With its rising status in the world economic system, China has become an important market in the global sales strategy. Meanwhile, the Chinese market has great potential and distinctive personality. The emerging Chinese middle class, known as "new mainstream" by McKinsey, will fundamentally reshape China's social form and economic situation. The explosive growth in the proportion of this group has brought about economic changes sweeping across the country. With the improvement of purchasing power, their needs and expectations will also change significantly. One of the main impacts is that the Chinese market, such as the kitchen and furniture market, will change from industry-driven into consumer-driven. Brands must have accurate understanding to the demand and expectation of consumers with increasing right of speech.
Therefore, Blum (a world-famous leading enterprise in the furniture and hardware industry) units with Rehau (a world-leading innovative polymer product technical supplier) to entrust Ipsos to do the Chinese Dream Home 2025 middle class survey, so as to dig the consumption trend of Chinese middle-class families in the future. So far, a survey outline has been released for the program, the program has entered the first phase, and is jointly responsible by Daniel Frerichs (Business Development Manager of Blum China), Rebecca Gotzmann (Household Solution Project Manager of Rehau China) and Duncan Fan (Research Director of Ipsos China).
The "2025 Chinese Dream Home: Blum-Rehau Chinese Middle Class Survey" is done based on the core value "sustainable development", aims to understand and evaluate the demand of such consumers in the future, in particular to the demand of this group on the living and kitchen environments, so that the current and future "Chinese Dream Home" life becomes the experience of "sustainable development": better, healthier, more environmental-friendly and safer. Meanwhile, Blum and Rehau also hope to share the survey result with the consumers, the peers and the whole Chinese society, will announce the survey data to the public, for the use of scientific research and the Chinese colleges and universities.
The survey covers eight cities: Beijing, Shanghai, Guangzhou, Qingdao, Nanjing, Changsha, Kunming, and Chengdu, and is done to eight sections: family background, social topics and economic expectation, digital life and communication behaviors, family life and value, understanding to "home" (domicile), cooking and kitchen, windows and consumers' background information.
The first phase of survey will be done from June 2017 to May 2018. At that time, a formal report will be announced to the public. Please look forward to it.
Please find the attached file to see the survey outline.