2018年度中国消费者洞察调查报告（英文）

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1、GlobalConsumerInsightsSurvey2018ChinaReportChina’snextretaildisruption:End-to-endvaluechaindigitisationwww.pwchk.comIn2017wefirstdiscussedthisthemeinourreport“eCommerceinChina–thefutureisalreadyhere”whichidentifiedhowdigitalhadtransformedthefront-officeof

2、retail:saleschannelsandmarketing.Italsorevealedthatmobilecommerce,secureplatforms,andbigdataanalytics,amongothers,werebecomingkeyinvestmentareasforglobalretailerstothrive.ThisshiftfromDigitalRetailto“NewRetail”isbeingcharacterisedbydata-drivenandcustomerc

3、entricapproach,furtherenabledbydigitalisationthroughtheentirevaluechain.AswesawwitheCommerce,China’sinternetgiantsaretheprimarydriversofthistrendpushingtraditionalretailersintoanewperiodofdisruptionthroughrapidcapabilitybuildingstrategiesviabuild,partnera

4、ndacquisitionmodels.Astheworld’sbiggestandarguablymostimportantconsumermarket,Chinaisnowhometo784millionsmartphoneusersandnowsocialmedia,mPaymentsandeCommerceareubiquitouspartsoftheshoppersjourney5.PwC’slatestGlobalConsumerInsightsSurvey2018(“GCIS”)foundt

5、hatintermsofshoppinghabits,50%ofChineseconsumers(comparedtotheglobalaverageof22%)buyproductsonlineweeklyand59%ofthemarelikelytobuygroceryonline(comparedtoglobalaverageof21%).Chineseconsumersarealsoleadersinmobilepaymentsas86%ofthemhaveusedmobilepaymentsto

6、makepurchases(comparedtotheglobalaverageof24%)therebycreatinganearcashlesssociety.OurresearchalsofindsthatChineseconsumerscontinuetobefirstmoversattheforefrontofnewinnovations:44%wouldconsideradroneasadeliverymethodforalowvalueproductversus22%globally.Thi

7、sintensedigitalconnectivityhasledtoproliferationofbigdatawhichisbeingusedtooptimisehowbrandscreatecompellingcustomerexperiencesandalsotransformretailbusinessmodels.Ontheconsumerside,datadrivenmarketinghasnowbecomesocommonthatitischangingexpectationsofenga

8、gement.Ourresearchfound67%ofChineseconsumersexpectretailerstohaveup-to-dateinformationonthemandpersonalisetheirexperiencesaccordingly,comparedto42%globally.WearealsonowseeingtheapplicationofAItechnologiesthatenable