New study reveals habits and preferences of Chinese consumers

In China, where over 15% of consumption takes place online, compared to just 9% in the US, consumers have been faster to embrace online grocery shopping

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New study reveals habits and preferences of Chinese consumers. Source: shutterstock.com

Chinese consumers are quickly adapting to buying groceries online for immediate delivery from local offline stores – everything from fresh seafood, to craft beer and fresh cut flowers, according to a new joint study conducted by JD, Walmart, Tencent, and JD Daojia.

The study found that over 67% of those interviewed out of a sample of 1,774 Chinese consumers actively use services like JD Daojia, which can deliver goods from local offline shops, including Walmart, to customers in under an hour.

The report shows that an increasing number of online shoppers in China view a guarantee of product authenticity as the most important factor when buying goods, with price often viewed as secondary in importance to considerations like product variety, a speed of delivery and after-sales service. Consumers carefully consider purchases that can improve their lifestyle, reflect their individuality and be delivered in a convenient way that fits in with their busy modern lives.

The increasingly diverse needs of consumers require a correspondingly dynamic approach, and partnerships with leading offline retailers like Walmart, are redefining what shopping can be in the age of e-commerce
Kenny Li, VP of JD.com

JD’s partnership with Walmart began in 2016, and last year blossomed into a wide-ranging strategic cooperation in terms of inventory integration, customer integration, and store and platform integration. Currently, around 180 Walmart offline stores in 29 cities have been connected with JD’s inventory management system, meaning that when shopping on JD, consumers will get the products delivered from Walmart’s store rather than JD’s warehouse if consumers are closer to the Walmart offline store.

JD offers its technology and infrastructure to other retailers and industries as well, under its “Retail as a Service” or RaaS, strategy.

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