LISTENING TO ASIA
Understanding the MIND of consumers across Asian societies in
order to activate them as real-life consumers!
Study across the 11 most important Asian markets run by
Heidelberg/ Singapur, 2017
in cooperation with
ACORN and SINUS combine their expertise as strategic
partners
ACORN ASIA and SINUS GROUP
www.sinus-institut.de
www.acornasia.com
Consumer-Centric Understanding bundled with Asian Market & Marketing Expertise
▪ Sinus-Milieus® as leading target-group model for
marketing management and social-/political research
across Germanic markets
▪ Founded in 1985 30th Anniversary Project
▪ Asia‘s leading, independent market research company
▪ Sinus-Meta-Milieus® as international target-group
solution available in 40 markets around the world
▪ Special expertise in marketing strategy & consulting
across Asia. Works with major international clients in
the Middle East, Eastern Europe and Western Europe
▪ Directly active in Asia with SINUS:consult since 2014
▪ 11 direct offices across Asia
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Copyright © 2016 by Sinus Institute Limited
Asia is a continent and region of undisputed size and potential...
60%
48%
30 years
of the world‘s
population
of the population
lives in cities
is the median age
But it is changing faster and more dynamically than any other region in the world...
By 2030 Asian countries
will represent 66% of
the world‘s middle class
Asia‘s population is
getting even younger
with increased birth-rates
Sources: McKinsey Global Institute; CIA World Factbook
Asia leads the world‘s mobile digitaization
with more than 800 Million smartphones
in use by the end of 2015
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Copyright © 2016 by Sinus Institute Limited
This is how we will understand the Asian MIND...
Study Content (MIND)
D
M
Me
Value-based model
Sinus-Meta-Milieus®
I
N
Influence
Now
Social Issues
Socio-cultural Trends
Digital Lifestyle
Demand
▪
▪
▪
▪
▪
▪
▪
Health
Telecommunication
Travel
Finance
Luxury Fashion
Beauty Care
Mobility
Understanding consumers
how they really exist
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Copyright © 2016 by Sinus Institute Limited
We deliver the right answers to your questions about Asia
Survey Scope
▪ Who are Asia‘s real-life target groups?
▪ What are their values and lifestyles?
▪ What are regional similarities and local differences?
▪ What issues move people in Asia?
▪ Which socio-cultural trends are prevailing?
▪ What topics engage people in Asia?
▪ Key-drivers for Preference
▪ Key-drivers for Purchase
▪ Brand Profiles
▪ U&A
▪ Trends
My Category, My Target Groups, My Markets
▪
▪
▪
▪
Digital Channel Preferences
Digital Receptivity
Digital Trends
E-Commerce Preferences
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Copyright © 2016 by Sinus Institute Limited
We provide insights by market and across generations…
Research Design
In-depth Market Understanding
Generational Value- and Consumption Shift
5 Generations in Scope
11
Asian
Key-Markets
in Scope
China, Hong Kong, Korea, Japan, Vietnam, Thailand,
Phillippines, Malaysia, Indonesia, Singapore, Taiwan
Youth
Millennials
Gen Y
Gen X
Silver
Haired
15-19
years
20-27
years
28-39
years
40-55
years
56-70
years
Future Decision-Makers
Research Methodology & Scope
Representative for Online Population
9,500
in total (n=860 by market)
Online surveys (CAWI) across all markets
Rising middle-class
(in emerging markets)
Across generations in scope
Copyright © 2016 by Sinus Institute Limited
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2 slightly different but comparable models for established
and emerging markets
ESTABLISHED MARKETS
▪ LOHA-Lifestyle has become mainstream
▪ Strong social + political influence by
INTELLECTUAL elite
▪ Saturated on high level
 Challenge to maintain living standards
especially for young generation
 Shrinking middle class
EMERGING MARKETS
▪
▪
▪
▪
▪
Materialistic / Essential
Social Climbers – upcoming middle class
Disillusion (CEE + LATAM + Philippines)
Obvious gender differences
LOHA-Lifestyle is emerging within
the cosmopolitan/digital sovereign elite
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Copyright © 2016 by Sinus Institute Limited
...and additional unveil differentiating lifestyle-segments
within each country: The Sinus-Meta-Milieus®
11
Asian
Key-Markets
in Scope
China, Hong Kong, Korea, Japan, Vietnam, Thailand,
Phillippines, Malaysia, Indonesia, Singapore, Taiwan
Established markets
Hong Kong
Japan
Korea
Singapore
Taiwan
Emerging markets
Malaysia
China
Indonesia
Philippines
Thailand
Vietnam
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Copyright © 2016 by Sinus Institute Limited
Emerging of post-materialistic values
Emerging Markets
Established Markets
Conservative Established
Established
Modern Established
Intellectuals
Modern Performing
Performers
Cosmopolitan
Avantgarde
Cosmopolitan
Avantgarde
Success-Oriented
Adaptive Navigators
Adapting Mainstream
Modern Mainstream
Traditional Popular (rural)
Traditionals
Urban Working Class
Consumer-Materialists
Fun & Money Driven
Sensation-Oriented
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Copyright © 2016 by Sinus Institute Limited
2 slightly different but comparable models for established
and emerging markets
ESTABLISHED MARKETS
•
•
•
•
•
•
•
loyal & reliable
flexibility & security-driven
achievement-oriented
pragmatic and adaptive
well organized
regrounding
family & friends
EMERGING MARKETS
•
•
•
•
social climber mentality
flexibility- & security-driven
willingness to perform
balance of work and
family-friends
• sense of tradition and order
• Well organized
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Copyright © 2016 by Sinus Institute Limited
Regional Preview: Demand
Attitudes to Country of Origin across the Region
Automobile
Electronic Gadget
Watch
4*
5
Wine
5
Fashion and Accessories
7
Liquor
5
Cosmetics and Skincare
8
Chocolate and sweets
6
Pharmaceutical
* Germany ranking
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Copyright © 2016 by Sinus Institute Limited
Regional Preview: Demand
Attitudes to Country of Origin among Asian Consumers
•
•
•
Only 20% of the Asian consumers (CN included) would consider Chinese products in any of the 9
categories, led by CN own consumers (57%), followed by ID (46%), TH (24%), and MLY (20%)
MLY, ID and TH are more interested in Chinese products including consumer electronic gadgets, including
smartphones.
99% of JP consumers and 91% TW consumers would not consider Chinese products.
•
84% Asian consumers prefer Japanese products - much lower among KR consumers (58%) and CN
customers (29%).
•
Increasing popularity of Korean electronics and cosmetics (57%)
• With the exception of Japan (96% do not prefer Korean products in the 9 categories).
• 65% of TW and 52% of PH consumers have hesitation on KR products as well
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Copyright © 2016 by Sinus Institute Limited
Choose your reports – in-depth by market or topline for the region
Price List
APAC Topline Report
STARTER OFFER: TOPLINE REPORT OF THE REGION
(11 countries)
APAC Market Segments & Socio-cultural Trends*
Unit Price
(USD)
3,500
APAC Topline Report contains...
▪ Overview on Lifestyle- and Value-Based Segmentation across
APAC markets (Sinus-Meta-Milieus®)
▪ Socio-cultural Trends Analysis (Topline)
* Free with purchase of report for 7 countries
▪ Category-specific Market & Consumer Toplines
Each In-depth Market Report
Number of Market Reports
(market examples)
1 report, e.g. Singapore only
Unit Price
(USD)
3,500
Total Price
(USD)
3,500
Discount vs.
Single Report
0
Each In-depth Market Report contains...
▪ Lifestyle- and Value-Based Segmentation
(Sinus-Meta-Milieus®)
2 reports, e.g. Singapore + Malaysia
3,400
6,800
200
3 reports, e.g. HK, Japan + Indonesia
3,300
9,900
600
4 reports
3,200
12,800
1,200
5 reports
3,100
15,500
2,000
▪ Compelling Social Issue Report
6 reports
3,000
18,000
3,000
▪ Digital Consumer Lifestyle Report
7 reports
2,900
20,300
4,200
8 reports
2,900
23,200
4,800
9 reports
2,778
25,000
6,500
10 reports
2,500
25,000
10,000
All 11 reports
2,273
25,000
13,500
▪ In-depth Target Group Profiling
▪ Socio-cultural Trend-Analysis
▪ Category-specific Market & Consumer
Reports (Health, Telco, Travel, Finance,
Fashion, Beauty and Mobility)
Local country report purchased by local
clients will be discounted by 15%
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Copyright © 2016 by Sinus Institute Limited
Please contact us for more detailed information and
reporting requests
Martin Lai
Matthias Arnold
Acorn Marketing & Research
Consultants Pte Ltd
SINUS Institute
Mail: [email protected]
Mail: [email protected]
Kim Lean Cheah
Nico Hribernik
Acorn Marketing & Research
Consultants Pte Ltd
SINUS Consult
Mail: [email protected]
Mail: [email protected]
Copyright© by:
Acorn Marketing & Research
Consultants Pte. Ltd.
ACORN Building
12 & 13 Mohammed Sultan Road, #02-01
Singapore 238961
[email protected]
Acorn Marketing & Research
Consultants (Intl.) Ltd
Unit 906-909, 9/F,
Island Place Tower; Hong Kong
M: +852 9099 8263
www.acornasia.com
Sinus Consult Pte. Ltd.
16 Raffles Quay
#33-03, Hong Leong Building
Singapore 048581
[email protected]
Sinus Institut GmbH
Gaisbergstraße 6
69115 Heidelberg
Germany
[email protected]
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Copyright © 2016 by Sinus Institute Limited
Introduction of Acorn
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Who We Are
“Thank you for the team's extremely high quality debriefs and your
collaborative spirit. You are a true example of a real strategic partner.”
Stuart Woollford - Regional Head of Brand & Marketing Strategy, Asia Pacific,
HSBC
Founded in Singapore 31 years ago, we are the largest
independent Asian research network and consultancy
A full-service research company direct offices in 11
countries around the region
Research design, data collection (fieldwork), data
analysis (data processing and statistical analysis) to
reporting are all done IN-HOUSE
Have never advertised - growth in 30+ years and work
around the world purely driven by word of mouth
Acorn has been consistently voted as the leading
local market research agency in the Marketing Magazine's
Agency of the Year Awards since its inception in 2008
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Truly Asian
Being trusted by our clients for more than a decade - most of Acorn direct offices
have been established in the market for more than 15 years – that equips our
people with expertise in regional project management and local market
knowledge
Over 400 people across the region (excluding data-entry operators and
interviewers), with over 80 qualitative and quantitative researchers servicing
clients
China
85
Shanghai
Vietnam
Ho Chi Min City
Thailand
Bangkok
Singapore
Singapore
86
Malaysia
Kuala Lumpur
89
92
Hong Kong
Hong Kong
94
Taiwan
Taipei
95
Indonesia
Jakarta
00
Japan
Tokyo
02
Korea
Seoul
14
15
Philippines
Manila
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LISTENING TO ASIA
Understanding the MIND of consumers across Asian societies in
order to activate them as real-life consumers!
Find out more at
www.sinus-institut.de/asien
Study across the 11 most important Asian markets run by
in cooperation with
World 2017
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Copyright © 2016 by Sinus Institute Limited