X

  • Client Login
  • United States
    • ---Regions---
    • Europe
    • Mainland China
    • India
    • Latinoamérica (Latin America)
    • Middle East, North Africa and Pakistan
    • Southeast Asia, North Asia and Pacific
    • Sub-Saharan Africa
    • -------------
    • Algeria
    • Argentina
    • Australia
    • Bahrain
    • Bangladesh
    • Беларусь (Belarus)
    • Belgium
    • Brasil (Brazil)
    • България (Bulgaria)
    • Cameroun (Cameroon)
    • Canada
    • Centroamérica (Central America)
    • Chile
    • Mainland China
    • Colombia
    • Crna Gora (Montenegro)
    • Hrvatska (Croatia)
    • Κύπρος | Cyprus
    • Česká republika (Czech Republic)
    • Danmark (Denmark)
    • Deutschland (Germany)
    • República Dominicana (Dominican Republic)
    • Ecuador
    • Egypt
    • España (Spain)
    • Eesti (Estonia)
    • France
    • Ghana
    • Ελλάδα | Greece
    • Hong Kong
    • India
    • Indonesia
    • ישראל (Israel)
    • Italia (Italy)
    • Côte d'Ivoire (Ivory Coast)
    • 日本 (Japan)
    • Jordan
    • Ireland
    • Казахстан (Kazakhstan)
    • Kenya
    • Kuwait
    • Latvija (Latvia)
    • Lebanon
    • Lietuva | Lithuania
    • Македонија (Macedonia)
    • Magyarország (Hungary)
    • Malaysia
    • México
    • Morocco
    • Myanmar
    • Nederland (Netherlands)
    • Nepal
    • New Zealand
    • Nigeria
    • Norge (Norway)
    • Oman
    • Österreich (Austria)
    • Pakistan
    • Peru
    • Philippines
    • Polska (Poland)
    • Portugal
    • Puerto Rico
    • Qatar
    • România
    • Россия (Russia)
    • Saudi Arabia
    • Slovenská republika (Slovakia)
    • Slovenija (Slovenia)
    • South Africa
    • Srbija (Serbia)
    • Sri Lanka
    • Suomi (Finland)
    • Singapore
    • South Korea
    • Schweiz | Switzerland | Svizzera | Suisse
    • Sverige (Sweden)
    • Tanzania
    • Taiwan
    • ประเทศไทย (Thailand)
    • Tunisia
    • Türkiye (Turkey)
    • Uganda
    • Ukraine
    • United Arab Emirates
    • United Kingdom
    • Uruguay
    • United States
    • Venezuela
    • Việt Nam
    X
Nielsen Logo Nielsen Logo
MENU
  • Insights
  • Solutions
  • News Center
  • About

Newswire

Winning At E-Commerce in China

Digital | 05-17-2012
Email Share

separate addresses by comma

Joey Chan, Vice President, Nielsen China; Marco Tang, Associate Director, Nielsen China; Queenie Gu, Associate Director, Nielsen China

With over 500 million people online, China’s e-commerce industry already offers major opportunities to retailers and is poised for significant development in the years ahead. Currently, 38 percent of Chinese consumers shop online. With a population as large as China’s, this represents huge amounts of commerce, yet the percentage of people buying goods online is far below rates in Europe, the U.S., and even other Asian markets, where online shopping penetration rates can reach upwards of 60-80 percent. Many in China are already preparing for the time when the rest of the population begins to adopt e-commerce. Central planning is underway, warehouses, distribution centers and other logistics are being constructed, and manufacturers and retailers are refining the product lines and assortments. In fact, the China Internet Network Information Center predicts online retail sales could reach 3 trillion Yuan in 2012 (~$475 billion USD). And, trends suggest Chinese e-commerce will only grow from there.

In this ripe environment, retailers planning their Chinese e-commerce strategy have two overarching goals: expand their consumer base, and improve consumer satisfaction and loyalty. China’s online shoppers right now are primarily younger and more educated consumers (with 80% having a college education). For these shoppers, price and convenience rule. For traditional brick-and-mortar retailers, entering the online market expands their potential shopper base by offering more convenient buying opportunities. To truly win in e-commerce, retailers must synergize their online and brick-and-mortar shopping experiences to improve the customer’s experience both online and offline. Flexible shopping and delivery/pick-up options and smart promotions can facilitate sales both online and off, boosting a retailer’s overall bottom line. Satisfied customers with successful online purchases are likely to drive more sales as consumers share positive experiences via social media. A recent Nielsen survey found 85 percent of Chinese consumers regularly use social media to share their experiences with online purchases.

E-Commerce Retail Strategies

As retailers look to synergize their offline and online businesses, the challenge is how to develop successful marketing strategies for the sophisticated Chinese consumer.

  1. Products – Chinese online shoppers are primarily young and educated consumers who are seeking value and convenience, along with particular types of products. Offering unique product assortments online—products unavailable in most offline stores—and giving the consumer multiple convenient options for payment and delivery are likely to resonate with these shoppers.
  2. Price/Cost – While consumers do expect some cost savings online—at least in some categories like apparel and electronics—price is not their only consideration when choosing an online retailer. Favorable reviews from previous customers, product availability/choice, and fast delivery offerings also drive many online purchases in China, so retailers who meet these demands can likely avoid losing out in a price war as long as they maintain a low-cost reputation.
  3. Promotions – Online shopping offers many advantages for precision promotions, giving the retailer opportunities to better reach their potential customers. Combining promotions online and in brick-and-mortar locations can help synergize the two businesses and drive sales.
  4. Communication – E-commerce and online shopping flip the traditional store-to-consumer one-way conversation. Consumers are now searching out retailers’ websites for specific products and learning about goods via social media. Retailers need to engage in this social conversation and interact with China’s tech-savvy consumers who are increasingly open to boosting e-commerce spending.

Tagged:  APAC
Email Share

separate addresses by comma

Related Solutions

Related News

Related Reports

Interested in learning more?
Contact Us

Get the Nielsen Newswire Newsletter

By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use.

X

Thank you for subscribing! Stay tuned for our next newsletter.

In the meantime, check out our insights and reports on the latest consumer trends.

X

Something went wrong. If this is your first time subscribing, return to our signup form and try again, or contact us.

Once you’ve subscribed successfully, you will receive a confirmation email.

Company Info

  • About Nielsen
  • Investor Relations
  • Nielsen Families
  • Responsibility & Sustainability
  • Press Room
  • Careers
  • Contact Us

Insights

  • Newswire
  • Reports
  • News Center
  • Top 10 & Trends
  • How We Measure
  • Webinars & Events
  • Newsletter Sign-up

Solutions

  • Advertising Effectiveness
  • Audience Measurement
  • Marketing ROI
  • Price and Promotion
  • Product Development
  • Reputation Management
  • Shopper

Privacy Statement  |  Terms of Use  |  Site Map
Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved.