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  • New Middle-Class (NMC) Decatlhon: By: Zheng Chao Chen Junxing Li Siqi Wang Yale Khosla Sonali Patil Kshay Babasaheb

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    Siqi LI
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    The document discusses the New Middle-Class (NMC) consumer in China, characterized as those with an annual income between $16,000-$34,000 born after China's 1980s economic reforms. It examines NMC consumer behaviors and preferences for sporting equipment, wear, nutrition, and digital products. Priority countries for attracting the NMC include China, supported by celebrity endorsements, fan bases, and government policies. The company goals are outlined as becoming the top sports retailer in China across 80+ categories by focusing on the NMC and expanding their interests through advertising, social media, and point-of-purchase actions.

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    International Marketing-Decatlhon

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    The document discusses the New Middle-Class (NMC) consumer in China, characterized as those with an annual income between $16,000-$34,000 born after China's 1980s economic reforms. It examines NMC consumer behaviors and preferences for sporting equipment, wear, nutrition, and digital products. Priority countries for attracting the NMC include China, supported by celebrity endorsements, fan bases, and government policies. The company goals are outlined as becoming the top sports retailer in China across 80+ categories by focusing on the NMC and expanding their interests through advertising, social media, and point-of-purchase actions.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    11 views8 pages

    New Middle-Class (NMC) Decatlhon: By: Zheng Chao Chen Junxing Li Siqi Wang Yale Khosla Sonali Patil Kshay Babasaheb

    Uploaded by

    Siqi LI
    The document discusses the New Middle-Class (NMC) consumer in China, characterized as those with an annual income between $16,000-$34,000 born after China's 1980s economic reforms. It examines NMC consumer behaviors and preferences for sporting equipment, wear, nutrition, and digital products. Priority countries for attracting the NMC include China, supported by celebrity endorsements, fan bases, and government policies. The company goals are outlined as becoming the top sports retailer in China across 80+ categories by focusing on the NMC and expanding their interests through advertising, social media, and point-of-purchase actions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    New Middle-Class

    (NMC)
    Decatlhon
    By:
    Zheng Chao
    Chen Junxing
    Li Siqi
    Wang Yale
    Khosla Sonali
    Patil Kshay Babasaheb
    Income : $16,000 - $34,000 / YEAR

    Characteristics Generation : after economic reform in 80s

    Who is the
    NMC
    consumer? Sociological factor : consumer behavior 

    Geographical factor : level of development


    in different regions
    Consumption of the product

    Product category  Substitute products

    • Sporting equipment • Nuttrition supply 


    • Sporting wearing • Digital or electronic product 
    Governmental supports
    Country
    Attractivity
    Celebrity effects

    Fan base
    Priority country 
    China
    Company's goals

    • No.1 retailer in sports equipment market in China.


    • Niche sports in business opportunities, covering 80+
    categories.
    • We focus on new middle class consumers – expand
    consumers' interest 
    Actions

    Advertising Social media Point of purchase


    • Focus on increasing brand • Sports activities held or co- • To get a wellness life
    awareness  held by the company -increase
    consumers' engagement 

    • Coporations with sports


    • To get enrolled into a  social
    team and events • Providing free trqil classes,
    help NMC to expand and group through a particular
    descover new sport sport.
    • Benevolent activities

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