, environmental consciousness
•
succeed but face great relations between each
ychological profile_ Burden a strong sense of pressure, emphasize money
Psychological profile_ Burden a strong sense of pressure, emphasize money
Increasing country strength; More opportunities to Low living standard, friendly Feeling/Thoughts
world focus on China. united nation
status, all eyes around the and flourishing country; was lagging behind
Dominant international China grows up; prosperous Cloudy; rice fields, country Picture description
Powerful China Growing Up History
Future Present Past Name
Worriers Past-present-future China
successful career with money.
aspirations
withlife
idyllic idyllic life
for an career
and successful and
with money.
Pursuingfun
Pursuing fun their
is istheir future
future living
living ideal
ideal with aspirations for an
Ideal
Ideal LifeLifesuccessful career with money.
with aspirations for an idyllic life and
Pursuing fun is their future living ideal
Ideal Life
Successful 
• Successful to family
 LoyalSuccessful
• Loyal to family
  Natural
Loyal to family
• Natural
 Fun Loving
• Fun Loving  Natural
Key
Key Words  Fun Loving
Words
Key Words
Ideal Life
Ideal Life
Ideal Life
CONGRESS 2008
CONGRESS 2008
Financial Pragmatists (22%)

figure 7
Financial Pragmatists (22%)
Financial Pragmatists
Character (22%)
Financial
Financial Pragmatists
Pragmatists (22%)(22%)
Financial Pragmatists (22%) Middle income people, money is important to them.
They are utilitarian and are not concerned with the social
Character
Character Character recognized Character
view. Pay little attention
Middle
Character on social niceties and the
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and So they
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Distinct
and entertainment
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than thinking
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‘I drift and muddle along—I love it this way.’
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Surfing the internetand their hobbies
for communication and are few.
entertainment
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Surfing the internet for communication and entertainment
‘I drift and muddle along—I love it this way.’ Distinct hobbies
All Segments
All Segments -
• Surfing
Watching TV, shopping, friends Worker
theWorker
internet for communication
16-18 Housewives and entertainment
16-18 7%
Unbeliver Unbeliver 34-45 Housewives 7%34-45 13% 10%
• Watching TV,
Clerkshopping, friends
Tier 13% 10% 18%
Tier 18%
7419.0 7274.0
All Segments 7419.0
three
7274.0 All Segments
three Student 15% Student Clerk 15% Worker
Worker 16-18 Housewives
Female 19% Male Tier one Female Male16-18 Housewives
Unbeliver
19% Tier one Unbeliver 50% 19-22 27%
34-45 19-22 7% 27% 34-45
13%
7%
45% Tier 50% 28-33 50%21% 50%Tier 13% 28-33 10% 21% 10%
26.8 26.8 45% 18% 18%
26.9 7274.0 25% 7274.0
7419.0 three Middle management Middle management Student Clerk 15%
26.9 7419.0 Tier two
All Segments three
Tier two
25% Student
/Executive Clerk 15%
36% 19% Tier one Female 23-27
Male 19%
Self- Tier one27% Female Male 27%
/Executive 19-22 Worker
36% 23% 19-22
Expert and 18% 23-27 50% 16-18
Self-
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28-33 7% 45% 34-45 28-33
Expert and 18% 21% 7%
26.8 Unbeliver 26.9
21%
technical 23%
employed 13%
Middle 7% 10% Middle management
26.9 Tier two
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25%
/Executive
Age 7419.0 7274.0
City tier
36%
Gender three Age group Occupation
23-27
36%
/Executive
Self- Expert and 18%
16%Student23-27 Clerk Self-
15%
Expert and 18%
Family monthly income City tier 19% Tier one Gender
Female
23% Age group
Male
employed 7%
Occupation
19-22 27% 23%
employed 7%
technical technical
45% 50% 50% 28-33 21% 16%
26.8 16% Middle management
Age 26.9
Family monthly income City tier Age Family monthly
Tier two Genderincome City tier
Age group 25% Gender
Occupation Age group Occupation
23-27 /Executive
36% Self- Expert and 18%
23%
employed 7%
technical
16%
Age City tier Gender Age group Occupation
Family & Home FamilyBrands & Consumption
monthly income

Family
Family &
& Home
Home Brands & ConsumptionBrands
Family & Home & Consumption

CONGRESS 2008
Ideal Life
Ideal Life
Their vision
IdealLifeLife
of the present and the future
Ideal Life Ideal
Their vision ofvague.
remains the present and the future remains vague.
Theirvision
visionofofthe
thepresent
presentandandthe
thefuture
future
Their vision of theTheir
present and the future
remains vague.
remains vague. remains vague.
Financial Pragmatists: Past-present-future China

Name
Financial Financial Past
Pragmatists:
Pragmatists: Past-present-future
Past-present-future Present
China China Past
Financial Pragmatists:
Financial Country Past-present-future
Pragmatists:
Road
China
Past-present-future
Home to Office China The way to hometown
Past Past Present Present Past Past
Country Road Bicycle Past Present Past
Picture
Name description Name
Name
as the
Country best
Road
Past
Country Road
vehicle,
Home to OfficeHigh buildings,
Home Present
Home
subway
The
to
to
way toishometownBuild
Office
Office
The
The
more
way
way
highways;
to hometown
Past
to hometown
Picture Bicycle
Name rough
as the best vehicle, road with
Country
rough stones subway isfast
Road
High vehicle,
buildings, and convenient,
fast and
Home to Office
Buildsubway paintingimproving
more highways; improving living
The way to situation;
hometown
Picture Bicycle as the best rough High buildings, is fast and Build more highways; improving
description Picture
road description
with stones
Picture Bicycle
Bicycle
road withasas thebest
the
stones
best vehicle,
convenient,
vehicle, painting
rough with
roughwithHighHigh
purplepurple
buildings,
buildings,
convenient, because
living subway isitis
situation;
subway
painting with is my
fast
more
fast and
and
purple more
Build
vehicles,
Build more
living vehicles,
more highways;
situation; easier
highways;
more to get
improving
improving
vehicles,
description
description road with stones
road with stones because it is my favorite favorite
because itcolor
convenient,
color
convenient, painting
easier
painting
is
to with
get home.purple
with purple
my favorite color
The way home.
living
to
living
easier toThe
get way
situation; more to
situation; more
home. homewayisto
vehicles,
vehicles,
The
because home is more convenient andeasier
the to get home. The way to
because it it
is is
my myfavorite
favorite color
color more
easier
home toisconvenient
get home.
more Theand
waythe
convenient to the
and
Developing transportation road becomes broader home is more convenient and the
Developing transportation home
roadisbecomes
more convenient
broader and the
Feeling/ Inconvenient transportation, provides much convenience Developingtransportation
Developing transportation road
road
road becomes
becomes
becomes broader
broader
broader
Thoughts takesFeeling/
a long Inconvenient
time for anywhere, transportation, provides
provides
much convenience
muchconvenience
convenience
Feeling/
Feeling/ Inconvenienttransportation,
Inconvenient transportation, provides much
hard Thoughts
living situation takes
Thoughts a long
takes time
a long forfor
time anywhere,
anywhere,
Thoughts takesliving
a long time for anywhere,
Feeling/Thoughts Inconvenient
hard
hard
hard living
living transportation,
situation
situation
situation Developing transportation
takes a long time for any- provides much convenience
where, hard living situation
Picture
Picture Picture
Picture
Picture
Reason/event for the changed images:

• From past to present: Reason/event
Study and work in a metropolis, widened my eyes
for the changed images:
Reason/event
Reason/eventfor forthe
the changed
changed images:
•From present tofor
Reason/event the
future: changed
Social images:
development, meeting present daily life needs
•
••FromFrom
Frompastpast to present:
pasttotopresent: Study
present: Study and
and workin in
and work aa a metropolis,widened
metropolis, widenedmy
my eyes
eyes
••From past to present: Study and work Study
in a metropolis, widened mywidened
metropolis,
eyes myeyes
Psychological profile_
• From present ••From
to future:
•From present to future: Social development, meeting present daily life needs
Social development,
Concerned with himself,From present
present
carrying to
tofuture:
a burdenfuture: andmeeting
Social
Social
of living present
development,
development,
being daily
meeting
meeting
enterprising life needs
present
present dailylife
daily lifeneeds
needs
•Psychological profile_
•Psychological
•Psychological profile_
profile_
Concerned with himself, carrying a burden of living and being enterprising
Psychological profile: Concerned
Concerned
Concerned with with himself,
withhimself,
himself, carrying acarrying
carrying ofaliving
burden of burden
living and of living
and being
being and being enterprising
enterprising
enterprising

CONGRESS 2008
CONCLUSIONS moderation & balance’. The length of horizontal arrow

signifies the desire of making relationships stronger.
Rich data and insights has been generated about the
(See figure 8.)
modern Chinese, their values and attitudes, which can
be used to guide marketing in the future. We have found Thus ‘Career Heroes’ enjoy quality of life materially, and
that Confucian values are very much uniquely alive in want more, but they also attach importance to mutual
Chinese culture, and that consumers express themselves respect in relationships. In fact as their aspirations show,
in different ways, some more traditional and some more they are looking forward to a future based upon Chinese
western, but all underpinned by Confucian values. values of being noble and wise.
On close inspection from a Chinese perspective, we On the other hand, ‘Consumption Enjoyers’ take
can differentiate the six segments or clusters on two pleasure in Western goods and lifestyles but still seek
dimensions: traditional relationships with their parents, as the ‘One
Child’ generation. ‘Peaceful Life Makers’ are low income
1. Enjoying Quality Life. This vertical dimension represents
and wish for a better life but to them contentment and
how far each cluster identifies with enjoying a quality life.
happiness are more important than material values.
The length of vertical arrows represents for each cluster
the consciousness of taking risks and making changes in ‘Balanced Life Enjoyers’ are more likely to be higher
their lives. The longer the length so their consciousness educated and female, with a strong identification with
is stronger. traditional Confucian values. ‘Financial Pragmatists’ are
2. Mutual Respect in Relationships. The horizontal not demanding, they ‘muddle along’ with unclear visions
dimension indicates the importance of mutual respect of the future. Chinese ‘Worriers’ are a male sector,
in relationship based on factors ‘respect, privacy, want more success and also better relationships, but
Figure 8

CONGRESS 2008
see themselves under threat. Each sector has its own Each sector identified lies across the spectrum of
aspirations and identification with Confucian values. ‘Opening Up’ through ‘Western Materialism’ to ‘Confucian
Each represents a rich source for targeting. Revival’ or ‘Neo-Confucianism’.
These different clusters may be recognised to some As noted earlier, the impact depends on when you are
degree in other cultures, East or West. But the qualities born, whether you were younger and part of a ‘One
that make them different are adherence to a greater Child’ family or older had siblings. These differences have
or lesser degree to Confucian values of importance profound psycho-social effects on both children and
of relationships, respect, moderation, and balance. In parents (and grand-parents).
this respect China is unique, and therefore targeting at
It is not about ‘convergence’ towards a Western ideal of
these sectors cannot simply be generalised from other
individualism, nor ‘divergence’ to separate Chineseness,
cross-cultural marketing.
but a search for a separate identity which combines
To put this in a broader context there is a progress both.
over time in Chinese values which are summarised in
Consumption Enjoyers (22%) are by far the youngest
figure 9.
segment and probably fit best the last stage, ‘Confucian
At the risk of simplification there are five stages: revival’. Balanced Life Enjoyers (36%), while not
quite so young, also believe strongly in a balance of
1. Upbringing in Confucian values as the basis
Chinese and Western values and thus also fit into this
2. Rejection under Mao
group reasonably well. These two segments (together
3. Opening up of China
at 38% of our sample) are the ones who will probably
4. Adoption of Western materialism
respond best to a balance of modern and traditional
5. Rediscovery of Confucian values or ‘Neo-
values in advertising communication.
Confucianism’ which feed of the past
Figure 9
Values
Confucian
Revival (Neo-
Confucianism)
Western
Materialism
Opening Up
Cultural
Revolution
Confucian
Time

CONGRESS 2008
Career Heroes (19%) are quite materialistic and success • ‘Humaneness’ (ren) is regarded as the core idea of
oriented and although they also hold Confucian values Confucianism as mentioned previously. It asks people
(as do all segments) they probably fit best with the to live with love, and practice the golden rule of “not
stage of ‘Western Materialism’. In other words they are applying something to other people if you yourself don’t
likely to respond best to more modern Western cues want it”. Many Chinese entrepreneurs take this principle
in advertising communication (bearing in mind that as the foundation of Corporate Social Responsibility
Confucian principle is still important). Worriers (16%) and have tried their best to improve their corporate
aspire after they under pressure. image through activities relating to cherishing people
and environment protection. In the Sichuan earthquake,
The ‘Opening Up’ stage of development fits a more
many corporations made huge donations to fulfil their
purely traditional outlook. The Peaceful Life Makers
“responsibility to society”. These kinds of donations
(12%) segment is one of the older segments who are
seek to earn respect from the public.
amongst the strongest on traditional and Confucian
• ‘Natural’ and ‘balance’ contribute a lot to the Chinese
values seeking mutual respect in all their relationships
philosophy of healthcare. People find the root of natural
but not seeking personal success. They probably fit
expression from Daoism works, complemented by the
best with this stage and will almost certainly respond
concept of balance from Confucianism. As we know,
to more traditional advertising communication and
today, Chinese people are very aware of maintaining
will be buying more basic, probably local, brands.
health by the balance of various parts of mind and body.
Lastly we have Financial Pragmatists (22%). As they Take for example, the herbal cosmetics brand (Herborist)
are drifters and a little lost they are more difficult to fit by Shanghai Jawha or the oil and water balance concept
to any of the developmental stages but if anywhere it of skin care product by P&G, etc. These concepts have
could be the ‘Cultural Revolution’ stage by which they been very successful in the Chinese market.
have been left a little confused by the pace of change • ‘Natural’ and ‘balance’ are also taken as typical
and what it means for them. Chinese aesthetic principles. Today, these principles are
guiding many people’s lifestyles and their consumption
But across all segments, the ‘rediscovery’ of Confucian behaviours. This is enhanced by many manufacturers
values – if they ever disappeared – has major implica- and service suppliers’ advertising communication
tions for marketing in China. concepts using very typical “natural” and “balance”
After decades of rapid economic development, Chinese concepts. Even multinational brand communication
consumers feel significantly more proud as a rising concepts are more and more taking the Chinese natural/
nation in the world. Whether consciously or not, they balance as their core benefit. For instance, Crest is using
are recalling or re-discovering the traditional values, an ancient style of Chinese traditional medical doctor to
talking more and more Chinese aesthetic principles enhance the concept of herbal ingredients. Estee Lauder
and health ideas that are corresponding to their values. similarly uses bamboo, a special cultural symbol of
Chinese character and morals of modesty, resolute-
It is worthwhile to point out that Chinese traditional ness and chastity, to enhance the product features of
values were contributed to by not only Confucianism, naturalness, pureness and vitality.
but also Daoism and Buddhism. All of these shaped
Chinese people’s minds and habits for a long time. Many other examples can be given. Chinese companies
Many scholars have tried a lot to use modern terms euphorica harmony, pragmation and foresight for all
to explain ancient expressions of values. The most their stakeholders. Chinese logos are often round and
frequently mentioned and very influential concepts interactive providing lessons for Western companies
are as the following: investing in China. This study therefore opens up

CONGRESS 2008
many possibilities. Clearly it needs to be verified and Hedley, R. A. (2000) Convergence in natural, social, and technical
validated in further work, and monitoring change. systems: a critique. Current Science, 79, 5, pp.592-610.
Hofstede, G. (1980) Culture’s Consequences: International Differences

We opened this paper with the importance of under-
in Work-Related Values. Newbury Park. CA:Sage.
standing the hearts and minds of China. Confucianism
itself is rich in marketing implications with the importance Kordonsky, S. (1992) Pressure groups in the social structure
attached to balance, harmony and relationships, which of reforming society. Communist Economies and Economic
can be applied to communications, symbolism, and Transformation, 4, 1, pp. 85-95.
product design. In its expression there is scope to meet Yip, G. S. (1992) Total Global Strategy: Managing for Worldwide
the needs of the six sectors identified across the regions Competitive Advantage. Englewood Cliffs, NJ: Prentice-Hall.
and demographics.
Zhang Xin-an. Grigoriou N. Li Ly. (2008) The myth of China as a
From our experience, we already see this happening single market. International Journal of Market Research. Vol. 50
Issue 3.
either consciously or unconsciously in marketing as
well as in socio-political change. We need to track how Ding Jiayong (2002). The New Development of the Marketing
these general attitudes will change and these sectors Segmentation Theory: Based on the Generation Division. EMKT
will respond. This ongoing work helps to grasp what China. http://www.emkt.com.cn/article/86/8629.html
it feels like to be Chinese now and how this should Yang Tao (2007). The Consuming Features and Marketing
influence marketing communication in the future. Strategic in the E-era. Yang’ Blog. http://www.chinaprblog.net/u/
yangnan6541/archives/2007/8040.html
FINAL NOTE
China News Net (2007). Fashion Element Combination Original
By the time of the ESOMAR Congress in Montreal, Traditional Han Chinese Costume Show Up in Baotou, Jan. 7.
the China Olympics will be over. As a tail-piece to this
http://www.chinanews.com.cn/sh/news/2007/01-07/850081.shtml
contribution to ‘Frontiers’ we will report on Chinese
attitudes to the event and how they see its consequences HuaShang Net (2007). China Chang’an Adult Ceremony in
for China and the world. Traditional Han Chinese Costume, May.5.
References http://news.hsw.cn/node_3948.htm
China Statistical Yearbook, 2007
Tencent Net (2008). KFC Hold the Adult Ceremony for the
National Bureau of Statistics of China, 2007 Schoolboy in 1990s, Jun. 30.
Annping Chin. (2008) Confucius: A Life of Thought and Politics. Yale http://finance.qq.com/a/20080630/002595.htm
University Press.
Oriental Morning Paper (2005). ‘Modern Private School’ Open in
BBC Reith Lectures (2008). Suzhou, Oct. 30.
Bell, D. A. (2008) China’s New Confucianism Politics and Everyday http://news.xinhuanet.com/edu/2005-10/30/content_3702762.htm

Life in a Changing Society. Princetown University Press.
Chen Lai (2007). Confucius and contemporary China.
Dutton, M. Hsiu-ju Stacy Lo, Dong Dong Wu. (2008) Beijing Time.
http://data.book.hexun.com/4148_2597723C.shtml
Harvard.
Chen Xian (2008). Behavior Analysis on the Chinese Luxury
Cooper, P. (2000) International Qualitative Research in Qualitative
Consumption: On the View of Confucian Culture Influence. Marketing
Research in Context, Ed. Marks L. Admap.
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England, G. W. & Lee, R. (1974) The relationship between managerial
Liu Lihua (2008). Our Imperishable Spirit Treasure—Talk About the
values and managerial success in the United States, Japan, India,
Chinese Traditional Value Resources carry the Scientific Influence on
and Australia. Journal of Applied Psychology, 59, 4, pp. 411-419.
the Society. The Influence of Science on Social, Vol. 1, Jun.25

CONGRESS 2008
Xu Beina (2006). Chinese teens ‘adhere to traditional values’.The

Financial Times Limited 2008.
The Authors
Katie Zhou is General Manager, DiagAid Marketing Research Co.,Ltd.,
Republic of China.
Peter Cooper is CEO, CRAMQiQ Group, United Kingdom, and a

Chartered Psychologists
May Qiu, is Senior Researcher, CRAMQiQ Diagaid International,

Peopls’ Republic of China.,
John Pawle is Managing Director, QiQ International, United

Kingdom.
Simon Patterson is Managing Director, CRAM International, United

Kingdom.

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CONGRESS 2008

part 5 / HOT FRONTIERS

ECONOMIC GROWTH HEARTS AND MINDS

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Qualitative Stage Data Analysis

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CONSUMER VALUE SEGMENTATION • Their character

Consumption enjoyer (22%): Career hero (13%):

Relatively few pressure on Career-orientation; believe

Financial Pragmatist (22%): Balance life enjoyer (16%):

Relatively good living and Emphasizing balance, think

Worrier (13.3%): Peaceful life maker (12.4%):

Pursuit of materialism, high Relatively high pressure on

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Peaceful Life Character

Family & Home

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and spirit pursuit,

more opportunities for

Reason/Event for the changed images:

part 5 / HOT FRONTIERS

Family & Home Brands & Consumption

Copyright © ESOMAR 2008 261

part 5 / HOT FRONTIERS

eason/Event for the changed images:

pressure on work and living.

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part 5 / HOT FRONTIERS

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part 5 / HOT FRONTIERS

Consumption Enjoyers: Past-present-future

part 5 / HOT FRONTIERS

Balanced Life Enjoyers (16%)

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part 5 / HOT FRONTIERS

Key Words KeyWords

Ideal Life Ideal Life

Psychological profile_ they emphasize mutual respect and communication

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Family & Home Brands & Cons

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Financial Pragmatists (22%)

Family & Home Brands & Consumption

Family & Home Brands & Consumption

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Financial Pragmatists: Past-present-future China

Reason/event for the changed images:

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CONCLUSIONS moderation & balance’. The length of horizontal arrow