中国外卖网站爱鲜蜂bee.quick用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSRestaurant

delivery:

bee.quickusers

in

ChinaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofbee.quick

users

inChina:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

bee.quick

users

inChina

(’’brand

users’’)againstChineserestaurant

delivery

users

ingeneral(’’category

users’’),

and

theoverall

Chinese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

China)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsbee.quickranks

ninth

among

restaurant

delivery

services

in

ChinaManagement

summary:

brandusageand

competitionTop10

most

used

restaurant

delivery

servicesinChinaMeiTuan

Waimai81%EleMe76%KFC38%38%DianPingPizzaHut26%KouBeiHungryPanda14%7%7%McDelivery

(McDonald’s

delivery

service)bee.quick5%5%Domino’s4Notes:"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=1960,

restaurantdelivery

usersConsumer

Insights

Global

as

of

August

2023Sources:The

current

share

of

restaurant

delivery

users

using

bee.quick

is

fairly

similar

toQ2

of

2022Management

summary:

brandusagetimelineTimeline

of

restaurant

delivery

usersusing

bee.quick5%5%5%5%5%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=48

-

99

bee.quick

users,n=1030

-

1999

restaurantdelivery

usersConsumer

Insights

Global

as

of

August

2023Sources:bee.quick

users

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsbee.quick

ismore

popularamongMillennials

thanother

restaurantdelivery

services.Making

theirown

decisions

ismoreimportant

to

bee.quick

users

than

toother

restaurant

delivery

users.Itstands

out

that62%

ofbee.quickusers

refer

touseservices

with

personal

smartwatch

more

often

thanthecontact.bee.quick

usersaccess

theinternet

viaaaverage

restaurant

delivery

user.Compared

tootherrestaurant

deliveryservices,

bee.quick

hasarelatively

highshareof

male

users.Career

and

education

are

relativelyprevalent

interests

of

bee.quick

users.47%

ofbee.quick

users

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

bee.quick

usersinteract

with

companies

more

oftenthan

other

restaurant

delivery

users.Board

or

card

gamesare

relativelypopularhobbiesamong

bee.quickusers.Arelatively

highshare

ofbee.quickusers

think

thatfood

&water

security

isanissuethatneeds

tobeaddressed.bee.quick

hasalarger

shareof

userswith

ahigh

income

than

otherrestaurant

delivery

services.bee.quick

usersremember

seeing

adson

websites

and

appsof

brandsandproducts

more

often

than

otherrestaurant

delivery

users.bee.quick

usersare

more

likely

toliveinmedium-sized

towns

than

restaurantdelivery

usersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+bee.quick

ismore

popular

among

Millennials

than

other

restaurant

deliveryservicesDemographic

profile:

generationsAgeof

consumersinChinaBrand

users27%55%16%2%2%Category

usersAllrespondents24%50%24%22%43%29%6%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

services,

bee.quick

has

a

relatively

highshare

of

male

usersDemographic

profile:

genderGenderofconsumersinChinaBrand

users60%40%Category

usersAllrespondents53%47%51%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

thepast

12

months?";

Multi

Pick;

Base:

n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202385%

of

bee.quick

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinChina61%56%52%27%14%14%13%12%12%10%8%6%4%3%3%2%1%1%

1%0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

has

a

larger

share

of

users

witha

high

income

than

other

restaurantdelivery

servicesDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users44%22%34%Category

usersAllrespondents37%31%32%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

providersofrestaurantand

fooddeliveryhave

youused

in

the

past

12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

bee.quick

users

are

relatively

likelyto

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive52%48%47%16%16%15%15%12%11%11%9%9%7%7%6%4%3%

3%

3%2%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

users

are

more

likely

to

live

in

medium-sized

towns

than

restaurantdelivery

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina54%53%45%26%21%17%15%

15%12%11%7%6%5%4%Rural

community3%2%2%1%Small

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,

n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

20235%

of

bee.quick

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users5%92%3%Category

users

5%Allrespondents

5%90%6%88%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

more

important

to

bee.quick

users

than

to

otherrestaurant

delivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina48%47%43%39%36%40%39%38%36%35%34%33%

33%33%29%32%25%27%30%29%28%27%19%25%23%22%22%10%8%7%Making

myown

decisionsAdvancingmy

careerAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeAhappyrelationshipTobesuccessfulLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";Multi

Pick;Base:n=99,

bee.quick

users,

n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

bee.quick

usersConsumer

lifestyle:

main

interestsTop10

interestsofbee.quick

usersinChina58%54%52%51%47%46%44%44%43%43%43%43%32%40%40%39%38%37%34%33%30%28%26%26%25%25%22%22%21%20%Health

&fitnessFinance&economyMovies,TVshows&musicFood

&diningSportsCareer

&educationScience

&technologyTravelVehicles

&mobilityFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

fooddeliveryhave

youused

in

the

past

12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

bee.quick

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofbee.quick

usersinChina56%50%48%48%48%43%42%42%41%40%39%39%39%38%29%38%37%36%35%35%35%27%28%28%28%28%23%23%18%16%OutdooractivitiesVideo

gamingTravelingDoing

sportsandfitnessReadingCooking/bakingCars/vehiclesSocializingTech

/computersBoard

games/cardgamesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=99,

bee.quick

users,n=1960,restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

users

are

more

likely

to

go

dancing

than

other

restaurant

deliveryusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofbee.quick

usersinChina39%39%35%32%32%30%29%28%28%27%27%26%19%26%26%25%23%21%20%20%20%20%19%13%13%11%9%8%8%6%BadmintonBasketballCyclingFitness,aerobics,cardioHikingRunning/JoggingTableTennisDancingSoccerGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=60,

bee.quick

users,n=1198,

restaurantdelivery

users,n=12877,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

users

are

more

likely

to

follow

American

football

than

other

restaurantdelivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bybee.quick

usersinChina31%23%23%23%22%21%20%20%19%19%19%17%17%15%12%11%10%10%11%9%9%8%8%7%6%6%6%6%3%2%BasketballAthletics(track&

field)TennisTabletennisCyclingGymnasticsSoccerSwimming/divingVolleyballAmericanfootballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

ofrestaurant

and

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=44,

bee.quickusers,n=647,

restaurantdelivery

users,n=6479,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

62%

of

bee.quick

users

refer

to

use

services

with

personalcontactConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinChina73%64%62%60%59%49%46%31%

31%23%15%14%13%8%5%Igladlypayforservices

thatmakemy

throughmy

smartphonelifemore

convenientIlikeorganizing

mylife

Iprefer

touseservicesIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwhere

Icanhaveapersonal

contactwith

servicesBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=4080,

all

respondentsConsumer

Insights

Global

as

of

August

202347%

of

bee.quick

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina47%46%43%29%27%23%16%16%15%13%10%7%4%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=99,bee.quick

users,n=1960,

restaurantdelivery

users,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

bee.quick

users

think

that

food

&

water

security

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Chinaaccordingtobee.quick

users39%38%38%38%37%

37%31%37%36%35%29%33%32%31%30%29%29%28%28%27%27%26%22%26%26%25%24%22%19%22%Health

andsocial

securityRising

prices/inflation/cost

of

livingEnvironmentFood

andwater

securityEducationClimatechangeUnifyingthecountryEconomicsituationHousingUnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurantdelivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

202347%

of

bee.quick

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users23%47%19%19%10%10%12%Category

usersAllrespondents19%51%21%45%22%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=99,

bee.quick

users,n=1960,

restaurant

delivery

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsbee.quick

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

restaurant

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet96%95%94%85%76%76%70%67%66%61%60%59%60%54%53%51%48%43%38%34%34%33%29%24%23%18%17%SmartphoneLaptopTabletDesktop

PCBrand

usersSmart

TVSmartwatchSmart

speakers

Gaming

console

Streaming

deviceCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

of

restaurantand

fooddelivery

have

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=99,bee.quick

users,n=1960,

restaurantdelivery

users,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

bee.quick

users

interact

with

companies

more

often

than

otherrestaurant

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype60%55%54%53%53%52%52%50%39%50%41%51%49%49%49%46%39%46%44%43%34%40%39%32%34%28%30%27%25%23%4%3%2%1%1%

1%Postedpictures/videosLikedcompanypostsCommentedon

postsFollowedpeoplePosted

texts/statusFollowedcompaniesSentprivate

Liked

postsSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

of

restaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=99,bee.quick

users,n=1960,

restaurantdelivery

users,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

users

tend

to

listen

to

the

radio

more

often

than

restaurant

deliveryusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks90%85%78%65%78%75%72%62%68%67%63%62%60%60%56%48%54%52%44%35%42%33%38%31%

30%29%27%26%26%25%25%13%12%DigitalvideocontentMovies

/cinemaTVOnlinemagazinesMagazinesDigitalmusiccontentRadioDailynewspapersPodcastsOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=52,

bee.quick

users,n=997,restaurantdelivery

users,n=12469,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

users

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

more

often

than

other

restaurant

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherebee.quick

usersinChinahavecome

across

digital

advertisinginthepast4weeks52%51%47%45%45%44%44%43%43%43%32%42%41%40%30%38%32%33%32%32%30%28%26%24%24%24%24%23%21%20%Search

enginesWebsitesandappsof

brandsOtherappsOnlinestoresBlogs/forumsVideo

portalsNewsletters

Video

streaming

Video

gamesservicesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

ofrestaurant

and

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;

Base:n=99,bee.quick

users,n=1960,

restaurantdelivery

users,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023bee.quick

users

remember

advertising

they

heard

on

the

radio

more

often

thanother

restaurant

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks63%61%58%58%51%49%48%41%45%45%43%43%41%41%34%35%23%

23%21%

21%20%

20%19%17%OnTVAtthemovies

OnadvertisingDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprintedmagazinesandjournalsInprinteddailynewspapers/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providersof