Nielsen survey: China to become the world's fastest-growing E-commerce area

According to Nielsen's latest survey, the penetration rate in China, whether online or online, is significantly higher than the global average. In addition, among the 30,000 respondents in the 60 countries surveyed, Chinese respondents showed the strongest desire for online shopping for 18 categories in 22 categories. For the categories of clothing, cosmetics, personal care products, toys and alcoholic beverages, Chinese respondents are more willing to surf the web and shop online than the other 59 countries.

"China has more than 600 million Internet users, e-commerce annual growth rate of 120%, which makes China become the world's fastest-growing E-commerce area, and is about to become the world's largest e-commerce market." "With the deeper penetration of smartphones and the Internet in Chinese consumers and the overall construction of the shipping logistics infrastructure, E-commerce is rapidly changing the consumer habits of Chinese consumers and has repeatedly deepened the perception of e-commerce among Chinese consumers," said Dong Juede, general manager of Nielsen China. ”

Nielsen's Global E-commerce survey also shows more than half of Chinese respondents said they would be willing to buy 13 items in 22 categories over the next six months, mostly consumer durables or entertainment-related categories, including clothing (74%), air tickets/bookings (69%) and paper books ( 64%). Compared with 2011, these three categories of online shopping will also have a promotion of at least 10%.

For certain categories such as electronic books, computer software and toys, the willingness to purchase online has increased by one or even twice times over the past three years.

According to the Nielsen study, consumers ' online browsing and buying intentions vary greatly for different categories of goods in different markets. In some countries, especially in Latin America, consumers are accustomed to buying goods online after browsing the information. Unlike these countries, the Chinese market presents an opposite trend.

Research shows that for more than half of the 22 categories covered in the survey, Chinese respondents ' buying rate exceeded the browsing rate, especially for certain categories such as clothing (57% online Browsing rate vs74% online purchase rate), Airfare/reservation (48% online Browsing rate vs69% online purchase rate), paper books (45% online Browsing rate vs64% online purchase rate) and cosmetics (45% online Browsing rate vs56% online purchase rate).

For some products that are relatively expensive and usually need to be tested before they are purchased (such as mobile phones), the global respondents in many other regions are more likely to check online first and then go to the physical store to buy them. But Chinese consumers are also showing a strong desire to buy online, rather than just checking online.

"The higher online buying rate shown by Chinese respondents in many categories suggests that Chinese Internet buyers are more likely to engage in real-world transactions rather than simply using the Internet to understand and inquire about commodity information, and that E-commerce has become one of the most important shopping channels for Chinese consumers." "In this regard, China has gone the farthest on the maturity of E-commerce, and Chinese consumers who are familiar with Internet technology have been able to fully enjoy the convenience of online shopping for their lives," Dong Juede said. ”