From the article “How Do You Know Your China Market Research Is Working?” on Jing Daily
Jing Daily’s Findings:
- China’s western and central regions are skincare-focused, while its north and south regions are passionate about makeup and fragrance, making them very different target markets.
- Marketers must consider location-based clusters as a relevant marketing factor, as a consumer may live in a Tier-3 city but work and shop in a Tier-1 city, for instance.
- Generational differences do matter, but researchers can take their analysis one step further by providing a micro-segmentation of a specific generation.
Our Take:
The Chinese luxury market is anything but homogeneous therefore marketing research cannot rely on singular framework to derive insight much less consensus of decisions at the boardroom level of leadership in luxury goods companies.
Not only can geographic segmentation of the Chinese market reveal key data dynamics to consumer behavior, businesses cannot ignore other overriding factors such as generational gaps (80’s vs 90’s generations), economic disparities (1st tier cities vs. 3rd tier cities) when conducting their research analysis.
In the end, as the article aptly pointed out, the “sample size” matters a great deal when it comes to how reliable is your data collected? For a market of 1.5 billion consumers, gigantic market opportunities require gigantic sampling size to make marketing research work.
Explore our Market Research Services to gain key insight into Chinese market segments and regions