Bain: Chinese online purchases will exceed America this year

August 28, the world's leading management consulting firm Bain released ≪ 2013 China E-commerce Market Research ≫, the report showed that China's consumer net purchase spending has reached 130 million yuan, will surpass the United States, and will maintain 32% annual growth, 2015 will double to 3.3 trillion yuan.

The digital revolution not only changed the consumer's buying behavior, but also caused a great impact on the retail ecosystem. Bain's report found that in just two years, China's online spending will be more than 50% of the United States, the current electricity sales accounted for the total retail sales of 6%, one or two line city ratio of 9%.

Bain's study, which surveyed more than 1300 online shoppers, the boundaries of online shopping and offline purchases are becoming increasingly blurred, with 70% of Chinese shoppers surveyed looking at physical stores before shopping, with more than 60% saying retailers will push them to shop in physical stores.

"The differences between retailers ' physical stores, online stores and mobile terminals have become blurred," said Serge Hoffmann, head of consumer and snack operations at Bain's Greater China region, saying: "If retailers fail to grasp these channels, they will lose significant growth opportunities." ”

Over the past three years, most of the revenue from online sales has grown from old customers, but more than half of the new sales will now come from customers.

In addition, the report notes that two-thirds of respondents use smartphones to browse or buy products, a higher percentage of high-income consumers, close to three-fourths.

Serge Hoffmann pointed out that, compared with the U.S. consumer, the Chinese people are cheap, most of the Chinese online shopping because the internet things cheap, the United States is different, a lot of consumers online shopping because of the need to buy things offline, a variety of goods.

For the future direction of retailers and brand makers, Bain gave five recommendations, first, the early investment, e-commerce to reach a certain scale of at least two years; second, the formation of full-time electric Corps team; third, not alone, to work with Third-party Web site to speed up the establishment of a good user experience site; four, reasonable pricing and group goods; , mobile terminals and social networking resources, take full advantage of the shopping experience of the physical stores. (Xu Wen from Shanghai)