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1、 CONTENTS 2 FOREWORD 3 RAKUTEN INSIGHT VIEWPOINT 4 GENERATIONS AT A GLANCE 6 SURVEY SCOPE 9 REIMAGINING THE STORE EXPERIENCE 16 ONLINE PURCHASING BEHAVIOUR 23 ONLINE MARKETPLACES THE NEW REALITY 28 A MOBILE CONSUMER 36 SWITCHING CHANNELS 41 LOYALTY IN THE AGE OF THE EMPOWERED CONSUMER 2 THE DIGITAL
2、CONSUMER IN ASIA 2018 Not a day goes by without a headline on how millennials and Gen Z consumers are radically different from their predecessors. Yet, these are all too often focused on shoppers in the West, with an Asian perspective distinctly lacking. This is why Tofugear has embarked on this res
3、earch study. In partnership with Rakuten Insight, we surveyed 6,000 consumers across 12 markets in Asia to bring a comprehensive analysis of the shopping habits of todays connected consumer be that online, in stores or through online marketplaces. PHILIP WIGGENRAAD HEAD OF RESEARCH TOFUGEAR Does the
4、 Asian consumer actually exist? Brands are constantly adapting and localising their offerings and services to different markets in the region this is understandable given the diverse cultural backgrounds, income levels and intricacies of each country. There is plenty of evidence of these differences
5、, however, our survey also uncovers a number of commonalities that retailers operating across the region should take heed of: 1. Ecommerce takes the lead The majority of shoppers in Asia prefer to shop online rather than in stores, although the extent of this varies by country. While millennials wer
6、e most in favour of ecommerce, Gen Z consumers also lean towards the online channel. Physical retailers expecting a resurgence of the store driven by this younger generation therefore, think twice and look at ways to make their stores relevant in the omnichannel age. 2. Focus on experience Consumers
7、 mainly turn to ecommerce for lower prices, which underlines why bricks and mortar retailers should not try and compete on price and focus on other points of difference. For consumers in Asia, the main appeal of the store is to see products in real life. Experience is less of a driver, suggesting th
8、at retailers are not yet capitalising on the inherent strengths of a physical presence, including face-to-face contact, brand education and the ability to offer immersive experiences. 3. Second chances are rare The perils of not meeting customer expectations are highlighted by the sobering statistic
9、 that two in three shoppers will no longer shop with a retailer after just one poor customer experience. The connected consumer in Asia is empowered and not afraid to look elsewhere when their needs are not met. Retailers need to understand that they often only have one chance to get it right. Custo
10、mer expectations have changed dramatically over the last few years. We expect that this report will offer valuable insight into the shopping habits of consumers in Asia and will help drive forward your business in the region. I would like to extend a thank you to all our partners in this project Rak
11、uten Insight, Jing Daily, Microsoft Hong Kong, Inside Retail and Apparelnews through which this research would otherwise not have been possible. FOREWORD 3 The growth of ecommerce in Asia is currently unparalleled. One only needs to look at the sales extravaganza that is Singles Day in China and how
12、 mobile is the device of choice, to understand the sort of opportunities there are out there for brands and marketers. However, Asia is a diverse and fragmented collection of countries, often with very localised opportunities and challenges. This makes it difficult for global brands to find a one-si
13、ze-fits-all solution. Rakuten Insight, as Tofugears partner in this report, provided 6,000 respondents across 12 Asian markets from our industry leading research panels to try to answer some of the burning questions that retailers and brands may have. This report offers a comprehensive guide on Asia
14、n shoppers behaviours, preferences, interests and concerns about both online and in-store shopping. Despite the diversity of each country, there are common unmet needs across all the markets in both ecommerce and bricks-and- mortar channels, which could be turned into great market opportunities. Reg
15、ardless of the different devices or channels that Asian shoppers choose, they all share practical expectations in their shopping journey such as convenience and immediacy not to mention competitive prices. While Rakuten was founded as an online marketplace, we have since branched out into financial
16、services, communications, media and other services around the world. This has allowed us to see the potential that physical retail can offer, particularly those that embrace digital innovation as a way to enhance the customer experience and engage with a new generation of shoppers. The findings from
17、 this report reflect an ongoing shift in online and in-store purchasing behaviours. Consumers will continue to embrace digital technologies while also demanding a fully integrated shopping experience. We believe there is a clear opportunity for retailers to build meaningful relationships with their
18、customers by adopting an omnichannel approach. AYAZ AKHTAR REGIONAL HEAD, GREATER CHINA RAKUTEN INSIGHT GLOBAL RAKUTEN INSIGHT VIEWPOINT 4 THE DIGITAL CONSUMER IN ASIA 2018 GENERATIONS AT A GLANCE 5 6 THE DIGITAL CONSUMER IN ASIA 2018 SURVEY SCOPE Tofugear, in partnership with Rakuten Insight, condu
19、cted a study to understand the online and offline shopping habits of consumers across multiple generations. A survey was carried out among 6,000 consumers in 12 Asian countries in August 2018. The three generations used in this report are defined as Gen Z, Millennials and Gen X. As this was a study
20、into consumer purchasing behaviour, only Gen Z consumers that were at least 16 years of age in 2018 were asked to take part. Gen Z consumers younger than that would typically have less freedom to make their own purchasing decisions. Percentages presented in this report may not add up to 100% due to
21、rounding. 7 8 THE DIGITAL CONSUMER IN ASIA 2018 9 REIMAGINING THE STORE EXPERIENCE A physical presence still makes sense, but what do Asias digital consumers want when it comes to the store experience? KEY FINDINGS Across Asia, there is a slight preference for shopping online over in-store, although
22、 this masks considerable variations by country Service-related features such as personalisation and consultations are not as important as expected, but retailers in Asia are not yet consistently delivering a positive customer experience in these areas Inadequate stock and poor customer service such
23、as long checkout queues are major frustrations, undermining the inherent advantages of the store Millennials are most receptive to pop-up stores, while appetite to engage with new store technologies such as smart mirrors is highest among Gen Z For several years now, the death of the store has been p
24、roclaimed. Around the world, retailers that have built up vast store networks are in the process of downscaling as they adjust to the new reality of a connected consumer: a shopper who is increasingly favouring the online channel. While many of the current headlines focus on the US and Europe, retai
25、lers in Asia should be equally wary of the disruption that etail giants such as Alibaba and Amazon can bring to their business. It is undeniable that consumer appetite for ecommerce varies widely across the 12 markets covered in this research. 10 THE DIGITAL CONSUMER IN ASIA 2018 PREFER ONLINE SHOPP
26、ING OVER STORES FREQUENCY OF SHOPPING AT SINGLE BRAND VS MULTI-BRAND STORES CHINA OVERWHELMINGLY PREFERS ONLINE The online channel is in different stages of development across the region and this is reflected in the responses to the survey. Consumers were asked if they preferred shopping online or i
27、n stores. Overall, 59% of consumers in Asia favoured the online channel over stores, but there were considerable differences between markets. Perhaps unsurprisingly, given the scale and convenience of online platforms like Tmall, Taobao and JD.com, the vast majority of Chinese consumers (88%) prefer
28、 online over in-store shopping. In second place is India, where three-quarters of consumers chose online. At the lower end of the scale is the Philippines, where only two in five shoppers have a preference for ecommerce. This is perhaps reflective of the logistical challenges that online retailers f
29、ace in reaching consumers outside of the countrys main urban areas. However, it is also true that malls in the Philippines still serve as a social hub of activity and as such, continue to see considerable levels of footfall. The low popularity of online shopping in Hong Kong and Singapore is strikin
30、g and confirmed by this survey. Both markets had a broadly even split between their preferences for online or stores, which is to be expected when you take into account the large square footage of mall space in these markets as well as the close proximity of consumers to these retail facilities. SIN
31、GLE BRAND VERSUS MULTI-BRAND Consumers were asked about the frequency of shopping at single brand stores such as Zara and multi-brand retailers like department stores. Overall, it can be said that consumers shopped slightly more frequently at multi-brand retailers than single brands. 11 FREQUENCY OF
32、 USING POP-UPS Of course, there is something to be said for the convenience of buying from retailers where there is much more choice in terms of brands and the product offer. However, the flipside is that these businesses will be in direct competition with the likes of Amazon and Zalora. While multi
33、-brand stores may appeal to consumers today, the question is whether this will remain the case in the medium and longer term. Indeed, it can be argued that physical stores are an excellent way for single brand retailers to tell their brand story and build a community around their store. This may pro
34、ve much more difficult for multi-brand businesses. POP-UPS RESONATE MOST WITH MILLENNIALS Pop-up stores have become a powerful way for retailers to test out new customer-facing technologies in high traffic locations at a relatively low cost. In a previous survey conducted by Tofugear among digital r
35、etail executives in Asia, it was found that one in three retailers in the region is looking to invest in pop-up store solutions over the next year. Consumers in Asia are receptive to such formats, with over 40% of respondents admitting that they shop at pop-ups at least occasionally. However, the da
36、ta reveals that millennials are the demographic group that has the highest propensity to shop at these formats, while Gen X and Gen Z show very similar levels of interest in pop-ups. This provides valuable insight for retailers who are considering venturing into pop-ups. The question they would need
37、 to ask is: will a pop-up store reach the desired level of engagement if the aim is to appeal to non-millennial demographics? Chanel used its Coco Game Center pop-up in Hong Kong to engage with a younger generation of shoppers by using gamification aspects 12 THE DIGITAL CONSUMER IN ASIA 2018 WHY SH
38、OP IN STORES THE APPEAL OF THE STORE There will always be demand for physical retailing, but many retailers have begun to make their stores increasingly experiential in order to remain relevant for the connected consumer. But why do shoppers in Asia want to visit stores? The survey points to two mai
39、n reasons: convenience and the ability to see and touch products. Convenience is a broad category that can mean the location of a store, for instance close to a consumers home, to the immediacy of being able to buy a product then and there. Until fulfilment speeds are stepped up considerably across
40、Asia, for example through same day delivery services, convenience is an advantage that store retailers have over their online counterparts. Of nearly equal importance is the ability to see products in real life, particularly when it comes to more expensive purchases. Even online retailers have begun
41、 to realise the importance of having a physical presence for these reasons. Some examples are fashion marketplace Zaloras use of pop-ups in the Philippines or the acquisition of Chinese mall operator Intime by Alibaba. Nearly two-thirds of consumers also demand an omnichannel approach when they visi
42、t a store. If a product is out of stock, they want to be able to order that item from another store or from the online channel. An example of a retailer taking such an approach is electronics and furniture retailer Courts in Singapore. Earlier in 2018, Courts unveiled a new megastore that leverages
43、its investment in real-time inventory management systems and a new ecommerce platform. It allows customers to see what stock is available immediately, but can also arrange pick up from other stores or even ship-from-store. These are the types of initiatives that other retailers should also consider
44、if they are to meet consumers needs. An interesting finding from the survey is that service-oriented factors such as face-to-face contact, personalised recommendations and consultations are less important to consumers. These are areas where stores are generally expected to outshine their online riva
45、ls. However, it could be argued that many retailers in Asia are not yet delivering on these areas, hence it does not have a big impact on shoppers preferences. 13 TOP FRUSTRATIONS WHEN SHOPPING IN STORES WHAT FRUSTRATES CONSUMERS? Every retailer knows the importance of delivering on customer experie
46、nce, but consumers still face a number of frustrations when visiting a store. The most frequently mentioned inconvenience was a desired product being out of stock in stores, which was cited by two-thirds of all consumers in Asia. This suggests that retailers should ideally invest in systems that wou
47、ld prevent such disappointment, for instance, by allowing consumers to check the stock position of a particular store through the website or by investing in more sophisticated forecasting systems. Other major frustrations include customer service issues such as long checkout queues and poor quality
48、of service from staff. For instance, Asian shoppers are known to dislike store staff following them around. One of the main benefits that the store has over the online channel is of course the human element, but retailers should be mindful of how this can also become a pain point if they do not prov
49、ide adequate staffing levels or training. Many retailers have begun to make their stores increasingly experiential in order to remain relevant for todays demanding consumers 14 THE DIGITAL CONSUMER IN ASIA 2018 PERCENTAGE OF CONSUMERS WHO ARE WILLING TO USE IN-STORE TECHNOLOGIES STORE TECHNOLOGY SHOULD BE AN ENABLER All too frequently retailers invest in digital initiatives because they want to keep up with their competitors or feel it is something they must do to con