A recent McKinsey report shows five trends of Chinese digital consumers including omnichannel shopping, context-triggered shopping, social media centered consumer interactions, increasing demand for non-standard goods and services, and data-driven personalization.
Most consumers yearn for omnichannel experience, but they haven't even tried the most basic mode of picking up goods from offline stores. Consumers have new demands for more personalized customization options and short-term lease of goods before they make the purchase decision according to McKinsey interviews with consumers in Shanghai and Chengdu.
In order to meet the ever-changing consumer preferences, companies should adjust their products and marketing based on people's shopping motives, methods, time and results.
Consumer-oriented businesses have lagged behind in meeting consumer demands. In spite of the increase in the proportion of consumers who assess and purchase home-care articles and packaged food via ...
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