Unique Chinese Customer Profiles Chinese customers have different consumption habits Globalization, technology (which gives people greater exposure to the world), and rising income levels (which give them the time and money to follow their interests) shaped Chinese customers into different profiles. 80% of Chinese consumers Consumption feel that brands and Demographic shifts are Chinese consumers are Customers tend to use boundaries—typically companies should be creating a growing passionately taking up more digitalized services. defined by age and environmentally number of single people new interests and they gender—are less relevant responsible. in China. Among urban to consumers today. -- GfK Survey are increasingly willing E-commerce was populations, 16% now live to spend money on welcomed by Chinese alone, compared with just 66 million (or 16.2%) bought Men develops grooming those wide-ranging customer due to its 5% ten years ago. five or more “green” habit, spending more on interests convenience. products in 2015, up from men skin care products. In general, single people just 4 million in 2011 (3.4%). seek smaller volumes, Notably, they are willing to Customers get accustomed Older generation begin to greater convenience, and pay a price premium - up to spend more on travel and to digitalization lifestyle. higher-quality goods. 33% - for those products. sports activities -- Alibaba’s customers study Eco-conscious Passionate Digitized Diversified Single Customer Trend Seeker Customer Customer Person Different customer profiles unravel new market trends Source: BCG Analysis, Five Profiles That Explain China’s Consumer Economy