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New Retail - China - August 2018

“New Retail is fast becoming the driving force behind the development of China’s consumer market, drawing together all aspects of people’s consuming lifestyles, and fundamentally changing the relationship between retailers, brands and consumers. Shopping is fast integrating with all areas of consumer activity, and with most consumer service aspects, combining through the catalyst of mobile e-commerce and China’s lack of retail legacy. A paradigm shift is now appearing in the competitive landscape as online and offline retail mergers, acquisitions and partnerships also extend into the consumer services realm. Companies are now seeking not just share of pocket, but a share of individual people’s daily lives. China’s consumers are proving willing to adapt to and adopt new technologies and innovations into their daily lives; seeking more choices suited to their own tastes and needs; demanding more conveniences suited to their lifestyles; expecting faster, friendlier service as individuals; and enjoying a more sociable and entertaining shopping experience. In all of this, China is offering arguably the most advanced consumer experience in the world.”

– Matthew Crabbe, Regional Trends Director, Asia-Pacific

This report examines the following issues:

  • From new to “next” retail
  • Faster, friendlier and more fun
  • The individual life

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: China – Total combined B2C + C2C+ online takeaway foodservice (OTS) (New Retail) market value, 2013-23
          • Companies and brands
            • Figure 2: China – Leading online retail platform company market share of combined B2C + C2C+ online takeaway foodservice (OTS) New Retail market, 2016 and 2017
          • The consumer
            • Online Shoppers
              • Figure 3: Online purchasing among consumers in the last 6 months, by consumer classification, May 2017 and May 2018
            • Key consumer groups
              • Figure 4: Consumer attitudes towards retail service, by key consumer groups, May 2018
            • Shopping channels used
              • Figure 5: Shopping channels used by consumers in the last 6 months, by product type, May 2018
            • Category channel preference
              • Figure 6: Shopping channel preference of consumers in the last 6 months, by product type, May 2018
            • Retail services
              • Figure 7: Services used by consumers when shopping online, May 2018
            • Retailtainment
              • Figure 8: Consumers' retailtainment preferences, May 2018
            • Retail technology
              • Figure 9: Consumer openness to New Retail technologies, May 2018
            • Attitudes towards Retail Service
              • Figure 10: Consumer attitudes towards retail service, May 2018
            • What we think
            • Issues and Insights

              • From new to “next” retail
                • The facts
                  • The implications
                    • Faster, friendlier and more fun
                      • The facts
                        • The implications
                          • The individual life
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Nearing a quarter of consumer spending
                                  • Still room for growth
                                    • New Retail influencing all sectors
                                    • Market Size and Forecast

                                      • Introduction
                                        • B2C + C2C+ OTS (New Retail)
                                          • Figure 11: China – Total combined B2C + C2C+ online takeaway foodservice (OTS) (New Retail) market value, 2013-23
                                        • New Retail within total retail
                                          • Figure 12: China – Total New Retail, by sector, and % total retail sales/total consumer commodities, 2013-18
                                      • Market Drivers

                                        • The online majority
                                          • Figure 13: China – Internet users, online purchasers, purchase events & takeaway service users, 2015-18
                                        • A fifth of consumer spending
                                          • Figure 14: China – Total, B2C & mobile B2C e-commerce share of total retail sales and consumer spending, 2015-18
                                        • E-commerce sectors
                                          • Figure 15: China – E-commerce value sales (GMV), by sector, 2014-18
                                        • E-commerce share
                                          • Figure 16: China – E-commerce share of total retail sales, by sector, 2014-18
                                        • Online takeaway service GMV
                                            • Figure 17: China – Total online takeaway service GMV, 2015-18
                                          • Rural New Retail
                                            • Figure 18: China – Per capita online retail spending and per capita total retail spending compared, 2015-19
                                            • Figure 19: China – Rural online population and spending, 2014-17
                                          • Moving the supply side to urban areas
                                            • The mobile payment journey
                                              • 5G Next Retail
                                              • Market Segmentation

                                                • C2C still significant
                                                  • Figure 20: China – Total consumer-to-consumer (C2C) e-commerce market value, 2013-23
                                                • B2C takes over
                                                  • Figure 21: China – C2C & B2C e-commerce value and share of total, 2014-18
                                                  • Figure 22: China – Total business-to-consumer (B2C) e-commerce market value, 2013-23
                                                • Takeaway services
                                                  • Figure 23: China – Total online takeaway services (OTS) market value, 2013-23
                                                • Cross-border (haitao) e-commerce
                                                  • Figure 24: China – Cross-border (haitao) e-commerce value and share of B2C e-commerce, 2014-18
                                              • Key Players – What You Need to Know

                                                • Chasing shares in an ever-expanding market
                                                  • Portals lack consistent performance across sectors
                                                    • Automation, service and entertainment
                                                      • Diversifying innovation
                                                      • Market Share

                                                        • Leading online C2C+B2C retail platforms
                                                          • Figure 25: China – Leading online retail platform company market share of combined B2C + C2C online retail market, 2016 and 2017
                                                        • Leading online B2C-only retail platforms
                                                          • Figure 26: China – Leading online retail platform company market share of B2C online retail market, 2016 and 2017
                                                        • Online retail/foodservice tie-ups
                                                          • Figure 27: China – Leading online foodservice delivery company market share of B2C online foodservice market, 2016 and 2017
                                                        • Share of total B2C + C2C+ OTS
                                                          • Figure 28: China – Leading online retail platform company market share of combined B2C + C2C+ online takeaway foodservice (OTS) retail market, 2016 and 2017
                                                      • Early Data Sector Shares

                                                        • Online leading platforms’ share of dairy
                                                          • Figure 29: China – Leading platform shares of total online dairy value sales per month (%), May 2017-May 2018
                                                          • Figure 30: China – Leading platform % pt. difference in shares of total online dairy value sales, May 2017-May 2018
                                                          • Figure 31: China – Leading platform sales growth of total online dairy value, May 2017-May 2018
                                                        • Online leading platforms’ share of body care
                                                          • Figure 32: China – Leading platform shares of total online body care value sales per month (%), May 2017-May 2018
                                                          • Figure 33: China – Leading platform % pt. difference in shares of total online body care value sales, May 2017-May 2018
                                                          • Figure 34: China – Leading platform value growth of total online body care sales, May 2017-May 2018
                                                        • Online leading platforms’ share of skincare
                                                          • Figure 35: China – Leading platform shares of total online skincare value sales per month (%), May 2017-May 2018
                                                          • Figure 36: China – Leading platform % pt. difference in shares of total online skincare value sales, May 2017-May 2018
                                                          • Figure 37: China – Leading platform % value growth of total online skincare sales, May 2017-May 2018
                                                        • Online leading platforms’ share of haircare
                                                          • Figure 38: China – Leading platform shares of total online haircare value sales per month (%), May 2017-May 2018
                                                          • Figure 39: China – Leading platform % pt. difference in shares of total online haircare value sales, May 2017-May 2018
                                                          • Figure 40: China – Leading platform value growth of total online haircare sales, May 2017-May 2018
                                                        • Online leading platforms’ share of colour cosmetics
                                                          • Figure 41: China – Leading platform shares of total online colour cosmetics value sales per month (%), May 2017-May 2018
                                                          • Figure 42: China – Leading platform % pt. difference in shares of total online colour cosmetics value sales, May 2017-May 2018
                                                          • Figure 43: Leading platform value growth of total online colour cosmetics sales, May 2017-May 2018
                                                      • Competitive Strategies

                                                        • Online/offline tie-ups and acquisitions
                                                            • Figure 44: China – Leading online platforms and physical store retailers’ share of total retail sales, 2015-17
                                                          • Automated efficiency
                                                            • Machine-speed delivery strategies
                                                              • Serving the under-served
                                                                • Enhanced customer service
                                                                  • Online shopping festivals
                                                                    • Cleaning out the fakes
                                                                    • Who’s Innovating?

                                                                      • Pop-up culture
                                                                        • Online/offline enabling across the sectors
                                                                          • Retail and other consumer services
                                                                            • The online own-brand
                                                                              • Drone delivery
                                                                                • Vending machines
                                                                                • The Consumer – What You Need to Know

                                                                                  • The online majority
                                                                                    • The key consumer groups
                                                                                      • Bricks-and-mortar revival
                                                                                        • Online still a preference for non-food
                                                                                          • Retail merging with services
                                                                                            • Making shopping an experience
                                                                                              • Tech-adaptive consumers
                                                                                                • Quality service with convenience
                                                                                                • Online Shoppers

                                                                                                  • Majority online, but things may change!
                                                                                                    • Figure 45: Online purchasing among consumers in the last 6 months, by consumer classification, May 2017 and May 2018
                                                                                                    • Figure 46: Online purchasing among consumers in the last 6 months, by key demographics, May 2018
                                                                                                • Key Consumer Groups

                                                                                                  • The key consumer groups
                                                                                                    • Figure 47: Consumer attitudes towards retail service, by key consumer groups, May 2018
                                                                                                  • Traditional shoppers
                                                                                                    • Who they are
                                                                                                      • What they like
                                                                                                        • How to market to them
                                                                                                          • Personal Service Devotees
                                                                                                            • Who they are
                                                                                                              • What they like
                                                                                                                • How to market to them
                                                                                                                  • Online Aficionados
                                                                                                                    • Who they are
                                                                                                                      • What they like
                                                                                                                        • How to market to them
                                                                                                                          • Disengaged Shoppers
                                                                                                                            • Who they are
                                                                                                                              • What they like
                                                                                                                                • How to market to them
                                                                                                                                • Shopping Channels Used

                                                                                                                                  • Bricks-and-mortar revival
                                                                                                                                    • Figure 48: Shopping channels used by consumers in the last 6 months, by product type, May 2017 and May 2018
                                                                                                                                  • The in-store experience of “New Retail”
                                                                                                                                    • Figure 49: Difference in shopping channels used by consumers in the last 6 months, by product type, May 2017 and May 2018
                                                                                                                                  • The New Retail of food
                                                                                                                                    • Figure 50: Shopping channels used by consumers in the last 6 months, by food and beverage product type, by gender and age, May 2018
                                                                                                                                  • The New Retail of fashion and beauty
                                                                                                                                      • Figure 51: Shopping channels used by consumers in the last 6 months, by fashion and beauty product type, by gender and age, May 2018
                                                                                                                                    • The New Retail of electrical and electronics
                                                                                                                                      • Figure 52: Shopping channels used by consumers in the last 6 months, by electronics and electrical product type, by gender and age, May 2018
                                                                                                                                    • The New Retail of household and furnishings
                                                                                                                                      • Figure 53: Shopping channels used by consumers in the last 6 months, by household care and furnishings product type, by gender and age, May 2018
                                                                                                                                    • The New Retail of fun and fitness
                                                                                                                                      • Figure 54: Shopping channels used by consumers in the last 6 months, by toys/games and pharmaceutical/healthcare product type, by gender and age, May 2018
                                                                                                                                  • Category Channel Preference

                                                                                                                                    • Online still a preference for non-food
                                                                                                                                      • Figure 55: Shopping channel preference of consumers in the last 6 months, by product type, May 2017 and May 2018
                                                                                                                                    • Online a growing preference
                                                                                                                                      • Figure 56: Differences in shopping channel preference of consumers in the last 6 months, by product type, May 2017 and May 2018
                                                                                                                                    • Online growing preference
                                                                                                                                      • Figure 57: Shopping channel preference of consumers in the last 6 months, by shopping channels used by consumers in the last 6 months, by product type, May 2018
                                                                                                                                    • Grocery preference
                                                                                                                                      • Figure 58: Shopping channel preference of consumers in the last 6 months, by food and beverage product type, by gender and age, May 2018
                                                                                                                                    • Fashion and beauty preference
                                                                                                                                      • Figure 59: Shopping channel preference of consumers in the last 6 months, by fashion and beauty product type, by gender and age, May 2018
                                                                                                                                    • Electrical and electronics preference
                                                                                                                                      • Figure 60: Shopping channel preference of consumers in the last 6 months, by electrical and electronics product type, by gender and age, May 2018
                                                                                                                                    • Household and furnishings preference
                                                                                                                                      • Figure 61: Shopping channel preference of consumers in the last 6 months, by household and furnishings product type, by gender and age, May 2018
                                                                                                                                    • Fun and fitness preference
                                                                                                                                      • Figure 62: Shopping channel preference of consumers in the last 6 months, by pharmaceutical, healthcare and toys and games product type, by gender and age, May 2018
                                                                                                                                  • Retail Services

                                                                                                                                    • Retail merging with wider services environment
                                                                                                                                      • Figure 63: Services used by consumers when shopping online, May 2018
                                                                                                                                    • Opportunities in other services
                                                                                                                                      • Figure 64: Services used by consumers when shopping online, by key consumer groups, May 2018
                                                                                                                                    • Services opportunities by demographic group
                                                                                                                                        • Figure 65: Services used by consumers when shopping online, by gender and age, May 2018
                                                                                                                                    • Retailtainment

                                                                                                                                      • Making shopping more of an experience
                                                                                                                                        • Figure 66: Consumers' retailtainment preferences, May 2018
                                                                                                                                      • Making fun personalised
                                                                                                                                        • Figure 67: Consumers' retailtainment preferences, by key consumer groups, May 2018
                                                                                                                                      • Sharing the fun
                                                                                                                                        • Figure 68: Consumers' retailtainment preferences, by services used by consumers when shopping online (A), May 2018
                                                                                                                                      • Taking away the chores
                                                                                                                                        • Figure 69: Consumers' retailtainment preferences, by services used by consumers when shopping online (B), May 2018
                                                                                                                                    • Retail Technology

                                                                                                                                      • Tech-adaptive consumers
                                                                                                                                        • Figure 70: Consumer openness to New Retail technologies, May 2018
                                                                                                                                      • Openness to unmanned stores
                                                                                                                                        • Figure 71: Consumer openness to New Retail technology, unmanned versus manned stores, by gender and age, May 2018
                                                                                                                                      • Willingness to shop from vending machines
                                                                                                                                        • Figure 72: Consumer openness to New Retail technology, willingness (or not) to shop from vending machines, by gender and age, May 2018
                                                                                                                                      • Smart screens versus the real thing
                                                                                                                                        • Figure 73: Consumer openness to New Retail technology, real products versus smart screens, by gender and age, May 2018
                                                                                                                                      • Openness to VR mirrors
                                                                                                                                        • Figure 74: Consumer openness to New Retail technology, willingness (or not) to use a virtual reality mirror, by gender and age, May 2018
                                                                                                                                      • Openness to self-checkouts
                                                                                                                                        • Figure 75: Consumer openness to New Retail technology, self-checkout versus checkout staff, by gender and age, May 2018
                                                                                                                                      • Willingness to let fridges do the shopping
                                                                                                                                        • Figure 76: Consumer openness to New Retail technology, willingness (or not) to have smart fridge order groceries automatically online, by gender and age, May 2018
                                                                                                                                      • Willingness to use biometric ID
                                                                                                                                        • Figure 77: Consumer openness to New Retail technology, willingness (or not) to use biometric ID data to pay for shopping, by gender and age, May 2018
                                                                                                                                      • Concerns about personal data
                                                                                                                                        • Figure 78: Consumer openness to New Retail technology, concerns (or not) about retailers using personal data, by gender and age, May 2018
                                                                                                                                    • Attitudes towards Retail Service

                                                                                                                                      • Quality of service, coupled with convenience
                                                                                                                                        • Figure 79: Consumer attitudes towards retail service, May 2018
                                                                                                                                      • Consumer attitudes by key consumer groups
                                                                                                                                          • Figure 80: Consumer attitudes towards retail service, by key consumer groups, May 2018
                                                                                                                                        • Consumer attitudes by demographic groups
                                                                                                                                          • Figure 81: Consumer attitudes towards retail service, by gender and age, May 2018
                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                          • Figure 82: China – Total C2C + B2C+ OTS (New Retail) sales value, 2013-23
                                                                                                                                      • Appendix – Methodology and Abbreviations

                                                                                                                                        • Methodology
                                                                                                                                          • Fan chart forecast
                                                                                                                                            • Abbreviations

                                                                                                                                            New Retail - China - August 2018

                                                                                                                                            £3,486.28 (Excl.Tax)