Mosaic China is built from the latest census demographic data officially sourced from China’s State Statistical Bureau. It provides a summarised description of all major consumer types across the country’s most vibrant cities, specifically Beijing, Shanghai and Guangzhou.
The new classification divides the Chinese population at Resident Committee level (the lowest available level of granularity in China) into 34 distinct types, aggregated into 10 groups. The ten main consumer groups identified in China Mosaic include Rural Inheritance, Metropolitan Strugglers, Hard Working Blue Collar, Routine Service Workers, Career and Family, Bourgeois Prosperity and Sophisticated Singles.
Mosaic China has been made possible following the establishment of an Experian office in China in 2004 and the acquisition of Smartal Solutions, a Hong Kong based market research and analysis organisation.
Lucy Kwan, Managing Director of Smartal Solutions commented:
“China’s rapidly expanding and increasingly prosperous urban socio-economy provides an exciting new market place for international trade, but it is highly competitive and new entrants need to quickly understand the different kinds of Chinese consumers. Mosaic China will help organisations fast track their understanding of Chinese consumers and take advantage of the new opportunities in the market, providing the vital intelligence for business decisions.”
China Mosaic is one of Experian’s 23 country-specific consumer classifications. Mosaic Global is also available in Australia, New Zealand, Hong Kong, Japan, USA, Canada, Finland, Norway, Sweden, Denmark, Germany, Austria, Switzerland, Czech Republic, France, Spain, Netherlands, Belgium, Eire and the UK.
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Mosaic Global has been built in each country using country-specific data sources and a range of typologies specific to the unique demographic and socio-economic composition of the respective indigenous population.
The ten consumer types identified in Mosaic Global are Rural Inheritance, Post Industrial Survivors, Low Income Elders, Metropolitan Strugglers, Hard Working Blue Collar, Routine Service Workers, Career and Family, Comfortable Retirement, Bourgeois Prosperity and Sophisticated Singles.
Within the Group classification, each country contains its own unique typology and these have country-specific names such as High Rise in Paris (France), Local Shop Keepers (Greece), Busy Bush and Beach (Australia), Green Idealists (Denmark), Expats and Super Rich (Hong Kong), Celtic Roots (Ireland), Suits and Gumboots (New Zealand) and Southern Blues (USA).
Experian’s Business Strategies division provides an unrivalled understanding of consumers, markets and economies in the UK and around the world, past, present and future. The business is a market leader in consumer profiling and market segmentation, economic forecasting and public policy research, supporting businesses, policy makers and investors in making tactical and strategic decisions. As part of the Experian group, Business Strategies has access to a wealth of research data and innovative software solutions.
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