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Mainland Middle Class Offers Great Potential for Hong Kong
HKTDC Survey Looks at Consumer Trends in Eight Mainland Cities

4 October 2011 – Surging middle-class demand for consumer services on the Chinese mainland offers major opportunities for Hong Kong companies, according to a Hong Kong Trade Development Council (HKTDC) survey of 1,600 residents in eight mainland cities.


Middle-class demand for consumer services on the Chinese mainland is growing, according to HKTDC Senior Economist Billy Wong. Speaking at a press conference today, Mr Wong revealed the findings of an HKTDC consumer survey conducted in eight mainland cities


More than 80 per cent of the respondents indicated that they were more willing to spend than they were three years ago, while almost 80 per cent pay attention to trends and one-third admit that they observe the lifestyle and consumption of others to make sure that their interests correspond.

The mainland middle class offers tremendous opportunities for Hong Kong companies, according to HKTDC Senior Economist Billy Wong. "The mainland’s social and economic environment creates growing demand for leisure and training services," he said. "This translates into higher spending on consumer services."

The HKTDC survey focused on middle-class mainland consumers in Beijing, Changsha, Chengdu, Guangzhou, Nanjing, Shanghai, Shenyang and Wuhan. Major findings include:

Dining: 44 per cent of interviewees dine out more often than they did three years ago; increased dining with friends, colleagues and relatives is the major reason for not eating at home; average expenditure on a good meal is Rmb127.30 and Rmb46.2 on a casual meal.

Beauty: 31 per cent of interviewees go to beauty salons more often today, with 91 per cent visiting beauty salons at least once a month; 46 per cent agree that a beauty salon is also a place for relaxation; 55 per cent hold a beauty salon membership card, with the average registration fee being Rmb1,901.

Fitness: 29 per cent of interviewees went to a fitness studio more often; major incentives are a heightened awareness of health and personal image; average consumption in fitness studios over the past year was Rmb1,782.

Entertainment: 23 per cent of interviewees said they would pay attention to relevant Information and take the initiative to explore new activities; 62 per cent said they would not intentionally explore new activities, but would be willing to try new ones if they were available; the most popular entertainment activities over the past year included karaoke (82 per cent), movies (74 per cent) and chess and board games (47 per cent).

Travel: about 40 per cent of interviewees travelled more often to Hong Kong and abroad; they took an average 2.3 domestic trips of two to three days each in length, and 2.2 domestic trips lasting more than three days each.

Training: half the interviewees paid for their own training expenses; they spent an average of Rmb3,703 in training during the past year; those planning to participate in training in the coming year intend to spend an average of Rmb4,097.

The survey also showed that mainland middle-class consumers see Hong Kong as an "international city," while more than 85 per cent consider Hong Kong’s services industry of higher standard than the mainland’s; and nearly 85 per cent regard the Hong Kong services sector as a better trendsetter than the mainland sector.

Hong Kong Advantage
Mr Wong said that the majority of mainland middle-class consumers have a better impression of projects managed and operated by Hong Kong companies. "In general, they think that the advantages of consumer services managed by Hong Kong companies include excellent services, professional personnel and equipment, better environment and standardised management," he said.

The survey also investigated various aspects of middle-class consumers in the eight mainland cities, including the channels through which consumers get information, deciding factors and the differences in consumption behaviour between men and women.

The report is of significant reference value for services providers planning to start or expand their business on the mainland.

Media Enquiries
Please contact the HKTDC's Corporate Communication Department:

Joe Kainz
Tel: (852) 2584 4216
Email: joe.kainz@hktdc.org

About the HKTDC
A statutory body established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and service providers. With more than 40 global offices, including 11 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and throughout Asia. The HKTDC also organises trade fairs and business missions to connect companies with opportunities in Hong Kong and on the mainland, while providing information via trade publications, research reports and online. For more information, please visit: www.hktdc.com 

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