China Shopper continued embracing e-commerce
In the past 12 weeks, 42.6% of the urban Chinese families bought FMCG online.
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. E-commerce, 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.
E-commerce 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.