引言 我们为何关注“品质活”？关于品质的探讨在市场营销领域屡不鲜，品质词似乎消费者和品牌都关切。起先，更多的探讨聚焦在物质 商品的品质上，即如何让消费者感知到品牌或产品的品质感。随着活平的提升，“品质活”成了近些年们 活的主调之。固然，品质活并不是个简单的概念，是种活状态和态度。我们的研究还发现， 当下中国消费者关于品质活的感知更多来源于对极致活追求的种愿景。欲了解品质活之于中国城市消 费者的意义，们对物质与精神层富的期盼，以及消费者如何感知和判断品质，敬请阅读下。请注意， 本次研究结论仅代表参与调研的1-3线城市的主流声，即23-50岁受访者的观点。 PREFACE Why are we discussing “quality of life”Both the consumers and brands seem to be highly concerned with seeking out quality. Historically, marketers in China have been morefocused on the quality of products, specifically how to make consumers more aware of the quality of their brands or merchandise. Withimproved living standards, in recent years discussing “quality of life” has become a dominant tone in people's lives. Admittedly, quality oflife is not just a simple concept, but an evolving symbol of a successful lifestyle. In our research, we find that Chinese consumer’s sense ofquality of life mostly originates from the prospect of pursuing extremely refined living. Please read on for more information about themeaning of quality of life to consumers, the expectations people hold for their material and spiritual aspects and how consumers senseand judge quality. Note to the reader, the conclusions drawn in this research are only a sketch of the mainstream voices in Tier 1 to Tier 3cities of those who took part in the journey (from respondents aged between 23 to 50 years old). 柳晓刚 Xiaogang Liu高顿 Gordon Domlija 易是中国领先的互联技术公司，常关注中国消费者物质与精神层的需求与发展。直 以来，易严选致于让活更加美好，从条、个锅、双拖鞋起步发展到现在， 易严选致于提升活品质，和户起创造美好的活，让家的好活没那么贵。此次推 出品质活书，希望众更加了解中国品质活的现状及对未来的期待，起提升国 活的幸福感。 NetEase is a leading internet technology company in China, and is highly concerned with Chinese consumers’needs and development in their material and spiritual lives. Yanxuan, a self-run retailer brand under NetEase, isdedicated to empowering people to live a better life. Starting from a towel, a pot, a pair of slippers, now to a widerange of daily life products, by providing good quality goods at a reasonableprice, Yanxuan has been committedto build a more affordable yet quality of life together with our users. We hope this whitepaper helps yourunderstanding on Chinese consumers’ current condition and future expectations on quality living, and givessome inspirations in enhancing well-being.易公司副总裁，易严选CEO CEO, WAVEMAKER Greater China欢迎阅读《中国品质活书》。书将为您洞察中国消费者对美好活的愿景以及他们筑建理想活 的式。我也在不断追求健康、和谐以及有意义的，对像我这样的，这份报告分有趣。并 且，对于任何在市场调研领域探究消费者动机和需求的，这份报告同样极具参考价值。WAVEMAKER 致于洞察消费者的为和决策路径，通过不断的提问和挑战来扩充知识和解。借助在市场调研领域的不 懈努，我们有能将市场洞察转变成系列连接媒体，内容和科技之间的策略，以此来帮助客户实现商业 标。希望这份书能够让您更加了解中国的品质活，并让您对中国的品质活有独到的解。 Welcome to our China Quality of Life whitepaper, a fascinating study that delivers unique insights into Chinese consumers’ lifeaspirations and their journeys to fulfilment. This paper is of great personal interest to me as someone who continually strives for ahealthy,harmoniousand meaningful life, and will be avaluable reference foranyone in the marketing world interested inunderstanding the desires and motivations of real people. At Wavemaker we are obsessed with understanding human behaviouranddecisionmaking, and are continually challenging ourselves to expand our knowledge. Our continuous investment in researchequips us with the ability to turn insights into strategies that connect media, content and technology, helping grow ourclients’business. We hope this paper enriches your understanding and helps shape your own perspective on the true meaning withinquality of life in China. CEO, WAVEMAKER 中华区 Vice President of NetEase, CEO of Yanxuan目录 品质生活人皆向往 渴望而道远的梦想生活 品质生活的筑建方式 品类升级和品质判断 品牌启示 中国品质生活城市榜单 THE UNIVERSAL PURSUIT OF QUALITY OF LIFE THE ROAD TO AN IDEAL LIFE IS LONG AND WINDING THE WAY TO BUILD QUALITY OF LIFE CATEGORY UPGRADE AND QUALITY EVALUATION BRAND IMPLICATIONS CHINA QUALITY OF LIFE CITIES RANKING TABLE OF CONTENT 。。。。。。