Read: 1088
The Rapid Evolution of E-commerce in China and Its Influence on European Retl
Driven by a myriad of factors, China has established itself as a global leader in e-commerce. With its vast population surpassing 1.4 billion, the nation provides an extensive consumer base with an appetite for online goods and services. The acceleration of urbanization and the expansion of the middle class have fostered a penchant for digital transactions, propelling the growth of online retl.
As this landscape transforms, consumption of online physical products has escalated from approximately 7 trillion RMB in 2018 to a staggering 12 trillion RMB by 2022. This accounts for nearly 27 of China's total retl sping Exhibit 1, highlighting the nation as a pivotal hub for global e-commerce.
The dynamic shift within this evolving domn is marked by the rise of social commerce, leading to a consolidation of market power from two dominant players-Alibaba and JD.com-to five major conters, including Pinduoduo, WeChat mini-program, and Douyin also known as TikTok.
While these newcomers have experienced swift growth, Alibaba and JD.com's expansion has significantly slowed down. The integration of social interactions into the shopping experience through mobile-first platforms has revolutionized how consumers discover, evaluate, and purchase products.
As established players adapt to this new reality in China, they must reassess their strategies for success in this dynamic environment. Not only does it highlight China as a pioneer, but also its transformative influence on global e-commerce trs, particularly in Europe.
Exhibit 1: Evolution of offline versus online retl consumption in China 2018-2022
In retl sales value in trillion RMB:
Source: National Bureau of Statistics, Oliver Wyman analysis
The emergence of disruptors like Pinduoduo and Shein in the European market has captured attention. Notably, Temu by Pinduoduo stands out for its customer-centric approach and rapid integration with social commerce dynamics.
European brands need to be proactive in penetrating new channels, accelerating e-commerce capabilities, and revising strategies that cater to the fragmented landscape Exhibit 2. This includes strategic allocation of marketing investments and resources across platforms while identifying synergies such as product categories, pricing, promotions.
However, it's crucial for brands to consider how they can leverage these opportunities without compromising on sustnability goals. The agility demonstrated by platforms like Shein comes with ethical concerns regarding labor practices and environmental impact that could affect brand reputation.
Exhibit 2: Fragmentation of e-commerce landscape across European countries
The rapid evolution in China's retl landscape has set the stage for a similarly dynamic environment in Europe, emphasizing the need for adaptability among global brands. Brands must prioritize consumer-centric strategies while anticipating potential challenges such as the rise of new influencers and platforms.
is brought to you by Marsh McLennan, where experts specialize in risk, strategy, and people management, supporting clients in navigating uncertn times through four global businesses.
For more insights on China's consumer market or retl trs globally:
Visit our website for comprehensive reports and studies.
Contact us directly to discuss how we can assist your organization.
Terms of Use
Privacy Notice
Cookie Notice
Accessibility Statement
This article is reproduced from: https://www.oliverwyman.com/our-expertise/insights/2023/oct/china-ecommerce-boom-european-retail-impact.html
Please indicate when reprinting from: https://www.241h.com/Bags_and_bags_white_ditch/China_eCommerce_Revolution_and_European_Retail_Use_cases.html
Rapid Chinese E commerce Growth Dynamics Europes Response to Chinas Retail Influence Social Commerce Evolution in China Global Brands Strategic Adaptation Required Sustainability Challenges in European Market Risk Management Strategies for Retailers