Nearly 90% of Chinese consumers are going to take part in this year’s double 11 online shopping spree; 60% are already paying attention to and joining pre-sales online activities
Beijing – Nov 1, 2016 – According to Nielsen’s latest report, as more online shopping carnivals have been created by various e-shopping platforms, Chinese consumers are provided with unprecedented choices, though people’s passion toward those shopping carnivals is still mounting, they are more well-planned in buying.
The Double 11 Key Marketing Trend Reportreport shows that sales and discounts are still the top drivers for consumers to shop in e-stores. Besides, the quality of goods is also a main factor in determining which e-commerce company they will choose.
For e-commerce companies, how to keep their competitiveness as well as driving more traffic to their platforms is the key to success.
“We found that the double 11 has transformed from pure online shopping spree to offline discount season, it’s a big day for both e-shopping and offline business,” said Ding Xia, vice president of Nielsen China.
The Double 11 Key Marketing Trend Report is based on Nielsen’s research among 31 provinces, autonomous regions and municipalities, covering regions in the east, west, south, north and middle across China.
THE DOUBLE 11 ONLINE SHOPPING SPREE REMAINS KEY BUSINESS OPPORTUNITY FOR BRANDS
Statistics from Nielsen indicate that nearly 90% of consumers are going to take part in this year’s 11.11 Shopping Carnival, 60% of which are already paying attention to and joining pre-sales online activities.
Due to the huge efforts major e-commerce companies , shopping carnivals have grown in popularity. They know most of the popular carnivals, especially the 11.11 Shopping Carnival initiated by Alibaba and the 12.12 Shopping Carnival initiated by JD.com, the two top the list of consumers’ recognition with an absolute predominance of 83%.
Meanwhile, e-commerce companies providing daily services are showing their strengths this year. The recognition of activities held by Nuomi of Baidu and Meituan has exceeded its competitors among respondents. But as for the 11.11 Shopping Carnival, most respondents said they will still stick totmall.com, taobao.com, and JD.com as their major e-commerce shopping platform. At the same time, as major e-commerce companies continue to optimize their logistic services and their commodity diversity, consumers will no longer suffer from the old problems such as slow logistic service or insufficient products on shelf.
The report found that what helps most in driving traffic is sales and discounts. New strategies like content marketing, individualized ads and advertising through internet celebrities have limited effects among consumers on the whole, but play their part well among consumers aged 26-35. As the willingness to share products through online social platforms is increasing among young consumers, companies can combine their sales and discounts strategy with new marketing strategies through online social media, in order to catch the attention of consumers aged 16-35, who are their major potential consumers.
It is also worth noting that besides the sales and discounts, the quality of goods is also a main factor in determining which e-commerce company the consumers will choose.
PEOPLE ARE WELL-PLANNED IN SHOPPING; MOBILE HANDSETS ARE PREPERED SHOPPING DEVICES
According to this report, majority of consumers are well-prepared when the shopping gala is approaching, with more than 90% of consumers will put products they intend to buy into shopping carts in advance. Their carts will be full nearly four days ahead of the carnival.
Data this year show that consumers mainly plan to purchase apparel and clothes, daily commodity, skin care products, packaged food, and digital appliances, more or less the same as last year. Because of the popularity of mobile devices in recent years, consumers will mainly complete their purchase through mobile devices this year. The budget is a bit higher than that last year, but not as much as the year 2014 or 2015.
CROSS BORDER E-SHOPPING GAINS POPULARITY AND EMBRACES GREATER OPPORTUNITY
According to Nielsen statistics, on Nov 11 last year, some consumers joined the activities held by e-commerce companies.Among all respondents, over 80% are willing to buy products overseas, among which more than 70% have already done so in the past half year, a little higher than that in 2015. Cross-border e-shopping has become the major channel for purchasing products overseas, and the mostly welcomed companies are Tmall, Taobao, JD, and Amazon.
Though cross-border e-commerce platform is the top channel for overseas purchase, nearly half of overseas purchase are done by procurement service, by asking a relative to bring goods from abroad, or on the way of traveling. There is still enough space for the cross-border e-commerce to grow, like through media advertisement and product managing.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Nearly 90% of Chinese consumers are going to take part in this year’s double 11 online shopping spree; 60% are already paying attention to and joining pre-sales online activities
Beijing – Nov 1, 2016 – According to Nielsen’s latest report, as more online shopping carnivals have been created by various e-shopping platforms, Chinese consumers are provided with unprecedented choices, though people’s passion toward those shopping carnivals is still mounting, they are more well-planned in buying.
The Double 11 Key Marketing Trend Reportreport shows that sales and discounts are still the top drivers for consumers to shop in e-stores. Besides, the quality of goods is also a main factor in determining which e-commerce company they will choose.
For e-commerce companies, how to keep their competitiveness as well as driving more traffic to their platforms is the key to success.
“We found that the double 11 has transformed from pure online shopping spree to offline discount season, it’s a big day for both e-shopping and offline business,” said Ding Xia, vice president of Nielsen China.
The Double 11 Key Marketing Trend Report is based on Nielsen’s research among 31 provinces, autonomous regions and municipalities, covering regions in the east, west, south, north and middle across China.
THE DOUBLE 11 ONLINE SHOPPING SPREE REMAINS KEY BUSINESS OPPORTUNITY FOR BRANDS
Statistics from Nielsen indicate that nearly 90% of consumers are going to take part in this year’s 11.11 Shopping Carnival, 60% of which are already paying attention to and joining pre-sales online activities.
Due to the huge efforts major e-commerce companies , shopping carnivals have grown in popularity. They know most of the popular carnivals, especially the 11.11 Shopping Carnival initiated by Alibaba and the 12.12 Shopping Carnival initiated by JD.com, the two top the list of consumers’ recognition with an absolute predominance of 83%.
Meanwhile, e-commerce companies providing daily services are showing their strengths this year. The recognition of activities held by Nuomi of Baidu and Meituan has exceeded its competitors among respondents. But as for the 11.11 Shopping Carnival, most respondents said they will still stick totmall.com, taobao.com, and JD.com as their major e-commerce shopping platform. At the same time, as major e-commerce companies continue to optimize their logistic services and their commodity diversity, consumers will no longer suffer from the old problems such as slow logistic service or insufficient products on shelf.
The report found that what helps most in driving traffic is sales and discounts. New strategies like content marketing, individualized ads and advertising through internet celebrities have limited effects among consumers on the whole, but play their part well among consumers aged 26-35. As the willingness to share products through online social platforms is increasing among young consumers, companies can combine their sales and discounts strategy with new marketing strategies through online social media, in order to catch the attention of consumers aged 16-35, who are their major potential consumers.
It is also worth noting that besides the sales and discounts, the quality of goods is also a main factor in determining which e-commerce company the consumers will choose.
PEOPLE ARE WELL-PLANNED IN SHOPPING; MOBILE HANDSETS ARE PREPERED SHOPPING DEVICES
According to this report, majority of consumers are well-prepared when the shopping gala is approaching, with more than 90% of consumers will put products they intend to buy into shopping carts in advance. Their carts will be full nearly four days ahead of the carnival.
Data this year show that consumers mainly plan to purchase apparel and clothes, daily commodity, skin care products, packaged food, and digital appliances, more or less the same as last year. Because of the popularity of mobile devices in recent years, consumers will mainly complete their purchase through mobile devices this year. The budget is a bit higher than that last year, but not as much as the year 2014 or 2015.
CROSS BORDER E-SHOPPING GAINS POPULARITY AND EMBRACES GREATER OPPORTUNITY
According to Nielsen statistics, on Nov 11 last year, some consumers joined the activities held by e-commerce companies.Among all respondents, over 80% are willing to buy products overseas, among which more than 70% have already done so in the past half year, a little higher than that in 2015. Cross-border e-shopping has become the major channel for purchasing products overseas, and the mostly welcomed companies are Tmall, Taobao, JD, and Amazon.
Though cross-border e-commerce platform is the top channel for overseas purchase, nearly half of overseas purchase are done by procurement service, by asking a relative to bring goods from abroad, or on the way of traveling. There is still enough space for the cross-border e-commerce to grow, like through media advertisement and product managing.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.