In order to meet the ever-changing Chinese consumer preferences in the digital retail era, companies should adjust their products and marketing strategies.
A recent McKinsey report shows five trends of Chinese digital consumers including omnichannel shopping, context-triggered shopping, social media centered consumer interactions, increasing demand for non-standard goods and services, and data-driven personalization.
But how to satisfy consumers' demand in the digital retail era?
1. Redefine channels
Businesses should integrate digital channels and the product information and prices of physical stores so that consumers can easily check the store inventory online and pick up goods from stores after placing online orders. They can make rational use of the consumer information collected. Brand owners can easily track consumer activities and collect online information through websites and applications, analyze the information to understand consumers and carry out marketing acti...
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