可编辑文档-中国饮酒目标客户分析报告-培训课件2024.7,temu.ppt

CONSUMERSBRANDS

Targetaudience:Winedrinkers

inChinConsumerInsightsreport

May2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered’’Wine’’(onlyshowntorespondentsoflegaldrinkingage)tothemulti-pickquestion’’Whichofthesebeverageproductsdoyouconsumeregularly?’’.

ThereportoffersthereaderacomprehensiveoverviewofwinedrinkersinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkwinedrinkersinChina(’’targetaudience’’)againsttheaverageChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingChina)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofMay2024

WinedrinkersinChina

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Winedrinkerstendtobeyounger,60%areMillennials.

53%ofwinedrinkersarefemale.Manywinedrinkershaveahighannual

householdincome.

Winedrinkersaremorelikelytoliveincitiesandurbanareasthantheaverageconsumer.

Havingagoodtimehaslessimportancetowinedrinkersthantot