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1、2023 China Consumer Insight and Market Outlook White Paper022023 China Consumer Insight and Market Outlook White PaperContents1.China Consumer Market Outlook 042.5 Major Trends in Chinas Consumer and Retail Industry 102.1 Return to Rational Consumption 102.2 Pursuit of Experience that Pleases Onesel

2、f 162.3 Embrace Diverse Innovation 222.4 Be Green and Sustainable 242.5 Pursuit of Technological Advancements 283.Advice for Consumer Goods and Retail Companies 32Appendix:About Deloitte 2023 Consumer Insights Survey on Consumer Goods and Retail Industry in China 34Contact us 35032023 China Consumer

3、 Insight and Market Outlook White PaperIn the past two decades,Chinas economy has thrived,peoples living standards have steadily improved,and the consumer market is full of dynamism.Consumption has become the biggest contributor to Chinas economic growth today.On the one hand,Chinas consumer market

4、in 2023 will face growth challenges given the impact of pandemic fluctuations and the arrival of the post-pandemic era.On the other hand,the government has continuously introduced policies aimed to expand domestic demand,encourage new forms of consumption,and drive high-quality growth.This reflects

5、how Chinas consumer market is undergoing rapid upgrades and innovation in consumption patterns and business models,and is welcoming a new phase of development.Against this backdrop,we conducted a nationwide consumer survey on the consumer goods and retail industry.The survey aims to provide an analy

6、sis on the predictable future development trends of the consumer goods and retail industry based on changes in consumer behavior and attitudes in the face of the post-pandemic era and new technological advancements.We hope to help consumer goods and retail companies deepen their understanding of con

7、sumers and the market,explore new consumer trends,and grasp the keys to winning the market.042023 China Consumer Insight and Market Outlook White Paper1.China Consumer Market OutlookChinas consumer market is embarking on a new path towards building a new pattern of development:In the long term,China

8、s consumer market is full of resilience and dynamism.In the short term,it continues to forge ahead despite challenges From a long-term perspective,with the continuous growth of citizens disposable income and Chinas retail sales of consumer goods,consumption has become the main driving force of the C

9、hinese economyFigure 1-1:Continuous growth in China total retail sales of consumer goodsUnit:CNY trillionSource:National Bureau of Statistics of China,Deloitte Research Over the past two decades,Chinas economy and society have experienced tremendous growth,and the consumer market has shown both vita

10、lity and resilience,even in the face of the COVID-19 pandemic.Total retail sales of consumer goods have grown more than tenfold in 20 years,with the first breakthrough of CNY 40 trillion in 2019.Despite the negative consumption growth due to the impact of the epidemic in 2020,the market still showed

11、 high resilience.According to data from the National Bureau of Statistics,China has the worlds largest and fastest-growing middle-income group,with more than 400 million people as of 2017 and still growing.Over the past 20 years,the per capita disposable income of Chinese citizens has risen steadily

12、,reaching CNY 35,100 in 2021,an increase of more than eight times compared to CNY 3,700 in 2000.The income gap between urban and rural residents has gradually narrowed:Data shows that for many years now,the real growth of per capita disposable income of the rural population has exceeded that of the

13、urban population.In 2021,the per capita disposable income of the urban population was CNY 47,412,with a real growth of 7.1%YoY,while that of rural population was CNY 18,931,with a real growth of 9.7%.YoY.The growth rate of rural per capita income was 2.6%higher than that of urban per capita income.R

14、ecently,especially since the pandemic,Chinas per capita savings rate has risen significantly.In just three years,the rate rose from 29.9%in 2019 to 35.3%in the first nine months of 2022,indicating a huge potential to transform and unleash the consumer market.Today,consumption has become the main dri

15、ving force of Chinas economy.In 2021,final consumption expenditure contributed 65.4%to Chinas economic growth and boosted the economys growth rate by 5.3%.China total retail sales of consumer goods(CNY trillion)0510152025303540452000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2

16、014 2015 2016 2017 2018 2019 2020 20212021Jan-Nov2022Jan-Nov052023 China Consumer Insight and Market Outlook White PaperFigure 1-4:Per capita savings rate in China has risen significantlyUnit:%Figure 1-5:The“troika”,consumption,exports and investment,that drives Chinas economic growth in 2021 Unit:%

17、Figure 1-2:Chinese citizens per capita disposable income rises over the yearsUnit:CNY 000Figure 1-3:Changes in urban and rural per capital disposable incomeper capita disposable income(CNY)real growth rate(%)Source:National Bureau of Statistics of China,Deloitte Research Source:National Bureau of St

18、atistics of China,Deloitte Research Source:National Bureau of Statistics of China,Deloitte ResearchSource:National Bureau of Statistics of China,Deloitte Research-10-8-6-4-20246810020,00040,00060,000Rural per capita disposable income(CNY)6.2%3.8%9.7%Urban per capita disposable income(CNY)5.0%7.1%1.2

19、%2021real growth rate20202019Per capita savingsPer capita savings rate=(Per capita disposable income per capitaconsumption expenditure)/Per capita disposable income051020152016201720182019202020212022.1-9152025303540 contribution rate to economic growthFinal consumption expenditureThe%by which it dr

20、ove economic growthGross capital formationNet exports of goods and services13.7%20.9%65.4%+5.3%+1.1%+1.7%2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 20212021Jan-Jun2022Jan-JunChina citizens per capita disposable income(CNY 000)010203040062

21、023 China Consumer Insight and Market Outlook White Paper In the short term,the growth rate of the total retail sales of Chinas consumer goods has declined and consumer confidence is at a historical low,Chinas consumer market faces challenges Figure 1-6:The growth rate of total retail sales of consu

22、mer goods slowed and has been fluctuating since the second half of 2021Figure 1-7:Consumer confidence at historical low in 2022Source:National Bureau of Statistics of China,Deloitte Research Source:National Bureau of Statistics of China,Deloitte Research Chinas retail sales of consumer goods have sl

23、owed down and continue to fluctuate since the second half of 2021.The growth rate fell from double-digits in the first half of 2021 to low single-digits,impacted by the pandemic that led to a severe economic slowdown in major cities.The growth rate fell to-11.1%in April 2022 and was negative again i

24、n October and November.Consumer confidence in China also reached a historical low in 2022 and has remained low,reflecting a cautious attitude towards the economy and consumer trends.According to our consumer survey,a significant number of consumers have reduced their willingness to spend on non-esse

25、ntial items such as luxury goods,toys,alcohol and tobacco.More than 40%of consumers reported decreased spending on luxury goods while 20%had cut back on more than half of their spending.Over 30%of consumers reported a decrease in spending on toys,alcohol and tobacco.However,the willingness to spend

26、on staples such as food and beverage,personal care,and household goods remains strong.Less than 15%of consumers have reduced their spending on staples over the past year,with over 30%reporting an increase.The decline in spending on non-essentials is mainly attributed to the impact of the pandemic on

27、 consumers willingness or need to go out,and consumers attitudes towards spending.Over 20%of consumers consider these two factors to be the most important,while over half of consumers consider them to be in the top three most important factors.Jan.-Feb.2021Mar.2021Mar.2021Mar.2021June2021July2021Aug

28、.2021Sept.2021Oct.2021Nov.2021Dec.2021Jan.-Feb.2022Mar.2022Apr.2022May2022June2022July2022Aug.2022Sept.2022Oct.2022Nov.202233.8%34.2%17.7%12.4%12.1%8.5%2.5%4.4%4.9%3.9%1.7%6.7%-3.5%-11.1%-6.7%3.1%2.7%5.4%2.5%-0.5%-5.9%China total retail sales of consumer goods MoM growth rate602018201920202021202270

29、8090100110120130072023 China Consumer Insight and Market Outlook White PaperSurvey Question:Compared to a year ago,have your consumption habits changed in the following product categories in the past year?Single ChoiceSurvey Question:What are the top three reasons for reducing consumption in these c

30、ategories?Please select the top 3 descriptions(1=most aligned,3=least aligned)RankingFigure 1-8:Changes in consumer spending patterns in the past yearFigure 1-9:Reasons for decreased willingness to spendSpending in each category over the past yearStaplesSpending in each category over the past yearNo

31、n-essentials18%9%8%25%24%24%43%45%48%12%2%4%4%18%16%Food and beveragePersonal careHousehold suppliesLuxury goodsToysAlcohol and tobacco10%57%27%12%2%2%48%32%6%4%9%55%29%5%2%Increased spending by more than 50%Increased spending by less than 50%Mostly unchangedReduced spending by less than 50%Reduced

32、spending by more than 50%The pandemic impacted me to go out to use/go out less,which reduced demand for this type of productsChanges in consumption attitudesPessimistic about the future economyIncreased uncertainty in lifeThe pandemic affected my outings/shoppingReduced household income23%58%56%45%4

33、3%43%34%20%15%14%14%13%Primary factor*Weighted average by categoryAll consumers who reduced their consumption*Top three important factors082023 China Consumer Insight and Market Outlook White Paper Looking to the future,the nation is making efforts to expand domestic demand,create new buying scenari

34、os,drive new consumer dynamics and lead high-quality development through policy measures.The digital ecosystem continues to optimize new retail models,and the Chinese consumer market will enter a new phase of developmentIn recent years,China has intensively introduced policies to expand domestic dem

35、and,drive consumer dynamics,and lead high-quality development.Since COVID-19,the General Office of the State Council has issued the Opinions on Leading New Consumption with New Forms and Models and the Opinions on Further Releasing Consumer Potential to Promote the Continuous Recovery of Consumption

36、.Under the guidance of new forms and models,the State Council actively promotes the expansion and improvement of new consumption to facilitate the orderly recovery and development of consumption.The report of the 20th National Congress of the CPC further emphasized the expansion of domestic demand,e

37、nhancing the fundamental role of consumption in economic development,and emphasizing high-quality development.In December 2022,the CPC Central Committee and the State Council issued the Outline of the Strategy for Expanding Domestic Demand(2022-2035),and the National Development and Reform Commissio

38、n released the 14th Five-Year Plan for Expanding Domestic Demand Strategic Implementation Plan.They clearly identified boosting consumption across the board and accelerating the quality and upgrading of consumption as an important work to be facilitated in the strategy for expanding domestic demand

39、and set out related requirements and task.The successive policies show that China is further defining the crucial role of consumption in economic growth.The government clarifies the importance of consumption as the ultimate need,the leading role of domestic circulation,and a persistent pull on the e

40、conomy,essential to securing and improving living standards,and states that final consumption acts as a lasting driving force for economic growth.Meanwhile,the transformation of Chinas consumer market from satisfying basic needs to providing high-quality products and services is clear.The policy str

41、ongly emphasizes and reiterates that high-quality development is the primary task of building a socialist modern country in a holistic way,and proposes an organic combination of expanding domestic demand and strengthening supply-side structural reform,and a commitment to improving the total factor p

42、roductivity.This means that Chinas consumer market has left behind the period of unregulated growth behind and will usher in a new development paradigm in which consumer demand is constantly upgraded,requiring high-quality products and services to satisfy material and spiritual consumption needs.In

43、addition,the policy highly encourages innovation.It proposes to enhance the organic integration of online and offline consumption;explore new avenues of buying scenarios,forms,and business models;stabilize the foundation of consumption while comprehensively innovating and upgrading products and serv

44、ices;strongly promote green consumption;fully penetrate lower-tier markets;and accelerate the cultivation of new consumption.The goal is to cultivate a number of new consumption demonstration cities and leading enterprises by 2025,significantly increase the proportion of online retail sales of physi

45、cal goods in total retail sales of consumer goods,and popularize and mature new forms of consumption such as Internet+services.Under a strong policy push,we can see that the new retail models fostered by the digital ecosystem have continued to be optimized over the past few years.The share of online

46、 physical retail in total retail sales continues to increase,from 20.7%in 2019 to 27.1%in the first 11 months of 2022.The trend towards the rapid development of new forms of consumption and business models is clear.092023 China Consumer Insight and Market Outlook White PaperFigure 1-10:Continuous in

47、crease in the proportion of online physical retail in total retail salesSource:National Bureau of Statistics of China,Deloitte ResearchOnline physicalretail salesOffline consumergoods retail sales20.7%24.9%24.5%27.1%0.0%201920202021Jan.Nov.202210.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%79.3%

48、75.1%75.5%72.9%102023 China Consumer Insight and Market Outlook White PaperHow have consumer attitudes changed in the consumer goods and retail industries changed over time?What are their consumer behavior and preferences?What new products,channels,technologies,and scenarios are at the forefront of

49、consumer innovation?To answer these questions,we conducted a nationwide consumer survey to understand consumers lifestyles,attitudes and behavioral preferences,particularly in relation to emerging trends and changes,and to explore the underlying reasons for these changes.Our analysis aims to provide

50、 insights into the foreseeable future development trends of the consumer goods and retail industries.We have summarized five major trends of the Chinese consumer insights for the consumer goods and retail industry in 2023:return to consumer rationality,pursuit of experience that pleases oneself,embr

51、ace diverse innovation,live green and sustainable,and pursuit of technological advancement.2.1 Return to Rational ConsumptionIn the aftermath of the pandemic,consumers have become more pragmatic and rational in their purchasing decisions,based on reduced consumption needs as well as increased econom

52、ic pressures and life uncertainties.People have reduced impulse purchases,prioritizing product quality and value,taking advantage of promotions,and comparing prices across multiple sellers before making a purchase.With much more information available,consumers are taking recommendations with a pinch

53、 of salt,making their own choices after careful research and comparison instead of blindly following trends.This shift in consumer behavior has favored domestic brands,which are seen as more cost-effective and have a better understanding of Chinese consumer habits.Rational Consumption Mindset:Consum

54、ers are becoming more pragmatic and rational.They are basing their purchasing decisions based on their actual needs and they are doing a lot of research and comparison shopping to reduce impulse buying.The survey shows that when it comes to consumer attitudes,41%of respondents cited I only buy what

55、I really need as one of the top three consumer mindsets.I am willing to look for the best value brand and product was close behind,with 36%of respondents choosing this.This result highlights that practicality and rationality have become the mainstream consumer attitudes.2.5 Major Trends in Chinas Co

56、nsumer and Retail Industry112023 China Consumer Insight and Market Outlook White PaperWhen it comes to product choice,consumers generally value the practical and intrinsic value of a product.This trend is reflected across several major categories.In the food and beverage category,around 40%of consum

57、ers cite product quality/freshness,overall cost-effectiveness,and being green and healthy as the top three factors influencing their purchase decisions.In clothing,shoes,and hats category,quality(materials/tailoring/workmanship/etc.),product style(color/silhouette/ease of styling/etc.),and overall c

58、ost-effectiveness and functionality(such as special materials required for professional sports,etc.)top the list.In the beauty and personal care category,the top three considerations chosen by more than 30%consumers are ingredients/functionality,efficacy and safety/non-allergenic.So quality,function

59、ality,safety,cost-effectiveness and other hard economic factors are the focus of todays pragmatic and prudent consumers.Figure 2-1:Rationality and practicality become the mainstream consumer attitudesSurvey Question:Which of the 1 to 3 descriptions below best align with your consumer mindsets?Please

60、 select the top 3 descriptions(1=most aligned,3=least aligned).Ranking16%41%36%Top1Top1-333%31%28%26%23%20%18%17%14%11%10%10%10%9%9%6%7%6%5%The products I buy are what I really needI enjoy looking for brands and products with the best cost-effectivenessI shop responsibly to reduce negative impact on

61、 the earth and human societyI prioritize my familys needs when shoppingI hope the products I buy are uniqueI like to buy various electronic products and pay attention to high-techSaving money makes me happyI buy things that are aesthetically pleasingMinimalist lifestyle-if its not necessary,I do not

62、 buyIm happy to accept endorsements from celebrities,influencers,and social media,and Im keen to try new brands and new ways of consumptionI want to have what I want immediately,and I value the experience of buying or using more than the product itselfTop1Top1-3122023 China Consumer Insight and Mark

63、et Outlook White PaperFigure 2-2:Factors that influence buying decision for each category Deloitte Survey:When purchasing xx category,what are the 3 most important factors you consider?Please select the top 3 in the order of importance(1=most important,3=least important).Ranking Fervently Research-o

64、riented and Willing to Compare:As consumers have become more rational,their buying behavior has also changed.Consumers are willing to“do their homework”,research thoroughly,and carefully select and compare products in order to make the best choice.The survey shows that over 90%of consumers are inter

65、ested in comparing prices,and around 80%of consumers actively look for coupons.Of these,31%of respondents said they carefully compare prices for all products they purchase;30%of respondents only carefully compare prices when purchasing relatively expensive products(such as electronic products,clothi

66、ng,and bags);and only 6%of respondents rarely compare prices when shopping.In addition to comparing prices,most consumers also look for coupons.The survey found that 59%of respondents actively search for coupons before shopping or checking out;22%of respondents collect coupons when they see a store

67、sign/APP pop-up with a coupon;and only around 7%of respondents pay no attention to coupons.It is clear that consumers are price-sensitive and have a strong sense of participation.They want to be in control of their consumption and make the best choices for themselves.Quality/freshnessIngredients/fun

68、ctionalityEfficacySafety/non-allergenicUsage experienceOverall cost-effectivenessBrandPricePopularity/reputation/recommendationsUnique designShopping experienceEase of returns and exchangesOrganic/green/sustainable materials or productionOverall cost-effectivenessBeing green and healthyPriceBrandSho

69、pping ExperienceNovelty/uniquenessHigh aesthetic appealSuitable for special occasions(festivals/gifts)Popularity/reputation/recommendationsInfluencing factors for food and beverageInfluencing factors for food and beverageInfluencing factors for beauty and personal care14%14%15%8%10%41%40%39%29%28%28

70、%22%21%20%20%Top1Top1-39%8%7%7%8%Quality(materials/tailoring/workmanship/etc.)Overall cost-effectivenessPriceBrandShopping experienceEase of returns and exchangesCan make me the center of attentionPopularity/trendiness/reputation/recommendationsOrganic/green/sustainable materials or productionfuncti

71、onality(special materials for professional sports/etc.)Style(color/silhouette/ease of styling/etc.)40%39%31%29%25%24%23%22%19%18%17%14%13%11%10%7%8%8%8%7%6%7%12%12%11%9%9%9%9%6%7%6%5%5%36%34%31%28%27%23%23%21%20%17%16%15%132023 China Consumer Insight and Market Outlook White PaperSurvey Question:Do

72、you compare prices across different channels when shopping?Single ChoiceSurvey Question:Do you look for coupons when shopping?Single Choice Trust Comes First and Refusal to Blindly Follow:Figure 2-3:Most consumers compare prices and search for coupons when shoppingConsumers tend to trust the opinion

73、s of people whom they have real-life relationship with more,while also paying attention to the opinions of official sources and professional testing agencies.According to the survey results,when asked“Whose opinions or recommendations have the greatest influence on your shopping?”,25%of the responde

74、nts listed immediate family members as their biggest influence and 49%listed them in their top three influences,well ahead of other options.Friends/classmates/colleagues,brands/merchants/professional agencies were close behind with almost 40%of consumers considering them as their top three influence

75、s.When comparing different consumer groups,consumers with higher urban and income levels are more likely to trust official websites and professional testing agencies.From a city-level perspective,consumers in first-tier and new first-tier cities are more likely to trust official websites and profess

76、ional testing agencies.From an income perspective,the higher the monthly family income,the higher the consumers trust in official websites and professional testing agencies.Trust is becoming a prerequisite for deciding who can influence consumers purchasing behavior.Consumers have learnt to make the

77、ir own rational choices and refuse to blindly follow trends without being swayed by a plethora of groups and their opinions.I carefully compare prices for all productsI always search for coupons before shoppingI will search for coupons before checking outI will collect coupons when I see them(e.g.at

78、 store signs/APP pop-ups)I dont actively look for them,but if customer service/sales send me coupons,I will use themI dont pay attention to couponsI carefully compare prices only when purchasing relatively expensive products(e.g.electronic products/clothing/bags)I compare prices when the price is hi

79、gher thanI expected/rememberedI will compare prices during major promotions(e.g.11.11 Shopping Festival)I rarely compare prices when shoppingConsumers compare pricesConsumers search for coupons31%30%23%10%6%32%27%22%12%7%142023 China Consumer Insight and Market Outlook White PaperFigure 2-4:The exte

80、nt to which consumers shopping behavior is influenced by different groupsSurvey Question:Whose opinions or recommendations have the greatest influence on your shopping?Please select the top 3 groups in the order of influence(1=greatest influence,3=least influence).Ranking25%13%13%15%10%8%7%5%5%48%40

81、%39%37%33%27%24%18%14%Top1Top1-3Family members(immediate family)Friends/classmates/colleaguesBrands/merchantsOther users on social mediaPeople in the interest-based community/fan communityInternet celebrities(KOLs/bloggers/big Vs/influencers in a single field)Other relativesCelebrities/idolsProfessi

82、onal agencies(e.g.Diaox2 APP/DADDYLAB/Harpers Bazaar/etc.)Top1Top1-3First-tier cities43%44%39%33%41%38%37%33%36%39%38%42%48%42%New first-tier citiesCity LevelSecond-tier citiesThird-tier and belowBelow 10,00010,001 to 20,000Above 20,001Family monthly incomeProfessional agencies(e.g.Diaox2 APP/DADDYL

83、AB/Harpers Bazaar/etc.)Brands/merchants152023 China Consumer Insight and Market Outlook White PaperSurvey Question:When buying the following categories,to what extent do you tend to purchase domestic brands?Single ChoiceFigure 2-5:Consumer preferences for domestic brands in each category Domestic Br

84、ands Become the Practical Choice:As domestic brands continue to improve their brand power,product capabilities,and channel strength,their market competitiveness has greatly increased,and many domestic brands have become consumers favorites.Research shows that domestic brands are preferred by consume

85、rs due to their advantages such as high cost-effectiveness and better understanding of consumer habits.According to the survey results,a significant proportion of consumers prefer domestic brands in each of the major categories.Consumers are most inclined to purchase domestic goods in the categories

86、 of alcohol and tobacco,food and beverage,household supplies,and personal care products.In these four categories above,over half of the consumers prefer domestic brands,and a significant proportion of consumers consider only domestic brands.In terms of the reasons for choosing domestic brands,nearly

87、 40%of respondents believed that the higher cost-effectiveness is an important reason.In addition,more than a quarter of respondents chose reasons such as“better user experience/easier to use,unique cultural connotations,or more in line with my aesthetics,indicating that domestic brands deep underst

88、anding of Chinese consumers is one of their core advantages.Riding on the wave of practical and rational consumption,domestic brands have once again advanced forward and gained market recognition.Alcohol and tobaccoFood and beverageHousehold suppliesPersonal careClothing/Shoes/HatsNutrition and heal

89、thToysBeauty and skincareOnly consider foreign brandsPrefer foreign brands moreDoes not matterPrefer domestic brands moreOnly consider domestic brands2%2%1%1%1%2%2%1%6%6%6%9%9%12%8%20%33%36%38%40%40%37%44%38%40%42%40%38%38%37%35%30%20%14%15%12%11%12%12%10%162023 China Consumer Insight and Market Out

90、look White PaperFigure 2-6:Consumers reasons for choosing domestic brands2.2 Pursuit of Experience that Pleases OneselfAs the public has become more affluent and product and channel options have increased,consumers not only seek to satisfy material needs,but also hope to achieve physical and spiritu

91、al satisfaction and pleasure,and seek experiences that are pleasing.Social attributes are now deeply embedded in the entire shopping journey,where consumers enjoy social interactions at various stages such as information research,decision-making,experience sharing,etc.Meanwhile,consumers value brick

92、-and-mortar retail for its more transparent information,more intuitive and hands-on experience,and immediate access.Consumers are increasingly concerned about the security of their personal information and express frustration with the current state of privacy protection.They are increasingly taking

93、active steps to protect their privacy and interests.Social Brings Happiness:Socializing has become one of the main sources of joy for consumers,and social attributes are also embedded throughout the entire shopping journey.Channels with strong social attributes such as live streaming,WeChat public a

94、ccounts/video accounts,and short-video platforms have become a playground that could help consumers search for information,influence their decision-making,and share their shopping experiences.People spend the most time on their phones socializing.Over 20%of respondents ranked browsing social media a

95、mong the top three activities they spend the most time doing on their mobile phones while nearly 20%of consumers said watching videos was among their top three activities,including watching short videos that have strong social attributes.And 12%of respondents indicated chatting on their phones consu

96、mes a significant amount of their time.Survey Question:Overall,what are the 3 most important factors when purchasing domestic brands?Please select the top 3 in the order of importance(1=most important,3=least important).RankingTop1Top1-315%14%9%9%10%8%7%8%6%5%Top1Top1-3Domestic brands offer higher c

97、ost-effectivenessCultural confidence:support for the development of domestic brandsDomestic brands have better user experience/handier to useDomestic brands have unique cultural connotationsDomestic brands have better qualityDomestic brands are more in line with my aestheticsBuying domestic brands i

98、s a trendRecommended by friends and familyRecommended by celebrities/KOLs/social mediaForeign brands are more likely to have potential risks(inappropriate remarks/discrimination against Chinese consumers/etc.).39%38%29%29%28%26%21%20%18%15%172023 China Consumer Insight and Market Outlook White Paper

99、Figure 2-7:Activities that consumers spend the most time on their phonesSurvey Question:In the past year,which 3 scenarios did you spend the most time on your phone?Please select top 3 choices in the order of time spent(1=longest time,3=shortest time).RankingConsumers have become accustomed to enjoy

100、ing social pleasures throughout the entire shopping journey,from information searching to decision-making and experience sharing.At the stage of information searching,survey results show that live streaming,WeChat public accounts/video accounts,short-video platforms and other social media channels h

101、ave also become important channels for consumers to obtain information in addition to search engines.Survey Question:Which of the following channels do you tend to obtain information about products or services?Multiple ChoicesFigure 2-8:Channels where consumers obtain information about products or s

102、ervicesConsumer Choice Percentage(%)Browsing social media20%20%15%12%10%8%8%7%Watching videosBrowsing newsChattingBrowsing shopping appsPlaying gamesWorkingStudyingSearch enginesLives-treamingWeChatpublic/video accountsShort videos(TikTok/Kwai/etc.)677865654464434445423322301617147680455149454434252

103、0222614117875715040383434272222201913138180764031333130212224181714120102030405060708090First-tier citiesNew first-tier citiesSecond-tier citiesThird-tier and below citiesSocial media(Weibo/RED/etc.)Malls/brick-and-mortar experienceBrands official websitesReview apps(Dianping/Koubei/etc.)Ask relativ

104、es and friendsLong-video streaming(Youku/iQiyi/Tencent/etc.)Traditional media(TV/magazines/etc.)Influencers fan or interest groups(Douban/Bilibili/etc.)Content creators videos(Bilibili/Ixigua/etc.)Billboards and digital screensE-commerce platforms/shopping apps182023 China Consumer Insight and Marke

105、t Outlook White PaperSurvey Question:Out of these channels,which has the greatest impact on your consumption decisions?Single ChoiceIn the decision-making phase,aside from official channels such as e-commerce platforms/shopping apps(13%of consumers),shopping malls/brick-and-mortar stores(12%of consu

106、mers),and official brand websites(11%of consumers),consumers also use highly social channels such as short-video platforms(13%of consumers),social media(10%of consumers),and review-oriented apps(8%of consumers)to help them make the best purchase decisions.Figure 2-9:Channels that most influence cons

107、umers decision-makingConsumer Choice Percentage(%)Consumers are willing to share their shopping experiences and engage in deeper social connections based on interests and experiences.Only 13%of consumers said they rarely or never share.In terms of channels for experience sharing,over half of the res

108、pondents listed social media as one of the top three channels.This was followed by communicating with family and friends and sharing on short video apps,with nearly 40%of consumers choosing each.In terms of the content they share,consumers see it as a form of self-expression and are less likely to s

109、hare other peoples thoughts.The content they share tends to be more about their subjective feelings and thoughts,while objective information about products or services comes after.The most commonly shared content includes user experience,reasons to purchase,price,shopping experience,and information

110、about the product or service itself.51%of respondents usually share their expereince of using a product or service.42%usually share the reasons or scenarios for buying a product or service.Price,shopping experience,and information about the product or service itself were each chosen by more than 35%

111、of respondents.The main drivers behind most consumers sharing behavior are to help others and express themselves.35%of respondents said their main goal was to provide relevant information and guidance to others,while 23%said it was to express their own emotions and attitudes.Search enginesMalls/bric

112、k-and-mortar experienceShort videos(TikTok/Kwai/etc.)E-commerce platforms/shopping appsBrands official websitesSocial media(Weibo/RED/etc.)Review apps(Dianping/Koubei/etc.)Ask relatives and friendsLives-treamingWeChatpublic/video accountsLong-video streaming(Youku/iQiyi/Tencent/etc.)Traditional medi

113、a(TV/magazines/etc.)Influencers fan or interest groups(Douban/Bilibili/etc.)Content creators videos(Bilibili/Ixigua/etc.)Billboards and digital screens13%13%12%11%10%8%7%5%4%4%3%3%3%3%1%192023 China Consumer Insight and Market Outlook White PaperFigure 2-10:The proportion of channels consumers use t

114、o share product information or shopping experiencesFigure 2-11:Content that consumers tend to share about shoppingSurvey Question:Which channels would you use to share product information or shopping experiences?Please select 1 to 3 channels that you use the most in the order of frequency(1=most fre

115、quent,3=least frequent).RankingSurvey Question:What content do you usually share when sharing product information or shopping experiences?Multiple ChoicesSurvey Question:What is your main purpose for sharing product information or shopping experiences?Single ChoiceFigure 2-12:Purpose of consumers sh

116、aring shopping content52%38%38%38%29%28%22%Top 1 sharing channelTop 3 sharing channels17%16%14%15%10%8%9%Social media(Weibo/RED/fan groups/etc.)Through friends and familiesShort videos(TikTok/Kwai/etc.)E-commerce/shopping appsWeChat public accounts/video accountsReview apps(Dianping/Koubei/etc.)Midd

117、le to long-video streaming platforms(Bilibili/iQiyi/Tencent/etc.)51%42%38%37%35%14%13%User experiencereasons or scenarios for buying a product or servicePriceShopping experienceInformation about the product or service itselfComments of the products by friends/relatives/othersRarely nevershare12%23%1

118、6%14%Earn points or discountsfrom merchantsProvide relevant information and references for othersGain attention orfollowers for their own accountsExpress theirown emotionsand attitudes.Earn pointsfor platforms/APPs35%202023 China Consumer Insight and Market Outlook White PaperSurvey Question:Overall

119、,how has the frequency you visit brick-and-mortar stores in the past year change compared to earlier?Single ChoiceFigure 2-13:Consumers have reduced their frequency of visiting brick-and-mortar storesConsumer Choice Percentage(%)Unique Experience with Brick-and-Mortar Retail:The rapid growth of onli

120、ne retailing in recent years has led to the emergence of new channels and platforms,new marketing strategies,and a wide range of products.In addition,the impact of the pandemic has led to less frequent visits to brick-and-mortar stores,with the decline most pronounced in first-tier and new first-tie

121、r cities.However,brick-and-mortar retail still has its unique value,offering consumers a unique experience through transparent information,intuitive and hands-on experience,and immediate availability.According to the research,consumers still recognize the irreplaceable benefits of brick-and-mortar r

122、etail.38%of respondents believe that having immediate access to the product is one of the top three most important reasons for shopping in-store.37%of respondents believe that the quality of goods is better guaranteed,and 35%of respondents choose offline stores because they can experience a more dir

123、ect sensory experience of products(such as their materials and texture).Reduce by 50%or moreReduced by 30%to 50%Reduced by 10%to 30%Reduced within 10%Around the sameIncreased within 10%Increase by more than 10%First-tier citiesNew first-tier citiesSecond-tier citiesThird-tier and below cities8172323

124、23761623192791512202237441023273060000510152025303540212023 China Consumer Insight and Market Outlook White PaperFigure 2-14:Reasons consumers choose to visit brick-and-mortar storesFigure 2-15:Consumers attitude towards personal information privacy Survey Question:What are the 3 most important reas

125、ons you visit brick-and-mortar stores?Please select in the order of importance(1=most important,3=least important).RankingSurvey Question:To what extent do you agree with the following statement about personal information of members or consumers?Single Choice Emphasis on Personal Information Securit

126、y:With the development and expansion of data technology and its applications,consumer privacy and personal information security have become a concern for society and the public.“The Personal Information Protection Law of the Peoples Republic of China”,which took effect on November 1st,2021,regulates

127、 the handling of sensitive personal information and improves the complaint and reporting mechanism for personal information protection.The implementation of this law has effectively addressed social concerns and provided strong legal protection to resolve popular and difficult issues in personal inf

128、ormation protection.Consumers are increasingly concerned about the security of their personal information.Surveys show that they need both convenient shopping experiences and privacy protection.Most respondents are willing to share more information for quality personalized services,but they are also

129、 concerned about the security risks of sharing their privacy with merchants.Consumers feel somewhat helpless about the current state of privacy protection,but they are taking proactive steps to safeguard their privacy.According to the survey,62%of respondents indicated that they have taken active me

130、asures to prevent information leaks.Immediate access to the productGreater assurance ofproduct quality at offline storesMore direct sensory experience of products(such as material and texture)More clear specific product information(such as production date)More direct communicationwith sales/service

131、staffMore comfortable shoppingenvironment than onlineMore competitive pricesMore attractive promotions and benefitsEmergency or last-minute purchases38%37%35%31%29%26%25%25%25%Willing to provide personal information for personalized servicesSecurity risks present in providing personal information to

132、 merchantshave taken active measures toprevent information leaksPersonal information will inevitably leak and is difficult to containPersonal information leaks that do not involve money is not impactful to daily lifeStrongly disagreeSomewhat disagreeNeutralSomewhat agreeStrongly agree5%2%3%4%7%14%10

133、%10%13%20%30%28%26%27%28%37%42%44%41%33%13%18%18%15%12%222023 China Consumer Insight and Market Outlook White PaperSource:Deloitte Survey:Through which channels do you typically purchase the following categories of products?Please select all the channels that apply to each row.Multiple Choice2.3 Emb

134、race Diverse InnovationThe rise of technology,changes in the social environment,and policy incentives have created a fertile ground for business model innovation.In this decade,a variety of new retail channels and scenarios have emerged,ushering in the era of the Now Consumer.Now consumers are pursu

135、ing new lifestyles and consumption habits.They embrace innovation,enjoy trying new things,and are highly energetic and receptive.This study explores the popular trends in new retail channels and buying scenarios,including live streaming,instant retail,and home leisure consumption.Our research found

136、that live streaming and instant retail are increasingly becoming the norm for consumers.The pandemic has led consumers to passively adopt home mode,unlocking various opportunities for leisure consumption at home.Consumers have discovered the joy of these at-home activities and are now actively pursu

137、ing them.The rise of the home economy emerging from this new buying scenario could become a long-term consumption focus.Proactively Try New Retail Forms:The Now consumers are no longer limited to traditional shopping channels and are more willing to explore and try different ways of shopping.Live st

138、reaming and instant retail are two typical examples and are currently the most popular new forms of retailing.We conducted a survey on the frequency,brand preferences,and subjective motivations for live streaming shopping and instant retail.We found that 67%of consumers have experienced live streami

139、ng shopping,with the most common categories being clothing/shoes/hats(39%),beauty and skincare products(34%),and household supplies(30%).The main reasons consumers are attracted to live-streaming shopping include low price/strong promotion,chosen by 24%of respondents,followed by more direct understa

140、nding of the product,chosen by 21%respondents,and gain more perks and benefits ranked third,chosen by 18%of respondents.Meanwhile,instant shopping has gradually attracted more consumers with its convenient and timely features.The survey found that nearly 70%of consumers experience instant retailing

141、at least once a month,and this proportion will increase to over 80%in the next three months.The top three categories that are most frequently purchased through instant shopping are food and beverages(selected by 24%of consumers),household products(selected by 22%of consumers),and personal care(oral/

142、body cleaning and care,etc.)(selected by 17%of consumers).The variety of product categories and offerings,the ability to meet urgent needs,and the low prices/strong promotions are the top three reasons why consumers choose instant shopping.It is evident that new retail forms such as live streaming a

143、nd instant retailing,along with their respective characteristics,are gaining consumer recognition and gradually becoming mainstream,creating a diverse and thriving new retail market.Consumers are willing to accept and actively try different forms of retail.Depending on the category and specific need

144、s of each purchase,they will choose and mix different shopping channels that offer different experiences.Figure 2-16:Percentage of consumers who have experienced shopping through live streamingFigure 2-17:Product categories that consumer purchased through live streamingClothing/shoes/hats(non-luxury

145、)Beauty and skincareHousehold suppliesPersonal care(oral/body cleaning and care,etc.)ToysNutrition and health(oral products,etc.)Food and beverageLuxury goods(value above CNY 5,000)Alcohol and tobacco39%34%30%29%25%25%23%19%14%67%of consumers have experienced shopping through live streamingCategorie

146、s of products purchased by consumers through livestreaming232023 China Consumer Insight and Market Outlook White PaperSurvey Question:Why do you choose to purchase via live streaming?Please select the top 3 factors that are most important to you,in order of importance(1=most important,3=least import

147、ant).RankingFigure 2-18:Reasons why consumers shop via livestreamingFigure 2-19:Consumer frequency of using instant retailSurvey Question:In the past year,how often have you experienced instant retailing?Single Choice;In the next three months,how often do you plan to experience instant retailing?Sin

148、gle ChoiceLow price/strong promotionMore direct understanding of the productGain more perks and benefitsReceive immediate answers for questionsFeel accomplished when snagged the productHave hosts I likeLively atmosphereMore guarantees(i.e.after-sales service support)A leisure and relaxing way to sho

149、pBe able to learn more about previously unfamiliar brands24%21%18%17%16%15%14%14%14%14%13%Reasons consumers purchase through livestreamingOnce a week or moreTwo or three times a monthOnce a monthOnce every two or three monthsOver the past yearFuture three months planOnce every six monthsOnce a yearN

150、ever8%10%25%42%16%18%24%32%13%4%8%1%242023 China Consumer Insight and Market Outlook White PaperSurvey Question:In the past year,which of the following activities have you done?Please choose the frequency of each activity.If you did not experience any activity in the past year,please select the last

151、 column.Single ChoiceSurvey Question:Through which channels do you typically purchase the following categories of products?Please select all the channels that apply for each row.Multiple ChoicesSurvey Question:What are the reasons you choose to shop through instant retail?Multiple ChoicesFigure 2-20

152、:Product categories that consumers have purchased through instant retailingFigure 2-21:Reasons why consumers shop via instant retailFigure 2-22:Consumer frequency of leisure consumption at home Home Leisure Becomes an Emerging Context for Consumption:Due to the impact of the pandemic,people have sta

153、rted the stay-at-home mode and the home has expanded its role from living to also working.People want to seek comfort and quality in their homes,so leisure activities at home based on peoples various interests,such as fitness,cooking,and flower arranging started to rise.In the future,as consumers be

154、come more accustomed to productive activities at home,home leisure will become a more regular form and scenario of leisure and entertainment,continuously driving the development of the home economy.According to the survey results,more than 80%of respondents have engaged in home-based leisure consump

155、tion.32%make purchases three times or more per month,which is the largest proportion of respondents.23%respondents make purchases for leisure consumption at home 1-2 times per month,which ranks second.Consumers are increasingly looking for new,multi-functional,technology-enabled,and hyper-convenient

156、 products to meet their leisure needs at home.Among them,24%of respondents think that the novelty of the products on the market can be improved,23%think that the function can be more comprehensive,22%expect more technological improvements,and 20%hope that the products can better serve“lazy consumers

157、.”Diverse product categories and offeringsAble to meet urgent needsCheap prices/promotionsFast deliveryDont need to go out yourselfPurchase outside of regular business hours(e.g.late at night)Purchase products from different merchants(e.g.different supermarkets on JD Daojia)Online and offline integr

158、ation(e.g.earn pointsboth on the app and in offline stores)Good product quality37%34%32%31%31%29%29%26%24%Food and beverageHousehold suppliesPersonal care(oral/body cleaningand care,etc.)Alcohol and tobaccoNutrition and health(oral products,etc.)Beauty and skincareToysClothing/shoes/hats(non-luxury)

159、24%22%17%17%14%12%11%6%Three times or more a monthOnce or twice a monthOnce every two monthsOnce every six monthsOnce every six monthsOnce every year or less18%32%23%14%9%4%252023 China Consumer Insight and Market Outlook White PaperSurvey Question:What features do you think the products should have

160、 to help you experience the activities listed above?What features do the products currently lack or require improvement?Please check the features you think the products should have for each scenario.Single choiceFigure 2-23:At-home leisure products have not met consumers demandsNoveltyMore comprehen

161、sive functionsMore technology enhancementbetter serve“lazy consumers.”Good-lookingBeneficial to healthHigh cost-effectivenessDurabilitySafetyGood brand reputation24%23%22%20%19%19%19%18%18%18%262023 China Consumer Insight and Market Outlook White PaperFigure 2-24:High social awareness and responsibi

162、lity among consumersSurvey Question:Which of the following descriptions best describe your consumer mindset?Please select the top 3 in the order of alignment(1=most aligned,3=third most aligned).Ranking2.4 Be Green and SustainableChinas promotion of green and sustainable development,including its ef

163、forts towards advancing carbon peaking and neutrality,its participation in global climate change governance,and its pursuit of a harmonious relationship between man and nature,has led to widespread public acceptance and recognition of the concept of green and sustainability.This concept is also refl

164、ected in consumption patterns,as consumers are aware of the social responsibility associated with their consumption behavior.Following the proposal of promoting green consumption and establishing a green,low-carbon production and lifestyle by the 20th National Congress,consumers have increasingly in

165、corporated the idea of green and sustainability into their consumption.Some consumers are also willing to pay a premium for green consumption.In the future,green consumption is expected to remain a lasting trend for consumers,as awareness and adoption of sustainable practices in their consumption be

166、havior continues to grow.High Social Awareness and Responsibility:The concept of I shop responsibly to reduce negative impact on the earth and human society has been widely recognized by consumers.More than 30%of respondents selected this option as one of their top three consumer attitudes,ranking t

167、hird after actual needs and cost-effectiveness.Among them,10%of consumers even chose responsible consumption as their first choice,reflecting consumers strong sense of social awareness and responsibility.41%36%33%31%28%26%23%20%18%17%14%Top1Top1-3The products I buy are what I really needI enjoy look

168、ing for brands and productswith the best cost-effectivenessI shop responsibly to reduce negativeimpact on the earth and human societyI prioritize my familys needs when shoppingI want to have what I want immediately,and I value theexperience of buying or using more than the product itselfMinimalist l

169、ifestyle-if its not necessary,I do not buyIm happy to accept endorsements from celebrities,influencers,and social media,and Im keen to try new brands and new ways of consumptionI hope the products I buy are uniqueI like to buy various electronic productsand pay attention to high-techSaving money mak

170、es me happyI buy things that are aesthetically pleasing16%11%10%10%10%9%9%6%7%6%5%Top1Top1-3272023 China Consumer Insight and Market Outlook White PaperFigure 2-25:Willingness of consumers to pay a premium for green consumptionSurvey Question:How much premium are you willing to pay for green consump

171、tion(i.e.,how much more are you willing to pay compared to regular products)when purchasing the following categories?Green consumption includes products made with more environmentally friendly raw materials,packaging and production methods;lower carbon emissions during transportation and use;and bet

172、ter protection for people involved in production and trade.Single choice Increased Willingness for Green Consumption:As social responsibility becomes more prominent,we have found that consumers are increasingly willing to translate their green consciousness into buying behavior.The survey results sh

173、ow that more than 60%of consumers are willing to pay a premium for green consumption,but the premium would be within 10%or less for most consumers(56%of the total population).The products for which consumers are most willing to pay a green premium for are nutrition and health,beauty and skin care,fo

174、od and beverage,and personal care,with the premiums of 75%,72%,70%,and 70%,respectively.In addition,“green and sustainable practices have become an important consideration for consumers when purchasing food and beverage,toys,and nutrition and health products.Nearly 40%of consumers consider green and

175、 sustainable practices to be one of the top three considerations when buying food and beverages,and more than 15%of consumers consider it to be the primary factor.In the categories of toys as well as nutrition and health,green and sustainable practices have become an important consideration for more

176、 than 25%of consumers,and a primary consideration for nearly 10%of consumers.Overall willingnessfor green consumptionNutrition&healthBeauty&skincareFood&beveragePersonalcareClothing/hats/shoesLuxurygoodsToysAlcohol&tobaccoHousehold supplies34%34%22%9%2%2%2%1%1%1%2%3%2%2%34%25%27%11%38%28%23%10%36%22

177、%10%37%23%9%36%22%8%37%20%8%28%21%10%30%20%7%28%18%8%Percentage of consumerswilling to paypremium66%30%30%34%34%39%40%45%Unwilling to pay a premiumWilling to pay less than 5%Willing to pay 10-20%moreWilling to pay more than 20%Willing to pay 5-10%282023 China Consumer Insight and Market Outlook Whit

178、e PaperSurvey Question:When purchasing xx category,what are the top 3 factors you consider?Please select the top 3 in the order of importance(1=most important,3=third most important).RankingFigure 2-26:The proportion of green consumption as a key consideration factor in consumer purchasing behavior

179、2.5 Pursuit of Technological Advancements:The past decade has been a period of rapid internet development,with continuous innovation in Internet technology,service forms,and business models.With the advent of the new infrastructure,the retail ecosystem is becoming more digitalized,intelligent,and ef

180、ficient.The widespread adoption of the latest innovations in underlying technologies,such as 5G,cloud computing,IoT,big data,and artificial intelligence,is propelling the advancement of retail technology.Chinese consumers exhibit strong curiosity and acceptance of new technologies,and are eager to e

181、xperience the conveniences and innovations they bring,driving the continuous advancement of technology.For example,around 2015,the sharing economy began to boom,with shared bikes,power banks,and massage chairs,and more entering the market.This highlighted the strong ability of the Internet to alloca

182、te physical resources to meet consumer needs.Around 2016,visual media such as live streaming and short videos further enriched the form of Internet services,satisfying consumers entertainment needs while providing new business models for traffic monetization.Currently,mobile Internet has become wide

183、ly popular,and the proportion of elderly Internet users is rapidly increasing.Consumers remain enthusiastic about new technologies and look forward to the maturation and application of the metaverse.Widespread Adoption of Mobile Internet:Chinese consumers are very willing to embrace and try new tech

184、nologies.Mobile Internet has been rapidly popularized,and mobile phones have become an integral part of peoples lives.As of June 2022,the number of Chinese mobile Internet users has exceeded 1.05 billion,accounting for 99.6%of the total Internet users.It is worth noting that the proportion of elderl

185、y Internet users is also increasing significantly.According to the Statistical Report on Internet Development in China published by the China Internet Network Information Center(CNNIC)over the years,the proportion of Internet users over 60 years old was 1.3%in 2000 and only rose to 1.9%in 2010,but t

186、hen grew rapidly to 11.2%in 2020.This shows that mobile Internet has become an everyday necessity for Chinese consumers now.Furthermore,with the popularization of 5G technology,the speed and stability of mobile Internet access have dramatically improved,and the user experience is also being constant

187、ly optimized.People are using mobile Internet more in-depth.Mobile data traffic in China is also growing steadily,from 74.5 billion GB in the first half of 2020 to 124.1 billion GB in the first half of 2022.The survey also found that consumers spend a considerable amount of time on their mobile phon

188、es every day,with nearly half of the respondents using their phones for more than 4 hours per day in the past three months.Of these,18%of the respondents spend 4-5 hours online each day,15%spend 5-6 hours,and 15%of consumers spend over 6 hours online each day.Primary factorTop 3 important factors39%

189、26%26%23%23%23%19%Food and beverageToysNutrition and healthBeauty and skincarePersonal careClothing/hats/shoesLuxury goods15%9%10%9%9%8%7%292023 China Consumer Insight and Market Outlook White PaperFigure 2-27:The proportion of Chinese mobile Internet users over total Internet usersUnit:10k people S

190、ource:Ministry of Industry and Information Technology,Statistical Reports on Internet Development in China by the China Internet Network Information Center(CNNIC)over the years,Deloitte ResearchFigure 2-28:The proportion of elderly Internet users have increased substantially Source:Ministry of Indus

191、try and Information Technology,Statistical Reports on Internet Development in China by the China Internet Network Information Center(CNNIC)over the years,Deloitte Research84,68199.1%99.3%99.2%99.7%99.6%99.7%99.6%89,69093,23698,576100,668102,874104,659030,00060,00090,000120,000150,000June 2019Dec.201

192、9June 2020Dec.2020June 2021Dec.2021June 2022200020102020Changes in age structure of Chinese internet users11.2%3.9%1.9%15.1%5.7%2.1%1.3%12.6%18.8%16.0%23.4%20.5%48.2%29.8%17.8%26.7%28.4%16.6%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%60 years old302023 China Consumer Insight and Market O

193、utlook White PaperFigure 2-29:Chinese mobile data trafficUnit:billion GBSource:Ministry of Industry and Information Technology,Statistical Reports on Internet Development in China by the China Internet Network Information Center(CNNIC)over the years,Deloitte ResearchFigure 2-30:Consumer mobile phone

194、 usage durationSurvey Question:Please carefully recall,in the past three months,how much time,on average,did you spend using your phone each day?Single Choice Anticipating the Maturity of Metaverse:Since the start of the Metaverse Year in 2021,the metaverse has grown rapidly in just two years.So far

195、,it is still undergoing rapid development in China.In the consumer goods and retail industries,brand players are actively entering the game to capture the new territory of consumer metaverse.Companies are either designing digital products and expanding virtual scenarios for marketing,digging deep in

196、to the value of intellectual property(IP),or stimulating scenario-based consumption demand and creating new traffic flows for offline retail through virtual and real-life interaction using XR,AI,5G,and other technologies.Essentially,the metaverse provides consumers with new ways to access informatio

197、n and new consumption scenarios,greatly enhancing the what you experience is what you get”shopping experience.In addition,the metaverse has also created data-driven business opportunities for the consumer goods and retail industries.This survey shows that Chinese consumers are excited about the meta

198、verse,but their understanding of its application and value creation is still based on imagination and speculation.Over 60%of consumers expect that the application of the metaverse will enhnce the shopping experience,leading to increased frequency of consumption and promoting the sharing and dissemin

199、ation of experiences.64%of respondents believe that the metaverse can help them learn about and discover more products,while 63%agree that the metaverse can enhance their consumption experience by offering more visual and realistic experiences that simulate real-world situations.62%of respondents 6

200、hours or more5-6 hours4-5 hours3-4 hours2-3 hours1-2 hoursLess than 1 hour15%15%18%25%22%5%1%2019H12019H22020H12020H22021H12021H22022H115010050055677591103118124312023 China Consumer Insight and Market Outlook White PaperFigure 2-31:Consumer expectations for the impact of the metaverse on consumptio

201、nSurvey Question:To what extent do you agree with the following description of the impact of the metaverse on consumption?Single ChoiceFigure 2-32:Consumer understanding of metaverse applicationsSurvey Question:What is your understanding of the metaverse?Please select the following descriptions that

202、 best describe your understanding of the metaverse.Multiple Choices40%40%38%38%35%33%31%30%Can simulate sightseeing and visit famous historical sites,theme parks,cultural exhibitions,etc.Can develop your own scenarios and interaction modes to satisfy the immersive learning experience of multi-person

203、 interactionCan play games in virtual spaces and experience the full sensory interaction and game plotsCan browse virtual streets and shops,choose products and try on clothesCan watch live streaming by virtual characters and interact with themCan try on virtual makeup to see the makeup effect on one

204、s own face and help choose suitable cosmeticsCan host virtual social activities such as banquets and parties to find ones preferred social circlesCan quickly try new product flavors through virtual restaurantsStrongly disagreeSomewhat disagreeNeutralSomewhat agreeStrongly agreeConsumer expectations

205、for Metaverse applications are expected to enhance their shopping experienceleading to increased shopping frequency and promoting the sharing and spread of consumer experiences14%21%50%28%30%42%7%1%2%1%2%6%The metaverse can expose me to a wider world,broaden my horizons,and help me to learn about an

206、d discover more productsThe metaverse can enhance my consumption experience by offering more visual and realistic experiences that simulate real-world situationsThe metaverse can increase consumption frequency by providing more immersive experience and customized product recommendations Virtual infl

207、uencers and communities can create a strong interactive atmosphere,making me more willing to share my consumption experiences more23%20%39%44%7%30%28%6%agree that the metaverse can increase their frequency of consumption by providing more immersive experiences and more customized product recommendat

208、ions.64%believe that virtual influencers and communities in the metaverse can create a highly interactive atmosphere,making them more willing to share their consumption experiences.Consumers have a wide range of imaginative ideas when it comes to discussing the application of the metaverse,but there

209、 is not yet a clear consensus on mainstream uses.322023 China Consumer Insight and Market Outlook White PaperAfter 20 years of rapid growth,the Chinese consumer market has entered a new stage of high-quality development.The digital ecosystem has led to the continuous optimization of the new retail m

210、odels.New consumption modes and business models are developing at an accelerated pace.All of these are all stimulating new consumer dynamics and leading China on a new path to a new development paradigm.Against this generational backdrop,Chinese consumers consumption attitudes and behaviors have als

211、o changed.They are becoming more rational,reducing impulse purchases,emphasizing product quality and value,making good use of promotions,and are willing to compare prices across retailers before making purchases.In addition to satisfying material needs,they also want to obtain physical and spiritual

212、 satisfaction and pleasure,and seek experiences that are pleasing.They embrace diversity and innovation,are willing to try new things,and show high energy and acceptance towards new consumption forms and scenarios.They are committed to social responsibility and are willing to pay a premium for it.Th

213、ey follow technological advancements and are optimistic and hopeful about the impact of new technologies on consumption,giving free rein to their imagination.Deloitte suggests that to better serve consumers,consumer goods and retail companies should strive to capture consumers time,mind,and wallet s

214、hare 24/7,both online and offline.1 We present the following recommendations for consumer goods and retail companies:1:For more insights,please refer to Now Consumer is Reshaping the Online Retailing:Report on 2019 Top 100 Enterprises by Online Sales jointly published by Deloitte China and the China

215、 Chain Store and Franchise Association.3.Advice for Consumer Goods and Retail CompaniesTransformation of market modelTraditional competition modelProductsPlacesChannelsNew competition modelMarket shareTimeshare24-hour lifeOnlineOfflineRelevantconsumptionscenariosMindshareWalletshareTransactionmoment

216、s332023 China Consumer Insight and Market Outlook White Paper2:For more content,please refer to Six Winning Rules for Omnichannel Consumer Operations in the Post-Pandemic Era.Compete for Consumer Time Share:Build a brands private domain,lay out omnichannel consumer operations,and create unique brand

217、 experiences:Social attributes are deeply embedded in every stage of the consumer shopping journey.Consumers enjoy the pleasure that social interactions bring at various stages,such as searching for information,making decisions,and sharing experiences,and consider it a part of the shopping experienc

218、e.Companies should strengthen their omnichannel consumer operations and create unique brand experiences.Deloitte proposed Six Winning Rules for Omnichannel Consumer Operations in the Post-Pandemic Era2 to help companies achieve mutual benefit in both the public and private spheres and achieve collab

219、orative growth.With an omnichannel approach,companies can improve brand equity,optimize marketing efficiency,and maximize the customer lifetime value.Compete for Consumer Mind Share:Lead with a strong value proposition and build brand trust to win brand recognition:Trust has become a prerequisite fo

220、r consumers to decide who can influence their buying behavior.Consumers trust the official voice of brands.They also recognize the value proposition of social responsibility such as green sustainability,”and consider it as one of the key factors in making consumer choice.Therefore,the royal road to

221、increasing brand value and market performance,as well as to gaining consumer recognition,is through leading value propositions,gaining consumer trust,and winning brand recognition.Create an open business ecosystem that can adapt to changing consumer needs:In the market environment of heightened unce

222、rtainty,consumer demands are also complex and shifting,especially for consumers today who pursue technological advancement,actively embrace change,and have an imaginative vision for innovation and change.In order to respond flexibly to consumer changes,companies should build a well-developed busines

223、s ecosystem and always take initiatives to win over consumers.Compete for Consumer Wallet Share:Focus on product value for money:Discerning and rational consumers have higher demands on both the quality and price of products,hoping to buy goods that meet their real needs and provide value for money.

224、Only a balanced cost-effectiveness can capture the true demands of increasingly rational and pragmatic consumers.Prioritize omnichannel integration to meet diverse consumer needs:Consumers are willing to explore and try different forms of retailing.They will independently choose,combine,and experien

225、ce different shopping channels from all the different options,depending on the category and specific needs of each purchase.Consumer goods and retail companies should accelerate their omnichannel deployment,create high-quality omnichannel experiences,and combine the characteristics of each channel t

226、o meet consumers diverse shopping needs.342023 China Consumer Insight and Market Outlook White PaperAppendix:About Deloitte 2023 Consumer Insights Survey on Consumer Goods and Retail Industry in ChinaDeloittes 2023 Consumer Insights Survey in the Consumer Products and Retail Industry in China aims t

227、o explore the changes in consumer attitudes and behaviors in the new norm of the post-pandemic era and the wave of new technological developments.Based on these changes,the survey analyzes the foreseeable future development trends of the consumer goods and retail industry.This quantitative study was

228、 conducted in November 2022,using an online questionnaire form,with respondents ranging in ages from 18 to 73.The questionnaire covers consumer background information,consumer attitudes,shopping behaviors,lifestyles,interests and values,and more.This online survey sample set quota is based on the de

229、mographic structure data from the Seventh National Population Census,with a sample size of 2000,covering 301 cities/autonomous regions from first to fifth-tier cities in China.The questionnaire was designed by Deloitte and Deloitte did not access or collect any personal information or data from cons

230、umers during the survey,but collected consumer feedback through a commissioned market research company with qualifications.10%15%20%55%CityFirst-tier18-30 years old4,000 to 6,0006,001 to 8,0008,001 to 10,00010,000 to 15,00015,000 to 20,000 20,000 to 25,00025,000 and above31-40 years old41-50 years o

231、ld51-60 years old61 years old and aboveNew first-tierMaleSingleHigh school and belowBusiness ownersEnterprise managementService industry practitionersStudentsOthersEmployees(including public and government institutions)Technical/technical secondary/junior collegeUndergraduateGraduate degree and abov

232、eNon-single/married without childrenMarried with one childMarried with two or more childrenFemaleSecond-tierThird-tier and belowAgeGenderIncome(in CNY)MaritalEducationJob20%25%23%22%10%52%48%8%14%20%22%16%12%9%13%6%66%15%14%32%51%3%13%37%18%12%12%9%352023 China Consumer Insight and Market Outlook Wh

233、ite PaperSteering CommitteeAuthorsMendy Xu from Deloitte Consulting China and Yi Hu from Deloitte Research China also contrib-uted to the content of this articleWoolf HuangDeloitte Consulting China Clients,Industries&Markets L.hkMichael DengDeloitte Consulting China Consumer Products+Retail,Wholesal

234、e&Distribution Industry LLydia ChenDeloitte Research Partner Grace LingDeloitte Consulting China Partner Alice GaoDeloitte Consulting China Associate Director Jeremy TanDeloitte Consulting China Jasmine PengDeloitte Consulting China Yolanda LiuDeloitte Consulting China Jenny XuDeloitte Consulting CR

235、isto LiuDeloitte Consulting CSelina XuDeloitte Consulting China DRobert SunDeloitte Consulting China DContact usOffice locationsHefeiRoom 1506,Tower A China Resource BuildingNo.111 Qian Shan RoadShu Shan DistrictHefei 230022,PRCTel:+86 551 6585 5927Fax:+86 551 6585 5687Hong Kong35/F One Pacific Plac

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