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1、McKinseyConsumer&ShopperInsights2011AnnualChineseConsumerStudyTheNewFrontiersofGrowthMcKinseyInsightsChinaMcKinseyConsumer&ShopperInsightsOctober20112011AnnualChineseConsumerStudyTheNewFrontiersofGrowthYuvalAtsmonMaxMagniMollyLiuLihuaLiTheauthorsgratefullyacknowledgetheassistan
2、ceoftheircolleagues:WenkanLiao,CherieZhang,JiaLiu,JustinPeng,WilliamCheng,GlennLeibowitz,JoanneMason.McKinseyInsightsChinaContentsExecutivesummary6Introduction10Consumersentimentandspendingpatterns12Wheregrowthlies16Emergingconsumerneedsandinfluences22Implications346Titleplacem
3、entExecutivesummaryTheNewFrontiersofGrowth7TheChinesehavetakentoconsumerismwithease,embracingthousandsofnewproducts,services,andbrands.By2020andwithinthecourseofonedecade,realconsumptionwillhavedoubledto$4.8trillionandChinawillthenbetheworld’ssecond-biggestconsumermarketafterth
4、eUnitedStates.Yetinsomerespects,privateconsumptionremainsstubbornlylow.Chineseconsumersstillsave,onaverage,overone-thirdoftheirincomes,comparedwith4.4percentintheUnitedStates.AndasaproportionofGDP,privateconsumptioniswellbelowthatofothercountries,accountingfor33percentofGDPin20
5、10,comparedwith71percentintheUnitedStatesand65percentintheUnitedKingdom,forexample.Infact,Chinesedomesticconsumption’sshareofGDPhasfallenoverthepastdecadeasthevalueofinvestmenthasrisen.TheChinesegovernment,keentorebalancetheeconomy,hasrespondedbyflaggingdomesticconsumptionasato
6、ppriorityinitslatestfive-yeareconomicplan.ThisisgoodnewsforcompaniessellingtotheChinese,althoughofcourseitwilltaketimeforsuchmeasurestotakeeffect.Inthemeantime,whatarethefactorsshapingChineseconsumers’spendinghabits?Inflation—runningclosetoathree-yearhighinAugust2011—isone.Anot
7、heristhefactthatsomeproductcategorieshavereachedlevelsofpenetrationthatpresagefallinggrowthrates.McKinsey’s2011ConsumerReport,likethoseofpreviousyears,isasnapshotofthebuyingbehaviorofChina’surbanconsumers.Assuch,itwillhelpmarketersconsiderhowconsumersarerespondingtotheseandothe
8、rshapingfactors,andhowbesttocapturespendinggrowthatthi
