2021-12-20-GWI-关于商业最新趋势的旗舰报告（英）_41页_6mb

GWI Commerce Report Summary: Trends Post-COVID

1. Introduction

GWI's flagship report analyzes global commerce trends, focusing on consumer behavior changes post-COVID-19. It covers spending mindset, online vs. traditional channels, and emerging areas like digital goods, subscriptions, and sustainable practices. Data from online research among 16-64-year-olds across 47 markets highlights evolving preferences.

2. Consumer Confidence and Spending

• Post-Pandemic Recovery: Consumer confidence has nearly returned to pre-pandemic levels, with significant optimism, especially in Latin America. This drives increased spending, offsetting caution from the pandemic.
• Spending Shifts: Gen Z prioritizes saving over spending and treats themselves more, while baby boomers focus on practicality and financial stability. Spending habits improved, partly due to pent-up demand from lockdowns, leading to non-essential purchases.
• Key Demographics: Younger consumers (Gen Z and Millennials) are more optimistic and hedonistic, expecting experiences over products. Old habits are fading, with a move toward balance and sustainability.
• US Insights: Over 50% say personal financial security is extremely important, influencing decisions. Trends like "buy now, pay later" (BNPL) gained popularity due to concerns about saving.

3. Online Commerce Growth

• Ecommerce Acceleration: Online shopping surged during COVID, with 58% of global consumers preferring it. Mobile usage is high, particularly for groceries and personal items, increasing by 36% in the US.
• Contactless Evolution: Rising demand for less-touch shopping is driven by safety concerns and convenience, leading to options like self-checkout and curbside pickup.
• AR and Livestreaming: Virtual try-ons and livestream shopping (e.g., Alibaba in China) enhance experiences, with AR tools becoming a key differentiator for foot traffic recovery. Podcasts and ads over social media grew by 9% globally.

4. Digital Goods and Subscriptions

• Streaming Dominance: Asia-Pacific and MEA lead in downloads, while streaming rose 145% since 2011. Services like music (Spotify) and online learning saw growth post-school closures.
• BNPL and Subscriptions: BNPL schemes are popular, especially for inexpensive items, and subscription economy is booming, with Gen Z and Millennials driving trends in fashion, gaming, and food boxes.
• Sustainability Focus: Eco-friendly products are prioritized, with 58% of online shoppers willing to pay more for sustainable versions. Brands must integrate environmental responsibility to appeal.

5. Media Consumption and Discovery

• Shifts in Discovery: Gen Z discovers brands via social ads and podcasts more than search engines, highlighting the role of influencers and community-driven content.
• Omnichannel Engagement: Social media ads and targeted sponsorships boost brand exposure, with podcast listeners 28% more responsive to discovery compared to search.

6. Key Findings and Brand Recommendations

• Priorities: Brands should focus on contactless options, user-friendly apps, eco-friendly designs, and inclusive customer service to meet evolving demands.
• Generational Appeal: Tailor offerings: Gen Z seeks exclusivity and sustainability, while older groups value reliability and convenience.
• Global Opportunities: Latin America shows high growth potential, while Asia-Pacific leads in digital adoption. Investments in AR, BNPL, and sustainable practices are critical for competitive-edge.

Note: This summary is based on GWI's global research, ensuring representative data from diverse markets.