1. Lifestyle and brand
choices of Beijing women
2016

2. Why China? And why middle-class
Beijing women?
China is New Zealand’s largest
export market, after overtaking
Australia in 2013. China’s growing
middle class and rising affluence
makes it an increasingly important
market for New Zealand brands.
Female consumers in Beijing are
a microcosm of the purchasing
power of China. So we chose to
take a closer look at their choices to
provide insights for brand owners
across different product categories.

3. We let the consumers speak for
themselves
We built up two typical personas by
interviewing 12 carefully selected
consumers. We asked them to talk
about the details of their lives and
to share pictures to explain why and
where they buy. We’ve used images
and quotes, rather than numbers, to
give you a more lively understanding
of Beijing women’s lifestyle and
purchasing attitude

4. Meet our two personas
• Their lifestyle
• Their brand choices
A closer look at the food and the
skincare categories
• Buying reasons and attitudes
• Key insights
About Ocean
What you’ll find in
this report
oceanchinafocus.nz

5. Let’s hear the stories of our two personas
Jasmine, a single woman in her late 20sYan, a married woman in her mid 30s
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6. 34-year-old working mother with a young
baby.
HR manager in a medium-sized private
company. Personal income 15K+ RMB per
month, household income 50k+ per month.
Lives with her husband in their own 100m²
apartment with 3 bedrooms, between 4th
and 5th ring roads.
Grandma lives with the family and takes care
of their son. A housekeeper comes in 2 hours
each day to cook and clean.
Meet Yan Wang
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7. In recent years the focus of my life has been on my son.
I still have my job, so I don’t have much personal time.
My salary has not increased significantly for 3 years, but my
husband has a successful career and plans to start his own
business when our son goes to school. Not all of our income
comes from wages. We have some investments in funds
and stocks.
Nowadays food safety is a big concern in China. Sometimes
I feel none of the food brands are trustworthy, even imported
brands. Some of my friends have started growing their own
fresh produce. I don’t have the time.
“My family, financial planning and food safety
are important to me.”
“
”
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8. “I combine family life and a fulltime job.
I choose to drive to work.”
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9. “ I keep to a tight schedule with limited personal time.
I tried to leave work on time for my family.”
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My work day:
7:00 Wake up and make breakfast
8:20 Drive to work
9:00 Start work
12:00 Have lunch at work
15:30 Fruit and snack time
18:00 Finish work and go home
19:30 Have dinner
20:30 Family time: play with and bath my son,
put him to bed
21:45 Personal time: read, watch TV, online
shopping
23:00 Go to bed
My weekend:
8:00 Wake up and make breakfast
9:30 Clean house
10:30 Family outing: park, theatre
12:30 Eat out
14:00 Supermarket and shopping
17:00 Personal time: bake, read
18:30 Play with my son and watch TV
23:30 Go to bed

10. My brand choices at a glance
oceanchinafocus.nz
C
lothing and accessori
es
Food and beverage
Skincare and cosmetics
Baby care
Other

11. 28-year old, single, dating.
Came back to China 3 years ago after
studying overseas.
High personal income 20K+ RMB per
month. Works in the marketing department
of an international company. With financial
support from her parents.
Rents a 50m² studio not far from CBD.
Travels overseas 2-3 times per year for
business or holiday.
Meet Jasmine Chen
oceanchinafocus.nz

12. My work is quite stressful. It is quite normal to finish
after 7pm. I usually don’t have time to cook for myself.
Not eating regularly causes stomach problems for me.
I go to the gym or run to release work stress and
keep fit. Running has become very popular in the
last couple of years. My friends show off pictures of
night runs or marathons on WeChat (social app).
In Beijing you’ll never be bored. Shows, concerts
and exhibitions run all year long. And it’s never
hard to find someone to go with you.
“Managing work stress, keeping fit and being
socially active are important to me.”
“
”
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13. “I work long hours, lead an active life,
love meeting up with my friends.”
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14. “I choose to work hard, but I make time to go out
and pursue personal interests.”
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My work day:
7:40 Wake up
8:30 Go to work on the subway or walk
9:00 Get to office and have breakfast
13:00 Have lunch near office
16:00 Afternoon tea at work
19:30 Finish work
20:00 Eat out
20:30 Entertainment and social time:
meet friends, go to gym, shop or
watch video on line
22:30 Take shower
23:30 Go to bed
My weekend:
9:30 Wake up and make breakfast
11:00 Yoga or dance class, run
13:30 Meet friends and eat out
14:30 Go shopping, or to exhibitions,
or karaoke with friends
17:00 Clean apartment, cook dinner
19:30 Skincare, chat and shop online,
watch video
23:30 Go to bed

15. My brand choices at a glance
oceanchinafocus.nz
Food and beverage
Cl
othing and accessori
es
Other
Skincare and cosmetics

16. A closer look at the food
and beverage category

17. “When I buy food and drink, I look for
safe ingredients, imported brands,
and genuine products.”
oceanchinafocus.nz
Friso
Milk Powder
“I don’t trust the milk powder
from the online channel. I ask
my friend in the Netherlands
to send Friso to me.”
“我信不过网上卖的奶粉。
我在荷兰有一个朋友，我
都让她给我寄。”
Anchor
Butter
“There are a lot of fake Anchor
products online, so I buy from
the imported food shelf of
supermarkets.”
“网上有很多假的安佳，我都
从超市的进口商品区买。”
Comvita
Manuka Honey
“My friends and workmates
all know this brand. I see it on
counters in shopping malls
like Joy City.”
“朋友和同事都知道这个牌
子。在朝阳大悦城之类的
mall也有它的专柜。”
Toblerone
Chocolate
“I buy it on No.1 Store website.
Friends who travel overseas
sometimes bring back
chocolate as a gift.”
“我从一号店买。朋友出国
也常带巧克力回来送人。”
Betis
Olive Oil
“I am familiar with this brand
from CCTV. It is said to be the
original import from Spain.”
“央视有这个牌子的广告。据
说是西班牙原装进口的。”
By-Health
Whey Protein Powder
“I choose it because it is one of
the most famous local brands.
I buy it from Jing Dong
website.”
“这个牌子算国内比较大的
牌子，而且那时京东在折
扣促销，我就买了。”

18. “When I buy food and drink, I look for products
that are good for my stomach and skin, have
a good taste, convenience, and a social function.”
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Starbucks
Coffee
“I have a Starbucks gold card.
I mainly buy from stores, but
I also buy online and keep
some in my refrigerator.”
“我有星巴克的金卡。一般
在店里买现成的，也会在
网上买，放在冰箱天热的
时候喝。”
Yakult
Probiotic drink
“It is supposed to be good for
your stomach. I just think it
tastes good.”
“据说对肠胃好，但我就是
觉得味道好。”
Seven Eleven
Rice Ball
“I buy my lunch from the
Seven Eleven convenience
store on work days. It’s just
around the corner.”
“我工作日常在SevenEleven
买午餐，就在街角，挺方
便。”
Moet et Chandon
Champagne
“This brand is not sold online.
I buy it from an outlet.
I buy it for special occasions
with family and friends.”
“这个牌子在网上没有卖，
我在奥特莱斯买的。家人
或者朋友聚会庆祝之类的
场合喝。”
Taylor Brothers Farms
Prune juice
“A friend told me about it.
It tastes so good! I don’t think
many people know this brand.
But you can find anything on
the Taobao website.”
“我从朋友那里知道的，真
好喝！但我觉得没什么人
知道这个牌子。但在淘宝
上你什么都买得到。”
Yang Sheng Tang
Vitamins E
“I take it every day for whitening
my skin, but not sure if it works.
It is on TV every day. The slogan
‘Keep your beauty longer’ is
famous.”
“我天天吃，美白用的，但具
体有没有用就不清楚了。电
视上天天打广告，广告语‘就
这样一直美下去’挺有名的。”

19. Food safety and
environmental problems are
big concerns in China now.
Women are more careful
when they buy food and drink
for their children than when
they buy for themselves.
Building trust is essential.
Imported products have
good opportunities if they
provide solid proof of their
safe ingredients and
genuine origin.
Women with and without
children have quite different
brand drivers. Products that
target women’s individual
needs rather than family
needs will have opportunities
if they have clear selling
points, like helping stomach
or weight problems, and
unique good taste.
All our interviewees buy
food and drink online.
B2C websites like Womai
(womai.com), No.1 Store
(yhd.com) and Jingdong
(jd.com) have good
reputations. Taobao or
Tmall allows brand owners
or distributors to build their
stores and online experience.
Online WOM plays a
decisive role in purchase
decision-making.
Key insights on the food and drink category
oceanchinafocus.nz

20. A closer look at the
skincare and cosmetics
category

21. “When I buy skincare and cosmetic products,
I look for effectiveness, what suits me best,
and the experience of using the product.”
oceanchinafocus.nz
Clinique
Even Better Foundation
“My friend recommended it
to me. I buy it from Beijing
airport tax-free store, which
is reliable and cheaper than
other stores.”
“朋友向我推荐的。我从北
京机场的免税店买，保真又
比实体店便宜。”
Shu Uemura
Skin Purifier
“It removes my make-up
easily. I bought it from Shu
Uemura’s official website
when they were giving
a discount.”
“它卸妆比较彻底。我从植
村树官网买的，那时他们
在折扣促销。”
Lancôme
Blanc Expert
“I think Lancôme products
suit my age. When I tried
this product in store, I
found it was absorbed
quickly into my skin.”
“兰蔻的产品挺适合我的皮
肤。我在店里试用的时候，
觉得皮肤吸收得很快。”
Vichy
Liftactiv Serum 10
“I decided to buy it after trying
a sample. It is said to be very
effective, but I just think it
is average.”
“我试用了一个小样后就决
定买了。据说效果很强，
但我觉得一般。”
Clarins
High definition Body Lift
“I began to use it after I gave
birth. Every time my friends
go to Hong Kong, I ask them
to buy it for me.”
“我生孩子后开始用。每次
有朋友去香港，我都让他
们帮我带。”
L’Occitane
Hand cream
“It smells so good. I buy it in
the tax-free store when I
travel overseas. I also bring
some back as gifts.”
“气味太好闻了。我一般出
国的时候在免税店买，也
带一些回来送人。”

22. “When I buy skincare and cosmetic products,
I look for fashionable icons, natural ingredients,
and good value for money.”
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Anna Sui
Loose Powder
“The packaging is pretty and
exquisite. Its fine powder
suits our Asian skin type.”
“包装精致漂亮，粉很细，
适合亚洲人的皮肤。”
IOPE
No. 44 Pink lipstick
“I choose fashionable colours
rather than sticking to one
brand. This colour was made
popular recently by a famous
Korean actress.”
“口红我一般选当季流行色，
不会只选某个牌子。这个
颜色最近因为全智贤很
火。”
Hada Labo
Super Hyaluronic Acid
Moisturizing Lotion
“I first bought it when I
travelled to Japan. It’s quite
easy to get it in China.”
“第一次是在日本旅行的时
候买的。这个牌子在中国
也很容易买到。”
Jurlique
Balancing Day Care
Cream
“My friend who is operating a
beauty salon sells this brand.
I get good discounts from her.”
“我一个开美容院的朋友代
理这个牌子，我从她那里
买有大折扣。”
Origins Drink Up
Intensive mask
“My friend recommended it
to me. I like its natural plant
ingredients and the price.”
“朋友向我推荐的。我喜欢
它的天然成分，价格也合
理。”
TheFaceShop
Calendula Cream
“Korean products are cheap
and good. I felt I was in
heaven when I was travelling
in Korea.”
“韩国产品性价比很高。我
去韩国旅行的时候感觉到了
女孩子的天堂一样。”

23. For skincare and cosmetics
products, the two groups
have more similarities than
differences. Beijing women
are interested in trying new
brands. They value the
product experience like
packaging, smell, the feeling
on their skin when they buy
for the first-time. They look
for discounts and gifts
when they repeat purchase.
Beijing women are
sophisticated users
of diverse purchasing
channels. They prefer to
buy from overseas, tax-
free stores, and online
rather than from domestic
physical stores.
Korean and Japanese
products are generally
considered to suit Asian skin
better. But country of origin
is not the key purchasing
driver as it is in the food and
beverage category.
Key insights on the skincare and cosmetics category
oceanchinafocus.nz

24. Ocean Design Group
New Zealand
Ocean is an independent, New Zealand-
owned creative company based
in Wellington. We partner with
established and emerging businesses
to design and transform their brands
and brand experiences.
For over 25 years, we’ve helped
businesses thrive in a changing
world by achieving more meaningful
connections with their customers.
Fay Nie
Brand Strategist
Fay has a rare ability to align brand
strategy to business strategy.
She believes that combining highly
logical and creative thinking is key for
developing a brand strategy that is both
on target and compelling.
Fay’s approach is to generate in-depth
insights and then to work closely
with the creative team to develop a
competitive brand strategy.
Previous clients Fay has worked with
include Volkswagen, Audi, Financial
Times, Fisher Paykel, Bottega Veneta,
Sinopec, Air China, and OPPO.
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25. Would you like to know more?
Please contact:
fay@oceandesign.co.nz
Level 1, 143 Vivian Street, Wellington
+64 4 801 5700
Ocean China Focus is an initiative of
Ocean Design Group.
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