2022
0
China Experiential Retailing Market Report 2022
2023-02-01T03:01:23+00:00
OX1101435
3695
160044
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Report
en_GB
“Brands and retailers are still facing challenges despite pandemic control measures being removed, including the overall sluggish economy, consumers’ spending becoming more intentional and their changing behaviours when shopping offline…

China Experiential Retailing Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Brands and retailers are still facing challenges despite pandemic control measures being removed, including the overall sluggish economy, consumers’ spending becoming more intentional and their changing behaviours when shopping offline in the post-epidemic times. Ensuring safety and comfort for consumers in offline stores (eg sanitary environment, less crowded) becomes essential for brands and retailers. On top of that, brands and retailers should focus on providing an immersive and entertaining environment (eg themed scenarios) to allow consumers to explore by themselves without much interference, and offer timely shopping assistance only when they ask for it.”
Binyan Yao, Research Analyst

This Report looks at the following areas:

  • Significance of shopping experiences by category
  • Key factors affecting consumers’ offline shopping experiences
  • Consumers’ favoured offline shopping experiences
  • Key expectations for shopping malls
  • Themed quarters in shopping malls favoured by consumers
  • Attitudes towards shopping experiences

Table of Contents

  1. Overview

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

            • The market
              • Growth of retail market is under pressure
                • Figure 1: Total retail sales and online retail sales of physical goods in China, 2016-22
                • Figure 2: Growth rates of total retail sales and online retail sales of physical goods in China, 2016-22
              • Consumers’ income growth slows down and financial confidence sees decline
                • Changes in offline shopping in the post-epidemic era
                  • Companies and brands
                    • Build deeper cultural engagement
                      • Bring nature closer to city life
                        • Provide online and offline integrated experience
                          • Offer consumers moments of enjoyment
                            • Encourage consumers to co-create with brands/retailers
                              • The consumer
                                • Significance of shopping experience varies by category
                                  • Figure 3: Priority of shopping experiences, by category, 2022
                                • Rising attention to interpersonal space and clean environment
                                  • Figure 4: Factors affecting offline shopping experiences, 2021 vs 2022
                                • Scenario-based experience with a sense of relaxation is appealing
                                  • Figure 5: Favoured offline shopping experiences, 2022
                                • Differentiation of shopping malls is highly expected
                                  • Figure 6: Expectations for shopping malls, 2022
                                • Trendy and high-tech themes most likely to trigger interest
                                  • Figure 7: Interested themed quarters in shopping malls, 2022
                                  • Figure 8: TURF analysis on interested themed quarters in shopping malls, 2022
                                • Create a relaxing and safe offline shopping experience
                                  • Figure 9: Attitudes towards shopping experiences, 2022
                                • What we think
                                • Issues and Insights

                                  • Help solve offline shopping dilemma in the post-epidemic era
                                      • Figure 10: Uniqlo’s measures to reassure safety in offline stores, 2022
                                    • Let consumers explore by themselves in entertaining scenarios
                                        • Figure 11: Harmay’s ghost market allowing consumers to explore on their own, 2022
                                    • Market Overview

                                      • Growth of retail market is under pressure
                                        • Figure 12: Total retail sales and online retail sales of physical goods in China, 2016-22
                                        • Figure 13: Growth rate of total retail sales and online retail sales of physical goods in China, 2016-22
                                    • Market Factors

                                      • Consumers’ income growth slows down and financial confidence sees decline
                                        • Figure 14: Per capita disposable income nationwide in China, 2016-22consum
                                        • Figure 15: Confidence in improving financial status in the next three months, China, 2022-23
                                      • Changes in offline shopping in the post-epidemic era
                                        • Figure 16: Preferred offline shopping methods in the post-epidemic era, 2023
                                      • Omnichannel to provide a seamless experience
                                        • Shopping as a way to relieve stress
                                          • Figure 17: Ways used to relieve stress, 2020-22
                                      • Market Highlights

                                        • Build deeper cultural engagement
                                          • Figure 18: Harmay’s “cave factory” retail space in Chongqing, 2021
                                          • Figure 19: Florasis’s first brick-and-mortar store incorporating traditional Chinese culture, 2022
                                          • Figure 20: Shanghai K11 Art Mall, 2022
                                        • Bring nature closer to city life
                                          • Figure 21: The ring shopping mall in Chongqing, 2021
                                          • Figure 22: Shanghai Tian’an Thousand Trees Shopping Centre, 2022
                                        • Provide online and offline integrated experience
                                          • Figure 23: Uniqlo’s “live space” in the offline store, 2022
                                        • Offer consumers moments of enjoyment
                                          • Figure 24: Xiaohongshu’s “Slow Sweet Potato Store”, 2022
                                        • Encourage consumers to co-create with brands/retailers
                                          • Figure 25: Miniso and consumers jointly build a Pixar IP themed store, 2022
                                      • Priority of Shopping Experiences

                                        • Significance of the shopping experience varies by category
                                          • Figure 26: Priority of shopping experiences, by category, 2022
                                        • Elevating shopping experience for the elderly
                                          • Figure 27: Shopping experiences more important – cosmetics, OTC and health supplements, by age, 2022
                                      • Factors Affecting Offline Shopping Experiences

                                        • Rising attention to interpersonal space and clean environment
                                          • Figure 28: Factors affecting offline shopping experiences, 2021 vs 2022
                                        • Young consumers are particularly demanding
                                          • Figure 29: Factors affecting offline shopping experiences, by age, 2022
                                      • Favoured Offline Shopping Experiences

                                        • Scenario-based experience with a sense of relaxation is appealing
                                          • Figure 30: Favoured offline shopping experiences, 2022
                                          • Figure 31: Favoured offline shopping experiences – experience in specific scenarios, by family structure, 2022
                                        • Engaging more males by offering complementary services offline
                                          • Figure 32: Favoured offline shopping experiences – experience complementary services, by gender and age, 2022
                                        • Young generation keen to relax and explore new items offline
                                          • Figure 33: Favoured offline shopping experiences, all respondents vs respondents aged 18-24, 2022
                                      • Expectations for Shopping Malls

                                        • Differentiation of shopping malls is highly expected
                                          • Figure 34: Expectations for shopping malls, 2022
                                        • Adopting special business formats to cope with various needs
                                          • Figure 35: Expectations for shopping malls – special business format, by gender and age, family structure and living situation, 2022
                                        • Why not go outside
                                          • Figure 36: Expectations for shopping malls – outdoor extension space, by gender and by living situation, 2022
                                      • Interested Themed Quarters in Shopping Malls

                                        • Trendy and high-tech themes most likely to trigger interest
                                          • Figure 37: Interested themed quarters in shopping malls, 2022
                                          • Figure 38: TURF analysis on interested themed quarters in shopping malls, 2022
                                        • Leveraging local culture worth exploration
                                          • Figure 39: Interested themed quarters in shopping malls, respondents who are attracted to themed quarters vs all respondents, 2022
                                        • Outdoor/nature elements appealing to multi-generation families
                                          • Figure 40: Interested themed quarters in shopping malls – outdoor/nature, by living situation, 2022
                                        • Gaming theme bringing young consumers relaxation and entertainment
                                          • Figure 41: Selected interested themed quarters in shopping malls, by age, 2022
                                      • Attitudes towards Shopping Experiences

                                        • Offline experience is essential to shopping
                                          • Figure 42: Selected attitudes towards shopping experiences, 2022
                                        • Relaxation is the key to elevating shopping experiences
                                          • Figure 43: Selected attitudes towards shopping experiences, 2022
                                        • Guarantee safety and comfort for consumers’ shopping in the post-epidemic era
                                          • Figure 44: Selected attitudes towards shopping experiences, 2022
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviation

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