GWI-关于商业最新趋势的旗舰报告（英）-2021-41页_6mb

Commerce Report Summary

Core Content

This report from GWI explores the latest trends in commerce, focusing on consumer behavior, spending habits, and the evolving relationship between online and traditional shopping channels. It highlights how post-pandemic consumer attitudes have shifted, with a blend of saving and indulging, increased reliance on e-commerce, and the rise of new shopping technologies.

Key Insights

• Consumer Mindset: Post-crisis, consumers are saving more but also indulging. In four of seven countries, saving is prioritized over spending, but many are still treating themselves more than before. Gen Zs are twice as likely as baby boomers to believe their finances will improve.
• Online Shopping Growth: Over 58% of consumers prefer online shopping, and this trend is expected to continue. In five markets, over a third of consumers have increased their online shopping in the past year, with a fifth planning to do so in the future. Mobile shopping has grown significantly, with 31% using their mobile to shop or browse weekly.
• Contactless and Convenience: There is a strong demand for contactless in-store experiences, including self-checkout and curbside pickup. Mobile payments have become more common, with 25% of Gen X and boomers using services like Apple Pay monthly.
• AR and Digital Tools: Augmented reality (AR) is gaining traction, especially among younger consumers. Over a fifth of Gen Z and millennials want digital try-on features, and AR is being used to enhance both online and in-store shopping experiences.
• Livestream Shopping: Livestream shopping is becoming a significant trend, with a weekly audience of over 1 in 5 globally. In China, it's particularly popular, with platforms like Taobao Live, Douyin (TikTok), and Xiaohongshu leading the way. Western platforms like YouTube and Amazon are also exploring this format.
• Podcasts and Brand Discovery: Podcasts are growing in popularity, with a 9% increase since Q4 2020. Brands are leveraging podcast ads for product discovery, especially among younger audiences.
• Customer Service Importance: Good customer service is becoming more important than coupons, particularly in-store. 53% of luxury shoppers expect exceptional service when purchasing in-store, and 10% more of online shoppers consider it an important in-store influencer.
• Economic Optimism: Consumer confidence has rebounded to near pre-pandemic levels, with over 70% of internet users in various regions expecting their finances to improve in the next 6 months.
• Sustainability and Experience: Sustainability is playing a larger role in consumer decisions, and there's a growing trend toward spending on experiences rather than physical goods, especially as people feel more financially secure.

Key Trends and Data Highlights

• BNPL Services: Buy now, pay later services have matured, with interest-free options driving purchases.
• Online Grocery Growth: Online grocery shopping has increased by 8% since Q1 2020, with 38% of monthly grocery shoppers buying online.
• Health and Wellbeing: 73% of consumers are more conscious of protecting their health than before the pandemic, leading to increased online purchases of healthcare products.
• Digital Goods and Subscriptions: The subscription economy remains strong, with growth seen in industries beyond streaming, such as beauty and wellness.
• In-Store Evolution: Stores are evolving to meet new consumer expectations, with a focus on safety, convenience, and enhanced customer service.

Conclusion

The commerce landscape is undergoing significant transformation, with a blend of online and in-store experiences, increased use of digital tools like AR and voice assistants, and a shift in consumer priorities toward both saving and indulging. Brands that adapt to these changes by offering flexible payment options, enhancing customer service, and leveraging new technologies are likely to succeed in the post-pandemic market.