2022年电子商务未来趋势--中国版（英）-52正式版.pdf

Explore the future of e-commerce and possibilities for your businessE-Commerce Mega Trends to Watch The information provided in this document does not,and is not intended to,constitute legal advice;instead,this information is for general informational purposes only.This information may not constitute the most up-to-date legal or other information.Readers of this information should contact their own advisor to obtain advice with respect to any particular legal matter.All liability with respect to actions taken or not taken based on the contents of this document are hereby expressly disclaimed.The content in this document is provided“as is”;no representations are made that the content is error-free.The world changed for both good and bad in 2020.The digital transformation of economies is taking shape and,in turn,changes how consumers are purchasing goods,the interaction of companies,and how businesses are structured.Moreover,new data flows enable countries and companies alike to increase operational efficiency,improve living standards in cities,and provide better access to public services.Although the COVID-19 continues to spread globally and brings uncertainty and instability to the international landscape,Chinas economy continues to recover from the pandemic,realizing an 18.3%growth in Gross Domestic Product(GDP)in 2021 Q1 compared with 2020 Q1.Given the potential of the population and economic development,China is in position to become an essential part of the worlds economy.According to the China Internet Network Information Center,as of December 2020,the number of Chinese internet users had reached 989 million,and the internet penetration rate had reached 70.4%2.With such a vast number of consumers coming online and reinventing digital life,the power of the internet can influence the course of development for any trend.No region better illustrates the emergence of digital transformation than China.Megatrends are which create a global impact across multiple countries.Successfully identifying,analyzing,and acting on megatrends is essential for success in consumer markets.The world is changing quickly,and it is increasingly challenging to keep up with competitors as technology spurs both the rate of and access to innovation.During this change,it is difficult for companies to understand why industries are evolving in the way they are today,much less predict how they will develop into the future.Megatrend analysis allows companies to build a proactive,long-term strategy rather than reactive,making sense of where they stand today and ensuring they have a plan to remain relevant moving forward.This Digital Megatrends in China White Paper highlights the seven most significant digital-relevant megatrends occurring in China.The White Paper incorporates sub-trend analysis under each megatrend,global assessments in terms of the trend development in other regions around the globe,and implications for the logistics industry.Where Are We?Why Is China Worth Watching?What Are Megatrends?Source:1.National Bureau of Statistics of China;2.The 47th China Statistical Report on Internet Development published by the China Internet Network Information Center in February 2021 02EXECUTIVE SUMMARYE-Commerce Mega Trends to Watch*Since the relevant data/research on China of this paper is solely based on and associated with Chinese mainland,for the benefit of this paper China refers only to the territory of Chinese mainland21What Are The Seven Most Significant Digital Megatrends In China?Experience More in China means exploring new concepts,business models,and lifestyles.Consumers are increasingly tech-savvy and looking for a unique shopping experience and products and increasingly prefer to spend money on experiences over acquiring things,especially in developed markets.Shopping Reinvented reflects how economic and technological shifts have rewritten the shopper journey holistically.Today,shopping is a journey whose purpose is not just buying but relationship building.Consumers are redefining shopping because they expect brands/businesses/retailers to satisfy their needs and values by offering a unique,convenient,and technologically advanced experience.Smart Cities and Smart Homes refer to the interconnectedness of things and products.Homes manufactured smarter are highly customized to the homeowners preferences,with real-time feedback/adjustments to the external environment,connection to a central hub,or management of devices.Connected Consumers use various devices and interfaces to connect to the internet to interact with digital content,services,and experiences.This digital connectivity has altered all aspects of life.Staying relevant has never been more challenging for businesses,given the rapid innovation driven by this widespread connectivity and related technologies.Shifting Market Frontiers As some areas of the globe become over-farmed,over-populated,or otherwise reach their maximum potential,others gain distinction for their unexploited potential.Sharing Economy The increasing presence of shared products or service models is gaining popularity among consumers.It is increasingly important to consumers to access an item and not necessarily own a personal version of it,driving a sharing economy and threatening direct ownership.Buying Time Time is increasingly a crucial commodity that more people are willing to buy(or spend to retain).About more than just convenience,it is also about outsourcing tasks.03EXECUTIVE SUMMARYE-Commerce Mega Trends to Watch04CONTENTSDigital Megatrends Deep Dive 05Shopping Reinvented 13Connected Consumers 27Experience More 06Smart Cities and Smart Homes 20Sharing Economy 40Summary 51Shifting Market Frontiers 34Buying Time 45E-Commerce Mega Trends to WatchReady to dive deep with us?Digital transformation is not just for the big players.It can happen anywhere,at any time,and to anyone in China.In this section,we invite you to explore how digital transformation shapes the business world in China.We will walk you through each of the seven megatrends in the following steps:Overview and drivers Sub-trends Regional aspects Implications for the logistics industry0501 Experience MoreChina is exploring new concepts,business models,and lifestyles.In addition to products,consumers are also looking for an experience that engages them more physically and mentally.KEY DRIVERS BEHIND THE MEGATREND:Chinas extraordinary economic boom has accelerated the pace of urbanization.According to the Seventh Population Census conducted in 2020,about 63.9%1 of Chinas total population lives in cities.Rising urbanization has increased consumers access to products and services with enhanced brand interaction.Meanwhile,with the satisfaction of basic needs,Chinese consumers increasingly seek to fulfill and diversify their leisure time.Expenditure on leisure and recreation signals consumer intent to experience more.The growth in spending on leisure and recreation from 2015 to 2019 in China(+10.6%2)dramatically exceeds that of global(+3.8%2).As we see from the market size of the travel industry,China has recorded 8.7%1 CAGR growth from 2015 to 2019.The travel industrys substantial growth has given consumers more choices for new experiences in domestic and international scenic spots.+5.8percentage pointIncrease of urbanization rate from 2015 to 2020 in ChinaCAGR of the travel industrys market size from 2015 to 2019 in ChinaCAGR of expenditure on leisure and recreation from 2015 to 2019 in China+10.6%+8.7%Source:1.National Bureau of Statistics of China;2.Euromonitor research based on desk research and trade interviews.06Innovative CommunicationsCorporations utilize new marketing techniques such as digital celebrities to bond with consumers.Experience More means that consumers seek a comprehensive experience throughout the purchasing journey.Engage virtually,immersive experience,and innovation communication are the three most essential sub-trends identified under Experience More.07EXPERIENCE MORE|SUB-TRENDSEngage VirtuallyBrands engage consumers virtually in an online environment with approaches such as live streaming.Immersive ExperienceTechnology-enhanced experience has captured the attention of multiple industries,such as travel,real estate,and game.Brands leverage new technologies,e.g.,Virtual Reality,to provide a more immersive experience in shopping,travel,and gaming.E-Commerce Mega Trends to WatchSource:1.The 47th China Statistical Report on Internet Development published by the China Internet Network Information Center in February 2021;2.East Money News;3.Euromonitor research based on desk research and trade interviews.Tangible goods will always be in demand.However,the thrill of experiencing something is beginning to outweigh the traditional buying cycle ending in purchasing goods.To provide a seamless consumer service experience aside from conventional offline engagement,Chinese brands also try to engage consumers virtually in an online environment.08ENGAGE VIRTUALLY1WHAT DOES ENGAGE VIRTUALLY LOOK LIKE IN CHINA?Virtual engagement is growing in China as leading e-commerce and social media players make heavy investments.Live-streaming e-commerce,dedicated online chat groups,and customized virtual assistants are the three most trending ways companies engage with customers.Live-streaming is a new way of direct,in-time interaction and an increasingly crucial sales channel in China.In 2016,live-streaming was first COVID-19 has further fueled Chinas live-streaming business since 2020.With the lockdown keeping consumers at home,live-streaming became a way to shop.As of December 2020,the number of live-streaming users in China reached 617 million1,accounting for 62.4%1 of the entire internet users.Among them,the number of live-streaming sales users reached 388 million1,accounting for 39.2%of the total internet users.E-commerce live-streaming GMV in China reached 443.8 billion RMB in 2019 and was estimated to reach 971.2 billion RMB2 in 2020,representing a 119%y-o-y growth.Live-streaming is an efficient tool for connecting consumers and brands and enhancing the shopping experience where popular and trusted KOLs and celebrities directly interact with consumers as facilitators.Meanwhile,dedicated online chat groups on social media have become essential for brands to attract and manage private customer traffic.Brands/retailers consider online chat groups an effective way to communicate with consumers directly.Some brands have introduced online chat groups where brand staff can promote products and collect customer feedback in the group chat.Brands consider online chat groups vital to interact with customers directly and benefit products future innovation.E-commerce platforms provide consumers with tailored promotion information and Q&A service by virtual AI assistants.Customers automatic product recommendation messages based on previous shopping history can be analysed and sent to customers by virtual assistants,which improves customer stickiness for brands.617 million1Of live-streaming users as of Dec 2020+57million1As compared with Mar 2020388 million1Of live-streaming e-commerce users as of Dec 2020+123million1As compared with Mar 2020Live-streaming E-commerce GMV in China ,Billion RMB 19.6135.4443.8971.2202004006008001,0002017201820192020FEXPERIENCE MORE|SUB-TREND DEEP DIVEE-Commerce Mega Trends to Watch2Source:1.Ministry of Industry and Information Technology of China;2.China Academy of Information and Communications Technology.Using technology as an enabler,brands strive to provide an immersive experience that appeals to the senses more.The pandemic has re-orientated the way that consumers shop,including how they discover and eventually purchase.More businesses experimented with immersive virtual experiences during the crisis,using this approach to drive engagement with consumers who were spending more time at home.Virtual experiences will become more commonplace in the digital-first,post-pandemic era.09IMMERSIVE EXPERIENCE2WHAT DOES AN IMMERSIVE EXPERIENCE LOOK LIKE IN CHINA?792,00015G base stations in China as of the end of Feb 2021+74,0001As compared with the end of Dec 2020260million15G terminal connections in China as of the end of Feb 2021+60million1As compared with the end of Dec 2020Direct/Indirect Economic Yield of 5G in China ,Trillion RMB 24843,3006,3001,2006,30010,60004,0008,00012,00020202025E2030EIndirect Economic YieldDirect Economic YieldVR technology is introduced in multiple industries in China to enhance consumers experiences,including FMCG,housing,gaming,and even exhibitions/fairs.As the worlds leading 5G technology rolls out in China,VR allows e-commerce customers to preview products or experience services even at home and provides a better experience.For example,by attending a live-streaming,viewers could view products up close and from different angles around the store simply through switching camera angles.It is an immersive interactive experience that can make users feel as if they are handling the products.The tourism and real estate industries are also becoming significant users.Travel experiences will be increasingly connected to technology,offering more visual and convenient travel guidance throughout.For example,VR+Tourism enables consumers to experience local scenery virtually before designing or selecting travel plans.VR technology is also deployed more widely in diverse commercial scenarios for an improved experience,e.g.,gaming,exhibitions and fairs.The games industry has been leading in user-experience innovation.As a result,demand in China has expanded for VR/AR game headsets and software for in-home use and VR game centers.China is also rethinking transforming physical events into virtual exhibitions and fairs.New exhibition formats of a virtual art show,virtual versions of traditional museums,and commercial fairs on the cloud all provide experiential transformation.EXPERIENCE MORE|SUB-TREND DEEP DIVEE-Commerce Mega Trends to WatchSource:1.IQIYI-”Virtual Idol Observation Report 2019”An increasing number of companies manage customer communications using various techniques to provide added experiences and target consumers and audiences.10INNOVATIVE COMMUNICATION3WHAT DOES INNOVATIVE COMMUNICATION LOOK LIKE IN CHINA?User Base of the Animated Industry in China ,Million1Brands from the beauty,apparel,and packaged food industries consistently make efforts in communications innovation.Virtual endorsers,co-branding,and KOL promotion are the top three popular ways brands get connected with their target customers.Having been born and growing up in a digital era,the younger generation holds different opinions regarding virtual and real-life.Virtual endorsers are taking on the traditional roles held by people on social media.In 2019,the animated industry in China attracted an audience of 390 million1,of which 100 million1 were core users.Brands find that working with virtual celebrities is an effective way to connect