Post on 11-Mar-2020
Findings from China VALS
Cheri Anderson, Ph.D Senior Consultant
Strategic Business Insights sanderson@sbi-i.com
© 2015 by Strategic Business Insights. All rights reserved.
Session 5, Japan Day 2015
• China VALS is a society-wide segmentation tool.
• Clients use the tool for strategic marketing and diagnostic applications.
• In brief, for strategic marketing clients use the tool to identify the right
consumer target for strategic marketing initiatives and then use the segment
profile to guide decision-making about messaging, product design, portfolio
management and so forth.
• For diagnostic purposes, clients use the tool to see how ideas, products or
trends diffuse throughout the society (where these start, where these get
stuck and so forth).
• China VALS is unique in the world for its emphasis on identifying stable
motivations contrasts between people (why people do what they do).
• As clients become more familiar with the segments, China VALS becomes a
“lens” through which to see clearly market dynamics—who is doing what and
why.
• There is a short China VALS classification questionnaire for predicting
segment membership in future studies.
ABOUT CHINA VALS™
• China VALS:
• Provides psychological insights that are more useful than
demographics or attitudes alone
• Links future work with current work so that all findings build on one
another; no work is wasted
• Enables rapid analysis because people see differences in hours, not
weeks or longer. Basically, once you get to know the types you can get
a quick reading on the market.
• Ensures that all team members share the same language and
understanding
BENEFITS OF CHINA VALS™
• China VALS is designed based on large-scale survey questionnaire data
from n=3,300 respondents, ages 15 to 64.
• Interviews were conducted in the home and took about 45 minutes to
complete.
• The sample frame consisted of 62 areas which cover major geographic
regions and different tier cities (1 to 4) and villages.
• Households were identified by random selection of residential addresses
from maps. Individual respondents were randomly selected from the
qualifying people in the household.
• China VALS is projected to 516 million people. This figure is an estimate and
does not include rural poor (those making less than about $2.50 per day),
floating migrants and those living in dormitories.
• The response rate varied by area but was generally about 25%
METHODOLOGY
• How the Chinese see themselves and each other is in flux. Generally,
expectations about what one should become (or not become) or what one
should hope or wish for are not well understood.
• There is an arc of contrasting self-images, being pulled at the one end by
communist or institutional values and the other end by personal gain.
• Different groups of people adopt different positions along the arc. Even
groups that have an “anchor” in one position or the other may still have
aspects of their lifestyles that look like their confederates.
• There is no single image of status or tradition, because people can not make
a reading of the most important social ideals in a consistent way. For
instance, are official values instruments for, or obstacles to, self-
advancement?
• China VALS is unique compared to other VALS system around the world in
that there are two high-resource achievement-motivated groups. This is so,
precisely because of the competing images across the arc. Consequently the
primary Achiever group has multiple images for which to aspire. For instance,
they look in one mirror and what they see (out there) makes them look
conservative. They look in another mirror and what they see makes them
look trendy.
BACKGROUND
• China VALS features three primary motivations that most strongly contrast
people:
• Those motivated by tradition want to live according to the ideals of a
traditional context that has stood the test of time. They make choices based
on principles, not status. As a group they have a ‘corrective’ function, for
instance to right a wrong. Their energy is directed toward preserving and
conserving.
• Those motivated by achievement want personal gain or advantage. They
make choices based on power, position and prestige. As a group they have a
transaction function which means they use cultural values to further personal
ambitions, not strengthen the values. Their energy is directed toward setting
goals.
• Those motivated by self-expression do not want to be constrained by
tradition or achievement. As a group, they can function to loosen or change
social norms. They make choices based on novelty, excitement and self-
discovery.
PRIMARY MOTIVATION
ACCOMPLISHEDS
5% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 39
Men 59%
University graduate or more 36%
Married 86%
Work full-time 89%
MOTIVATION: ACHIEVEMENT
RESOURCES: HIGH
Savvy, More-Than-Competent,
Reliable
• Consume more global, national, and local news than other
groups do.
• Are most interested in finance and economics.
• Are strong admirers of politicians and entrepreneurs.
• Actively promote their physical health yet, are more likely than
other groups to drink beer and wine.
• Have conservative attitudes.
Accomplisheds seek a better life than the one they currently have.
Money is important to them. They want to make money and move
forward but do not wish to attract attention for doing so. They want
power but do not necessarily want to be in a visible position of power.
In their view, being visible can take away their flexibility. They prefer to
develop and strengthen their inner-life rather than their outer image.
• They value autonomy.
• Business and family
achievement go hand-in-hand.
• Get their status from being the
most knowledgeable.
PACESETTERS
5% of China’s Market
ARE
DEMOGRAPHICS
Median age 28
Women 66%
University graduate or more 43%
Married 54%
Work full-time 83%
photo
MOTIVATION: ACHIEVEMENT
RESOURCES: HIGH
Fast Takes
Pacesetters want to be recognized by peers and to be seen as
having a role or social position; they may even want fame. They
wish to be seen as someone who is much more than simply
competent for the task at hand. Soft assets, such as having good
times with people, being seen as fashionable, and having faith in
themselves, are important to them. They are looking for insights
about who they are and who they can become.
• Have smart ways to challenge
authority.
• Are me-focused.
• They want adventures.
• Get their status from being
trendy.
• Are the heaviest users of social networking.
• Are heavy consumers of material goods and experiences.
• Admire attorneys, sport players, and people with independent
occupations.
• Believe that it is most important for children to develop imagination.
• Appear to have a romanticized view of ancient Chinese values,
practices, and folklore.
Ambitious, Status-Seeking,
Future-Forward
PRESERVERS
6 % of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 43
Men 68%
Polytechnic or more 35%
Married 91%
Work full-time 76%
MOTIVATION: TRADITION
RESOURCES: MEDIUM
Preservers are mostly urban dwellers. They provide a counter
balance to the wave of ambition, the pursuit of money, and desire
for power. For Preservers, success is having stability and peace
of mind in daily life. They believe children should learn hard-work
and to be right-minded. Although Preservers have a traditional
feel, this does not mean that they always want to support
preservation of the past.
• Money is not the best measure of
success.
• They participate in many
traditional Chinese arts.
• Others sere them as being down-
to-earth.
• Are heavy print media users; watch topical television such as
legal, health, news, folk landscape, theater, and arts
programs.
• Enjoy playing Chinese chess and old dominoes.
• They are above-average owners of financial products.
• Like famous people who are honest.
• Have a strong interest in their physical well-being.
Balanced, Home-Oriented
Conservative Professionals
SUSTAINERS
14% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 49
Women 53%
Middle and high school 77%
Married 89%
Work full-time 52%
MOTIVATION: TRADITION
RESOURCES: LOW
Sustainers are loyal to a traditional way of life even though in
aspects of their daily life, they may look like other people who are
not traditional. They do not identify emotionally, and appear to be
unconcerned, with any social change. Sustainers would likely go
back to village life because it offers a well understood sense of
purpose. When asked, they may quietly offer social criticism.
• Have reverence for tradition.
• Are not interested in change.
• Are rank and file members of
society.
• They are above average for working in a factory.
• They are the most likely to cook and to visit the open market.
• They like famous people who exude honesty and “good word of
mouth.”
• They admire soldiers and school teachers.
• Are below average for having personal access to Internet.
• Are above average to have a practice to remember their
ancestors.
Quiet, Old-Fashioned,
Functional
ACHIEVERS
25% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 38
Men 55%
High school or more 55%
Married 76%
Work full-time 70%
MOTIVATION: ACHIEVEMENT
RESOURCES: MODERATE
• Want to have as many luxury
items as their friends have.
• Want to have fun .
• Are looking for the promise of
something to come.
• Work the edge of stability and
mobility.
• They worry a lot about personal spirits and fortunes.
• They worry about personal safety and employment problems.
• Are interested home improvement.
• They are above average for getting information about family
finance, faith, and spiritual matters.
• They are above average to receive services from politicians and
fortune tellers.
• They are above average in admiration of private owners.
• Are more likely than all other groups to shop at the jewelry market
on a frequent basis.
Achievers are the most aspirational of all people in China. They want to
keep up with upwardly-mobile China but feel insecure about how to do
so. They look to the world around them for cues and validation:
what to become, what to wish for, or what is my destiny. They
accommodate both traditional and trendy attitudes instead of aligning
with a single point of view.
Aspirational, Approval-Seeking,
Engaged
TRENDY ACHIEVERS (SUB-GROUP)
10% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 30
Women 52%
Technical college or more 40%
Married 62%
Work full-time 73%
MOTIVATION: ACHIEVEMENT
RESOURCES: MODERATE
• Want to have as many luxury
items as their friends have.
• Want to have fun .
• Are looking for the promise of
something to come.
• Work the edge of stability and
mobility.
• They are the most likely to want other people to know if they buy
something expensive.
• Are more likely than others to agree than a “fake brand is as good
as the real thing.”
• Are the most likely to have grown up in the outer city, not in a city
center or rural area.
• Are more likely than average to own a variety of high-tech goods
such as MP3 player, video game console, and desktop computer
• Are the most likely to personally own a motorcyle
Trendy Achievers share the same mindset as primary Achievers. They
are the most aspirational of all people in China. However, they have an
even greater desire to be seen as successful, worthy of admiration,
and high status than do other Achievers. This may be due to their belief
that their lives do not offer the same opportunities for advancement as
the lives of others.
Aspirational, Approval-Seeking,
Engaged
EXPERIENCERS
10% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 21.5
Men 33%
Polytechnic or more 52%
Married 20%
Work full-time 51%
MOTIVATION: SELF-EXPRESSION
RESOURCES: HIGH
Experiencers seek personal advancement and look for
innovative ways to move ahead in a career or area of interest.
They are the most ready and open to experiment with Western
forms such as art or business. They believe that “developing
creativity” is the most important attribute for success.
• They are under-average news consumers and, in general, are
apolitical.
• They do not identify with conflicts between traditional and trendy
ways of living.
• Are heavy readers of books. Most can read English.
• Are engaged in wide range of social activities.
• They want to experience all that their world has to offer.
• Are more likely than average to be students.
• Have many things they want to
try and buy.
• Are savvy technology users.
• Are passionate about self-
expression.
Innovative, Experimental.
Interested
ADAPTERS/STRIVERS
15% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 28
Women 61%
Technical/vocational or more 47%
Married 56%
Work full-time 61%
MOTIVATION: SELF-EXPRESSION
RESOURCES: LOW TO MODERATE
Adapters are similar to Experiencers but do not have the explicit drive
for personal advancement or exploration. While it is clear to them that
they will not have far-reaching influence in life, they would like to buy a
house and have children. Adapters follow trends and generally
participate in social life. Their lifestyle has a trendy feel.
• They participate in a mix of social, cultural and sports activities.
• They like famous people who are trendy and lively.
• Are less likely to say that being financially responsible is the most
important attribute for success
• Are the most likely to say that it is important to teach children
spirituality and faith.
• Are more likely than other groups to work in wholesale or retail
trades.
• Are more likely than average to take vacations.
• Are above average to take skills-building classes.
• Want to be respected.
• Their plan for the future shadows
Experiencers.
• Are rank and file members of
society.
Trend-Followers, Faithful,
Informal
PROVINCIALS
20% of China’s Market
Fast Takes
ARE
DEMOGRAPHICS
Median age 43
Women 52%
Middle school or less 73%
Married 76%
Work full-time 41%
LAGGARD
RESOURCES: LOW
Most Provincials grew up, and continue to live, in rural village areas.
They are not media centric and have a relatively low information-
seeking profile. Provincials are more likely than others to say that
having children and being financially responsible are important
attributes for success.
• Are the most likely of all groups to say “children should be
encouraged to learn obedience.”
• Are the most likely to wear traditional Chinese clothes.
• Are the most likely to be construction workers and farmers.
• Are below average for access to the internet.
• Are more likely than others to worry about health and disease.
• Are more likely than others to worry about personal spirits and
feelings.
Rural, Uncomplicated,
Necessary Labor
• Are focused on basics.
• Fix their own items that need to
be repaired.
• Prefer traditional recreation.
THE CONDITIONS OF MY LIFE DO NOT OFFER ME
OPPORTUNITY FOR ADVANCEMENT: AGREE
Source: VALS™ Strategic Business Insights, 2013 China Survey
14% of Of the Chinese Market
105
73
74
75
87
44 56
154
198
The index for each group
shows how much more, or
how much less, likely they are
to agree “a lot” with this
statement in comparison with
the market norm (100%).
For example, Achievers are
54% more likely than the
market norm to agree that the
conditions of their life do not
offer opportunities for
advancement. Experiencers
are 25% less likely than the
market norm to agree that the
conditions of their life do not
offer opportunities for
advancement.
Q A2
IT’S IMPORTANT TO ME TO HAVE AS MANY LUXURY
THINS AS MY FRIENDS DO: AGREE
Source: VALS™ Strategic Business Insights, 2013 China Survey
9.6% of Of the Chinese Market
71
95
40
111
66
86 104
175
209
The index for each group
shows how much more, or
how much less, likely they are
to agree “a lot” with this
statement in comparison with
the market norm (100%).
For example, Trendy
Achievers are 109% more
likely than the market norm to
agree that it is important to
have as many luxury things as
their friends do. Sustainers are
60% less likely than the
market norm to agree that
having as many luxury goods
as their friends is important.
Q A59
HOW OFTEN DO YOU WATCH ECONOMY AND
INVESTMENT PROGRAMS: ONCE A WEEK OR MORE
Source: VALS™ Strategic Business Insights, 2013 China Survey
8% of Of the Chinese Market
76
223
93
76
66
294 125
82
37
The index for each group
shows how much more, or
how much less, likely they are
to agree “a lot” with this
statement in comparison with
the market norm (100%).
For example, Pacesetters are
25% more likely than the
market norm watch economy
and investment programs once
a week or more. Adapters are
34% less likely than the
market norm to watch
economy and investment
programs once a week or
more.
Q 3P20
HOW OFTEN DO YOU USE MAKE-UP PRODUCTS
(NOT INCLUDING SKIN CARE): EVERY DAY
Source: VALS™ Strategic Business Insights, 2013 China Survey
4% of Of the Chinese Market
18
110
11
191
139
184 536
44
60
The index for each group
shows how much more, or
how much less, likely they are
to agree “a lot” with this
statement in comparison with
the market norm (100%).
For example, Pacesetters are
more than five times as likely
than the market norm to use
make-up products everyday.
Sustainers are 89% less likely
than the market norm to use
make-up products everyday.
**Note when make-up is
measured at “monthly or more”
than Trendy AC index at 143
Q13_P53
HOW OFTEN DO YOU USE SKIN-CARE PRODUCTS
(NOT INCLUDING MAKEUP): EVERY DAY
Source: VALS™ Strategic Business Insights, 2013 China Survey
26% of Of the Chinese Market
64
61
109
119
133
125 207
79
93
The index for each group
shows how much more, or
how much less, likely they are
to agree “a lot” with this
statement in comparison with
the market norm (100%).
For example, Pacesetters are
about twice as likely than the
market norm to use skin-care
products everyday. Provincials
are 36% less likely than the
market norm to use skin-care
products everyday.
**Note when skin care is
measured at monthly or more
than Trend AC index at 120
Q13_P54
HOW MUCH DO YOU WORRY ABOUT PERSONAL
LUCK? A LOT
Source: VALS™ Strategic Business Insights, 2013 China Survey
13.5% of Of the Chinese Market
120
34
25
69
62
79 124
145
223
The index for each
group shows how
much more, or how
much less, likely they
are to agree “a lot”
with this statement in
comparison with the
market norm (100%).
For example,
Provincials are 20%
more likely than the
market norm to worry
about personal luck;
Preservers are 66%
less likely to worry
about personal luck
than the market
norm.