2022
0
China Trends of Online Retailing Market Report 2022
2022-12-17T03:01:22+00:00
OX1103089
4995
158690
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Report
en_GB
“Sales value of online retailing has maintained positive growth in the past five years, but the growth has slowed down considerably. To stand out in fierce competition, online shopping platforms…

China Trends of Online Retailing Market Report 2022

$ 4,995 (Excl.Tax)

Report Summary

“Sales value of online retailing has maintained positive growth in the past five years, but the growth has slowed down considerably. To stand out in fierce competition, online shopping platforms and brands should continue focusing on delivering high-quality products and services to consumers, as these are the most critical aspects determining their purchase decisions online. In addition, online shopping can be positioned as a modern lifestyle, and brands/platforms can adopt more novel marketing approaches, such as adding fun elements and providing a sense of relaxation, to help consumers enjoy their online shopping more.”
– Binyan Yao, Research Analyst

Key Issues covered in this Report

  • Online shopping frequency across channels.
  • Key drivers for shopping online.
  • Key barriers to shopping online.
  • Consumers’ impressions of different online shopping platforms.
  • Important technology features/services that can improve online shopping experiences.
  • Consumers’ expectations for future online shopping.

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 online retailing continues to slow down
                • Figure 1: Online retail sales of physical goods in China, 2015-22
              • Online retail user numbers reaching saturation
                • Short video platforms becoming important shopping channels
                  • Zest for online shopping festivals cooling down
                    • Companies and brands
                      • Competition being increasingly fierce
                        • Themed events and virtual stores to enable immersive online shopping
                          • Novel marketing to make online shopping more fun and relaxing
                            • More promotion of sustainability to comply with social consensus
                              • The consumer
                                • Consumers’ online shopping channels tend to diversify
                                  • Figure 2: Online shopping frequency, by channel, 2022
                                • Shopping on demand and purchasing while browsing go hand in hand
                                  • Figure 3: Online shopping drivers, 2022
                                • Inauthentic information is the primary concern
                                  • Figure 4: Concerns when shopping online, by channel, 2022
                                • JD shows strength, while Douyin has not yet met key expectations
                                  • Figure 5: Most important aspects when shopping online and perceptions towards shopping platforms, 2022
                                • Replicating offline experiences virtually is highly expected
                                  • Figure 6: Technology features/services that can improve online shopping experiences, 2022
                                • Shopping experience matters most
                                  • Figure 7: Future expectations for online shopping, 2022
                                • What we think
                                • Issues and Insights

                                  • Consistent high-quality products and services are the cornerstone
                                    • Add a sense of relaxation to the online shopping journey
                                        • Figure 8: Weilong’s campaign during Double 11, 2022
                                    • Market Overview

                                      • Growth of online retailing continues to slow down
                                        • Figure 9: Online retail sales of physical goods in China, 2015-22
                                    • Market Factors

                                      • Online retail user numbers reaching saturation
                                        • Figure 10: Number of online shoppers and penetration in netizens, 2018-22
                                      • Short video platforms becoming important shopping channels
                                        • Figure 11: Short video users and penetration in netizens, 2018-22
                                      • Zest for online shopping festivals cooling down
                                        • Personal information protection keeps improving
                                        • Key Player Performance

                                          • Alibaba
                                            • JD
                                              • Pinduoduo
                                                • Douyin
                                                • Market Highlights

                                                  • Themed events and virtual stores to enable immersive online shopping
                                                    • Figure 12: Xiaohongshu’s summer market, 2022
                                                    • Figure 13: Taobao’s virtual shopping district, “1001 Shops”, 2022
                                                  • Novel marketing to make online shopping more fun and relaxing
                                                    • Figure 14: Tmall’s MBTI-themed digital collectibles, 2022
                                                    • Figure 15: Weilong’s campaign during Double 11, 2022
                                                  • More promotion of sustainability to comply with social consensus
                                                    • Figure 16: Cainiao’s “green homeland” community, 2022
                                                    • Figure 17: Juhuasuan’s video campaign on purchasing near-expired products, 2022
                                                  • Enhanced private data protection to increase the sense of security
                                                    • Figure 18: Taobao launched virtual phone numbers, 2022
                                                • Online Shopping Channels and Frequency

                                                  • Consumers’ online shopping channels tend to diversify
                                                      • Figure 19: Online shopping frequency, by channel, 2022
                                                    • Channel preferences vary by gender among young consumers
                                                      • Figure 20: Shopped through the selected online channels once a day or more, by gender and age, 2022
                                                  • Online Shopping Drivers

                                                    • Shopping on demand and purchasing while browsing go hand in hand
                                                      • Figure 21: Repertoire analysis of online shopping drivers, 2022
                                                      • Figure 22: Online shopping drivers, 2022
                                                    • Online shopping as a lifestyle for young generation
                                                      • Figure 23: Selected online shopping drivers, by generation, 2022
                                                    • Young females are prone to marketing influence, while young males more sensitive to promotions
                                                      • Figure 24: Online shopping drivers, females aged 18-24 vs males aged 18-24, 2022
                                                    • Pay attention to the needs of the elderly
                                                      • Figure 25: Online shopping drivers, all respondents vs respondents aged 50-59, 2022
                                                  • Concerns when Shopping from Different Online Channels

                                                    • Inauthentic information is the primary concern
                                                      • Figure 26: Concerns when shopping online, by channel, 2022
                                                    • Logistics efficiency is critical to retain frequent buyers
                                                      • Figure 27: Concerns when shopping online – frequent buyers, by channel, 2022
                                                  • Perceptions towards Online Shopping Platforms

                                                    • JD shows strength, while Douyin has not yet met key expectations
                                                        • Figure 28: Most important aspects when shopping online and perceptions towards shopping platforms, 2022
                                                      • Opportunities to engage more young consumers on Pinduoduo and more seniors on JD
                                                        • Figure 29: Most important aspects when shopping online and perceptions towards shopping platforms, respondents aged 18-24, 2022
                                                        • Figure 30: Pinduoduo’s personalised promotions, 2022
                                                        • Figure 31: Most important aspects when shopping online and perceptions towards shopping platforms, respondents aged 50-59, 2022
                                                    • Enhancing Experiences with Technology

                                                      • Replicating offline experiences virtually is highly expected
                                                        • Figure 32: Technology features/services that can improve online shopping experiences, 2022
                                                        • Figure 33: Technology features available in Nike’s Tmall flagship store, 2022
                                                        • Figure 34: TURF analysis on technology features/services that can improve online shopping experiences, 2022
                                                      • Pet owners more affirmative towards tech-backed online shopping
                                                        • Figure 35: Technology features/services that can improve online shopping experiences, by living situation, 2022
                                                      • Digital voice assistants less recognised among seniors
                                                        • Figure 36: Technology features/services that can improve online shopping experiences – digital voice assistants, by age, 2022
                                                    • Future Expectations for Online Shopping

                                                      • Shopping experience matters the most
                                                        • Figure 37: Future expectations for online shopping, 2022
                                                      • Boutique platforms are appealing to lower-tier city consumers
                                                        • Figure 38: Interested in boutique platforms, by city tier, 2022
                                                      • Professional customer services for specific groups
                                                        • Figure 39: Interested in more complete customer service system, by family structure and living situation, 2022
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Abbreviation

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