HOW TO IMPRESS CHINA’S MASS
AFFLUENT MALES
2016
MANY THANKS TO KEYCONTRIBUTORS:
GenevieveTan, Associate Director, Convergence Planning, Carat
RainHuang, Research Director, Strategy & Innovation, Carat
The dramatic boom in China’s economy
in the last decade has resulted in the
growth of the largest group of mass
affluent class ever. With this new change,
brands grapple to understand this
increasingly sophisticated group. Carat’s
latest report on China’s mass affluent
class males (M.A.C males) gives us a
glimpse of who they are, their
perception on entrepreneurship and how
they make an impression today.
This new generation of M.A.C males
between 25and40 years old, are
different from their past generation
counterparts. Having everything handed
to them on a silver platter, with higher
education and more international
exposure, China’s M.A.C males have
become more sophisticated and refined.
They seek experiential leisure activities
centered on their personal enjoyment,
such as traveling, swimming and leisure
driving as compared to the more status-
based activities, such as golf, a
preference enjoyed by previous
generations.36%
10%7%
63%
82%
36%
1%6%
51%
2%
6%
200020102020e
SHARE OF MONTHLY HOUSEHOLD INCOME (RMB)
Poor
(<6000)
Value
(6000-15999)
Mass Affluent
(16000-34000)
High Net Worth
(34000)
68%
79%
37%
76%
9…
72%
Prefer Living in Tier 1 Cities
Own private property
University Degree & Above
COMPARISON BETWEEN NEW & OLD AFFLUENT
MALES
New Affluent MalesOld M.A.C MalesIt wouldbe erroneous to assume that all
M.A.C males are the same. Carat’s
report divides them into five groups
namely Aficionados, Skeptics, Epicureans,
Aspirants and the Bling Kings. These five
groups vary across the spectrum in terms
of level of sophistication and how
established they are. Aficionados and
Epicureans are connoisseurs of style and
fashion, always willing to experiment
with new styles and technology. Aspirants
and Bling Kings are more spontaneous
and love to be in the limelight.
For Aficionados and Epicureans,
entrepreneurship is about being unique,
visionary and making people’s lives
easier. Aspirants and Bling Kings on the
other hand believe that entrepreneurship
should be more about intuition and
leveraging the right opportunities.
SWIMMING
+380%
ROCK CLIMBING
+124%
CAR RACING
+103%
LEISURE DRIVING
+338%
GYM
+302%
CAF/BAR
+147%
FISHING
+91%
DINING OUT
+118%
ESTABLISHED
ASPIRATIONAL
SOPHISTICATED
& REFINED
LOUD &
SHOWYAll fivegroups are in agreement that it is
not just about making money but about
making lives more convenient. For them,
key areas of interest topics within
entrepreneurship includes IoT, IoV, e-
commerce, O2O and cross-industries
development. Social entrepreneurship is
an unfamiliar concept to them and often
riddled with misconceptions. Social
entrepreneurship is often confused with
NGOs, environmental protection and
charities.
M.A.C males consume entrepreneurship
content directly from famous and
established international and local
Chinese business and tech entrepreneurs
who they are most familiar with such as
Elon Musk, Mark Zuckerberg, Jack Ma
and Li Kai Fu. These affluent males
actively rely on their digital devices but
have low susceptibility to ads specifically
for the highly sophisticated Aficionados,
Skeptics and Epicureans.
They seek out content directly related to
their industry of interest instead of
“entrepreneurship” as a topic. They
demand details, substantiated opinions
and are not satisfied with
overgeneralized content. Search engines
are their gateway to these more in-depth
information and clarifications. Mobile is
their preferred platform for day-today
quick information and discussions.
Immediacy, personalization and O2O are
increasingly expected as a norm.
M.A.C males place a lot of trust on a
very close knit group of peers and
associates for opinions and thought
leadership in order to form their own
perspective.200
400
60020
40
60
80
100
FilmSerialsBiz News & TechMusic Sports Food Game Car Traveling Financing
TOP 10 INTERNET VIDEO GENRES WATCHED IN THE PAST YEAR
Reach (%)Affinity100
200
300
40020
40
60
Biz News & TechSerials FilmSports Topical IssuesDocumentaries Live Game(Sports)EntertainmentVariety LegalWeather Financing
TOP 10 TV PROGRAM GENRES WATCHED IN THE PAST YEAR
Reach (%)Affinity
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