The first steps in Chinese homes

April 9, 2018

Getting to know the Chinese consumer is not easy, but we are determined to try. Through our Informed Consumer studies in Finland and Sweden we have learned that the best way to get inside people’s minds is to absorb them in their natural environment – in their home. And we will use the same technique in China.

The first thing that you will notice when you enter a Chinese home is that the people are very welcoming. And there are many of them because three generations normally share the same apartment. Also, you will notice that there is quite a lot of stuff – and especially toys if there is a child in the family – which is understandable since there are often five people sharing the same apartment and storage is limited. Grandparents are a central part of the family and they have an important role in raising their grandchildren. Still, conflicts between generations do happen and especially sharing a fridge might sometimes be difficult. Grandparents tend to buy products that the younger generation wouldn’t choose for themselves or especially for their children.

When you walk into a Chinese home you will be offered slippers to wear or plastic covers for your shoes. And of course tea or hot water. Tea is a very important part of the Chinese culture and they do drink it a lot. Warm drinks are considered good for health and many think that you shouldn’t drink cold drinks too often. It’s bad for your digestion they say. Hot water should be available all the time and several people even have a thermos flask filled with hot water in the middle of the kitchen table. Quite convenient I would say.

So the first steps into Chinese consumers’ homes and minds have been taken. We are fascinated and really excited to keep on getting to know the Chinese consumers as our work here in China continues.


Roosa Luukkanen, Junior Insight Specialist
Kuudes Helsinki