Retail is now digital and physical, personalized and social, all at the same time. Borders are evaporating between markets, channels and media, helped by the pandemic lockdowns.
Already, Chinese trends such as live commerce, social commerce and the creation of super apps that combine messaging, commerce, payments and delivery are spreading across the globe, thanks to direct investments and knowledge transfer by Chinese tech giants as well as experimentations by local players.
We identify opportunities for brands interested in selling to Chinese consumers as well as brands tapping into China retail trends landing on their own shores.
This study includes data from Wunderman Thompson’s Future Shopper survey of 10,158 consumers in China, India, Indonesia, Thailand, Japan and Australia, and interviews with experts as well as takeaways for brands.