Consumer UnderstandingEast Asia

Consumer UnderstandingEast Asia

April 2012

Sandra ChinApril 2012

Sandra Chin

OverviewOverview Demographics

East Asia

• Culture, Customs and Values

• Pictures, Villages, and Cities

• Typical Bathroom

• Types of Toilets

• Products and Cleaning Tools

• Consumer Trends

Demographics

East Asia

• Culture, Customs and Values

• Pictures, Villages, and Cities

• Typical Bathroom

• Types of Toilets

• Products and Cleaning Tools

• Consumer Trends

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on the left.

East Asia: DemographicsEast Asia: Demographics• China, Japan, N. Korea, S.

Korea, Mongolia, Taiwan, Japan, and Vietnam

• More than 1.5 Billion People

• 38% Population of Asia or 22% of all the People in the World

• Covers 28% of Asia, 15% Bigger than the Area of Europe

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Overview slide.

East Asia: DemographicsEast Asia: Demographics

• China, Japan, N. Korea, S. Korea, Mongolia, Taiwan, Japan, and Vietnam

• More than 1.5 Billion People

• 38% Population of Asia or 22% of all the People in the World

• Covers 28% of Asia, 15% Bigger than the Area of Europe

• China, Japan, N. Korea, S. Korea, Mongolia, Taiwan, Japan, and Vietnam

• More than 1.5 Billion People

• 38% Population of Asia or 22% of all the People in the World

• Covers 28% of Asia, 15% Bigger than the Area of Europe

East Asia: Culture, Customs, and Values

East Asia: Culture, Customs, and Values

Based on Three Main Religions:Confucianism – teaches four basic virtues (loyalty,

respect for parents and elders, benevolence or kindness and righteousness)

Buddhism – teachings are about leading a moral life, being mindful and aware of thoughts and actions and develop wisdom and understanding (The Four Noble Truths, Noble Eightfold Path, the 5 Precepts, Karma, etc.)

Taoism – polar opposites or seemingly contrary forces are interconnected and interdependent in the natural world and how they give rise to each other (Ying Yang)

Based on Three Main Religions:Confucianism – teaches four basic virtues (loyalty,

respect for parents and elders, benevolence or kindness and righteousness)

Buddhism – teachings are about leading a moral life, being mindful and aware of thoughts and actions and develop wisdom and understanding (The Four Noble Truths, Noble Eightfold Path, the 5 Precepts, Karma, etc.)

Taoism – polar opposites or seemingly contrary forces are interconnected and interdependent in the natural world and how they give rise to each other (Ying Yang)

East Asia – Culture, Customs and Values

East Asia – Culture, Customs and Values

• Good education would change people for the better, reinforces respect for the elders and model for future leaders

• Eastern medicine instead of Western:

- Herbal Tea, Acupuncture, Massages (Ex. Shiatsu)

- Physical Exercise (Ex. Tai Chi)

• Good education would change people for the better, reinforces respect for the elders and model for future leaders

• Eastern medicine instead of Western:

- Herbal Tea, Acupuncture, Massages (Ex. Shiatsu)

- Physical Exercise (Ex. Tai Chi)

East Asia – Culture, Customs and ValuesEast Asia – Culture, Customs and Values• Family is the basis of society, very close knit families,

younger generations are expected to care for their parents and grandparents (family run businesses)

• Value of the common greater good is more important then valuing one’s own need

• Respect their Parents and the Elderly:– Ching Ming Festival (pay homage to ancestors or

loved ones that passed away by visiting their grave with offerings laid in front of their headstone)

– Temples and shrines to worship their Gods or ancestors

• Family is the basis of society, very close knit families, younger generations are expected to care for their parents and grandparents (family run businesses)

• Value of the common greater good is more important then valuing one’s own need

• Respect their Parents and the Elderly:– Ching Ming Festival (pay homage to ancestors or

loved ones that passed away by visiting their grave with offerings laid in front of their headstone)

– Temples and shrines to worship their Gods or ancestors

Burning fake money, fake clothes, fake jewelry, napkins etc.

East AsiaVillages, RuralEast Asia

Villages, Rural

East Asia Modern Towns and Cities

East Asia Modern Towns and Cities

East Asia: Typical BathroomEast Asia: Typical Bathroom

• In modern homes in Japan, the shower is separated from the toilet.

• In Japan, take a quick shower before going into the bathtub. Everyone uses the same water in the tub which can be set at a specific temperature and time can be recorded.

Japan

• Most villages and rural areas in East Asia don’t have the facilities or hot water so they heat up water on the stove or go to public bathhouses

• Korean modern homes have hand held shower heads with drains on the floor, a toilet and sink (Some Chinese homes have the same)

• Most villages and rural areas in East Asia don’t have the facilities or hot water so they heat up water on the stove or go to public bathhouses

• Korean modern homes have hand held shower heads with drains on the floor, a toilet and sink (Some Chinese homes have the same)

East Asia: Typical BathroomEast Asia: Typical Bathroom

China

Korea

bathhouse

East Asia: Types of Toilets• Hole in ground on a slope with no stalls or doors

– Villages or farmland– Manure sometimes used as fertilizers and used the methane

gas produced by the toilet’s biodegrading of waste to fuel their cooking stoves

• Squat Toilets– Modern cities– Not sanitary to sit on a toilet seat that may have left germs

from the previous person– 80%-90% Chinese toilets– Health benefits (easier and faster, prevention and relief of

colon, prostate, bladder, and bowel disorder)– Most can’t flush toilet paper hence a bucket for the paper

Toilet slippers(Japan)

• Western toilets– Modern cities and hotels

• High tech western toilets (Japan, Korea)– Nozzle underneath toilet seat that squirt

water, seat warmers, dryer, automatic lid opening and flushing, water pressure adjustment, massage options

• Notes: Public toilets don’t usually have partitions to separate toilets and don’t forget to carry tissue with you because they don’t usually have any.

• Western toilets– Modern cities and hotels

• High tech western toilets (Japan, Korea)– Nozzle underneath toilet seat that squirt

water, seat warmers, dryer, automatic lid opening and flushing, water pressure adjustment, massage options

• Notes: Public toilets don’t usually have partitions to separate toilets and don’t forget to carry tissue with you because they don’t usually have any.

East Asia: Types of ToiletsEast Asia: Types of Toilets

• Water and Soap

• Acid

• Powdered tablets

• Bleach – not preferred because of its impact on your health and environment and smell is too strong

East Asia – Cleaning Products

East Asia - Cleaning Tools

• Bucket

• Brushes

• Mops, Broom

• Shower heads

East Asia: Consumer Trends • Consumer friendly product, 4 in 1 products

combining antiseptics, disinfectants, odor and dirt removal and fragrance

• Product that is environmental and health friendly• Focused on long-term toilet care products (ITB’s and

ITC’s) instead of instant used toilet liquids• Easy to carry products for urban dwellers who

generally shop more frequently and buy less per trip in part because most transport groceries by foot or bike