(McKinsey)2016中国数字消费者调查报告.pdfVIP

McKinsey iConsumer China 2016 survey How savvy, social shoppers are transforming e-commerce McKinsey Digital April 2016 Kevin Wei WangKevin Wei Wang Alan LauAlan Lau Fang GongFang Gong April 2016 McKinsey iConsumer China 2016 survey How savvy, social shoppers are transforming e-commerce Kevin Wei Wang Alan Lau Fang Gong INTRODUCTION With the most Internet users of any country, China is the world’s largest and fastest-growing e-commerce market. Capitalizing on opportunities, however, is becoming harder for consumer-facing companies as e-commerce penetration rates plateau in high-tier cities and as digital attackers, especially in the online-to-offline space, cut into incumbents’ margins. According to McKinsey’s latest survey of China’s Internet users, promising sources of e-commerce growth are emerging. The research points to areas with major growth potential: 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 positive 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 the convenience and quality of O2O services—particularly travel, dining, and transportation, on which they increase their total spending after they start to use O2O options. This year’s survey, conducted online during January 2016, engaged more than 3,100 people across a wide range of income levels and hous