Tofugear-2020年亚洲消费者消费者报告（英文）-2021.5正文版.doc

《Tofugear-2020年亚洲消费者消费者报告（英文）-2021.5正文版.doc》由会员分享，可在线阅读，更多相关《Tofugear-2020年亚洲消费者消费者报告（英文）-2021.5正文版.doc（40页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、CONTENTS3 FOREWORD4 RAKUTEN INSIGHT VIEWPOINT5 SURVEY SCOPE7 THE DIGITAL CONSUMER IN ASIA 20208 UNDERSTANDING THE ROLE OF PHYSICAL RETAIL17 TAKING A MOBILE-FIRST APPROACH TO ECOMMERCE22 NEW WAYS OF SHOPPING FOR THE MINDFUL CONSUMER26 THE PATH TO PURCHASE33 CHALLENGING TIMES AHEADDIGITAL CONSUMER IN

2、ASIA 2020 REPORTFOREWORDThe retail industry is currently facing an unprecedented crisis as a result of the outbreak of thecoronavirus. Many countries across Asia have taken drastic measures to reduce the spread of the virus, resulting in store closures, reduced footfall and a shift in purchasing hab

3、its towards the online channel.Tofugears Digital Consumer in Asia 2020 report is based on a survey among 6,000 consumers across 12 markets in Asia.Conducted in mid-February, the research was undertaken when many countries in the region had already begun to be affected by the outbreak.While trading c

4、onditions will undoubtedly remain tough over the coming months, a sense of normality will surely return as we progress into the second half of 2020. If ever there was a time to know who your customer is and how they want to shop with your business - this is it.With that in mind, I present some of th

5、e key takeaways from our research. Firstly, ecommerce has continued to gain in popularity compared with the 2018 edition of this report. While shoppers in Asia intend to increase their online expenditure over the coming year, they are also cutting back on their discretionary spending as they feel le

6、ssThe notion that Asian consumers do not care about sustainability issues should also be put to rest. We found that six in ten shoppers in the region will consider the sustainability credentials of a retailerPHILIP WIGGENRAADHEAD OF RESEARCH TOFUGEARor brand when makinga purchasing decision. Indeed,

7、 formats that support the circular economy such as second-hand shops are increasingin popularity, particularly among the younger Gen Z and millennial segments.Consumers in Asia are now truly digital. Compared with Tofugears previous research in 2018, there is a much greater willingness among consume

8、rs of all ages to use technologies in stores that provide a more convenient shopping journey. Three-quarters of all shoppers also admit to using their smartphones when they shop in stores, while retail apps are now the most-used channel toonline shoppers.Lastly, I would like to extend a thank you to

9、 our partners for this report Rakuten Insight, Jing Daily and Micosoft without which this research would not have been possible.“IF EVER THERE WAS A TIME TO KNOW WHO YOUR CUSTOMER IS - THIS IS IT”.3DIGITAL CONSUMER IN ASIA 2020 REPORTRAKUTEN INSIGHT VIEWPOINTMcommerce continues to thrive in Asia wit

10、h consumers preferring to shop online using their mobile,rather than desktops or laptops. However,of consumers spend eight hours or more per day on their phones.The opportunity for retail brands inhighlights, just having a mobile presence is not enough. Consumers are increasingly expecting retail ap

11、ps that have fully integrated incentives and loyalty programmes for that enhanced shopping experience.Rakuten Insight, as Tofugears research partner in this report, provided 6,000 respondents across 12 Asian markets from our industry-leading research panels to try to answer some of the burning quest

12、ions that retailers and brands may have.This report helps understand the shopping behaviours and preferences of consumers across Asia in great detail. It showshow retailers must take concerns about sustainability extremely seriously. Despite some differences in the level of support for sustainable c

13、onsumption across Asia, almost two-thirds of all consumers stated that they consider the sustainability credentials of a retailer or brand when making a purchasing decision.The report also details that shopping formats that support the circular economy, such as second-hand shops, are becoming more p

14、opular, particularly among younger consumers. Given that Rakuten Insight is part of the Rakuten group, we haveAYAZ AKHTARREGIONAL HEADGREATER CHINARAKUTEN INSIGHTknown this to be the case for many years in Japan, where branded items often retain muchof their value when resold.“WE ARE LIVING IN VERY

15、CHALLENGING TIMES WITH MUCH UNCERTAINTY ABOUT THE FUTURE”It must be said, Hong Kong was rocked by many months of protests that severely impacted many industries, especially retail. As if that was not enough, fresh on the heels of the protests we now have the global coronavirus epidemic.When we partn

16、ered with Tofugear on thea clear case for a brick-and-mortar retail experience as part of an omnichannel strategy. With the experience of the last nine months, is the future for bricks and mortar now less certain? What we can say for certain is that it has never been more critical for retailers and

17、brands to know what their customers are thinking. Reading this report is a good place to start.4DIGITAL CONSUMER IN ASIA 2020 REPORTSURVEY SCOPETofugear partnered with Rakuten Insight to conduct a survey among 6,000 consumers in 12 Asian countries in mid February 2020. The aim of the study was tosho

18、pping habits of consumers across multiple generations, but also consumer attitudes to pressing topics such as sustainability, as well as their purchasing intentions as the coronavirus started to impact economies across Asia.Percentages presented in this report may not add up to 100% due to rounding.

19、The three generations mentioned inGEN XBorn between 1965 and 1980MILLENNIALSBorn between 1981 and 1996GEN ZBorn between 1997 and 20125DIGITAL CONSUMER IN ASIA 2020 REPORT6DIGITAL CONSUMER IN ASIA 202078DIGITAL CONSUMER IN ASIA 2020 REPORTUNDERSTANDING THE ROLE OF PHYSICAL RETAILKEY FINDINGSThe major

20、ity of Asian consumers (61%) prefer shopping online rather than in stores, although shopping in physical stores has gained slightly in popularity in Hong Kong and IndiaThe store is still visited on a regular basis by shoppers primarily to get products immediately and for convenience reasonsPop-up st

21、ores can be used effectively to target younger Gen Z and millennial consumers, although retailers need to offer product exclusives to maximise visitor numbersAsians prefer interacting with practical store technologies that can make their shopping journey more seamless such as scan-and-go, shoppable

22、screens and self-checkouts9DIGITAL CONSUMER IN ASIA 2020 REPORTIn 2020 there is undoubtedly a consensus that the future of retail is not going to be exclusively online. Instead, many retailers arestriving for a mix of physical and digital retail, with each channel focusing on its respectiveconsumers

23、 shopping in a store on a daily basis, it is critical for retailers to understand what shoppers want from stores, so that they can fully capitalise on their physical presence.POPULARITY OF ECOMMERCE CONTINUES TO GAIN TRACTION BUT NOT IN ALL MARKETSWhen Tofugear previously ran its digital consumer su

24、rvey in 2018, it was found that 59% of consumers in Asia preferred to shop online rather than in stores. Fast forward to 2020 and that percentage has gone up slightly to 61%.It should be noted though that Tofugear conducted its survey in mid-February 2020, when markets including China, Hong Kong, Si

25、ngapore, Taiwan and the Philippines had already taken measures to combat the coronavirus. It is therefore worth keeping in mind that this may have impacted consumers and their preferences for online retail.Unsurprisingly, China often considered to be Asias most digitally savvy market continues to le

26、ad the way with nine in ten consumers preferring ecommerce over shopping in stores. South Korea is not that far behind at 80%. Interestingly, at the time of writing both of these markets had also been the worst affected in Asia by the coronavirus pandemic.Japan continues to show a preference for phy

27、sical retail, with only 40% of consumers favouring ecommerce the lowest percentage among all Asian markets. Japanese consumers often enjoy the overall experience of shopping in stores and also highly value the immediacy of picking up products there and then.Most markets that were on the lower end of

28、 the scale for preferring online retail in 2018 such as Malaysia, the Philippines and Singapore saw a solid shift towards ecommerce in 2020, albeit coming from a relatively low base.However, Hong Kong where reports suggest that social unrest, and more recently the outbreak of the coronavirus have re

29、sulted in a surge in ecommerce sales saw the percentage of shoppers that prefer the online channel decline from 51% in 2018 to just 42%. It seems that Hong Kong consumers in 2020 are embracing ecommerce out of necessity, rather than for the shopping experience.PREFER ONLINE SHOPPING OVER STORES10DIG

30、ITAL CONSUMER IN ASIA 2020 REPORTPREFER ONLINE SHOPPING OVER STORES,BY GENERATIONMILLENNIALS LEADTHE DIGITAL WAYLooking at the data by generation shows that millennials have the greatest as they did in the 2018 survey. But the percentages of Gen Z and Gen X consumers who prefer online shopping have

31、increased over the last two years and are now,relatively speaking, not farbehind millennials.Retailers should not assume that younger Gen Z consumers often seen to be more into shopping in stores as part of their social activities will lead to a resurgence in physical retail, as the majority of this

32、 group (60%) still prefer to shop online.11DIGITAL CONSUMER IN ASIA 2020 REPORTFREQUENCY POP UPS AND STORESATTITUDES TOWARDS POP-UP STORES, BY GENERATIONREASONS FOR VISITING POP-UP STORESSTORES ANDPOP-UPSARE USEDFREQUENTLYIt is important to note that while online retail appears to offer a more pleas

33、urable shopping experience for consumers in Asia, bricks and mortar is still a widely used channel. As many as 40% of all respondents across the region shop in stores at least twice a week and nearly three-quarters do so on a weekly basis.While pop-up stores are visited less frequently than regular

34、stores,27% of all shoppers still do so at least once per week, highlighting that it is a popular format. Additionally, nearly half of all consumers in Asia (48%) say that they enjoy shopping in pop-up stores. That percentage risesto 55% for millennials, underlining that this is a key format to reach

35、 younger shoppers.For retailers looking to move into pop-ups, it is critical to note that consumers are more likely to visit pop-ups for product-related reasons, in particular exclusive products (57%) and limited edition products (50%). Free gifts are also an important draw (47%). While many retaile

36、rs might think that pop-ups also need to have Instagrammable elements, only 12% of respondents stated that they visited pop-ups so they could share the experience on their social media.12DIGITAL CONSUMER IN ASIA 2020 REPORTWHY SHOP IN STORES?HOW TO IMPROVE THE STORE EXPERIENCEFor retailers looking t

37、o improve the store experience, it is imperative to understand why shoppers may visit a store and what their biggest frustrations are.The main reasons why consumers in Asia turn to physical retail are linked to immediacy and convenience. Shops allow consumers to get their hands on products right the

38、re and then and they are also able to see those products in real life. With onlinemarkets still quite slow, this is an important attraction. Similarly, there is the convenience of being able to visit a store that might be located near their homes or place of work.In terms of consumer frustrationsTOP

39、 FRUSTRATIONS WHEN SHOPPING IN STORES when shopping in stores, by and far this is driven by the customerexperience. Products being out of stock is the number one frustration which of course ties in with the immediacy aspect of visiting a store. It is therefore crucial for retailers to be able to off

40、er alternatives when this does happen, for instance by giving customers the opportunity to order products from the online store, or perhaps other nearby stores.Other major pain points are long checkout queues and store staff following customers around the store. Consumers also respond negatively whe

41、n retailers charge different prices in store than they do online not unreasonable since so many people may research products online before deciding to visit a store to purchase.13DIGITAL CONSUMER IN ASIA 2020 REPORTREMOVINGFRICTIONTHROUGH TECHNOLOGYThai fast fashion retailer Pomelo shows how technol

42、ogy can be harnessed to remove frustrations for shoppers. In the retailers 313Somerset store in Singapore, digital screens help customers shop as smoothly as possible. These kiosks allow customers to book a timeand avoid having to wait in a queue as well as pick up online orders.But the store is als

43、o closely integrated with the mobile app and customers are encouraged to shop via this channel for any items that it does not have in stock. Location-based technology means shoppers can alreadyroom if they are within a certain range of the store handy for minimising the time to try on click-and-collect orders. Pomelo should also be commended for the fact that customers are not charged for click-and-collect orders until t