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1、McKinseyiConsumerChina2016surveyHowsavvy,socialshoppersaretransforminge-commerceMcKinseyDigitalApril2016KevinWeiWangAlanLauFangGongApril2016McKinseyiConsumerChina2016surveyHowsavvy,socialshoppersaretransforminge-commerceKevinWeiWangAlanLauFangGongINTRODUCTIONWiththemostInternetusersof
2、anycountry,Chinaistheworld’slargestandfastest-growinge-commercemarket.Capitalizingonopportunities,however,isbecomingharderforconsumer-facingcompaniesase-commercepenetrationratesplateauinhigh-tiercitiesandasdigitalattackers,especiallyintheonline-to-offlinespace,cutintoincumbents’margin
3、s.AccordingtoMcKinsey’slatestsurveyofChina’sInternetusers,promisingsourcesofe-commercegrowthareemerging.Theresearchpointstoareaswithmajorgrowthpotential:theuptakeofonlineshoppingamongconsumersinlow-tiercities,e-commercepenetrationbeyondfirst-moverproductcategoriessuchasapparel,purchas
4、esinitiatedfromsocialmediaplatforms,andtheuseofcross-bordershoppingtosupplementdomesticchannels.Ourresearchalsorevealedpositivetrendsinmultichannelservices,knowninChinaasonline-to-offline(O2O)services.SomeobservershavespeculatedthatO2Oserviceshaveusedinvestmentcapitaltocuttheirpricesa
5、ndtherebywincustomers.Whilethisistrueforsomecategories,oursurveysuggestscustomersappreciatetheconvenienceandqualityofO2Oservices—particularlytravel,dining,andtransportation,onwhichtheyincreasetheirtotalspendingaftertheystarttouseO2Ooptions.Thisyear’ssurvey,conductedonlineduringJanuary
6、2016,engagedmorethan3,100peopleacrossawiderangeofincomelevelsandhouseholdlocations.Theirresponsesconfirmedourviewthatthee-commerceandO2O-servicesmarketsstillholdenormouspotential.Inthisreport,wedescribechangesinChinesee-commerceandconsiderthegrowthprospectsassociatedwithtrendsinlow-ti
7、ercities,socialmedia,andcross-bordershopping.WethenturntothedynamicsoftheO2Osectorandtakeacloserlookatopportunitiesintravel,dining,andmobilityservices.McKinseyiConsumerChina2016survey1THEEVOLVINGPROFILEOFE-COMMERCEINCHINAAtapproximately$630billionofsalesin2015,China’sonlineretailmarke
8、tisth
