2022年電子商務(wù)未來趨勢-中國版（英）-52正式版

E-CommerceMegaTrendstoWatchExplorethefutureofe-commerceandpossibilitiesforyourbusinessTheinformationprovidedinthisdocumentdoesnot,andisnotintendedto,constitutelegaladvice;instead,thisinformationisforgeneralinformationalpurposesonly.Thisinformationmaynotconstitutethemostup-to-datelegalorotherinformation.Readersofthisinformationshouldcontacttheirownadvisortoobtainadvicewithrespecttoanyparticularlegalmatter.Allliabilitywithrespecttoactionstakenornottakenbasedonthecontentsofthisdocumentareherebyexpresslydisclaimed.Thecontentinthisdocumentisprovided“asis”;norepresentationsaremadethatthecontentiserror-free.E-CommerceMegaTrendstoWatchEXECUTIVESUMMARYWhereAreWe?Theworldchangedforbothgoodandbadin2020.Thedigitaltransformationofeconomiesistakingshapeand,inturn,changeshowconsumersarepurchasinggoods,theinteractionofcompanies,andhowbusinessesarestructured.Moreover,newdataflowsenablecountriesandcompaniesaliketoincreaseoperationale?ciency,improvelivingstandardsincities,andprovidebetteraccesstopublicservices.WhyIsChinaWorthWatching?AlthoughtheCOVID-19continuestospreadgloballyandbringsuncertaintyandinstabilitytotheinternationallandscape,China’seconomycontinuestorecoverfromthepandemic,realizingan18.3%1growthinGrossDomesticProduct(GDP)in2021Q1comparedwith2020Q1.Giventhepotentialofthepopulationandeconomicdevelopment,Chinaisinpositiontobecomeanessentialpartoftheworld’seconomy.AccordingtotheChinaInternetNetworkInformationCenter,asofDecember2020,thenumberofChineseinternetusershadreached989million2,andtheinternetpenetrationratehadreached70.4%2.Withsuchavastnumberofconsumerscomingonlineandreinventingdigitallife,thepoweroftheinternetcaninfluencethecourseofdevelopmentforanytrend.NoregionbetterillustratestheemergenceofdigitaltransformationthanChina.

WhatAreMegatrends?Megatrendsarewhichcreateaglobalimpactacrossmultiplecountries.Successfullyidentifying,analyzing,andactingonmegatrendsisessentialforsuccessinconsumermarkets.Theworldischangingquickly,anditisincreasinglychallengingtokeepupwithcompetitorsastechnologyspursboththerateofandaccesstoinnovation.Duringthischange,itisdi?cultforcompaniestounderstandwhyindustriesareevolvinginthewaytheyaretoday,muchlesspredicthowtheywilldevelopintothefuture.Megatrendanalysisallowscompaniestobuildaproactive,long-termstrategyratherthanreactive,makingsenseofwheretheystandtodayandensuringtheyhaveaplantoremainrelevantmovingforward.ThisDigitalMegatrendsinChinaWhitePaperhighlightsthesevenmostsignificantdigital-relevantmegatrendsoccurringinChina.TheWhitePaperincorporatessub-trendanalysisundereachmegatrend,globalassessmentsintermsofthetrenddevelopmentinotherregionsaroundtheglobe,andimplicationsforthelogisticsindustry.Source:1.NationalBureauofStatisticsofChina;2.The47thChinaStatisticalReportonInternetDevelopmentpublishedbytheChinaInternetNetworkInformationCenterinFebruary202102*Sincetherelevantdata/researchonChinaofthispaperissolelybasedonandassociatedwithChinesemainland,forthebenefitofthispaperChinarefersonlytotheterritoryofChinesemainlandE-CommerceMegaTrendstoWatchEXECUTIVESUMMARYWhatAreTheSevenMostSignificantDigitalMegatrendsInChina?ExperienceMoreinChinameansexploringnewconcepts,businessmodels,andlifestyles.Consumersareincreasinglytech-savvyandlookingforauniqueshoppingexperienceandproductsandincreasinglyprefertospendmoneyonexperiencesoveracquiringthings,especiallyindevelopedmarkets.ShoppingReinventedreflectshoweconomicandtechnologicalshiftshaverewrittentheshopperjourneyholistically.Today,shoppingisajourneywhosepurposeisnotjustbuyingbutrelationshipbuilding.Consumersareredefiningshoppingbecausetheyexpectbrands/businesses/retailerstosatisfytheirneedsandvaluesbyo?eringaunique,convenient,andtechnologicallyadvancedexperience.SmartCitiesandSmartHomesrefertotheinterconnectednessofthingsandproducts.Homesmanufacturedsmarterarehighlycustomizedtothehomeowner'spreferences,withreal-timefeedback/adjustmentstotheexternalenvironment,connectiontoacentralhub,ormanagementofdevices.

ConnectedConsumersusevariousdevicesandinterfacestoconnecttotheinternettointeractwithdigitalcontent,services,andexperiences.Thisdigitalconnectivityhasalteredallaspectsoflife.Stayingrelevanthasneverbeenmorechallengingforbusinesses,giventherapidinnovationdrivenbythiswidespreadconnectivityandrelatedtechnologies.ShiftingMarketFrontiersAssomeareasoftheglobebecomeover-farmed,over-populated,orotherwisereachtheirmaximumpotential,othersgaindistinctionfortheirunexploitedpotential.SharingEconomyTheincreasingpresenceofsharedproductsorservicemodelsisgainingpopularityamongconsumers.Itisincreasinglyimportanttoconsumerstoaccessanitemandnotnecessarilyownapersonalversionofit,drivingasharingeconomyandthreateningdirectownership.BuyingTimeTimeisincreasinglyacrucialcommoditythatmorepeoplearewillingtobuy(orspendtoretain).Aboutmorethanjustconvenience,itisalsoaboutoutsourcingtasks.03E-CommerceMegaTrendstoWatchCONTENTSDigitalMegatrendsDeepDive········································································································05ExperienceMore·····························································································································································ShoppingReinvented···················································································································································SmartCitiesandSmartHomes·······························································································································ConnectedConsumers················································································································································ShiftingMarketFrontiers···········································································································································SharingEconomy····························································································································································BuyingTime·······································································································································································

06132027344045Summary·······················································································································································5104Readytodivedeepwithus?Digitaltransformationisnotjustforthebigplayers.Itcanhappenanywhere,atanytime,andtoanyoneinChina.Inthissection,weinviteyoutoexplorehowdigitaltransformationshapesthebusinessworldinChina.Wewillwalkyouthrougheachofthesevenmegatrendsinthefollowingsteps:OverviewanddriversSub-trendsRegionalaspectsImplicationsforthelogisticsindustry0501ExperienceMoreChinaisexploringnewconcepts,businessmodels,andlifestyles.Inadditiontoproducts,consumersarealsolookingforanexperiencethatengagesthemmorephysicallyandmentally.KEYDRIVERSBEHINDTHEMEGATREND:China’sextraordinaryeconomicboomhasacceleratedthepaceofurbanization.AccordingtotheSeventhPopulationCensusconductedin2020,about63.9%1ofChina’stotalpopulationlivesincities.Risingurbanizationhasincreasedconsumers’accesstoproductsandserviceswithenhancedbrandinteraction.Meanwhile,withthesatisfactionofbasicneeds,Chineseconsumersincreasinglyseektofulfillanddiversifytheirleisuretime.Expenditureonleisureandrecreationsignalsconsumerintenttoexperiencemore.Thegrowthinspendingonleisureandrecreationfrom2015to2019inChina(+10.6%2)dramaticallyexceedsthatofglobal(+3.8%2).Asweseefromthemarketsizeofthetravelindustry,Chinahasrecorded8.7%1CAGRgrowthfrom2015to2019.Thetravelindustry’ssubstantialgrowthhasgivenconsumersmorechoicesfornewexperiencesindomesticandinternationalscenicspots.+ + +5.8 10.6% 8.7%percentagepointIncreaseofurbanizationratefrom2015to2020inChina

CAGRofexpenditureonleisureandrecreationfrom2015to2019inChina

CAGRofthetravelindustry’smarketsizefrom2015to2019inChinaSource:1.NationalBureauofStatisticsofChina;2.Euromonitorresearchbasedondeskresearchandtradeinterviews. 06E-CommerceMegaTrendstoWatchEXPERIENCEMORE|SUB-TRENDSExperienceMoremeansthatconsumersseekacomprehensiveexperiencethroughoutthepurchasingjourney.Engagevirtually,immersiveexperience,andinnovationcommunicationarethethreemostessentialsub-trendsidentifiedunderExperienceMore.EngageVirtuallyImmersiveExperienceInnovativeCommunicationsBrandsengageconsumersvirtuallyinanonlineTechnology-enhancedexperiencehascapturedCorporationsutilizenewmarketingtechniquessuchenvironmentwithapproachessuchaslivestreaming.theattentionofmultipleindustries,suchastravel,asdigitalcelebritiestobondwithconsumers.realestate,andgame.Brandsleveragenewtechnologies,e.g.,VirtualReality,toprovideamoreimmersiveexperienceinshopping,travel,andgaming.07E-CommerceMegaTrendstoWatchEXPERIENCEMORE|SUB-TRENDDEEPDIVEENGAGEVIRTUALLYTangiblegoodswillalwaysbeindemand.However,thethrillof‘experiencing’somethingisbeginningtooutweighthetraditionalbuyingcycleendinginpurchasinggoods.Toprovideaseamlessconsumerserviceexperienceasidefromconventionalo?ineengagement,Chinesebrandsalsotrytoengageconsumersvirtuallyinanonlineenvironment.617+57million1million1Oflive-streamingusersAscomparedwithasofDec2020Mar2020388+123million1million1Oflive-streaminge-commerceAscomparedwithusersasofDec2020Mar2020Live-streamingE-commerceGMVinChina2,BillionRMB2020F971.22019 443.82018 135.42017 19.60 200 400 600 800 1,000

WHATDOESENGAGEVIRTUALLYLOOKLIKEINCHINA?VirtualengagementisgrowinginChinaasleadinge-commerceandsocialmediaplayersmakeheavyinvestments.Live-streaminge-commerce,dedicatedonlinechatgroups,andcustomizedvirtualassistantsarethethreemosttrendingwayscompaniesengagewithcustomers.Live-streamingisanewwayofdirect,in-timeinteractionandanincreasinglycrucialsaleschannelinChina.In2016,live-streamingwasfirstCOVID-19hasfurtherfueledChina’slive-streamingbusinesssince2020.Withthelockdownkeepingconsumersathome,live-streamingbecameawaytoshop.AsofDecember2020,thenumberoflive-streamingusersinChinareached617million1,accountingfor62.4%1oftheentireinternetusers.Amongthem,thenumberoflive-streamingsalesusersreached388million1,accountingfor39.2%ofthetotalinternetusers.E-commercelive-streamingGMVinChinareached443.8billionRMB2in2019andwasestimatedtoreach971.2billionRMB2in2020,representinga119%y-o-ygrowth.Live-streamingisane?cienttoolforconnectingconsumersandbrandsandenhancingtheshoppingexperiencewherepopularandtrustedKOLsandcelebritiesdirectlyinteractwithconsumersasfacilitators.Meanwhile,dedicatedonlinechatgroupsonsocialmediahavebecomeessentialforbrandstoattractandmanageprivatecustomertra?c.Brands/retailersconsideronlinechatgroupsane?ectivewaytocommunicatewithconsumersdirectly.Somebrandshaveintroducedonlinechatgroupswherebrandsta?canpromoteproductsandcollectcustomerfeedbackinthegroupchat.Brandsconsideronlinechatgroupsvitaltointeractwithcustomersdirectlyandbenefitproducts'futureinnovation.E-commerceplatformsprovideconsumerswithtailoredpromotioninformationandQ&AservicebyvirtualAIassistants.Customersautomaticproductrecommendationmessagesbasedonpreviousshoppinghistorycanbeanalysedandsenttocustomersbyvirtualassistants,whichimprovescustomerstickinessforbrands.Source:1.The47thChinaStatisticalReportonInternetDevelopmentpublishedbytheChinaInternetNetworkInformationCenterinFebruary2021;2.EastMoneyNews;3.Euromonitorresearchbasedondeskresearchandtradeinterviews. 08E-CommerceMegaTrendstoWatchEXPERIENCEMORE|SUB-TRENDDEEPDIVEIMMERSIVEEXPERIENCEUsingtechnologyasanenabler,brandsstrivetoprovideanimmersiveexperiencethatappealstothesensesmore.Thepandemichasre-orientatedthewaythatconsumersshop,includinghowtheydiscoverandeventuallypurchase.Morebusinessesexperimentedwithimmersivevirtualexperiencesduringthecrisis,usingthisapproachtodriveengagementwithconsumerswhowerespendingmoretimeathome.Virtualexperienceswillbecomemorecommonplaceinthedigital-first,post-pandemicera.+792,0001 74,00015GbasestationsinChina AscomparedwiththeasoftheendofFeb2021 endofDec2020260 +60million1 million15GterminalconnectionsinChina AscomparedwiththeasoftheendofFeb2021 endofDec2020Direct/IndirectEconomicYieldof5GinChina2,TrillionRMB2030E10,6006,3002025E6,3003,30020201,2004844,0008,00012,0000IndirectEconomicYieldDirectEconomicYieldWHATDOESANIMMERSIVEEXPERIENCELOOKLIKEINCHINA?VRtechnologyisintroducedinmultipleindustriesinChinatoenhanceconsumers’experiences,includingFMCG,housing,gaming,andevenexhibitions/fairs.Astheworld’sleading5GtechnologyrollsoutinChina,VRallowse-commercecustomerstopreviewproductsorexperienceservicesevenathomeandprovidesabetterexperience.Forexample,byattendingalive-streaming,viewerscouldviewproductsupcloseandfromdi?erentanglesaroundthestoresimplythroughswitchingcameraangles.Itisanimmersiveinteractiveexperiencethatcanmakeusersfeelasiftheyarehandlingtheproducts.Thetourismandrealestateindustriesarealsobecomingsignificantusers.Travelexperienceswillbeincreasinglyconnectedtotechnology,o?eringmorevisualandconvenienttravelguidancethroughout.Forexample,VR+Tourismenablesconsumerstoexperiencelocalsceneryvirtuallybeforedesigningorselectingtravelplans.VRtechnologyisalsodeployedmorewidelyindiversecommercialscenariosforanimprovedexperience,e.g.,gaming,exhibitionsandfairs.Thegamesindustryhasbeenleadinginuser-experienceinnovation.Asaresult,demandinChinahasexpandedforVR/ARgameheadsetsandsoftwareforin-homeuseandVRgamecenters.Chinaisalsorethinkingtransformingphysicaleventsintovirtualexhibitionsandfairs.Newexhibitionformatsofavirtualartshow,virtualversionsoftraditionalmuseums,andcommercialfairs‘onthecloud’allprovideexperientialtransformation.Source:1.MinistryofIndustryandInformationTechnologyofChina;2.ChinaAcademyofInformationandCommunicationsTechnology. 09E-CommerceMegaTrendstoWatchEXPERIENCEMORE|SUB-TRENDDEEPDIVEINNOVATIVECOMMUNICATIONAnincreasingnumberofcompaniesmanagecustomercommunicationsusingvarioustechniquestoprovideaddedexperiencesandtargetconsumersandaudiences.UserBaseoftheAnimatedIndustryinChina1,Million20193901002018350802017310900100200300400AudienceCoreUserWHATDOESINNOVATIVECOMMUNICATIONLOOKLIKEINCHINA?Brandsfromthebeauty,apparel,andpackagedfoodindustriesconsistentlymakee?ortsincommunication'sinnovation.Virtualendorsers,co-branding,andKOLpromotionarethetopthreepopularwaysbrandsgetconnectedwiththeirtargetcustomers.Havingbeenbornandgrowingupinadigitalera,theyoungergenerationholdsdi?erentopinionsregardingvirtualandreal-life.Virtualendorsersaretakingonthetraditionalrolesheldbypeopleonsocialmedia.In2019,theanimatedindustryinChinaattractedanaudienceof390million1,ofwhich100million1werecoreusers.Brandsfindthatworkingwithvirtualcelebritiesisane?ectivewaytoconnectwithyoungerconsumers.Virtualidols,ascharacterizedbymoredistinctivepersonalitiesandlooks,arelookeduptoandtrustedbyyoungconsumersandhavebecomeane?cientcommunicationtool.AsGenZ’spurchasepoweranddemandformoreinteractiveandimmersiveentertainmentexperiencesgrow,virtualinfluencers’roleinthemediawilllikelycontinuetoexpand.Co-brandinghasalsorapidlydevelopedinChina,especiallybetweenlocalandinternationalbrands,tocreatebuzz.Thecooperationbetweentwoseeminglyunrelatedbrandse?ectivelyattractsattention.FamousIPs,traditionalcultures,interestingpresentationformsandotherkindsofinnovationaregainingincreasingattention.Withtheinternetchangingtraditionalsocialcircles,KOLmarketingisbecomingextremelyimportantinChina.BrandsconsiderKOLsanessentialvoicetoconsumersandnowconsiderKOLpromotionastandardpartofmarketingcommunications.ApartfromKOLswiththebiggestfollowerbase,2020alsosawmorebrandsrecognizingthevalueofmicro-KOLs.AlsocalledKOCs(KeyOpinionCustomers),theyconveygreaterauthenticityandseemmore“real”toaudiences.Source:1.IQIYI-”VirtualIdolObservationReport2019” 10E-CommerceMegaTrendstoWatchEXPERIENCEMORE|REGIONALASPECTSHOWDOESTHISMEGATRENDVARYFROMREGIONTOREGION?

Regionalexpenditureontravel,leisure,andrecreationpercapita2020inUSDExperienceMoreisaprevalenttrendinrelativelydevelopedregionssuchasNorthAmericaandEuropebutismoreo?ine-driven.E-commerceandtechnology-drivenexperienceseemtoberapidlyrisinginChinaandAPAC.APACTherapidgrowthofe-commercefacilitatesvirtualengagementsuchaslive-streamingsalestosupportseller-to-buyerinteractions.InfluencedbyJapan,VRgamesandtechnologyalsospreadquicklyintotheleisurespaceinexhibitionsandgamecenters.Meanwhile,ACG(animation,comic,game)cultureisalsowell-developed.EUROPELikeAPAC,theExperienceMoretrendisalsoobservedinEuropeandshowinggreatpotential.Leadingretailersandbrandshavestartedtoo?erlivevideoshoppingservices.Somebrandshaverecreatedthein-storeexperiencevirtually.However,avirtualendorserisrare,butconsumercommunicationsthroughKOLsandco-brandinghavebecomeacommonpracticebybrands.NORTHAMERICAEngagingvirtuallymanifestsitselfprimarilyinAIcustomerserviceforself-serviceandQ&A,Inaddition,AR/VRtechnologyishighlyadoptedinretailing,suchasvirtualfittingroomsandARmakeupmirrors.However,avirtualendorserisrare,butconsumercommunicationsthroughKOLsandco-brandinghavebecomeacommonpracticebybrands.LATINAMERICAMinimalcaseslikeanAI-drivenonlineexperienceforbeautyproductsareobserved.Thetrendisstillataveryearlystage.MIDDLEEASTANDAFRICAOnlyanichetrendisseenintourism,suchasvirtualsafaricampaignoravirtualmuseumvisitinSouthAfrica.

APAC(Chinaexcluded)EuropeNorthAmericaLatinAmericaMiddleEastandAfrica4,554.7NorthAmerica328.3LatinAmerica

Chinesemainland1,556.3475.0EuropeChinesemainland74.8175.4MiddleEastandAfricaAPAC(Chinaexcluded)Source:Euromonitorresearchbasedondeskresearchandtradeinterviews. 11E-CommerceMegaTrendstoWatchEXPERIENCEMORE|IMPLICATIONSExperienceMorewillcontinuemakingasubstantialimpactone-commercedevelopmentinChinaandtheworld,especiallyineconomicallydevelopedregions.

IMPLICATIONSFORTHELOGISTICSINDUSTRYMoreresponsivelogisticssystemwithaleveled-upcapabilityTheriseoflive-streamingnecessitatesamoreresponsivelogisticssystemthatcanaccommodateasignificantnumberofordersinashortperiodtoensuresmoothe-commercebusinessoperations.CHINAToolsthatallowbrandstointeractwithconsumersinanonlineenvironmentareupgradedcontinuallyforanenhancedandtechnologicallyadvancedexperience.Atthesametime,morebrandswillusethepowerofvirtualtoolsproventobehighlye?ectiveintoday’scommercialspaceinChina,suchaslive-streaming.

GLOBALDespitearelativelyearlydevelopmentstage,theworlddoeswitnessanincreasingadoptionofdigitalexperienceenhancement,suchas3DonlineshopsandAI-poweredrecommendationstohelpbrandsconnectwithconsumers,especiallyinAPAC,Europe,andNorthAmerica.TechnologysuchasVR/ARwillextenditsapplicationstomorescenarios.

FlexibleandcustomizabledeliveryforanenhancedexperienceWhenshoppingonline,consumersareseekingaseamlessexperiencewheredeliveriesadapttotheirschedules.Increasingdeliveryflexibilitytofulfillconsumerdemandwillbecomecommonplace.1202ShoppingReinventedBroadinternetpenetrationandahighlydevelopeddigitalspaceredefinetheconsumerjourneyinChina.Asaresult,mostconsumersinChinaareenjoyingaconvenientandtechnologicallyadvancedshoppingexperience.KEYDRIVERSBEHINDTHEMEGATREND:ConsumersinChinaarebecomingmoretech-savvyandopentoadigital-drivenshoppingjourneyandamoreelevatedshoppingexperience.57.9%1oftheChinesepopulationboughtanitemorservicethroughmobileatleastweeklyin2020.Thee-commercechannel’sgrowthreinventsconsumershoppinghabitsfromconventionallyo?inetoonline,attractingconsumersbyitsproductoptionsandconvenience.Thee-commerceretailvalueinChinawitnesseda25.9%1CAGRgrowthfrom2016to2020.Withthepenetrationofmobile-endpayment,thenumberofe-paymentusersreached805million1bymid-2020.Therapidincreaseofe-paymentpenetrationhasdiminishedusingcashanddivertsshoppingtobeinghighlymobile-centric.57.9%OftheChinesepopulationboughtanitemorservicethroughmobileatleastweekly,2020

+25.9%CAGRofe-commerceretailvaluefrom2016to2020inChina

805MUsersofe-paymentinChina,mid-2020Source:1.Euromonitorresearchbasedondeskresearchandtradeinterviews. 13E-CommerceMegaTrendstoWatchSHOPPINGREINVENTED|SUB-TRENDSShoppingReinventedmeansconsumersareswitchingfromconventionallyo?inetoonline,drivenbytheconvenienceandqualityofonlinepurchasing.Aseamlessshoppingexperience,omni-channelmarketing,ando?ineshoppingupgradearethethreemostimportantsub-trendsidentifiedunderShoppingReinvented.SeamlessShoppingExperienceOmni-channelMarketingO?ineShoppingUpgradeOnlineando?ineshoppingchannelsworktogethertoBrandsuseacombineddigital-physicalsyndicatedTraditionalo?ineoutletsembracedigitaltransformation,provideconsumerswithane?ortlesscross-channelmarketingecosystemwherechannelsworktogethersuchasAIassistants,forbettercapabilityandenhancedshoppingjourney.tocreateaunifiedmessage.experience.14E-CommerceMegaTrendstoWatchSHOPPINGREINVENTED|SUB-TRENDDEEPDIVESEAMLESSSHOPPINGEXPERIENCEOnlineando?inearenolongerseparatechannels.Consumerscanobtaino?ineproductsandservicesseamlesslyonlineandtheotherwayaroundtoenjoyane?ortlessshoppingexperienceacrosschannels.O2OOperationsModelOrderProducts/ServiceMerchants ConsumerthroughAPPsConsumersorderonline,andconsumptionhappensino?inestores.NewOmni-channelRetailingOperationsModelSupplementso?inetra?cwhenconsumersorderonlineforin-storeinventories.Brand’sOnlineReciprocalBrand’sO?ineStore/AppchannelbenefitStoreO?inestoresencourageconsumerstodownloadtheAPP/scanQRcodetopersuadeconsumerstoshoponline.

WHATDOESASEAMLESSSHOPPINGEXPERIENCELOOKLIKEINCHINA?Drivenbythedevelopede-commerceenvironmentandchangingconsumershoppinghabits,traditionalretailingchannelsnolongerdevelopseparately.Onlineando?ineexperiencescanbecomplementary.O2Ooperations,newomni-channelretailing,andsmartvendingmachinesarethethreemostinfluentialsub-trends.BusinessformatscoveredbyO2OoperationsarecontinuallyevolvinginChina.Whileonlinehasbecomeavitaltra?cportalforo?inebusiness,multipleindustrieshaveadoptedthe‘onlinetoo?ine’operationsmodeltoenhancee?cientcustomermanagement.WiththeO2OtrendflourishinginChina,omni-channelretailingdrivenbye-commerceplatforms’o?ineexpansionbecomesatrend.Chinesee-commercegiantsapplytheirtechnologyindata-drivenoperationssystemstoo?inestorestobuildasmoothlinkbetweenonlineando?ine.The“newretail”conceptnowhasbecomearealityinChina.Underthe“newretail”concept,o?inestoresoperateoncutting-edgeinnovationswhichallowcustomerstoscanbarcodesforpersonalizedrecipesuggestionsandinformationoneverythingavailablethroughthestore’smobileapp.Theo?inestoresalsodoubleasadistributioncenterthatdeliversfreshproducetocustomerswithinabout30minutes.Companiesstrivetoprovidecustomerswithgreaterconveniencebymakingo?inestoressmarter.Onegoodexampleisconveniencestores’smartvendingmachineonwhichcustomerscanselectitemsandpurchaseviaQRcode.Thetraditionalvendingmachineisupgradedwithaninteractivetouchscreen,digitalpaymentsystem,andmulti-temperaturestoragespace.ThefutureofgroceryretailinginChinawillrealizemorecomprehensiveserviceo?eringsandleveragebigdatatocarryoutpreciseonlinemarketingande?ectivecommunityoperations.15E-CommerceMegaTrendstoWatchSHOPPINGREINVENTED|SUB-TRENDDEEPDIVEOMNI-CHANNELMARKETINGArisingnumberofbrandsstarttobuildamarketingecosystemusingtraditionalandemergingmedia,e.g.,CRM,o?ineevents,andsocialmedia.Newtechnologiesareintroducedtoconnectdi?erentmarketingchannels.WHATDOESOMNI-CHANNELMARKETINGLOOKLIKEINCHINA?93%1OfadvertisersinChinaconsiderthatomni-channeladvertisingdeliversbetterresultsthanasinglechannel.59%1OfbusinessclientsinChinaselectomni-channelexecutionasoneofthetopsixelementstoimprovetheclientexperience.

Acompletechannelmarketingecosystem,ARfacilitatedinteraction,andexperiencecenters/storeshavebecomethethreemosttrendingwaysthatbrandsadapttoattractandretaincustomers.Mostbrandsandadvertisersconsiderthecompletechannelmarketingecosystemtobee?ective.About93%1ofadvertisersrecognizethatomni-channeladvertisingdeliversbetterresults