Core Viewpoint - The article highlights the unique consumption behavior of Indonesians, emphasizing their preference for spending on leisure and entertainment rather than basic necessities, which presents both opportunities and challenges for companies looking to enter the Indonesian market [3][5][9]. Group 1: Consumption Behavior - Indonesians prioritize spending on leisure activities, often choosing to buy items like bubble tea or accessories over meals, reflecting a cultural inclination towards enjoyment rather than saving [3][5]. - The average monthly income for many Indonesians is below 2500 yuan, making it difficult for them to save money while still wanting to enjoy life [3][8]. - The concept of "spending more than earning" is common, with many Indonesians willing to pay higher prices for better quality food, even if it means sacrificing quantity [5][7]. Group 2: Market Opportunities - The demand for affordable yet quality products remains unmet in Indonesia, indicating a stable window of opportunity for companies to cater to this market [9][22]. - The flagship store of Miniso in Jakarta, which opened in August 2024, achieved record sales of 1.18 million yuan on its opening day, showcasing the potential for success in the Indonesian market [10][15]. - The presence of local competitors like OH!SOME, which focuses on snacks and has opened over 111 stores, highlights the competitive landscape and the need for differentiation in product offerings [19][22]. Group 3: Localization Challenges - Chinese brands entering the Indonesian market often struggle with true localization, failing to fully understand local consumer habits and preferences, which can hinder their success [22][23]. - Effective communication in the local language is crucial for building relationships and understanding the market, as miscommunication can lead to misunderstandings in business dealings [22][23]. - Companies need to go beyond surface-level localization by incorporating local cultural elements into their products and marketing strategies to resonate with Indonesian consumers [22][23].

Group 1 - The core consumer behavior in Indonesia shows a preference for spending on entertainment and leisure rather than basic necessities, with many Indonesians living beyond their means, exemplified by the saying "earn 2000 yuan, spend 3000 yuan" [3][6] - The average monthly income for many Indonesians is below 2500 yuan, making it challenging to save money while trying to maintain a comfortable lifestyle [2][6] - The demand for quality and variety in consumer goods is evident, as seen in the popularity of local and international fast-food chains and the willingness to pay more for better quality [3][5] Group 2 - Miniso has successfully adapted to the Indonesian market by focusing on IP-related products, with its flagship store in Jakarta achieving record sales of 1.18 million yuan on its opening day [7][10] - The store's layout emphasizes IP displays, with over 3000 SKUs dedicated to popular franchises, indicating a strong alignment with local consumer preferences [8][10] - OH!SOME, a competitor to Miniso, has also tailored its offerings to Indonesian tastes, featuring a large snack section and positioning itself as a significant player in the market with over 111 stores [12][14] Group 3 - The concept of "Indonesianization" is crucial for foreign brands, as understanding local consumer habits and preferences is essential for long-term success [14][15] - There is a gap in truly localized products and marketing strategies from Chinese brands, which often fail to fully grasp the cultural nuances and communication styles of Indonesian consumers [14][15] - The potential for growth in the Indonesian market remains strong, as basic consumer needs are not yet fully met, providing opportunities for brands that can effectively engage with local consumers [14][15]