Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
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- Figure 1: China – Total combined B2C + C2C+ online takeaway foodservice (OTS) (New Retail) market value, 2013-23
- Companies and brands
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- Figure 2: China – Leading online retail platform company market share of combined B2C + C2C+ online takeaway foodservice (OTS) New Retail market, 2016 and 2017
- The consumer
- Online Shoppers
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- Figure 3: Online purchasing among consumers in the last 6 months, by consumer classification, May 2017 and May 2018
- Key consumer groups
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- Figure 4: Consumer attitudes towards retail service, by key consumer groups, May 2018
- Shopping channels used
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- Figure 5: Shopping channels used by consumers in the last 6 months, by product type, May 2018
- Category channel preference
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- Figure 6: Shopping channel preference of consumers in the last 6 months, by product type, May 2018
- Retail services
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- Figure 7: Services used by consumers when shopping online, May 2018
- Retailtainment
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- Figure 8: Consumers' retailtainment preferences, May 2018
- Retail technology
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- Figure 9: Consumer openness to New Retail technologies, May 2018
- Attitudes towards Retail Service
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- Figure 10: Consumer attitudes towards retail service, May 2018
- What we think
Issues and Insights
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- From new to “next” retail
- The facts
- The implications
- Faster, friendlier and more fun
- The facts
- The implications
- The individual life
- The facts
- The implications
The Market – What You Need to Know
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- Nearing a quarter of consumer spending
- Still room for growth
- New Retail influencing all sectors
Market Size and Forecast
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- Introduction
- B2C + C2C+ OTS (New Retail)
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- Figure 11: China – Total combined B2C + C2C+ online takeaway foodservice (OTS) (New Retail) market value, 2013-23
- New Retail within total retail
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- Figure 12: China – Total New Retail, by sector, and % total retail sales/total consumer commodities, 2013-18
Market Drivers
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- The online majority
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- Figure 13: China – Internet users, online purchasers, purchase events & takeaway service users, 2015-18
- A fifth of consumer spending
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- Figure 14: China – Total, B2C & mobile B2C e-commerce share of total retail sales and consumer spending, 2015-18
- E-commerce sectors
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- Figure 15: China – E-commerce value sales (GMV), by sector, 2014-18
- E-commerce share
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- Figure 16: China – E-commerce share of total retail sales, by sector, 2014-18
- Online takeaway service GMV
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- Figure 17: China – Total online takeaway service GMV, 2015-18
- Rural New Retail
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- Figure 18: China – Per capita online retail spending and per capita total retail spending compared, 2015-19
- Figure 19: China – Rural online population and spending, 2014-17
- Moving the supply side to urban areas
- The mobile payment journey
- 5G Next Retail
Market Segmentation
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- C2C still significant
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- Figure 20: China – Total consumer-to-consumer (C2C) e-commerce market value, 2013-23
- B2C takes over
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- Figure 21: China – C2C & B2C e-commerce value and share of total, 2014-18
- Figure 22: China – Total business-to-consumer (B2C) e-commerce market value, 2013-23
- Takeaway services
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- Figure 23: China – Total online takeaway services (OTS) market value, 2013-23
- Cross-border (haitao) e-commerce
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- Figure 24: China – Cross-border (haitao) e-commerce value and share of B2C e-commerce, 2014-18
Key Players – What You Need to Know
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- Chasing shares in an ever-expanding market
- Portals lack consistent performance across sectors
- Automation, service and entertainment
- Diversifying innovation
Market Share
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- Leading online C2C+B2C retail platforms
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- Figure 25: China – Leading online retail platform company market share of combined B2C + C2C online retail market, 2016 and 2017
- Leading online B2C-only retail platforms
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- Figure 26: China – Leading online retail platform company market share of B2C online retail market, 2016 and 2017
- Online retail/foodservice tie-ups
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- Figure 27: China – Leading online foodservice delivery company market share of B2C online foodservice market, 2016 and 2017
- Share of total B2C + C2C+ OTS
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- Figure 28: China – Leading online retail platform company market share of combined B2C + C2C+ online takeaway foodservice (OTS) retail market, 2016 and 2017
Early Data Sector Shares
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- Online leading platforms’ share of dairy
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- Figure 29: China – Leading platform shares of total online dairy value sales per month (%), May 2017-May 2018
- Figure 30: China – Leading platform % pt. difference in shares of total online dairy value sales, May 2017-May 2018
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- Figure 31: China – Leading platform sales growth of total online dairy value, May 2017-May 2018
- Online leading platforms’ share of body care
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- Figure 32: China – Leading platform shares of total online body care value sales per month (%), May 2017-May 2018
- Figure 33: China – Leading platform % pt. difference in shares of total online body care value sales, May 2017-May 2018
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- Figure 34: China – Leading platform value growth of total online body care sales, May 2017-May 2018
- Online leading platforms’ share of skincare
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- Figure 35: China – Leading platform shares of total online skincare value sales per month (%), May 2017-May 2018
- Figure 36: China – Leading platform % pt. difference in shares of total online skincare value sales, May 2017-May 2018
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- Figure 37: China – Leading platform % value growth of total online skincare sales, May 2017-May 2018
- Online leading platforms’ share of haircare
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- Figure 38: China – Leading platform shares of total online haircare value sales per month (%), May 2017-May 2018
- Figure 39: China – Leading platform % pt. difference in shares of total online haircare value sales, May 2017-May 2018
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- Figure 40: China – Leading platform value growth of total online haircare sales, May 2017-May 2018
- Online leading platforms’ share of colour cosmetics
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- Figure 41: China – Leading platform shares of total online colour cosmetics value sales per month (%), May 2017-May 2018
- Figure 42: China – Leading platform % pt. difference in shares of total online colour cosmetics value sales, May 2017-May 2018
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- Figure 43: Leading platform value growth of total online colour cosmetics sales, May 2017-May 2018
Competitive Strategies
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- Online/offline tie-ups and acquisitions
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- Figure 44: China – Leading online platforms and physical store retailers’ share of total retail sales, 2015-17
- Automated efficiency
- Machine-speed delivery strategies
- Serving the under-served
- Enhanced customer service
- Online shopping festivals
- Cleaning out the fakes
Who’s Innovating?
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- Pop-up culture
- Online/offline enabling across the sectors
- Retail and other consumer services
- The online own-brand
- Drone delivery
- Vending machines
The Consumer – What You Need to Know
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- The online majority
- The key consumer groups
- Bricks-and-mortar revival
- Online still a preference for non-food
- Retail merging with services
- Making shopping an experience
- Tech-adaptive consumers
- Quality service with convenience
Online Shoppers
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- Majority online, but things may change!
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- Figure 45: Online purchasing among consumers in the last 6 months, by consumer classification, May 2017 and May 2018
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- Figure 46: Online purchasing among consumers in the last 6 months, by key demographics, May 2018
Key Consumer Groups
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- The key consumer groups
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- Figure 47: Consumer attitudes towards retail service, by key consumer groups, May 2018
- Traditional shoppers
- Who they are
- What they like
- How to market to them
- Personal Service Devotees
- Who they are
- What they like
- How to market to them
- Online Aficionados
- Who they are
- What they like
- How to market to them
- Disengaged Shoppers
- Who they are
- What they like
- How to market to them
Shopping Channels Used
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- Bricks-and-mortar revival
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- Figure 48: Shopping channels used by consumers in the last 6 months, by product type, May 2017 and May 2018
- The in-store experience of “New Retail”
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- Figure 49: Difference in shopping channels used by consumers in the last 6 months, by product type, May 2017 and May 2018
- The New Retail of food
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- Figure 50: Shopping channels used by consumers in the last 6 months, by food and beverage product type, by gender and age, May 2018
- The New Retail of fashion and beauty
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- Figure 51: Shopping channels used by consumers in the last 6 months, by fashion and beauty product type, by gender and age, May 2018
- The New Retail of electrical and electronics
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- Figure 52: Shopping channels used by consumers in the last 6 months, by electronics and electrical product type, by gender and age, May 2018
- The New Retail of household and furnishings
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- Figure 53: Shopping channels used by consumers in the last 6 months, by household care and furnishings product type, by gender and age, May 2018
- The New Retail of fun and fitness
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- Figure 54: Shopping channels used by consumers in the last 6 months, by toys/games and pharmaceutical/healthcare product type, by gender and age, May 2018
Category Channel Preference
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- Online still a preference for non-food
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- Figure 55: Shopping channel preference of consumers in the last 6 months, by product type, May 2017 and May 2018
- Online a growing preference
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- Figure 56: Differences in shopping channel preference of consumers in the last 6 months, by product type, May 2017 and May 2018
- Online growing preference
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- Figure 57: Shopping channel preference of consumers in the last 6 months, by shopping channels used by consumers in the last 6 months, by product type, May 2018
- Grocery preference
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- Figure 58: Shopping channel preference of consumers in the last 6 months, by food and beverage product type, by gender and age, May 2018
- Fashion and beauty preference
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- Figure 59: Shopping channel preference of consumers in the last 6 months, by fashion and beauty product type, by gender and age, May 2018
- Electrical and electronics preference
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- Figure 60: Shopping channel preference of consumers in the last 6 months, by electrical and electronics product type, by gender and age, May 2018
- Household and furnishings preference
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- Figure 61: Shopping channel preference of consumers in the last 6 months, by household and furnishings product type, by gender and age, May 2018
- Fun and fitness preference
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- Figure 62: Shopping channel preference of consumers in the last 6 months, by pharmaceutical, healthcare and toys and games product type, by gender and age, May 2018
Retail Services
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- Retail merging with wider services environment
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- Figure 63: Services used by consumers when shopping online, May 2018
- Opportunities in other services
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- Figure 64: Services used by consumers when shopping online, by key consumer groups, May 2018
- Services opportunities by demographic group
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- Figure 65: Services used by consumers when shopping online, by gender and age, May 2018
Retailtainment
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- Making shopping more of an experience
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- Figure 66: Consumers' retailtainment preferences, May 2018
- Making fun personalised
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- Figure 67: Consumers' retailtainment preferences, by key consumer groups, May 2018
- Sharing the fun
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- Figure 68: Consumers' retailtainment preferences, by services used by consumers when shopping online (A), May 2018
- Taking away the chores
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- Figure 69: Consumers' retailtainment preferences, by services used by consumers when shopping online (B), May 2018
Retail Technology
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- Tech-adaptive consumers
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- Figure 70: Consumer openness to New Retail technologies, May 2018
- Openness to unmanned stores
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- Figure 71: Consumer openness to New Retail technology, unmanned versus manned stores, by gender and age, May 2018
- Willingness to shop from vending machines
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- Figure 72: Consumer openness to New Retail technology, willingness (or not) to shop from vending machines, by gender and age, May 2018
- Smart screens versus the real thing
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- Figure 73: Consumer openness to New Retail technology, real products versus smart screens, by gender and age, May 2018
- Openness to VR mirrors
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- Figure 74: Consumer openness to New Retail technology, willingness (or not) to use a virtual reality mirror, by gender and age, May 2018
- Openness to self-checkouts
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- Figure 75: Consumer openness to New Retail technology, self-checkout versus checkout staff, by gender and age, May 2018
- Willingness to let fridges do the shopping
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- Figure 76: Consumer openness to New Retail technology, willingness (or not) to have smart fridge order groceries automatically online, by gender and age, May 2018
- Willingness to use biometric ID
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- Figure 77: Consumer openness to New Retail technology, willingness (or not) to use biometric ID data to pay for shopping, by gender and age, May 2018
- Concerns about personal data
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- Figure 78: Consumer openness to New Retail technology, concerns (or not) about retailers using personal data, by gender and age, May 2018
Attitudes towards Retail Service
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- Quality of service, coupled with convenience
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- Figure 79: Consumer attitudes towards retail service, May 2018
- Consumer attitudes by key consumer groups
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- Figure 80: Consumer attitudes towards retail service, by key consumer groups, May 2018
- Consumer attitudes by demographic groups
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- Figure 81: Consumer attitudes towards retail service, by gender and age, May 2018
Appendix – Market Size and Forecast
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- Figure 82: China – Total C2C + B2C+ OTS (New Retail) sales value, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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