Internet three or four-line urban rural popularization rate is low, the demand for food online shopping has increased dramatically

Although the internet is low in three or four-line cities and rural areas, the majority of consumers in these areas are active online shoppers, as do urban consumers, and they enjoy online shopping, according to a new 2015 China Digital Consumer survey published by , a global management consultancy. The  survey interviewed more than 6,000 Chinese internet users, covering a total of about 630 million users in one to four cities in China and the vast majority of rural areas, with in-depth investigation and excavation of their numbers and wishes.

The report, "China's Digital Consumer Survey: A growing desire for choice and change", focuses on communications and mobile, social networking, gaming, online video, E-commerce, O2O Six digital behavior, and analyzes five of the latest trends.

First, social commerce shows a strong growth trend. China is one of the world's most gregarious countries, with Internet users spending 78 minutes a day on social media and 67 minutes for American netizens. Chinese netizens are about 50% more likely to rely on relatives and friends, and the US is almost 40%, and China is the world's most gregarious country. In addition, social media is gradually evolving from a simple communication function to CRM and shopping functions. Social networking is in the midst of a rapidly evolving Chinese market. The survey shows that social networks have greatly facilitated consumers ' use of online shopping, the time for online shopping has increased dramatically, watching online video, and browsing the news have increased dramatically. In addition, in 2014, thousands of of merchants transplanted China's popular direct marketing model to mobile platforms, selling products ranging from organic vegetables to the latest fashions to friends and friends through the establishment of a ~100 group of half private 50-person people. The trend will continue in 2015, with more businesses using China's vast social-user population to build a digital version of the direct marketing network, relying on Word-of-mouth and referrals, and selling more goods (such as cosmetics, health care and insurance products).

Second, offline physical retail stores to the "exhibition hall" transformation. According to  survey, 16% of consumer electronics are sold online, compared with 1% in 5 years ago. The display effect of the physical store (that is, shoppers browsing the merchandise in the store but buying it through other channels, including online channels) is particularly apparent to 30% of consumers who browse the store and use their mobile phones for research while only 16% of them end up buying the product in their stores. Liu Jiaming, a senior global director at  points out that stores are not simply a conduit for trading, but more of a showcase.

The third is the line of offline fusion (O2O) business has been very popular and will continue to develop. 71% of China's digital consumers are already using O2O services, and 97% of consumers say they will continue to use O2O services or even increase their frequency over the next 6 months. Nearly one-third of consumers who have not yet used O2O services say they are willing to try them over the next 6 months. In the 2014, Chinese consumers ' expectations of O2O became clearer. For goods and goods, 72% of consumers hope that O2O can provide online shopping goods online returns, 56% of people want to be able to line up and down single, offline to take goods.

Four is although the Internet in the three or four-line urban and rural prevalence rate is low, but most consumers in these areas are using e-commerce, the proportion of online shopping has reached 68% and 60% respectively. Rural users of the "network of people" is more than the first and second-tier cities more than 25%, eager to try new products and services. "We see some of China's leading retailers have started to move quickly to establish county-level operations centres," said Jixiang,  global director. These measures not only facilitate the rural goods, but also accelerate the delivery of agricultural products to urban areas. "These reports point to the use of these" cyber-people "to occupy the market in rural areas where logistics and distribution systems are underdeveloped. Rural consumers because the internet penetration rate is not so high, many people do not necessarily have a smartphone. But we see such as Zhejiang Tonglu County Taobao village shop, in the village there is a house, there is a computer, there is broadband, the village organization will use Taobao people to buy goods for the villagers, they "double 11" to complete 1229 orders, the average single store sales of 11000 yuan.

Five is the food net buys the demand the huge growth. While Chinese consumers are more likely to buy apparel online (66% of people have bought it in the past 3 months), the most frequent purchases are at room temperature and fresh food (the frequency of food purchases is 34 times/year, and the apparel category is 22 times/year). 40% of Chinese consumers buy food online, while American consumers have only 10%. experts point out that 65% of Chinese consumers are worried about food safety when buying food online, with only 36% and 26% in the United States and Britain. Concerns about food safety have led to the emergence of some of China's new small fresh-food sellers. With the development of Shanghai FTA, the sellers begin to explore the development space of fresh food in a wider scope.