The Frequency Of Online Shopping By Chinese Consumers Is Four Times Higher Than That Of European Consumers.

China is the fastest growing country in the world. retail market , online shopping Increasingly thriving. The latest global multi-channel retail survey released by PWC today shows that the frequency of online shopping by Chinese consumers is four times that of European consumers. U.S.A and Britain Nearly two times the number of consumers. About 70% of mainland respondents said they shop online at least once a week, while the proportion of the United States and the United Kingdom is about 40%, while Holland, France and Switzerland are about 20%.

During the period from August 2011 to September, PWC conducted 7005 online surveys to reveal the habits and preferences of online shoppers in 8 markets on 3 continents. The market surveyed included the US, mainland China, Hongkong, Germany, France, the United Kingdom, Switzerland and Holland. Among them, more than 905 online shoppers from 27 cities in mainland China were surveyed.

Data show that Chinese respondents have different responses to some problems compared with online shoppers in other markets. The survey shows that in all shopping categories, the proportion of China's multi-channel consumer total net purchases is much higher than that of other countries. For example, the proportion of Chinese consumers buying clothing, footwear, books, music and movies online is about 60-65%, which is about 35-45% in other markets.

In addition, Chinese consumers have also led the trend of buying directly to brand dealers. According to the survey, 60% of online shoppers in mainland China will bypass retailers and buy directly from brands. This ratio is 36% in the UK and 31% in Germany. In addition, mobile phone shopping is more popular in the mainland of China, because the popularity of mobile phones and the development of mobile networks exceed the speed of broadband laying.

"Consumers in mainland China are becoming more sophisticated, and their online shopping is increasing. In view of this, retailers need to consider the role of their stores in the future. Ms. PWC, China's leading partner in retail and consumer goods in the Asia Pacific region, said that the most likely scenario is that these stores will play two different uses. The first is to serve as an exhibition hall where customers feel the atmosphere, understand and experience products. The second is a convenient trading and picking place, the last stop for the online shopping process of customers.

In fact, according to PWC's previous forecast, China's online shopping sales are expected to nearly double every year in the next few years. Data show that retail sales in the Asia Pacific region are expected to grow at an average annual pace of 6%, reaching US $6 trillion and 600 billion this year, reaching US $10 trillion and 500 billion in 2015. In the next few years, the volume of online shopping in Asia will grow by an average of 20% per year, leading by China. In 2011, China's online retail sales increased nearly to $77 billion 800 million.

In view of this trend, overseas retailers who enter China may consider increasing investment in online shopping platforms. However, Stuart Harker, partner of PWC global retail and consumer goods consulting service, points out that one of the important conclusions of the survey is that consumers are leading multi-channel shopping, and many retailers are lagging behind, which can not satisfy consumers' needs well.

Stuart Harker said that at present, global retailers are facing a rare opportunity to improve their existing mechanisms and keep pace with shoppers. Today's consumers demand more personalized services in terms of goods delivery and return, product selection and shopping channel selection.