中国宏观经济专题报告（第105期）：财政政策的着力点：投资驱动还是消费驱

Group 1 - Chinese customers have a significantly higher demand for quality experiences compared to the global average, with 92% choosing brands based on expected experiences, far exceeding the global level of 70% [1] - 87% of Chinese customers are willing to pay a premium for better experiences, nearly double the global average of 46%, indicating that enhancing experience quality is crucial for attracting customers and translating into commercial value [1] - Emotional dependence is a core factor for successful customer experiences, with 73% of customers whose experiences meet or exceed expectations developing emotional ties to brands, compared to only 5% for those with unmet expectations [1][2] Group 2 - The primary driving force for customer experience in China is "pleasure," which is more significant than "certainty" and "fairness," reflecting the emotional value that Chinese customers place on their experiences [2] - Key factors enhancing "pleasure" include clear communication (57%), experiences aligning with brand promises (56%), and delivery quality (58%), while "fairness" relies on clear communication (61%) and promise fulfillment (58%) [2] - There is room for improvement in areas such as "control," "certainty," and personalization, as well as ESG aspects in the Chinese market [2] Group 3 - In terms of industry performance, the mobile phone (62%) and banking (61%) sectors in China excel in establishing emotional ties compared to global averages, while insurance (54%) and mobile operators (56%) lag behind [3] - The recommendation willingness (NPS) across various industries in China is higher than the global average, with mobile phones (53%) and banking (58%) showing particularly strong performance [3] - Chinese customers are more reliant on word-of-mouth recommendations for first-time purchase decisions (37% impact) compared to the global average of 23%, and customers acquired through recommendations are more likely to make subsequent recommendations [3] Group 4 - Brands should prioritize optimizing basic experiences such as communication and delivery quality while focusing on differentiated forces like respect and a sense of belonging [4] - Strengthening the emotional value related to "pleasure" and enhancing consistency across all channels are key to building competitive advantages in the Chinese market [4] - Despite the current low trust in AI applications, reasonable optimization could still become a potential breakthrough for experience upgrades [4] Group 5 - Overall, the Chinese customer experience market is characterized by "high expectations, emotional emphasis, and differentiation-driven" features, with brands needing to base their strategies on experience quality and emotional connections to continuously meet dynamic demands [5]