2024 Kantar O2O即时零售白皮书 2024 Kantar O2O Instant Retail White Paper (Teaser)

2024Kantar

O2OInstantRetailWhitePaper

(Teaser)

2024.06

2

Tableofcontent

DISCOVERindustrylandscape,channeluniqueness,andmarkettrends

DEEP-DIVEshopperportrait,shoppingbehavior,andgrowthopportunities

DECODEwinningformulasfromfivepillarsandshowcasebestpractice

AuthorsandKantarConsultinginstantretailsolutionsforbrands

1

MarketOverview

Retailmarket:China’sconsumergoodsmarketisgrowingsteadily,andtheO2OmarketinChinahasshownresilientdevelopment,leadingthegrowthintheonlineeCommercesector

Unit:CNYBillion

2017-2024E

OnlineConsumerGoodsMarketSize2

2017-2024E

O2OMarketSize

2017-2024E

OverallConsumerGoodsMarketSize1

17-24ECAGR:+15%

17-24ECAGR:+26%

17-24ECAGR:+5%

49,743

47,150

44,082

43,973

40,802

37,77839,198

34,733

14,632

13,017

10,804

11,964

8,524

6,155

9,759

5,216

5,481

4,311

7,020

3,316

2,628

1,778

2,382

1,243

20172018201920202021202220232024E20172018201920202021202220232024E20172018201920202021202220232024E

O2Oisestimatedtoaccountfor12%ofthetotalretailmarketin2024Evs.11%in2023

4

1.TotalRetailSalesofconsumergoodsrefertothenumberofphysicalgoodssoldbyenterprises(units)toindividualsandsocialgroupsfornon-productionandnon-businesspurposes,aswellastheamountofrevenueobtainedfromtheprovisionoffoodandbeveragedelivery/cateringservices

2.Nationalonlineretailsalesofphysicalgoodsrefertothenumberofretailsalesofgoodsachievedthroughpubliconlinetradingplatforms(includingself-builtwebsitesandthird-partyplatforms)Source:NationalBureauofStatistics,desktopresearch,expertinterview,KantarConsultinganalysis

O2Omarket:Inthepost-pandemicera,theO2Ochannelisgainingground,andinstantconsumptionhasintegratedintoallaspectsofChineseshoppers'dailylives

TotalO2Omarketsizeandgrowthrate

Unit:CNYBillion

17-20CAGR:21-24ECAGR:

+23%

6,155

5,216

4,311

73%

3,316

71%

69%

2,382

63%

37%31%29%27%

1,243

34%

66%

1,778

40%

60%

46%

54%

56%

44%

+28%

2,628

20172018201920202021202220232024E

23-24EYoY

To-home+21%

To-store+11%

ChannelFeatures

Orderonline,

anddeliver

directlyto

door

Purchaseonlinefirst,experienceofflinelater

Platform

Examples

(non-exhaustive)

Source:desktopresearch,expertinterview,KantarConsultinganalysis

5

Instantretail:Instantretailisthemaingrowthdriveroftheto-homeO2Omarket,andithasbecomeamust-winmarketforbrands

2017-2024ETo-homeO2OMarketSizeandGrowthRate

Unit:CNYBillion

+29%

+51%

17-20CAGR:21-24ECAGR:17-2021-24E

CAGRCAGR

4,500

35%

Instantretail+88%+32%

3,729

2,98334%

65%

34%

2,101

32%

Fooddelivery&to-homeservice

+44%+27%

25%

66%

1,470

1,096

711

20%

80%

66%

429

17%

68%

75%

83%

13%87%

20172018201920202021202220232024E

Source:desktopresearch,expertinterview,KantarConsultinganalysis

6

Instantretailcategorylandscape:Thedemandforinstantconsumptioncontinuestoexpand,leadingtocontinuousgrowthinFMCG,whilethepotentialoflong-tailcategoriesfollowsuit

Instantretailcategorysalesbreakdown

Unit:CNYBillion

19-24ECAGR:+48%

136

91

38

27

FreshfoodsFMCGHealthcareOthers

1,563

2%

1,270

1,008

34%

21%

672

20%

368

31%

13%

35%

47%

50%

50%

219

2%7%

46%

44%

20%

27%

41%

19%

31%

6%

6%

6%

2%

2024E

20192020202120222023

23-24EYoY

Others1

+37%

+15%

Healthcare

+35%

FMCG

Freshfoods+17%

7

Note:1.Othersincludeapparel/footwear,outdoorproducts,householdproducts,3Cproducts,caraccessories,etc.

Source:desktopresearch,expertinterview,KantarConsultinganalysis

Summaryofthelatestinstantretailmarketdevelopmenttrends

Shopper

Platform

Brand

iRetailer

1.Havehigherchannelpenetrationandamorediversifiedaudience

2.Yearnforaone-stopshoppingandimmersiveexperience

3.Leanmoreintooccasion-basedmulti-dimensionalneeds

1.Continuetodrivedigitalizationtoincreaseefficacy

2.FacefiercercompetitionwithDouyinjoiningthearena

1.Unearthnewpotentialviapreciseoperation

2.Upliftthestrategicimportanceofinstantretailbusiness

1.Investmoreindarkwarehouseoperation

2.FocusonDTCdevelopmenttoco-createstrategywithbrands

Source:KantarConsultinganalysis

8

ShopperPlatformBrandRetailer

TrendI:Thesegmentationofinstantretailshoppersintensifies,furtherenhancingpenetrationamongdifferentdemographics

Shoppersegmentationdeepens,

withXXandXXbeingthecoregroups

Groupswiththe

highestpenetrationrateininstantretailplatforms

Urban

Middle-class

22%

ModelMother

21%

Urban

White-collar

19%

UrbanGenZ1

13%

Purchasingpower

High

ModelMother

Urban

class

do

ne

Urban

collar

collar

SmallMiddle

Elder

townYoungsters

25%Thepenetrationrateofinstantretail

Low

5%

ban

Ge

nZ

Ur

Instantretailcoversdiversedemographics,especiallywithinXXgroups

Instantretailisgraduallypenetratingdifferentdemographics

•ShoppersagedXXaccountingfor55%oftheoverallinstantretailshoppers,witha5%increasecomparedto2023

TheXXdemographicisbecomingthemainconsumerforceintheinstantretailchannel

55%

XXdemographic

+5%vs.2023

19%

14%

12%

24y/o

2530y/o

Over46y/o

31

24%

35y/o

31%

3645y/o

Note:1.UrbanGenZinthissurveyareshoppersagedfromTier1/2/3cities

9

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsulting2023instantretailshoppersurvey,desktopresearch,KantarConsultinganalysis

ShopperPlatformBrandRetailer

TrendII:Thereasonsforshopperschoosinginstantretailhaveshiftedfrom"immediate

deliveryservice"to"one-stopproductpurchase”,pursuingimmersiveexperiences

Morethanjusttimelydelivery,

shoppersnowalsodemandproductrichness

Havingalreadysatisfiedtheirimmediateneedsthroughefficientdelivery,

shoppersnowhavehigherexpectationsforproductavailabilityanddiversity.Therefore,theypaymoreattentionto:

Realizeone-

stopshoppingneeds

vs.2023

33%

+6%

29%

+1%

Hasvarietyofcategories

available

“The(instantretail)platformhasawiderangeofproducts,andyoucanbuyeverythingforthewholefamilyinonego.Theyhaveeverything.”

——Ms.Shen,Shanghaiinstantretailshopper,38y/o

"Theyhaveawidevarietyofproducts,includingfood,dailynecessities,andevenelectronicdevices."

——Ms.Che,Shanghaiinstantretailshopper,23y/o

Shoppersincreasinglyseek

immersiveshoppingexperiences

Shoppersareincreasinglylookingforanintegratedshoppingexperience,

drivingplatformsandbrandstocontinueevolvingoperationalprocessesandtouchpoints

86%ofshoppershopetohaveaseamlessandsmoothshoppingexperienceoninstantretailplatforms

Integratedshoppingexperience

BeforePurchaseDuringPurchaseAfterPurchase

Preciserecommendation

Real-timetracking

Alternativesforout-of-stock

Afterpurchasefollow-up

Remindersofdiscount

Instantupdateofinventory

10

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsulting2023instantretailshoppersurvey,KantarConsulting2024instantretailshopperFGD,desktopresearch,KantarConsultinganalysis

ShopperPlatformBrandRetailer

TrendIII:Theconsumptionoccasionsofinstantretailshoppershavecoveredvariouseverydayscenarios,withincreasedsegmentationthattranscendsbeyondtimeandspace

Timeofday

Late-nightOccasion

•Aproductthatsuddenlywantstobuy

•Nearbystores

areclosedandcanonlyorderproductsontheinstantretail

platform

•Inconvenientordidn’twantto

gooutatnight

•……

6:0012:00

18:0022:00

0:00

Urgentneedsarenolongerthesoledriverofinstantretail.Withvariouscombinationsoftime,space,and

occasions,shoppersarebuildingmulti-dimensionaloccasions

Occasion

Home/office

01

Segment-ation

02

03

Outdoor

SpaceTime

Occasionsarebecomingmorediverseandmulti-dimensional

Home/officeOccasion

•Routinetopup

•

Theproductpurchasedistooheavy

•Donotwanttogoout

•

Urgentpurchase

•Preparefortheday/nextday

SocialOccasion

•

……

•Sharewithcolleagues

•

……

•Purchaseforparents/friendsremotely

OutdoorOccasion

•Last-minutebuyforbusinesstrips/travels

•Suddenneedsduringshopping/walking

•Last-minutebuyforoutings

•Pre-plannedpurchaseforoutings

•……

SocialOccasion

•Urgentneedsforparties/teambuilding•……

•Purchasegiftsinadvanceforvisiting

Source:KantarConsulting2024instantretailshoppersurvey,desktopresearch,KantarConsultinganalysis

11

2

ShopperInsight

Samplesizeandcoverage

QualitativeResearch

Samplesize:Citycoverage:

122Cities

Shanghai:

6shoppers，1FGD

Wuxi:

6shoppers，1FGD

QuantitiveResearch

Samplesize:Citycoverage:

2,000337Cities

Tier1:

4

cities

Tier2:

30

cities

Tier4andbelow:

218

cities

NewTier1:

15

cities

Tier3:

70

cities

13

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsulting2024instantretailshopperFGD,KantarConsultinganalysis,KantarConsultinganalysis

Beforepurchase

Afterpurchase

WHO

How:

-Storetypeselection

-Interactivebehavior

-Pricecomparison

-Promotion/marketingpreference

Marketingtouchpoints:

-Onlinetouchpoints

-Off-sitetouchpoints

Shoppingexperience:

-Deliveryefficiency

-Productcondition

-Productvariety

-After-salesservice

-Promotion

-Price

-Membershipsystem

-Purchaseexperience

-Storevarietyandcoverage

-Unmetneed

-…

Why:

-Shoppingmission

-Purchasesituation

-Categoryneeds

Where:

-Purchaseoccasion

-Purchaselocation

Instantretailshoppingjourney

Duringpurchase

ShopperPortrait:

-Gender-Age

-Marriage,children

-Monthlyincome

-Eightconsumersegments

-Reasontobuy

-Timeoforder

-Basketsizeandfrequency

-Categorypreference

-Purchasefrequencybycategory

-Cross-categorypurchase

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

14

WHO

ShopperPortrait:

-Gender-Age

-Marriage,children

-Monthlyincome

-Eightconsumersegments

-Reasontobuy

-Timeoforder

-Basketsizeandfrequency

-Categorypreference

-Purchasefrequencybycategory

-Cross-categorypurchase

Afterpurchase

Beforepurchase

Shoppingexperience:

-Deliveryefficiency

-Productcondition

-Productvariety

-After-salesservice

-Promotion

-Price

-Membershipsystem

-Purchaseexperience

-Storevarietyandcoverage

-Unmetneed

-…

Why:

How:

-Storetypeselection

-Interactivebehavior

-Pricecomparison

-Promotion/marketingpreference

Marketingtouchpoints:

-Onlinetouchpoints

-Off-sitetouchpoints

-Shoppingmission

-Purchasesituation

-Categoryneeds

Where:

-Purchaseoccasion

-Purchaselocation

Instantretailshoppingjourney

Duringpurchase

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

15

Instantretailshopperportrait

Shopperprofile:Marriedwomenwithchildrenarethecoreaudienceofinstantretail.ItsmainshoppershaveexpandedtoXX,esp.inhigh-tiercities

Gender

59%

41%

FemaleMale

Marriage

21%Unmarried

79%

Married

Children

74%26%

WithNochild

child/children

Employed

Occupation

Student

2%

4%93%

Unemployed

Householdincome

31%

30%

27%

8%

4%

<￥5k￥5k-8k￥8k-15k￥15k-25k>￥25k

Age

Avg.age32.3

13%

18-24

19%

27%

23%

25-30

24%

23%

31-35

31%

25%

25%

36-45

13%

8%

202120232024

55%

ofshoppersare

agedXXy/o,who

shopforthemselvesandotherfamily

membersintheinstantretail

channels

vs.Tier1XX%

vs.Newtier1XX%

12%

19%

32.935.1

Over46

11%

Shoppingjourney–beforepurchase

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

16

16

SurveyQuestions:1)S1.Whatisyourgender?[Singlechoice];2)S2.Howoldareyou?[fill-in-the-blank];3)S5.Whichofthefollowingbestdescribesyourmaritalstatus?[Singlechoice];4)S6.Whatisyourmonthlyhouseholdincome?[Singlechoice];5)D1.Whatisyouroccupation?[Singlechoice]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsulting2023O2Oshoppersurvey,KantarConsulting2021instantretailshoppersurvey,KantarConsultinganalysis

Shoppingjourney–beforepurchase

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

Instantretailshopperportrait

Reasontobuy:Withtheupgradeofshoppers’needs,thereasonwhytheychoosethe

platformexpandsfromefficientdeliverytowantingamoreabundantanddiverseproductselection

MarketplacemodelisadvancedinXXandXX,whileself-runretailersaremoreXX

Exceptforimmediatedelivery,variouschoicesofproductshavebecomeanotherkeyreasontochooseinstantretailchannels

Q.Whatisthemainreasontochooseinstantretail?

Deliverdirectlythe

deliveryspeed

46%

43%

stopshopping

33%

findwhatwant

31%

Hascategories

29%

Freshlyproduct

Lotsadvertising

Self-runRetailers

+5%

02One-stopshopping

03Reliableretailers

Marketplacevs.

01Strongdeliverycapacity

•Deliverdirectlytothedoor+9%

•Fastdelivery+6%

•Realizeone-stopshopping+5%

•Havevarietyofcategories+6%

03Convenientoperation

•EasytofindwhatIwant+7%

01Omnichannelsynergy

•Lotsofofflinein-storeadvertising

02Qualityassurance

•Freshlyproducedproduct+4%

•Fanofspecificretailers+3%

+xx%:Thedifferencebetweenthemodelandthetotal

percentage

17

SurveyQuestion:1)A5a.Whatisthemainreasonforyoutochooseinstantretailtobuyproducts?[Multiplechoice]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

Instantretailshopperportrait

Timeoforder,basketsize,&frequency:Shoppersareaccustomedtoplacingordersallday,

andtheirincreasingfinancialcapacitydrivesasteadyincreaseinpurchasingpower

Q.WhendidyouuseinstantretailchannelmostinP3M?

Midnight

Evening

2%

2%

13%

2%

21%

21%

18%

Brandshould

launchtargetedmarketing

campaignbasedon

ordertime

preference(e.g.,workdaymidnightsnack,weekend

stock-upscene)

•

15%

2%

25%20%

17%

Noon

23%

Afternoon

Workday

Weekend/holiday

Note:Midnightisfrom00:00-3:59,dawnisfrom4:00-7:59,morning

isfrom8:00-11:59,noonisfrom12:00-13:59,afternoonisfrom

14:00-17:59,sunsetisfrom18:00-19:59,eveningisfrom20:00-23:59

Timeoforderisevenlydistributedduringtheday

Thebasketsizeofshoppersincreasessteadily,withhighgrowthpotential

22%

29%

18%

1%

2%

Q.HowmuchdidyouspendperpurchaseinP3M?

Avg.basketsize83.5

(Allcategories)

15%

￥>100

￥81-100

33%

￥51-80

￥21-50

<￥20

20232024

youbuyinP3M?

Q.Howoftendid

Avgfrequencycategories)

2.1times/week

50%

29%

10%

1%

Once/week

<Once/month

2-3times/week

1-3times/month

4-5times/week

XX%ofshopperssaidthat

theywillpurchasewithhigherfrequencyandbasketsizeinthefuture

“Ibuymorethingsandmoreoftenininstantretail

channelsinthesetwoyears.Iusedtodrivetooffline

storestobuyeverything,butInowcangetthemfasterandmoreconvenientininstantretailplatforms.”

——Mr.Ding,Wuxiinstantretailshopper,34y/o

Shoppingjourney–beforepurchase

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

SurveyQuestions:1)A6.Howoftendidyoubuyproductsininstantretailinthepast3months?[Singlechoice];2)A7.howmuchdidyouspendonproductsper

.18

purchaseininstantretailonaverageinthepast3months?[Singlechoice];3)A6a/A7a.Willyouchangeyourpurchasefrequency/averageamountininstantretailinthenextyear?[Singlechoice];4)A12Whendidyoumostfrequentlyuseinstantretailchannelstopurchaseproductsinthepast3months?[Multiplechoice]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsulting2023instantretailshoppersurvey,KantarConsulting2024instantretailshopperFGD,KantarConsultinganalysis

Instantretailshopperportrait

Categorylandscape:XX,XX,andXXremainatthecore,whileXXandXXarestrivingtobearoutinepurchasechoiceforshoppers

Frequency(times/week)

Avg.purchaseproportion:XX%

1.5

1.2

0.9

0.6

0.3

Promising

FreshfoodsLeading

Snacks

Dairy&baking

●

Water&beverage

Grain&oilAvg.frequency:0.82

●

△

Mom&baby

Outdoorproducts

PetproductsAlcohol

Caraccessories-Healthcare

Beauty

Apparel/footwear

Householdappliance

Officeproducts3Cproducts

Emerging

Householdproducts

●

Household

Personalcare

cleaning

Steady

051015202530354045505560

CategorypurchaseproportioninP3M(%)

Shoppingjourney–beforepurchase

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

19

SurveyQuestions:1)C1.Inthepast3months,whichcategorydidyoumainlypurchasefrominstantretailchannel?[Singlechoice];2)C1a.Inthepast3months,inadditiontotheselectedcategory,whatothercategorieshaveyoupurchasedatthesametime?[Multiplechoices];3)C3.Howoftendidyoupurchaseproductsoninstantretail?[Singlechoice]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

Instantretailshopperportrait

Cross-categorypurchase:BrandsshoulddevelopXXcategories,andbundleXXcategoriestoincreasethepremiumizationpotentialforbasketsize

。WhomainlybuyWater& beveragewillalsobuy…

WhomainlybuySnacks

o?willalsobuy…

WhomainlybuyGrain&oilwillalsobuy…

WhomainlybuyPersonal

carewillalsobuy…

Whomainlybuy

Householdcleaningwill alsobuy…

Shoppingjourney–beforepurchase

Shoppingjourney–afterpurchase

Shoppingjourney–duringpurchase

RankingCategoryPenetration

RankingCategoryPenetration

RankingCategoryPenetration

RankingCategoryPenetration

RankingCategoryPenetration

1

1

1

1

Snacks

Dairy&baking

Freshfoods

47%

44%

47%

49%

44%

43%

Householdcleaning

Water&beverage

Snacks

Snacks

Water&beverage

Personalcare

38%

45%

43%

68%

Water&beverage

2

2

2

2

3

3

3

3

56%

54%

47%

46%

Householdcleaning

Water&beverage

Personalcare

EffectivecombinationSnacks×Water&beverage

Cross-categoryoccasionmarketingcampaignGrain&oil×Personalcare×Householdcleaning

-SnacksandWater&beveragebothhavehigh

penetrationandpairwell.Brandscouldutilizecross-categoryactivityorvirtualbundletoactivatetop-up,foodcraving,andadd-onpurchaseoccasions

-BrandscouldcreatefamilyorregularpurchaseoccasionsinGrain&oil,Personalcare,andHouseholdcleaning,tofulfillstockupandtopupdemands

SurveyQuestions:1)C1.Inpast3months,whichcategorydidyoumainlypurchasefrominstantretailchannel?[Singlechoice];2)C1a.Inpast3months,inadditiontotheselectedcategory,whatothercategorieshaveyoupurchasedatthesametime?[Multiplechoices]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

20

Beforepurchase

Afterpurchase

WHO

How:

-Storetypeselection

-Interactivebehavior

-Pricecomparison

-Promotion/marketingpreference

Marketingtouchpoints:

-Onlinetouchpoints

-Off-sitetouchpoints

Shoppingexperience:

-Deliveryefficiency

-Productcondition

-Productvariety

-After-salesservice

-Promotion

-Price

-Membershipsystem

-Purchaseexperience

-Storevarietyandcoverage

-Unmetneed

-…

Why:

-Shoppingmission

-Purchasesituation

-Categoryneeds

Where:

-Purchaseoccasion

-Purchaselocation

Instantretailshoppingjourney

Duringpurchase

ShopperPortrait:

-Gender-Age

-Marriage,children

-Monthlyincome

-Eightconsumersegments

-Reasontobuy

-Timeoforder

-Basketsizeandfrequency

-Categorypreference

-Purchasefrequencybycategory

-Cross-categorypurchase

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

21

Shoppingjourney–beforepurchase

Shoppingmission:Instantretailshoppingbecomesmoreplannedandroutine;brandscouldactivelyXXoninstantretailtoseizeshoppers’willingnesstoXX

49%

43%

41%

37%

36

34%

15%

TopUp

Purchaseproducts

every1-2daysfor

thingstobeused

thatdayorthenext

StockUp

Regularpurchaseto

prepareforthenext

weekorlonger

period

ImmediateUsage

BuyproductsthatI

need

today/immediately

TryNewThings

Trysomethingthathavenotbeen

boughtbefore

Explore

Windowshopping

foritemsoutof

interest

ForSale

Motivatedtobuybypromotionsortoadd-onpurchase

Gifting

Purchasingforgifting

Instantretailshopperportrait

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

“IalwayswanttotrynewproductswheneverIsee

themSam’sDingdong,suchfood,beverages,andbaking

Improvedvs.2023

——MsShen,Shanghairetailshopper,38y/o

22

SurveyQuestion:1)A8.Whatareyourmainshoppingmissionsforpurchasingretailproductsoninstantretailplatforms/APPs/Mini-programs?[Multiplechoice]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

Shoppingjourney–beforepurchase

Shoppingoccasion:Asinstantretailshoppingbecomingthenewnorm,shoppingoccasions

arediversifyingbeyondXXandXXtoXXandXX

Q.Theprimaryshoppingoccasionsare…

Home/Office

Aproductthatsuddenlywanttobuy

55%

50%

48%

40%

36%

Dailyitemsareabouttorunout

Donotwanttogoout

Inconvenienttogooutduetotheweather

Preparefortheday/nextday

Outdoor/Traveling

Last-minutebuyforbusinesstrips/travels

30%

Suddenneedsduringshopping/walking

29%

Last-minutebuyforoutings

23%

Pre-plannedpurchaseforoutings

22%

20%

Pre-plannedpurchaseforbusinesstrips/travels

Social/Other

Urgentneedsforparties/teambuilding

Purchaseforparents

Sharewithcolleagues

Purchasegiftsinadvanceforvisiting

Purchaseforfriends/partners

38%

37%

37%

25%

25%

Instantretailshopperportrait

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

23

SurveyQuestion:1)A9.Whatarethemainshoppingoccasionsforbuyingretailproductsoninstantretailplatforms/APPs/Mini-programs?[Multiplechoice];

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

Instantretailshopperportrait

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

Shoppingjourney–beforepurchase

Shoppingdriver:XXisthemaindriverforinstantretailshoppers,especiallyforyoungsters;brandsshouldtargetthecharacteristicsofsegmentstodevelopmarketinginitiatives

XX%UrbanGenZ

PreferonlineshoppingandoftenuseinstantretailplatformsforXX

Q.Whatsituationshavepromptedyoutopurchaseoninstantretailplatforms?

Don'twant

46%

Immediateneeds

Purchaseduringcommute

Tooheavycarry

Purchaseforothers

Toolatetoout

Toobusytogoouut

Forpromotion/sale

Notavailablenearby

Inconvenienttobuyduetoprivacy

Forspecialoccasions

40%

ModelUrban

XX%MotherXX%Middle-classOftenbuyinbulkforfamilies,hoping

toachieveabalancebetweenlifeandwork,haveastrongdemandforXX

39%

37%

33%

30%

XX%UrbanWhite-collar

Areverybusyduringdaytime,and

henceshowpronounceddemandfor

XX

29%

28%

XX%UrbanGenZ

Stillastudentorinearly-career,strongtendencytowardsXX

21%20%

18%

“Donotwanttogoout” “Needitimmediately”“Convenientdoortodoordelivery”

“Purchaseforfriends/parents”

24

SurveyQuestion:1)A10.Inthepast3months,whatsituationshavepromptedyoutopurchaseretailproductsoninstantretailplatforms/APPs/Mini-programs?[Multiplechoice]

Source:KantarConsulting2024instantretailshoppersurvey,KantarConsultinganalysis

Instantretailshopperportrait

Shoppingjourney–duringpurchase

Shoppingjourney–afterpurchase

Shoppingjourney–beforepurchase

Shoppinglocation:Thelocationofshoppingcontinuestoextendtotheoutdoors,withsignificantdemandemergingfromXXandXX;brandscouldfocusmoreonXX-relatedoccasionstodrivetrafficandconversion

Q.Wherehaveyouusedinstantretailplatformsforproductpurch