Transcendent Retail: Jing Daily & Wunderman Thompson Intelligence publish key study on global Chinese ecommerce trends

China setting the scene: The report explores trends such as luxury gaming collaborations, social commerce, livestreaming, boomers as the new Gen-Z, and the rise of the ‘click-and-mortar’ store
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CHINA. Leading Chinese luxury digital publication Jing Daily, a Moodie Davitt Report Content Partner, has teamed up with Wunderman Thompson Intelligence to publish ‘Transcendental Retail: APAC,’ an in-depth study that explores the biggest and most relevant trends in China’s booming ecommerce market.

In 2021, China is set to become the first country in the world where online sales account for more than half the retail market. Chinese ecommerce trends such as livestreaming, social commerce and super apps are slowly spreading globally, thanks to local innovation, direct investments and knowledge transfer by Chinese technology giants.

The report includes survey data for over 10,000 consumers in China, India, Indonesia, Thailand, Japan and Australia. It also features expert interviews with key takeaways from brands looking to sell to Chinese consumers and tap into new Chinese retail trends.

Jing Daily Content Director Sky Canaves said, “New formats that blend content and commerce — such as livestreaming sales, gamified physical retail stores, and virtual worlds that invite brand participation — have taken off in China and now the rest of the world is looking to emulate its successes.

“The great willingness to experiment with making shopping more relevant and entertaining for consumers is yielding results with far-reaching implications.”

Wunderman Thompson Intelligence APAC Director Chen May Yee added, “China is setting commerce trends for the world. Chinese tech giants and global brands alike are trying new ideas first in cities like Shenzhen, from where they spread across China and its borders. No global brand can afford not to pay attention.”

Report highlights include:  

The rise of ecommerce livestreaming

Livestreaming, hosted by celebrities, KOLs and CEOs, is certainly one of the strongest trends to emerge within China’s digital landscape. Livestreaming is now moving up the value chain and crossing borders as brands expand to reach global audiences.

The ‘click-and-mortar’ store

Physical retail stores are becoming more and more integrated with the digital world with QR codes, immersive apps and gaming experiences becoming more commonplace in the brick-and-mortar store. On the other end of the spectrum, digital-native brands are investing in pop-up stores to leverage and convert sales from their vast social media followings.

Brands get in the game

High-profile luxury gaming collaborations have become a growing trend in China with brands launching ‘limited’ virtual releases such as designer filters and luxury cars. China has almost 518 million gamers and represents the world’s biggest gaming market. With more than 56% of mobile gamers comprised of females under the age of 30, this trend presents plenty of opportunity for fashion and beauty brands to explore.

Boomers are the new GenZ

China’s boomer-generation is the latest untapped demographic to enter the digital landscape. Post-pandemic, 81% of Chinese consumers over the age of 55 said they were now more comfortable using digital technology, leading to the rise of senior-friendly applications to engage with older trend-setters.

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