2016 Innovation Forum on Wellbeing

Happiness and Future Life in Taiwan and China

Chinese Consumer Center2016.01.20

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ForewordThe Chinese Consumer Center (CCC) is a research center established in 2012 in Taiwan. It was founded by the Stans Foundation Board, led by Stan Shih, and 8 major corporate and 2 national institutes. It focuses on exploring future trends of the Chinese market through qualitative research, and conducts innovation-on-demand workshops to assist corporate and start-up develop their business strategies and product design.

Founders

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6 Major Cities1,375 Leading Consumers1,633 in-depth interviews

Beijing

Guangzhou

Kaohsiung

Taichun

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Future life and HappinessIn-depth interviews with 1000+ opinion-leading consumers from six major cities in China and Taiwan (Taipei, Taichung, Kaohsiung, Beijing, Shanghai, and Guangzhou)

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For Chinese and Taiwanese consumers, sources of happiness center on family cohesion, life autonomy, and health. This reflects the importance of “family” for Chinese and Taiwanese consumers. At the same time, Chinese and Taiwanese consumers expressed a desire for more life autonomy; they want to find a harmonious balance between life autonomy and family life. This balancing act represents the biggest challenge for Chinese and Taiwanese consumers.

Companies developing new products and services for mainland Chinese and Taiwanese consumers need to grasp the fundamental psychological differences of the two cultures and lifestyles. In this way, new products and services will fulfill actual consumer needs, and will have market advantage.

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The Content of Happiness/ Well-being

Component Leading consumers in China (N=662)

Leading Consumers in Taiwan(N=608)

1 Family (57%) Family (44%)

2 Health (44%) Positive Thoughts (32%)

3 Positive Thoughts (29%) Autonomy (26%)

4 Autonomy (27%) Health (22%)

5 Materialistic Comfort (23%) Materialistic Comfort(16%)

6 Social Connection (16%) Social Connection (12%)

7 Work (14%) Life Quality (11%)

8 Peaceful Life (8%) Peaceful Life (9%)

9 Love (8%) Love (11%)

10 Life Quality (6%) Work (6%)

Resource： CCC’s Chinese Leading Consumers Panel (N=1270)

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Self and Social Identity among the Chinese

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Role in families

Individual-Oriented

self

Role in clans

Role in workplace

Role at school

Role in social

circles

Role in families

Role in workplace

Social-orientedself

Role in clans

Role at school

Role in social

circles

Chinese Western

TaiwanChina

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Different Definitions of Family

V.S

WesternsChinese

9 著作權屬於智榮基金會龍吟研論享有，引用請註明「智榮基金會 2016龍吟趨勢研究」

Trends and Business opportunities

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More Family Cohesion

11Interaction Buffer

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Business Opportunity 1: Effective assistance for communication and social gathering A variety of real-life activities and virtual platforms—from dinners, travel, sports and entertainment, to social networking tools—can become settings for family gatherings. This leads to increased communication and life sharing. To help families become closer, communication in the 21st century will require buffer channels.

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Alleviate the burden of housework

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Considerate and versatile housework specialists

Intelligent devices for worry-free efficiency

Local

Support Systems

Consumers want to complete housework with ease. If things can be done by machines, then it should be automated. Consumers want to feel in control of their lives again. In the future, consumers from both China and Taiwan will expect technology-infused tools that can adapt to personal routines, and learn habits and preferences.

Business Opportunity 2: Intelligent devices for worry-free efficiency

Business Opportunity 3:Considerate and versatile housework specialistsWhen confronted with housework that is difficult, impossible, or mundane, consumers will want to pass the work to "housework specialists." Taiwanese consumers will prefer people that look after them like family members; consumers from mainland China will prefer specialists that use the latest technology to provide professional, top-end service. 

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Business Opportunity 4: Local support systems

TaiwanChina

Unexpected situations at home are difficult to avoid. Establishing local support systems will provide invaluable help for last-minute demands, and provide emotional support from those in geographic proximity. However, responses from Chinese and Taiwanese consumers revealed socio-cultural differences. In mainland China, local support circles emphasize mutually-beneficial relationships. In contrast, Taiwanese people need to seek third-parties for support of specific needs.

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Companionship for single lifestyles

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Business Opportunity 5: Life “companions” that fit around your lifestylePeople who are single still want a “companions” to talk to anytime and anywhere. Consumers will increasingly turn to healing products, pets, talking robots, talking intelligent technology products, and strangers over the Internet.

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Physical and spiritual growth

during recreation

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Business Opportunity 6: Recreation and alone time for self-discoveryRecreation is an important channel for self-development and for spending alone time. Helping consumers to increase their self-understanding, self-discovery, and self-development is no longer an added value but a core value. When designing recreational activities, incorporating opportunities for self-improvement and for expressing creativity will increase consumer loyalty.

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Business Opportunity 7: Recreational activities that combine relaxation with self-improvement If recreation is about removing undesirable states of minds, alleviating stress, and inducing relaxation, then the focus is on “subtracting.” Results revealed that consumers in China and Taiwan want more out of recreation: more control, and more sense of accomplishment and superiority. They want to improve in non–work-related areas. For recreational activities to keep attracting consumers, the focus will need to shift from subtracting to “adding.”

Business Opportunity 8: Learning opportunities for developing multiple interests Consumers want to develop their innate potential and to discover different aspects of themselves during different recreational activities. By going through a learning process, consumers can turn recreation into an interest, develop multiple beneficial aspects of themselves, and have their life’s possibilities expanded. The need to learn during recreation will continue to grow.

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Improved health

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Consumers want to know about nutritional deficiencies and the nutrients needed for diet adjustment. At the same time, they face challenges of balancing each family member’s taste preferences and nutritional needs. Meal-time preparations are three daily hurdles. There is ample opportunity for services or tools that can record meal content automatically, and give timely nutritional advice. Consumers will want to know which healthy foods can balance their diet and supplement nutritional deficiencies.

Business Opportunity 9: Healthy foods for balanced diets 

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Business Opportunity 10: System for integrated health management

Consumers want to take more initiative when it comes to their health. Nowadays, health information is mostly from the same sources, from which different opinions are offered; advice is given without considering an individual’s condition and data, and without a support system for long-term care. It may be worthwhile to have fragmented pieces of health information recorded into an integral source, and to help consumers manage their health more comprehensively.

Innovation on Demand

著作權屬於智榮基金會龍吟研論享有，引用請註明「智榮基金會 2016龍吟趨勢研究」