{
  "docId": "019dd923-5ca1-7489-b635-8c3394592d53",
  "docSlug": "e14d201f4736e49c",
  "documentTitle": "A New Generation of Chinese Consumers Reshaping the Luxury Market",
  "authorId": "Bain",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 31,
  "pageCount": 53,
  "prevPage": 30,
  "nextPage": 32,
  "slideType": "segmentation",
  "function": "decompose_segments",
  "density": "overcrowded",
  "nDataPoints": 24,
  "notes": "Part of a series of segment profiles; uses survey data from 2021 TMI X BCG Luxury Consumer Survey.",
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical",
    "donut_chart",
    "paragraph",
    "footnote",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-8c3394592d53/31",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-8c3394592d53",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-8c3394592d53.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-8c3394592d53#slide-31",
  "components": [
    {
      "bbox": {
        "h": 0.06,
        "w": 0.24,
        "x": 0.03,
        "y": 0.18
      },
      "kind": "callout",
      "text": "Segment 2: Heavy-spending consumers",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ec70fc10-618b-42e4-a7f6-8d263bd24d1f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Heavy-spending consumers have acquired extensive knowledge of brands and developed distinct taste & preferences from their long shopping experience.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-ba87-7184-bbad-edc04f73ad87",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.48,
        "w": 0.38,
        "x": 0.31,
        "y": 0.33
      },
      "kind": "chart",
      "text": "Demographics charts",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "36e4066d-9558-4dfe-86b6-29ffea994e99",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.48,
        "w": 0.23,
        "x": 0.73,
        "y": 0.4
      },
      "kind": "chart",
      "text": "Touchpoint engagement circles",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e86bd65b-12da-4a35-a664-f5df2b77459f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.22,
        "w": 0.16,
        "x": 0.07,
        "y": 0.27
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "98208930-44df-4cb8-a403-837cc5a2d7cf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.08,
        "x": 0.16,
        "y": 0.53
      },
      "kind": "metric",
      "text": "40% of spending",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "565eb5de-ef21-4e32-b0e1-c9e971d792a2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.08,
        "x": 0.06,
        "y": 0.53
      },
      "kind": "metric",
      "text": "11% of consumers",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5858527c-7340-4a20-8085-9c41e8ae6226",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Annual spending: 40%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-ba87-7184-bbad-f35329b543a1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.24,
        "x": 0.03,
        "y": 0.68
      },
      "kind": "paragraph",
      "text": "Heavy-spending consumers have acquired extensive knowledge of brands and developed distinct taste & preferences from their long shopping experience. Post-90s generation accounts for 40%+ of this segment.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ccecc494-ab94-4955-a363-a1571783a35d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.31,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "1. Mega T1 cities include Beijing, Shanghai, Shenzhen, and Guangzhou. Source: 2021 TMI X BCG Luxury Consumer Survey (N=~4,700)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1a36d0e0-8bd8-46d7-bb87-e4a45f598165",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.6,
        "x": 0.308,
        "y": 0.05
      },
      "kind": "title",
      "text": "Keywords of heavy-spending consumers: female, high-tier cities, close connection to brand",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0d05a036-d4e9-4f4a-a82b-6f8afec7eb86",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Annual spending",
      "numberRaw": "40%",
      "numberKind": "percent",
      "actionTitle": "Keywords of heavy-spending consumers: female, high-tier cities, close connection to brand",
      "calloutText": "Heavy-spending consumers have acquired extensive knowledge of brands and developed distinct taste & preferences from their long shopping experience.",
      "numberScale": null,
      "numberValue": 40,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-1640-705b-b6c0-84d1a9aa8d0c",
      "evidence": "Opens segment-2 deep-dive mirroring the same arc as p25.",
      "confidence": 72
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1640-705b-b6c0-8109d4d80276",
      "evidence": "Title gives keyword summary: female, high-tier cities, brand-close.",
      "confidence": 88
    }
  ],
  "frameworks": [
    {
      "name": "audience-segmentation",
      "slug": null,
      "matchId": "e818b6f1-b3f3-48a9-8489-7fb3e5ae7eb4",
      "evidence": "Slide defines a specific consumer segment (Heavy-spending) and provides detailed demographic and behavioral attributes.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 48,
      "from": 23,
      "beatId": "019dd95a-0702-74a3-87e5-32acd6c76511",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "Two segment deep-dives plus five branded marketing case studies.",
      "position": 4,
      "confidence": 92,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    },
    {
      "to": 35,
      "from": 25,
      "beatId": "019dd95a-0702-74a3-87e5-3ebc76edf7ea",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Part 02 unpacks what each priority segment means.",
      "position": 2,
      "confidence": 78,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 35,
      "from": 31,
      "name": "Zoom In",
      "slug": "06-zoom-in",
      "bestFor": "Technical deep-dives, case studies, detailed analysis",
      "matchId": "019dd95a-088c-724c-b310-bea99eb5fbb2",
      "evidence": "Keywords, 3 characteristics, persona, repurchase drivers and touchpoints for the second segment.",
      "position": 6,
      "objective": "Zoom into heavy-spending segment",
      "structure": "The Big Picture -> Key Area of Focus -> Specific Detail -> Implication",
      "confidence": 88,
      "description": "Start broad, then progressively focus on specific details that prove your point"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}