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China Shopper continued to embrace Ecommerce before CNY

09/03/2018

Kantar Worldpanel’s latest figures for 12 weeks ending 26st January 2018 shows consumer spending on FMCG in China opened with a lower growth rate than previous years, due largely to a late Chinese New Year. Ecommerce, however, continued its growth momentum since Double 11 in 2017, hitting a record high of 12.4% share of all channels, whilst modern trade maintained share during the pre-CNY period. 

Amongst the top 5 modern trade retailers, Yonghui and Vanguard advanced faster than their peers. Vanguard grew by enlarging their buyer base, achieving 7.0% share of the market in the past 12 weeks within modern trade. Yonghui also performed well, with its market share increasing by 0.5% compared to the same period last year, driven by growth in the East and West.

Ecommerce players fully leveraged their strengths in assortment and O2O delivery to fulfill shoppers’ needs to stock up before CNY. In the past 12 weeks, 42.6% of the urban Chinese families bought FMCG online.   JD reported stronger growth in penetration in the latest 12 weeks, as it enhanced its partnership with brick-and-mortar retailers like Walmart, Yonghui and Better Life (Bubugao) to attract more shoppers. 


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China Shopper continued to embrace Ecommerce before CNY

China Shopper continued to embrace Ecommerce before CNY

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Jason Yu
Managing Director, Greater China

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