Looking At Asia In A Global Economic Downturn Series(2) : Brand Sirens in China

Who Are Brand Sirens?
They are the most coveted group of brand loving young adults. With their unique ability of brand advocacy, they tell people about their choices and influence the brand decisions of others. They are trusted sources for information. Having a Brand Siren on your side can be one of the most powerful ways to market your brand.

Through our Starcom international study into the lives of Brand Sirens in the US, China, India and Russia, we uncovered what defines Brand Sirens:
1. They are passionate about brands.
2. They lead digitalized lives – and nowhere more so than in China.
3. They advocate their brand choices as active and influential opinion leaders.
4. They are receptive to experiential and digital contacts.
5. They gather brand information from multiple sources.
6. They tend to have higher usage in all categories (especially Luxury)
7. They seek out novelty and are interested in trying new products

Our recession focused conversations in China reinforce the importance of Brand Sirens to marketers especially in these tougher economic times. It is during a downturn and subsequent recovery that marketers stand to benefit by focusing their marketing efforts against these super-influencers. Brand Sirens continue to buy and tell others about their favourite brands even in a slowdown. As others in their social networks put some brands in a purchase ‘parking lot’, Brand Sirens draw their
peers back into a brand conversation, keeping their favourite brands top of mind within their social networks. This report will tell you exactly how and where to reach those all-important super-influencer Brand Sirens.

When Economy Gets Tough, Brand Sirens Keep Loving
Brand Sirens love brands! And equally so, they love telling others about them to exercise their influence power. Neither one of these personality traits changes because the economy has slowed down.

B city Brand Sirens appear the most passionate about brands, more so than A city Brand Sirens, as they place even more value on brands as status symbols. They will rely on big/known brands as a success cue (to others) and a quality cue (to themselves). In rapidly growing B cities, no one can afford to make a fashion faux-pas, so there is a tendency to stick to well known/big brands. If the B city Brand Siren can afford it, they will purchase the desired brand that everyone recognizes and wants (it is safe). Exclusivity is not desired; what they want are symbolic statements.

Brand Sirens Get Creative To Maintain Their Lifestyle
With their spending habits and desire for branded products, it is understandable that Brand Sirens have a greater need for money, leading to a greater need not only to buy smarter and cut spend, but also to be proactive in order to earn more income to maintain their purchases. Brand Sirens show their proactive nature by starting their own side business, engaging in more Do-It-Yourself projects, bargaining over prices, andselling items to make money. B city Brand Sirens especially have embraced learning new skills, despite the fact that their behavourial changes are not as great as A and C city Brand Sirens.

Here is how Brand Sirens are managing their finances in a downturn by city tier:

A city Brand Sirens, for example, are seeking free or low cost entertainment. To help them maintain an outgoing lifestyle at low cost, brands can design events for Brand Sirens that have no cost to the participant but will continue to surround them with the brand. Take this example from Li Ning, China’s sportswear giant. Li Ning
organizes a free running club across cities in China, during which they provide tips, new product information and samples, along with music and other fun activities.

Where Can Brand Sirens Be Reached?
Being proactive is a time-consuming undertaking and we see this in Brand Sirens’ media usage. They have turned even more to online (+20pp versus non-Brand Sirens), not only because it is familiar to them, but because they value it as an information resource. Brand Sirens are making the most out of being more home-bound. In fact, over a third of Brand Sirens increased their time online doing social and business networking, participating in online contests from companies and blogging.

C city Brand Sirens lead the way in increased media usage. 75% of C city Brand Sirens say they have spent more time online now, versus before the recession. Despite their heightened online usage, they have not neglected their familiar newspaper, which saw the second highest increase after online. This is likely because newspaper is a cheaper source of information (versus magazines), inside which
they can find deals/promotions easily.

B city Brand Sirens are also hard at work searching for deals – especially online and in-store. Seeing that they don’t have as big of a means as A city Brand Sirens, they resort to their deal seeking expertise to save money and maintain their lifestyle. They are checking brand websites for promos/coupons (57%), looking for deals/sales in-store (62%), and subscribing to mobile phone promotions from companies (45%) or email newsletters from companies(42%).

Increased Expectations Of Brands
Because of the amount of money Brand Sirens spend, they are also expecting a lot from companies. A majority of Brand Sirens agree that companies should offer better
value to consumers during recessionary times and help them save money.

How Marketers Can Make Themselves Relevant

Surround Me With People Who Speak My Language
Over a third of A city Brand Sirens appear to especially enjoy stores which provide knowledgeable in-store consultants. This is because A city Brand Sirens know their brands and a have vast product knowledge. They appreciate having dialogue and a second opinion from others who are also experts in the area (as they absolutely consider themselves to be experts). They also are likely to shop at stores where
informed and professional staff are there to cater to their needs.
Take Action: Ensure your A city Brand Sirens receive the
dialogue they desire – high-level discussions on brands/products, along with the ability for them to express their excitement and glee to someone who understands.
Give them expert second opinions and also insider tips on the newest products.

Give Me Deals Via Digital Platforms
B City Brand Sirens want deals. They report some of the highest numbers in desiring discounts, coupons, and samples. They also reported being on the lookout for coupons in emails, and checking brand websites for promotions. Compared to B city Moms (the digital savvy group from the Parenting Installation), B city Brand Sirens are even more likely to subscribe to messaging from companies, such as SMS messaging from brands (+17pp vs B city Moms), and subscribe to email newsletters from companies (+20pp).
Take Action: B city Brand Sirens are doing all the hard work pulling information from various sources and companies. Simplify their work. Now is the time to plump up your email/SMS distribution list and ensure you have an effective CRM campaign.

Help Me Be Me
C City Brand Sirens have the biggest worries and are feeling the pressure of not having the means to afford brands for themselves or even to support their families. It is therefore not surprising that almost 40% of C city Brand Sirens say they would appreciate companies taking the initiative to sponsor local charities or organizations, in comparison to 16% non-Brand Sirens. C city Brand Sirens, in particular, want to feel that they are not overlooked, but that companies care about them too. They want to live up to the image they have of themselves in their head ( that they are brand sirens, savvy, in-the-know, and worthy of attention) and for others to recognize it in them as well.
Take Action: Become a bigger part of the lives of C city, Brand Sirens by bridging the current disconnect between their aspirations and their reality. How? Offer contests with shopping spree prizes, or beauty/spa packages to pamper and beautify. Allow them to feel special and well-off, despite their financial constraints.

Key Learnings & What They Mean For Us As Marketers:

1.Sirening Still Continues!
Even in the midst of a recession, Brand Sirens cannot resist connecting with other peers and brands, and sirening their brand love.
What this means to us as marketers?
First, focus your marketing efforts on Brand Sirens to keep your brand top of mind and draw others within the social network into the brand conversation. You can still leverage this learning as we begin on the course to economic recovery!
Second, feed them content to siren about! Turn the slowdown & recovery into a conversation. If you have tips for tougher times, tell them! Join in their celebration at the speedy economic recovery. If you have new products, makesure they know. If you are launching a new contest, let them be the first to enter. As long as they are kept in the loop with new (and relevant) information, they will tell others about it.

2.They are Leading Digital Growth.
More home-bound than ever, Brand Sirens have increased their online usage – in productive ways. 38% have increased their online networking and over a third have increased their participation in online contests from companies and increased their blogging activities.
What this means to us as marketers?
Embrace the digital times! Make sure you have a strong online presence and make it known to them. Since they are online (and on their mobile) more now, use this as an opportunity to start, strengthen or grow your CRM database. Develop a targeted list of movers and shakers for targeted CRM initiatives.

3.They Want To Share Their Enthusiasm With People Who Understand And Can Speak Their Language.
Brand Sirens know their products – and well! That’s why they (especially A city Brand Sirens) want to be surrounded by people who are able to talk the same talk.
What this means to us as marketers?
Give them people to connect with who are able to tell them the new news. Connect them with experts and other passionate Brand Sirens alike in a way that is fun, engaging and informative – be it at the store, via a special website with real-time dialogue, or message boards. Let their passion flow and allow them to feed off the energy of other similar-minded people.

4.Brand Sirens Have Been The Most Proactive In Behavioural Change.
Even cutting spend and buying smart may not be enough to allow them to continue spending and living the lifestyle they are passionate about. Thus, their need to find other ways to supplement their income. This leads to an increased proactivity in finding ways to make money, such as starting their own side business (84%) and selling items to make money (42%).
What this means to us as marketers?
Help them out and give them tips, tricks and ideas on how to make money. Perhaps even develop a branded online platform for them, on which they can sell (or trade) items (as they are likely to have a lot to sell/trade) with other Brand Sirens, or with consumers who are interested in the style and ideas of Brand Sirens.

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品客脆大聲，陪你搖滾HIGH 翻天！！

品客洋芋片在今年3月產品全面升級，除了口感上的脆度提升外，也變得更爽口健康。經典原味紅罐以及酸奶油洋蔥綠罐不但是品客洋芋片長年的熱銷商品，更對於品客洋芋片整體的市場有著舉足輕重的地位，因此媒體活動肩負著維持原有顧客忠誠度以及吸引新顧客的使命。

FMCG 產品因為消費快速，過往需要不斷的依靠電視廣告提醒消費者對品牌的印象度以及引發他們購買的慾望。隨著潛力消費者年齡層的下降，N世代媒體行為的改變，如何透過網路以及實體活動來取代電視與消費者互動，成為很重要的課題。

Insight
品客將產品的溝通對象定位在喜愛歡樂氣氛的學生/上班族，他們吃零食的動機，是為了可以與朋友分享開啟話題或是在忙碌的生活中放鬆心情，對他們來說吃零食是為了延續一種歡樂的氣氛。

Strategy
為了讓消費者感受到品客與歡樂氣氛的連結，選擇了學生/上班族最喜愛、氣氛最high的春天搖滾音樂祭活動做話題炒熱，透過這群消費者最常使用的網路以及結合實體音樂祭的大規模派樣活動，深入消費者的生活，讓他們感受到品客與他們一起吶喊搖滾。

Activation
全新品客脆感升級
透過最能代表搖滾樂團樂器-爵士鼓=脆度口感的素材表現方式，在入口網站大版位曝光，迅速建立消費者對於品客脆感升級的印象。







無名小站搖滾專輯活動 co-op
無名小站知名10位音樂創作者+圖文作家一起幫品客設計出具有搖滾精神的代表音樂與T恤圖案。







品客先生前進音樂祭一起吶喊
透過在春天音樂祭的三個月月主場的派樣活動， 讓更多消費者體驗到新品的脆度與美味。

Captivation
- 整體活動執行成效在短短一個月即有高達近26萬網友進站投票與互動。
- 原本客戶預期會受到新品客漲價而流失的客群，在這波活動後卻抵銷掉當初原本預估的流失， 成功穩固品客在洋芋片市場的佔有率。

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玩‧玩‧玩‧是18-29歲年輕男性的生活重心

上期消費者洞察中我們發現30-44歲男性生活型態受到婚姻與子女影響而轉變。單身漢注重享樂與自我，已婚男性則以家庭利益福祉為追求的目標。那麼，與婚姻和子女還有一段距離的18-29歲年輕男性有著甚麼生活態度與行為呢?
檢視尼爾森2008年生活型態大調查中有關18-29歲男性的資料，可清楚看出年輕男性特別愛玩。 學生時期較高比例玩電玩、進電影院看電影、從事體能鍛鍊(如: 球類、慢跑散步健走、游泳等)。步入社會開始工作後，平均每月從事的休閒活動項目數稍微有所減少；學生時代常做的體育活動在這個階段則漸漸有以娛樂消費活動(如: KTV、Pub／夜店、釣魚釣蝦等)替代的情形。網路媒體是與年輕男性溝通時非常重要的媒體，男大學生的網路使用率與電視收視率已無分軒輊。這個族群的即時通訊軟體使用率與收發電子信件比例已將當接近，足見以即時通訊平台或概念出發的溝通潛力。

年輕男性工作前幾乎都是月光族
18-29歲年輕男性的生活型態依是否有工作而異。男大學生以享樂秀異族(註1)與數位繭居族為主；有工作之後，部分年輕男性的生活型態發生了轉變，以品味菁英族、享樂秀異族與數位繭居族為主要組成。沒有工作的年輕男性則以數位繭居族最為突出。
若比較平均個人每月收入與消費支出，男大學生與沒有工作的年輕男性有很高的機率是月光族。



男大學生愛玩，有了工作換個方法還要繼續玩
•閱讀書報雜誌、聽音樂、逛街／購物／逛書店、玩電玩／連線遊戲是較多年輕男性從事的休閒活動。他們相較於全體12-65歲民眾特別喜歡『玩電玩／連線遊戲』(Index=236)。
•比較每個月平均從事的休閒活動數量，男大學生多於年輕男性上班族、又多於沒有工作的年輕男性。觀察他們所從事的休閒活動性質則發現，男大學生特別喜歡玩電玩／連線遊戲、到電影院看電影，並從事較多花費金額小的體育活動(如: 球類、慢跑散步健走、游泳等)。年輕男性上班族從事球類運動的比例已經遠少於男大學生，他們轉而從事體力消耗少、消費高的娛樂活動(如:上Pub／夜店、釣魚釣蝦等)。上KTV歡唱則是年輕男性上班族承襲學生時代愛好不變的休閒活動。
•沒有工作的年輕男性，每個月平均從事的休閒活動數量少於男大學生與年輕男性上班族，這也反映了該族群以數位繭居族為大宗的現象。

年輕男性上網跟看電視一樣普遍
整體而言，電視仍為最容易接觸18-29歲男性的媒體。然而，電視媒體在與年輕男性溝通時已經失去了絕對優勢的地位，因為網路媒體早已緊追在後。男大學生昨日上網的比例已經與昨天收看電視的比例不相上下。
男大學生相較於其他族群更習於接觸多種媒體，昨日上網率與月刊雜誌閱讀率是18-29歲年輕男性中最為突出的族群。年輕男性上班族則有較高比例昨日收聽過廣播。

在網路世界一樣好玩，即時通訊與部落格已是年輕男性網路生活中的不可或缺
18-29歲年輕男性對網路的依賴度不容小覷，他們透過網路交遊(如: e-mail、即時通訊、聊天室、 Blog、BBS等)、使生活便利(如:拍賣、購物等)、豐富娛樂生活(如: 線上休閒遊戲、MP3音樂／影片下載等)。
男大學生的網路生活是18-29歲男性中最為多采多姿的。對他們而言，使用即時通訊軟體已與收發電子郵件一樣稀鬆平常。比起在網路上閱讀新聞， 有更高比例的他們會瀏覽Blog影音相簿。根據這些現象做推論，男大學生相較於其他族群更偏好即時的、互動式的、富聲光的溝通。

結語:
年輕男性的生活已與網路媒體緊密結合。網路對這個族群而言是蒐集資訊的工具、是形成同儕團體、維持／發展友誼的虛擬場域、是逛街購物拍賣晴雨無休的市集。對於行銷溝通人員而言，年輕男性是網路媒體創意／新工具絕佳的實驗對象。『好玩』是年輕男性的生活重心，也是與他們溝通時的王道。即時、互動、影音聲光最能贏得他們的參與和注意。


註1: 尼爾森依2008年1-12月受訪民眾生活型態區分為六個族群，特性分述如下。
享樂秀異族：熱愛追求流行、對於促銷活動的反應較為靈敏、重視產品體驗。
平凡普羅族：重視家庭，以工作者居多，且多是家中的經濟來源，不追求流行、消費活力較低。
品味菁英族：主要是中產階級、受過良好教育的高知識份子，擁有高消費能力且注重財富規畫管理，講究自我品味，個性積極自信，重視家庭及有質感的生活品質。
數位繭居族：以男性居多，喜愛且高度投入網路世界及活動，擅長使用數位工具，易受廣告與媒體的影響。
精明持家族：以女性及已婚者居多，個性謹慎小心，以理性且精打細算的方式進行消費購物，照顧家人，較少使用數位媒體與數位工具。
傳統守舊族：年齡較長，教育程度偏低，以退休、無工作及家庭主婦的比例較高，大多不是家中的經濟來源者，不喜歡追求流行、不擅長使用新興電子科技產品，也較不願意接受新事物，習慣既有的生活與消費模式。

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SAMSUNG LED TV 新品上市傳播

三星2.99公分厚度的超薄LED電視，今年3月在韓國、歐洲上市以來，至6月，100天已狂銷50萬台，相當每天在全球銷售5,000台、每小時銷售208台、每一分鐘賣出3.5台的佳績。在全球銷售表現亮眼，台灣三星7月將此產品引進台灣販售，讓台灣消費者也有機會體驗此三星LED電視帶來超高畫質的視聽享受。

在台灣，電視類產品市場成熟穩定，具有一定品牌知名度的，不外乎是來自日系的品牌或國內本土品牌；三星在全球的銷售與評價均頗受好評的高畫質LED電視要進軍台灣，其主要的廣告行銷傳播課題有二：第一點為如何快速建立三星在LED電視品類的知名度；第二點為如何傳遞LED電視提升生活品質與優質的視聽享受之訊息。因此整合媒體資源，達到上述兩點傳播課題之任務，是這次企劃三星LED 電視時主要思考重點。

Consumer Challenges

對三星電視類品牌不熟悉
消費者研究資料中顯示，消費者普遍知道三星出產螢幕產品， 但知道三星有電視品類在台灣販售的消費者不多，加上台灣電視市場一直以日系品牌、國內品牌為主，三星在台灣市場上欠缺品牌知名度與消費者對品牌的信賴感。 建立品牌知名度以及提高消費者對三星信賴感是此次活動的重要任務之一。

對三星LED電視產品品質的評價有所保留
從消費者行為資料分析與碎石子調查中發現，會買LED電視的消費族群，是屬於高收入、重視生活品質、會主動蒐集了解產品相關資訊的一群，有自己的想法，知道三星在國外有LED電視上市販售，但對產品品質的評價採觀望，不會產品一上市就購買， 要創造消費者對產品有信賴感與好感度是廣告行銷傳播之另一重要任務。

Objectives

快速打響 SAMSUNG LED 電視在台灣的知名度
傳遞SAMSUNG LED 電視如畫框一樣的超薄之產品特色

Strategy

極大化電視露出聲量，讓消費者對三星LED 電視有印象
台灣電視普及率高達世界之冠，因此要在短時間讓消費者認識和知道有新產品上市，電視仍是最重要的傳播媒體，也是能快速接觸到台灣最多人的媒體管道。為了讓目標消費群知道三星LED 電視新品上市訊息，電視成了首要之選
精準的媒體選擇，提高消費者對三星LED 電視產品的信賴與好感度
整合媒體資源，首要之思考方向在於要如何善用各媒體特性，使媒體效益發揮到最大。在這活動中，平面媒體扮演的角色主要是在於提高目標消費群對三星LED產品的信賴與好感度，戶外媒體與網路，則分別以展延媒體曝光與產生WOM與話題討論為目的，共同創造目標消費群對此產品產生興趣與購買意願。

Activation：


電視媒體:密集強打廣告且接觸到廣泛的收視群，達到70%以上的目標消費群對三星LED 新上市的電視廣告有印象，建立三星LED電視的知名度。

平面媒體：精準挑選目標消費群最常閱讀之指標性雜誌，藉由雜誌專業與公信力，進而延伸至三星LED電視的產品面，對產品產生信賴感
使用財經趨勢類雜誌，提供完整產品訊息與全球銷售佳績，增加消費者對產品的信服力，同時也讓目標消費族群對產品有進一步的認識。
採用流行時尚與生活品味類雜誌，以生活品味為切入點，溝通產品超薄特色，傳遞三星 LED 電視在生活空間營造出來的整體氛圍。




















戶外媒體:LED 電視的主要消費族群以北部為主，採用公車車體廣告，透過台北市高密度的公車網絡之媒體曝光，擴大三星LED電視上市之宣傳管道，接觸更多經濟消費力佳的目標族群。

網路媒體: 台灣網路使用人口多，不論是上班時間， 或是在戶外透過無線上網， 幾乎每天都會使用到網路， 也因此網路媒體成為當今消費者主動搜尋資訊之主要管道， 更是經常性成為消費者購物前，參考其他網友對品牌、 產品評價之管道。在網路上， 透過相關產業新聞平台報導傳遞LED 電視上市消息之外， 更是以此建立口碑行銷重要之媒體管道。且三星LED電視主要訴求:超薄、環保、省電等議題，也在網路上造成消費者熱烈討論。

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男人為孩子收起愛玩的心

由前兩期的『消費者洞察』我們知道，30-44歲女性生活型態因婚姻與子女影響而異。單身女性有著獨立自主、多采多姿的生活，關注的是享樂與自我寵愛; 同齡的已婚婦女則以家庭為重心，部分為了婚姻與幼子離開職場成為精明持家的家庭主婦。那麼，另一方面，30-44歲的男性又有著甚麼樣的生活態度與行為? 是否也受到婚姻與子女的影響呢?
觀察尼爾森2008年生活型態大調查中有關30-44歲男性的資料，可清楚看出男性生活型態也或多或少受到婚姻與子女影響而轉變。單身漢注重享樂與自我，已婚男性則以家庭利益福祉為追求的目標。

30-44歲男性有2/3走入婚姻，整體生活型態與單身漢不同
30-44歲男性生活型態，明顯因是否走入婚姻與是否養育幼子(小於3歲)而異。單身漢以數位繭居族註1與品味菁英族為主要組成，整體已婚族群混有品味菁英族與傳統守舊族。已婚有幼子的男性則以品味菁英族、傳統守舊族、享樂秀異族為主要組成。
單身漢的年齡較為年輕，5成左右不到35歲，個人收入沒有已婚族群好，卻有著較高的個人消費支出。已婚有幼子的爸爸賺得多但個人花費最少。


為孩子收起玩心，生活重心轉移到家庭
幾乎所有已婚男性(94%, Index=108)都認為自己對家人比對自己慷慨。絕大多數(86%)的他們放假時都是與全家一起活動的，而單身漢則不到4成有此現象。

有別於單身漢以與同儕玩樂為主的休閒活動(如:電玩、KTV、電影、Pub／夜店等等)，已婚男性，特別是育有幼子的族群則從事較多可與孩子相處的活動項目，如慢跑／散步／健走、看錄影帶／DVD／VCD、郊遊烤肉露營等。

育有幼子的爸爸們習於接觸多元媒體資訊並謹慎以待
電視仍為最容易接觸30-44歲男性的媒體。值得特別注意的是，他們昨日使用網路的比例已經超越了昨日閱報率(2007年之昨日閱報率52%仍稍高於昨日上網率51%)，已突顯出他們對於網路媒體的依賴。
育有幼子的爸爸們以相對高的比例在使用網路、收聽廣播、閱讀月刊(以汽車、育兒雜誌較突出)與週刊(以財經商業為主)，從更多種媒體管道接收龐大資訊。然而，這個族群對於媒體的信任度卻是30-44歲男性中較低的。


細究30-44歲男性的網路用途，單身漢普遍使用網路從事交遊與娛樂，而育有幼子的爸爸們則較為務實，他們目的性地使用網路使生活便利。

結語:
幼兒的出生終結了男人們單身時期的玩樂生活，變得以家庭為重、為家人付出。單身男性雖然平均收入較少，但是對於個人的消費支出並不手軟。已婚有幼子的爸爸們賺得多、花在自己身上少、對家人慷慨。網路已是與30-44歲男性溝通時相當重要的媒體。由於他們對媒體的信任度較低，與這個族群溝通時必須特別注意訊息在可信度方面的呈現，如:事實數據、第三單位公證、評比報告、口碑等。


註1: 尼爾森依2008年1-12月受訪民眾生活型態區分為六個族群，特性分述如下。
享樂秀異族：熱愛追求流行、對於促銷活動的反應較為靈敏、重視產品體驗。
平凡普羅族：重視家庭，以工作者居多，且多是家中的經濟來源，不追求流行、消費活力較低。
品味菁英族：主要是中產階級、受過良好教育的高知識份子，擁有高消費能力且注重財富規畫管理，講究自我品味，個性積極自信，重視家庭及有質感的生活品質。
數位繭居族：以男性居多，喜愛且高度投入網路世界及活動，擅長使用數位工具，易受廣告與媒體的影響。
精明持家族：以女性及已婚者居多，個性謹慎小心，以理性且精打細算的方式進行消費購物，照顧家人，較少使用數位媒體與數位工具。
傳統守舊族：年齡較長，教育程度偏低，以退休、無工作及家庭主婦的比例較高，大多不是家中的經濟來源者，不喜歡追求流行、不擅長使用新興電子科技產品，也較不願意接受新事物，習慣既有的生活與消費模式。

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以子為貴的勝犬族群

上期『消費者洞察』中我們發現:30-44歲單身女性有著獨立自主、多采多姿的生活型態，與其說她們是敗犬，不如稱這個族群為黃金單身女郎。那麼，30-44歲女性中絕大多數已走入婚姻生活的勝犬，又有著甚麼樣的生活態度與行為?
觀察尼爾森2008年生活型態大調查中有關30-44歲已婚女性的資料，可清楚看出現今女性生活型態仍受婚姻與子女影響而轉變。單身女郎關注的是享樂與自我寵愛; 同齡的已婚婦女則以家庭為重心。電視是與絕大多數已婚婦女溝通的重要媒體。家有0-3歲嬰幼兒的母親，雖不如單身女性那樣常上網，卻以與後者相當的比例在建立部落格相簿上傳影音，顯示了以部落格作為與嬰幼兒母親溝通工具的潛力。

族群輪廓
–大多數30-44歲女性走入婚姻，整體生活型態不同於單身女性
–佔台灣30-44歲女性78%。
–30-44歲女性生活型態，明顯因是否走入家庭與是否養育幼子(小於3歲)而異。單身女郎以享樂秀異族註1與品味菁英族為主要組成，已婚族群則以精明持家族為大宗。家有幼子的媽媽們可能因為年齡相對其他已婚女性要輕，同時混有較多精明持家族與享樂秀異族。

婚姻與幼子使得部分女性選擇離開職場，成為家庭主婦
進入婚姻後，42%成為家庭主婦。而當她們育有幼子時，則有近6成選擇成為家庭主婦。
由於族群中有部分離開職場的緣故，已婚女性的個人平均月收入(含收入、利息、零用金、打工、租金、退休金等在內)約略為單身女性平均月收入的3/4。
另一方面，已婚女性的平均每月個人消費(不含租金、房貸、車貸、保險費等)雖亦少於單身女性，但減少的幅度(約15%)沒有個人平均月收入大。
在個人平均月收入大幅縮減、個人消費支出簡省有限的情形下，無怪乎『精明持家族』會成為已婚女性族群裡的大宗了。

生活重心轉移到家人，特別是子女
幾乎所有已婚婦女(95%, Index=103)都認為自己對家人比對自己慷慨。絕大多數(87%)的她們放假時都是與全家一起活動的，而單身女郎則不到5成有此現象。
有別於單身女郎以不消耗體力為主的享樂型休閒活動，已婚婦女則傾向避免花費較高的享樂休閒娛樂項目(見下表粉紅字標出項目)。
家有幼子的母親則會因孩子的需求而安排她們的休閒活動(如: 博物藝術館看藝文展覽、郊遊烤肉露營、從事球類運動、去室內遊樂場／遊戲場等)，美容沙龍三溫暖泡溫泉與健身房舞蹈韻律瑜珈是她們少數保有的奢華享受。

已婚婦女的電視依賴度特別高，而育有幼子的媽媽較習於閱讀雜誌與使用網路
與沉浸於多元媒體的單身女郎相比，已婚婦女所接觸的媒體特別側重於電視。相較於整體已婚族群，家有幼子的媽媽們則有較高的雜誌閱讀率(多以育兒雜誌為主)及網路使用率。不同於單身女郎在網路上交遊、找樂子、 便利生活，育有幼子的媽媽們則較著重於使用便利生活(如:搜尋資訊、線上購物／拍賣)與記錄生活(如: 建立部落格相簿／上傳影音)的功能。

結語:
『精明購物』與『家庭』概念是收服已婚婦女族群的關鍵。由於電視是她們較為側重的主要媒體，廣告片與節目置入仍為主要的溝通工具。
育有幼子的媽媽們是已婚婦女族群裡較嫻熟於使用網路的群體，除了搜集資訊、收發郵件外，也上傳自己編寫／創造的內容、參與討論區、並實際在網路上競價、購買。對於需要長時間在家照顧幼子的媽媽們而言，規劃完整的網路活動(如: 提供資訊、促進經驗交流、購買、客服)正是最有潛力也最有效率的工具。

註1: 尼爾森依2008年1-12月受訪民眾生活型態區分為六個族群，特性分述如下。
享樂秀異族：熱愛追求流行、對於促銷活動的反應較為靈敏、重視產品體驗。
平凡普羅族：重視家庭，以工作者居多，且多是家中的經濟來源，不追求流行、消費活力較低。
品味菁英族：主要是中產階級、受過良好教育的高知識份子，擁有高消費能力且注重財富規畫管理，講究自我品味，個性積極自信，重視家庭及有質感的生活品質。
數位繭居族：以男性居多，喜愛且高度投入網路世界及活動，擅長使用數位工具，易受廣告與媒體的影響。
精明持家族：以女性及已婚者居多，個性謹慎小心，以理性且精打細算的方式進行消費購物，照顧家人，較少使用數位媒體與數位工具。
傳統守舊族：年齡較長，教育程度偏低，以退休、無工作及家庭主婦的比例較高，大多不是家中的經濟來源者，不喜歡追求流行、不擅長使用新興電子科技產品，也較不願意接受新事物，習慣既有的生活與消費模式。

>詳全文

Looking At Asia In A Global Economic Downturn Series(1) : A-B-C Cities in China

Consumers the world over have been affected by the economic downturn - but how are consumers faring in China, a country that thus far has been the more resilient to the economic impact? Starcom China partnered with Interface-Asia Holden to investigate the impact of the recession on consumer attitudes and behaviours across life stages and city tiers (A-B-C cities). We explored how consumers have changed pre-recession compared to today, and who is affected the most.

This is the first installation in Starcom’s Looking At Asia In A Global Economic Downturn series that will include future spotlights on Parenting, Brand Sirens, Category Highlights, Greater China and Asia.

In this first report, we look at A-B-C cities in China; at how they are faring during a global economic downturn, how they compare and contrast, what they are spending on, where they are saving, and how we can reach them.

Key China Recession Macro Trends:
1. Recession Amplifies China’s Extremes. Inherent disparities in China are made more pronounced by the recession across city tiers – from product category tradeoffs to media interactions. Insulated A cities are feeling positive but cautious, B cities heighten their value focus, while C cities are pushed back to the basics as they are dealing with the brunt of the recessionary impact.

2. Brand Loyal To Affordable Luxuries. In times of uncertainly, consumers stay with the brands that they can rely on. This is particularly true when it comes to categories which consumers consider to be their small luxuries. Branded shampoo, for example, is viewed as an alternative to actual, more costly, luxury items. In personal care, consumers do not want to skimp out on themselves.

3. Uncertainly Brings Out Creativity. To combat the downturn, consumers turn to creative solutions to make ends meet or get ahead. Some are turning entrepreneurial, while others are taking on courses to retrain or get new skill sets like English.

4. No Compromise On Education And Healthcare. Consumers are increasing their spend in education and maintaining their spend in healthcare, even in C cities.

5. Recession Has Impacted Consumer Messaging And Media Choices – But There Are Differences Across City Tiers. C cities remain traditionalist, turning to familiar media for immediate answers – newspapers, local magazines; for B cities, the recession brings out a true Value Consumer mindset and the Internet becomes the destination to satisfy value hunting; A cities turn more to in-home entertainment presenting the opportunity to reach even the discriminating viewers with escapist fair.

The A-B-C’s Of China’s Recession

A Cities
- Most positive group. A cities are more insulated from the recession due to greater mobility, professional development opportunities and purchasing power.
- While 64% feel that“the recession has affected China greatly”, 65% said they feel‘optimistic’.
- A cities have the most agility in category spending and are able to dial spending up or down. Personal luxuries (handbags, jewelry) and entertainment (dining out and in-home) are the first to decrease.
- TV benefits from the downturn as home-bound A city dwellers turn to in-home entertainment.

B Cities
- Less optimistic compared to A cities, but feel stable (49%) and neutral (44%).
- Overall B cities follow the pattern of Acities with regard to category usage, but just like a middle child, they straddle between A and C cities. Their decisions are not as driven by branding (A cities) nor price (C cities), but by value. 65% said “I feel that value is more important.”
- In these tougher times versus pre-downturn, B city consumers turn to the internet brand offers.

C Cities
- Most affected by the downturn and showing the greatest behavioural changes in
purchase and savings habit.
- C cities will not compromise on education or healthcare.
- They turn entrepreneurial to generate additional income and make ends meet.
- They increase their reliance on newspapers and magazines for deals/promotions.

Chinese Consumers Feel Protected
Chinese consumers are amongst the top ten most confident in the world. They acknowledge the downturn, but still feel that they are protected from it and have faith in the Chinese government due to their quick actions, such as the sizeable fiscal stimulus plan implemented at the end of 2008. In fact 73% agree that they “have confidence the government will help us through it all” and 72% say that “I feel like all of China is in this together and it gives me a sense of security.” On the whole, Chinese consumers are optimistic and hopeful, but still cautious.

Disparity In Consumer Outlook And Attitudes Across A-B-C City Tiers
Though the overall China story is optimistic, it is when we look at city tiers that the true story emerges. C city consumers are affected by the recession the most. Not surprising, C city had the highest percent of respondents(78%) agreeing that “I feel that the economic slowdown has affected China greatly”. The realistic, and relatively pessimistic, outlook from the C city respondents is likely driven by unemployment. Great number of migrant workers who have lost their jobs in the bigger industrial centres are returning home empty-handed, while C city workers are facing widespread factory closures, leaving them to struggle for survival.

Consumers Are Changing Their Purchase Behaviours
We asked our consumers what activities they tend to do ‘more of’ now versus pre-recession. The economic downturn has led to definite shopping and saving behavioural changes in all cities. Savings is tops, but many consumers have also become proactive. No longer are they passively sitting back or merely saving money via coupons. They have stepped beyond that to seize control of their finances by using their personal resources and adopting an entrepreneurial spirit.


Cut Spend
When consumers Cut Spend, they tend to reduce oreliminate spend on goods/services they consider nonessential,indulgences (e.g. daily coffee/tea, memberships,driving), they trade down to cheaper / private brands, orsimply stay at home vs. out spending money.

Buy Smart
To Buy Smart, consumers continue to make necessary purchases, but find smarter ways to get what they want. They will stick to their desired brand, but buy cheaper items within that brand portfolio, or save up for one higher end good vs. impulsively buying several cheaper products. They will also turn to affordable indulgences, like chocolate.

Proactive
The Proactive consumer is not content to merely decrease spending. Instead, they will take charge, adopt an entrepreneurial mindset and make things happen by starting
a side business, learning a new skill to better themselves, selling items, or finding free/low cost activities.

Saving
Those Saving will do exactly that, and ensure that they not only manage their spending, but that they also will set aside a part of their income.

C cities lead the way in all behavioural change categories, showing that they are the ones putting the most thought and effort into combating the recession. Interestingly, on top of cutting spending and buying smart, they have also been extremely proactive and have taken the reins in their financial situation. This is especially apparent when looking at C city parents. 85% of C city moms said they have started a side business to bring in more income since the beginning of the recession – the highest percentage out of any group. This area will be discussed in greater detail in Starcom’s Parenting in a Downturn installment.

Similar Category Tradeoffs Across City Tiers
Respondents from all city tiers follow similar trends in their spending patterns. Luxury and other big ticket items such as home décor and automotive, personal luxury items like jewelry, and out-of-home entertainment like dining out were the top categories consumers eschewed. Higher percentage of C city respondents reported ceasing spending on these categories versus their A and B city counterparts.

Consumers Turn To Affordable Luxuries
With cut-backs on high ticket items, consumers are turning to affordable luxuries to maintain a sense of their customary lifestyle while keeping within their means. To this end, items like chocolate, or in-home entertainment all serve to reinforce that they are managing fine and remain in control.

Personal Care Brands Are Non-Negotiable
In all cities, half of the top status quo items (those which respondents say they have not changed their spending on) are personal care items.

How has your spending in the following categories been affected by the recession?


Brand Loyal Despite Cutting Back
In the personal care category, respondents appear extremely brand-loyal, stating they would not compromise but will purchase their desired brand at regular price.
The myth-buster for China is that while consumers, especially those in C cities, are in savings mode, consumers will still not deviate from their desired brand. In this market, consumers are still learning about brands and are looking for cues regarding quality. Consumers will not always look to the cheapest product, but will make choiceful, value driven purchase decisions within their existent brand consideration set.

C Cities Invest In Education
Education was one of the categories that was immune to spending cuts and even experienced an increase in spend. This was especially the case for C cities where 28%
respondents reported increasing spend on education. C cities view education as an investment in giving their child more opportunities in life.

Contact Messaging Preferences Vary By City
Price discounts are the most popular across all city tiers, with 89% saying they feel that this is what companies ought to offer consumers. Females (the primary decisionmakers)in all cities say they would enjoy the benefits of coupons, free samples, and 2-for-1. However when it comes to consumer incentive programs, C cities are not as keen, as they appear driven by immediate gratification in savings and not the slim possibility of future prizes.

How companies can offer better value for consumers during a recession
A-B-C City Females

1. Product benefit explanations are especially powerful for C city consumers as they are still learning about products and desire product cues – especially in recessionary times when they cannot afford to make mistakes.

2. In store consultants on the other hand are not trusted by C city female consumers, as their trusted sources are overwhelmingly their personal network of family and friends.

3. C city consumers are seeking information and any way to make their lives easier is appreciated.

Key Learnings & What They Mean For Us As Marketers:
Recession Further Amplifies China’s Extremes
There is no one China, and the recession further deepens the cross-city tier disparities.
What this means to us as marketers?
Adopting a by-city tier approach starting with consumer/market research through to communications strategies and media choices will ensure consumer understanding that will lead to stronger consumer relevance.

Consumer Keep True To Their Affordable Luxury Brands
Consumers still perceive branding as a powerful quality reassurance, and will make effort to buy brands within their consideration set first, whether by trading-down on the product tier or waiting for a sale. Personal Care products and even affordable food indulgences, like chocolate, are perceived as the Affordable Luxuries. Price is only part of the equation, reinforcing the rightful brand choice is the other.
What this means to us as marketers?
Opportunity to maximize relevance of our products to the consumer in these tougher times. Making the choice easier(functional) and reassuring of the rightful brand choice (emotional) will deliver the total brand offer, and work to cement the consumer-brand bond.

Consumers Finding Creative Solutions To Combat The Recession
Consumers are increasingly relying more on themselves to get them through tough times. What are we as marketers doing to aid their ingenuity and entrepreneurial spirit?
What this means to us as marketers?
Explore opportunities to connect with these self-starting consumers by aiding them in their goals - equip them with necessary resources such as tips and tactics, facilitate access to forums for them to exchange ideas and experiences.

C Cities Uncompromising On Categories That Affect Their Future
C cities will not compromise on education or healthcare, as these are crucial in securing the best possible future for their children and for themselves.
What this means to us as marketers?
There are opportunities for brands to present an altruistic front by showing a desire to help by offering scholarships or education funds to C city children.

Messaging and Media Choices Differ By City Tier
A city consumers are turning more to in-home entertainment presenting opportunities to reach even the discriminating viewers with escapist fair. For B cities, the recession brings out the true Value Consumer mindset and Internet has become the destination to satisfy their value hunting. C cities remain traditionalist, turning to familiar media for immediate answers – newspapers, local magazines.
What this means to us as marketers?
Linking the content, context and contact in a meaningful way has never been more challenging than it is today. Consumers are more sophisticated, have more media choices and higher expectations of brands and advertisers. Understanding consumer media habits across city tiers is only part of the story; we need to better understand the role that each medium plays in consumer’s life and on the decision-making journey. The most powerful consumer connections can be created when we link the consumer with the brand through the right messaging and contact choices. And as we know, both the message and the contact will differ by city tier and consumer group.

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