(Source: https://pltfrm.com.cn)
Introduction
The COVID-19 pandemic has forever altered consumer behaviors around the world, and China is no exception. As the country recovers and enters a new phase of economic growth, new shopping behaviors are emerging. This article highlights key trends shaping consumer habits in China and how overseas brands can capitalize on these changes.
1. E-Commerce and Digital Shopping Dominance
1.1 Increased Reliance on Online Shopping
While brick-and-mortar retail is still important, e-commerce continues to dominate the Chinese shopping landscape. The pandemic accelerated the transition to online shopping, and this shift is expected to last. Brands must invest in e-commerce platforms like Tmall and JD.com to tap into this vast market.
1.2 Contactless Shopping Experience
As a result of the pandemic, consumers have become more comfortable with contactless shopping, including online ordering with home delivery. For instance, Alibaba’s “New Retail” model, which blends physical and digital shopping experiences, has proven to be highly effective in post-pandemic China.
2. Social Shopping and User-Generated Content
2.1 The Growth of Social Commerce
Social commerce is booming in China, with consumers increasingly making purchases directly from social media platforms like WeChat, Weibo, and Douyin. Brands should leverage these platforms to create direct shopping experiences that integrate seamlessly into users’ daily social media consumption.
2.2 User-Generated Content and Brand Advocacy
Chinese consumers trust user-generated content more than traditional advertising. Brands can build stronger relationships by encouraging satisfied customers to share their experiences online. A great example of this is the skincare brand The Ordinary, which has cultivated a loyal Chinese customer base through influencer collaborations and positive user reviews.
3. The Importance of Fast Delivery and Logistics
3.1 Instant Gratification and Same-Day Delivery
Chinese consumers are accustomed to quick deliveries, with platforms like JD.com and Alibaba’s Cainiao Network offering same-day delivery in major cities. Brands must optimize their logistics to meet this expectation for fast and reliable service.
3.2 Delivery Tracking and Transparency
Consumers in China value transparency in delivery processes. Offering real-time tracking information and clear delivery estimates will enhance customer satisfaction. Amazon China, for example, provides seamless tracking options to keep customers informed every step of the way.
4. Immersive Shopping Experiences
4.1 AR and VR in Retail
Augmented and virtual reality are revolutionizing the retail experience, allowing customers to visualize products in more dynamic ways. Brands that incorporate AR and VR into their sales strategies will offer an engaging shopping experience. For instance, Xiaomi has used AR in its online stores to let consumers experience products before buying.
4.2 Gamification of Shopping
Gamification is becoming a powerful tool for brands looking to engage consumers. By offering interactive experiences like mini-games, consumers are more likely to participate and make purchases. For example, Pinduoduo uses gamified elements like team-buying, where consumers can form groups to access lower prices.
5. A Focus on Value and Quality
5.1 Demand for Higher Value Products
Post-pandemic consumers are more cautious with their spending and are prioritizing quality over quantity. Brands should focus on offering high-quality products that deliver real value. The rise of quality-focused e-commerce platforms like Tmall’s “premium” section speaks to this growing demand for superior products.
5.2 Transparency and Authenticity
Chinese consumers are becoming more discerning about the brands they choose. Transparency in sourcing, pricing, and product quality is vital. Brands that are open and honest about their processes will build trust and loyalty among consumers.
Case Study: The Ordinary’s Growth in China
The Ordinary, a brand known for its commitment to transparency and affordability, has built a strong following in China. Through collaborations with local influencers and leveraging user-generated content, The Ordinary has created a buzz around its simple, effective products. This strategy helped them connect with value-driven Chinese consumers post-pandemic.
Conclusion
China’s consumer market continues to evolve, and overseas brands must adapt to new shopping behaviors and expectations. By embracing e-commerce, social commerce, fast delivery, and immersive experiences, brands can successfully navigate the post-pandemic landscape.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
