Tofugear-2020年亚洲消费者消费者报告（英文）-2021.5-40页_2mb

Digital Consumer in Asia 2020 Summary

Core Content

This report provides an in-depth analysis of the digital consumer behavior in Asia, highlighting the impact of the coronavirus outbreak and the evolving role of physical retail in the face of digital transformation. It outlines key trends and insights across 12 Asian markets, focusing on online and offline shopping habits, preferences for personalisation, and the importance of store technologies in enhancing the customer experience.

Main Points

1. Impact of the Coronavirus Outbreak

• The outbreak has led to store closures, reduced footfall, and a shift in consumer behavior towards online shopping.
• The report was conducted in mid-February 2020, before the full extent of the pandemic was clear, which may have influenced consumer preferences.
• Despite the challenges, a sense of normality is expected to return in the second half of 2020.

2. Digital Consumer Trends

• Ecommerce Growth: Ecommerce continues to grow in popularity, with 61% of Asian consumers preferring online shopping over physical stores.
• Mobile Preference: Over half of consumers (55%) prefer the online channel, and mobile-first shopping is increasingly common.
• Sustainability Awareness: 60% of Asian shoppers consider the sustainability credentials of a retailer or brand when making a purchase.
• Pop-up Stores: These are becoming more popular, especially among younger consumers (Gen Z and millennials), with 55% of millennials enjoying shopping in pop-ups.

3. Shopping Preferences by Generation

• Gen Z (1997–2012): More likely to use mobile devices and prefer exclusive and limited edition products.
• Millennials (1981–1996): Lead in digital shopping, with strong engagement with pop-up stores and store technologies.
• Gen X (1965–1980): Show a slower shift to digital, but still value convenience and practical technologies.

4. Store Technologies and Consumer Behavior

• Mobile Payments: Widely adopted, with 83% of Gen Z, 84% of millennials, and 77% of Gen X using them.
• Scan-and-Go: Popular among all generations, with 79% of Gen Z, 82% of millennials, and 75% of Gen X using this feature.
• Self-Checkout Terminals: Used by 77% of Gen Z, 79% of millennials, and 76% of Gen X.
• Shoppable Screens: Used by 75% of Gen Z, 77% of millennials, and 74% of Gen X.
• QR Codes for Product Info: 75% of Gen Z, 77% of millennials, and 74% of Gen X use QR codes to get more information.
• Smart Mirrors: 60% of Gen Z and millennials use them.
• Augmented Reality (AR): 52% of Gen Z and millennials use AR.
• In-Store Robots: 48% of Gen Z and 47% of millennials use them.

5. Consumer Frustrations and Solutions

• Top Frustrations:
  • Products out of stock (60%)
  • Long checkout queues
  • Store staff following customers around
  • Price discrepancies between online and in-store
• Solutions:
  • Shoppable screens to access inventory from other stores or online.
  • Mobile apps for real-time stock management and personalisation.
  • Integration of loyalty programs and incentives.

6. Mobile Usage in Stores

• 73% of consumers use their smartphones in stores.
• Main reasons: To get more product information (75%) and to check if prices are competitive (63%).

7. Market-Specific Insights

• China: 90% of consumers prefer ecommerce.
• Japan: 40% prefer online shopping, with a strong preference for physical stores.
• Hong Kong: 51% preferred online shopping in 2018, but this dropped to 42% in 2020 due to social unrest and the pandemic.
• South Korea: 80% prefer online shopping, despite being heavily impacted by the virus.
• Philippines: A significant shift to ecommerce was observed in 2020.

8. Retail App Trends

• 63% of all respondents use retail apps at least monthly, with 13% using them daily.
• Apps are preferred for their convenience and integration with loyalty programs.
• Retail apps should not be just an information platform; they must offer a seamless and engaging experience.

9. Personalisation in Retail

• Retailers should focus on personalisation, including:
  • Personalised promotions
  • Product recommendations
  • Ability to customise merchandise
• Examples like Sephora's mobile app show how personalisation can drive engagement and loyalty.

10. Role of Physical Retail

• Physical stores are still important for immediacy and convenience.
• Pop-up stores are effective for targeting younger consumers, especially when offering exclusives.
• Retailers should integrate store technologies to enhance the in-store experience.

Key Information

• Survey Scope: 6,000 consumers across 12 Asian markets.
• Top 3 Frustrations in Online Shopping: High shipping costs, inaccurate descriptions, unclear sizing information.
• Top 3 Fulfillment Options: Free shipping service, ability to track deliveries, ability to pick a time slot.
• Percentage of Consumers Who Use Mobile in Stores: 73%.
• Percentage of Consumers Who Prefer Online Shopping: 61%.
• Percentage of Consumers Who Consider Sustainability: 60%.
• Percentage of Consumers Who Enjoy Pop-up Stores: 48% (overall), 55% (millennials).

Conclusion

The digital consumer in Asia is evolving rapidly, with a strong shift towards online shopping, especially through mobile apps. However, physical retail still holds value, particularly for immediacy and convenience. Retailers must focus on integrating practical technologies and personalisation to enhance both online and offline experiences, while also addressing consumer frustrations such as stock availability and pricing. In this changing landscape, understanding customer needs and leveraging data is essential for success.