Global market research company Nielsen recently released a report entitled What’s Next for China’s Connected Consumers – A Roadmap for Driving Digital Demand, which reveals how connected devices and digital platforms have led to a consumption boom in China. It helps brands understand consumer behavior there and improve their digital marketing strategies.

Let’s see the highlights of the report:


Digital Consumer Trends

Mobile

Mobile is the most common device for online shopping in China. 84% of consumers used their mobile phone to shop in 2017 – up from 71% in 2015. Meanwhile, there are fewer people using laptops or desktops to make online purchases.

Mobile payment apps are also widely used by Chinese shoppers. 70% of consumers have used WeChat Wallet in the past 12 months. A further 92% have used Alipay.

Social Media

Social media has an increasing influence on Chinese consumers’ purchasing decisions. Nielsen’s 2017 Online Shopper Trend Report reveals that 51% of consumers have opened push notifications sent from a brand’s official WeChat account. 27% of consumers indicate that they buy more after receiving these messages.

As consumers become more exposed to social media advertising, marketers have to launch creative and personalized social media campaigns in order to engage with consumers to convert buzz into sales.

E-commerce

E-commerce is the key catalyst for retail in China. Nielsen’s e-commerce tracking data, within 34 FMCG categories, shows that in a 12-month rolling average leading up to September 2017, online sales grew 28% versus the year before. Offline sales increased just 5% over the same period.

As the demand for online shopping increases rapidly, brand owners should value their e-commerce channels as highly as their brick and mortar outlets. E-commerce advertising and product visibility helps incentivize purchase decisions. The key is to understand which placements and ad formats offer the biggest ROI.

Cross Border E-commerce

The proportion of consumers that buy from overseas websites has grown from 34% in 2015 to 64% in 2017. Younger shoppers are driving the trend – 18 to 35 year olds account for 66% of cross-border buyers.

Baby products are favored items to buy overseas. In the first half of 2017, cross-border purchases accounted for 13% of online baby food sales and 13% of online infant milk formula purchases.

Digital Advertising

Trust in traditional advertising has begun to shrink, while trust in digital advertising is gradually increasing.

Confidence in mobile advertising reached 23% in 2017, up from 20% in 2016. Trust in PC advertisement also increased from 18% to 24% over the same period. On the other hand, trust in TV advertising was down from 53% to 46%, while trust in magazines also fell from 36% to 34% over the same period.


China Digital Outlook

Internet penetration in rural areas is just 27%. With improved infrastructure in these areas, the rural digital market will be unlocked in the next decade.

Consumers no longer need to search for information. Instead, machine learning and virtual assistants enable the provision of instant push notifications and customized information for them.

Robotics and driverless vehicles will revolutionize logistics and supply chains. Online shoppers will enjoy almost immediate consumption with speedy autonomous deliveries.

China will likely enjoy mass adoption of VR technologies that will affect every aspects of their lives, including how they shop, play, learn and travel.

Biometric technologies will be applied to mobile payments, which will make transactions smoother, faster and more secure.

Big data analysis will allow marketers to have a richer, deeper and more accurate understanding of their target audiences and better predict their behavior.


Conclusion

China’s fast-changing digital economy offers immense opportunities for brands. Technology has unlocked new markets and possibilities to achieve better engagement.

In order for brands to succeed in China, they need to leverage the digital revolution to better understand their audience, target them across platforms, optimize their content in real-time and achieve true ROI.

For the complete report (in English), please go to: What’s Next for China’s Connected Consumers – A Roadmap for Driving Digital Demand


What do you think of the above digital trends in China? Leave a comment below. We’d be happy to answer any questions you may have.

To get deeper insights into Chinese social media marketing and utilizing it to serve your business, join ChoZan, a training and resources platform for Chinese social media marketers. Please follow our official WeChat account to get more updates about the latest news, feature updates and case studies.

ChoZan WeChat QR code

We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Accept
Privacy & Cookie policy
Privacy & Cookies policy
Cookie nameActive

Who we are

Our website address is: https://perfectengineers.net.in/chozan.

What personal data we collect and why we collect it

Comments

When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.

Media

If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.

Contact forms

Cookies

If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.

If you visit our login page, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.

When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select "Remember Me", your login will persist for two weeks. If you log out of your account, the login cookies will be removed.

If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.

Embedded content from other websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.

Analytics

Who we share your data with

How long we retain your data

If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.

For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.

What rights you have over your data

If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.

Where we send your data

Visitor comments may be checked through an automated spam detection service.

Your contact information

Additional information

How we protect your data

What data breach procedures we have in place

What third parties we receive data from

What automated decision making and/or profiling we do with user data

Industry regulatory disclosure requirements

Save settings
Cookies settings