Insights China Releases 2009 Annual Chinese Consumer Study                       Inview of the vast size and complexity of the China consumer market, themost successful consumer product companies will be those with a highlydetailed understanding of the marketplace and the nature of consumers’behavior and preferences in different geographies and demographicgroups. To develop granular insights on the evolution of Chineseconsumers, McKinsey Insights China has been conducting an annual studysince 2005. Combining data from the 2009 annual survey, which covered15,000 Chinese households in 58 cities, and McKinsey Global Institute'sstudy on China's urbanization, Insights China has released two reportsanalyzing consumer behavior in China.
Thefirst report examines the impact of the global economic crisis onbehavioral trends of the wealthy consumer observed since 2005. Itsuggests that while the crisis may be exerting a short-term impact onconsumer behavior, the longer-term trends we have identified over thepast several years will persist.
Inour second report, Insights China proposes a new tool for crafting themost effective business strategy in China, the McKinsey ClusterMap.This methodology groups China’s 800 cities into 22 clusters by takinginto account key elements such as government policies, economiclinkages, consumer behavior and preferences. The study suggests thatutilizing the McKinsey ClusterMap to plan and execute business strategyin China may be much more effective and efficient, compared to, say,utilizing a city tier approach.
To download a copy of the first report in English or Chinese, please click on the following link.
2009 Annual Chinese Consumer Study Part I

2009年度中国消费者调查报告 (一)

To download a copy of the second report in English or Chinese, please click on the following link.

2009 Annual Chinese Consumer Study Part II

2009年度中国消费者调查报告 (二)