nsey】2016中国数字消费者调查报告（20页）.pdf

1、Kevin Wei Wang Alan Lau Fang Gong McKinsey Digital April 2016 Kevin Wei Wang Alan Lau Fang Gong McKinsey iConsumer China 2016 survey How savvy, social shoppers are transforming e-commerce April 2016 Kevin Wei Wang Alan Lau Fang Gong How savvy, social shoppers are transforming e-commerce McKinsey iCo

2、nsumer China 2016 survey 1McKinsey iConsumer China 2016 survey INTRODUCTION With the most Internet users of any country, China is the worlds largest and fastest-growing e-commerce market. Capitalizing on opportunities, however, is becoming harder for consumer-facing companies as e-commerce penetrati

3、on rates plateau in high-tier cities and as digital attackers, especially in the online-to-offline space, cut into incumbents margins. According to McKinseys latest survey of Chinas Internet users, promising sources of e-commerce growth are emerging. The research points to areas with major growth po

4、tential: the uptake of online shopping among consumers in low-tier cities, e-commerce penetration beyond first-mover product categories such as apparel, purchases initiated from social media platforms, and the use of cross-border shopping to supplement domestic channels. Our research also revealed p

5、ositive trends in multichannel services, known in China as online-to-offline (O2O) services. Some observers have speculated that O2O services have used investment capital to cut their prices and thereby win customers. While this is true for some categories, our survey suggests customers appreciate t

6、he convenience and quality of O2O servicesparticularly travel, dining, and transportation, on which they increase their total spending after they start to use O2O options. This years survey, conducted online during January 2016, engaged more than 3,100 people across a wide range of income levels and