麦肯锡：2020年中国消费者报告：中国消费者的诸多面孔(22页).pdf

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1、December 2019 Greater China Consumer nearly all the growth has come from cities. These urban consumers are now the main driver of the Chinese economy, with their spending accounting for more than 60 percent of GDP growth1. And across the globe, Chinese consumer spending represented 31 percent of hou

2、sehold consumption growth from 2010 to 20172. Chinese consumer spending represented of global household consumption growth from 2010 to 2017 31% 1 In 11 of the 16 quarters since 2015 2 Source: World Bank data Annual household disposable income 2018 real RMB terms Urban Population in China mn Global

3、Affluent Mass affluent Aspirant Lower aspirant Poor 390K 297-390K 197-297K 79-138K 49-79K 49K 138-197KUpper aspirant 49%8% Upper aspirant Press search 14China consumer report 2020 Gucci sunglasses, Mercedes SUVs, Godiva chocolate, Gillette razors. Western brands used to be the mark of a comfortable,

4、 modern, middle class lifestyle in China. In contrast, shoppers perceived Chinese brands to be of inferior quality and lacking in cachet. In recent years, this has changed dramatically. Instead of focusing on lower priced products, many Chinese players have upgraded the quality, performance, and val

5、ue of their offerings. In our survey, respondents told us they had a clear preference for Chinese brands over foreign ones in 13 out of 19 categories. These include basic items like tissue paper, home cleaning products, milk, and fresh food, as well as products more connected to identity and lifesty

6、le, such as phones, computer tablets, beer, and household appliances like refrigerators. Between 33 and 57 percent of Chinese consumers say they prefer local brands in these categories. (Exhibit 11) New this year is the fact that many consumers are also likely to pick local brands for more expensive