2019中国新消费品牌研究报告及TOP100榜单

China’s New Consumer Brand Report 2019 & Top 100 Brand List2019中国新消费品牌研究报告及TOP100榜单October 2019Photo by Lucrezia Carnelos on UnsplashEqualOcean.comCopyright © 2019 EqualOcean. All rights reserved. EqualOcean may currently and/or seek to do business with companies covered in its research report. As aresult, investors should be aware that the firm may have a conflict of interest that could affect theobjectivity of this report. Investors should consider the report as only a single factor in making theirinvestment decision. For other important disclosures, see the Terms of Service and Disclaimer.The report is bilingual in English and Chinese, with page 1 to page 38 in English and page 39 to page 60 in Chinese.特此说明，该报告为中英双语版本，1到38页为英文版，39到60为中文版。Why read this report?2The wealth of Chinese consumers is changing rapidly, despite the ‘new normal’ stage of the country’s economy and the geopolitical uncertainties. Consumer-facing companies should show keenness for this market in order to power their growth over the coming decades.The development history of the world’s famous consumer brands has repeated itself – but varies from region to region. From both a macroeconomic and ‘cultural confidence’ perspective, today’s China resembles Japan in many aspects from the 1970s to the 1980s. Only the country now boasts a much greater middle-class population than anywhere else in the world and expects an unprecedented wave to come in the consumer market. This report will unveil the factors underpinning the unstoppable trend of consumer upgrading in China and will also showcase of the TOP 100 new consumer brands[1] list, with a special look at trailblazing cases in the China's diverse fast-growing market.Grasp it – the foreseeable big bang in China's consumer brands [1] The TOP 100 new consumer brands are selected on three basic criteria are illustrated on P19.Source: AliResearchEqualOcean.com18401900 1960 Industrial revolution in EuropeRise of industrial AmericaGrowth of middle class in JapanRise of new middle class in China, digitalization...European consumer brandsAmerican consumer brandsJapanese consumer brandsChina’sconsumer brandsExhibit 1: Global consumer brands development timeline 240 million singlesSingles represent 15% of population in 2018. Most of them like convenient and fast living, keeping fit and pretty, eating out alone or ordering takeout, and they are pet-lovers.Seniors are wealthier and have stronger consumer awareness. At the same time, information technology and high-tech medical care companies are becoming the main driver of senior care industry.Only 15% of tier-one city singles cook three times or more per week.12.314.517.221.326.82013 2014 2015 2016 2017Market size of high-tech devices for seniors (BN CNY)378 million Gen ZAffluent in life and well-educated, Gen Z are the main consumer force of China. They are more diverse, progressive, rational, global-minded and patriotic