ProsperChina: Executive Briefing Q4 2010 – Auto, Retail & Online Shopping

Can’t get enough of Chinese Consumers? Enjoy some more information on their favorite car brands, how often they shop online and where they shop in person.

Auto

•  In Q4 ’10, 40.2% of Chinese Consumers own a car. The top 5 brands driven most often are: Volkswagen (10.6%), Honda (8.0%), Buick (6.5%), Audi (6.3%) and Hyundai (5.5%).
• Both year-over-year (22.0% Q4 ’10 vs. 27.7% Q4 ’09) and quarter-over-quarter (22.0% Q4 ’10 vs. 26.4% Q3 ’10) the percent of consumers planning to buy a car in the next 6 months has declined. Among those planning to buy/lease in the next 6 months the top 5 brands being considered are: Audi (10.5%), Buick (8.4%), Volkswagen (8.1%), Chevrolet (6.9%) and Honda (6.8%).

Retail

• Carrefour (14.3%) remains #1 for where Chinese Consumers 18-54 shop for groceries most often. Rounding out the top 3 are Walmart (13.6%) and DaRunFa (7.7%) in Q4 ’10.
• TaoBao.com maintains the lead spot for where consumers shop most often for Apparel/Clothing with 16.7%. Rounding out the top 3 in Q4 ’10 are Parkson (6.4%) and New World (4.2%).
• In Q4 ’10, Guomei (32.2%) holds the lead for where consumers shop most often for Electronics with Suning second (23.1%).
• KFC remains in the top spot for fast food restaurant Chinese Consumers 18-54 eat at most often with 31.7% although, this number is down year-over-year (31.7% Q4 ’10 vs. 33.8% Q4 ’09). McDonalds (15.3%) and Pizza Hut (5.8%) complete the top 3.
• Chinese Consumers pick Starbucks for where they purchase their coffee at most often with 21.1%. KFC comes in second at 16.2% and McDonalds third at 11.7%.

Online Retail

• When it comes to researching products online, 95.1% of Chinese Consumers 18-54 regularly/occasionally research products online before purchasing them in person or in a store…down year-over-year (97.0% Q4 ’09) and down slightly from last quarter (95.6% Q3 ’10).
• The top 5 products Chinese Consumers researched online in the last 90 days are: Apparel (52.1%), Electronics (39.4%), Appliances (39.2%), Shoes (34.8%) and Beauty Care & Cosmetics (31.6%).
• More than 9 in 10 Chinese Consumers 18-54 regularly/occasionally purchase products online, up year-over-year (93.7% Q4 ’10 vs. 92.2% Q4 ’09).
• Up from Q4 ’09, 83.4% of Chinese Consumers 18-54 regularly/occasionally search the internet on mobile phone devices (vs. 79.3% Q4 ’09).

Future Purchases

• In Q4 2010, purchase intentions for most big dollar durables are down compared to last quarter. House, Major Home Improvement or Repair, Stereo Equipment and DVD/VCR are on the rise. Intent to purchase remains flat for Mobile Device.

Q4 ’10 Purchase Intentions Compared to Q3 ’10 and Q4 ‘09: