What Chinese shopper really do - Series 3

This chapter offers insights that will help both types of competitors capture their share of China’s growth.

China has become the world’s biggest battleground for consumer goods sales as both multinational and local
companies aggressively compete for shoppers with rising incomes. In this second follow-up to our main report, "What Chinese shoppers really do but will never tell you", published in June 2012, we explore the raging fight between multinational and domestic players, based on a joint study by Bain & Company and Kantar Worldpanel. In this study we analyzed the behavior of 40,000 Chinese households from 373 cities in 20 provinces and four major municipalities, providing a groundbreaking look at how much shoppers spend by region and by city in 26 important consumer products categories ranging from milk to shampoo. The comprehensive study covers all Chinese city tiers, categories in different development stages and shopper life stages.

The survey has helped us clearly understand the dimensions of the competition between foreign and local consumer products companies and reveals some key findings.

Read the previous report clicking here.