베인은 홈페이지 기능 및 성능 개선을 위해 쿠키를 사용합니다. 이와 관련된 더 많은 정보는 개인정보 메뉴에서 확인하실 수 있습니다. 이 웹사이트를 계속 사용하시면 쿠키 사용에 동의하신 것으로 간주됩니다. 

스냅차트

Locked Down by Coronavirus, China's Shoppers Ramp Up Online Purchases

Bain analysis of exclusive data from Tmall shows dramatic shifts for many consumer goods.

스냅차트

Locked Down by Coronavirus, China's Shoppers Ramp Up Online Purchases
en

With coronavirus travel restrictions in place and many cities locked down, the bar, restaurant and entertainment scene in China has essentially been dead during the outbreak. Likewise, shopping malls, hypermarkets and supermarkets have cut opening hours and are seeing very low traffic.

At the same time, however, consumer demand has prompted many traditional offline stores to launch online-to-offline (O2O) and delivery services—a sign that the COVID-19 epidemic may dramatically accelerate the ongoing move of consumer goods sales to online channels.

For a first-hand view of this trend, Bain partnered with Alibaba Tmall to analyze online shopping from the Lunar New Year (January 25) to February 6—the period that roughly coincided with peaking public awareness and increasing government quarantines and travel restrictions, which began with the suspension of travel in and out of the city of Wuhan on January 23.

Using e-commerce sales data provided exclusively to Bain by Alibaba Tmall, we divided fast-moving consumer goods into four categories and measured their performance against the comparable holiday period from last year, with the same methodology used in Bain’s 2019 China Online Shopper Report, published jointly with Alibaba Tmall.

The first chart above shows dramatic shifts: the gross merchandise value (GMV) of daily essentials and short-term stock-ups (such as instant food and home hygiene products), which traditionally have low online penetration, increased 50% to 150% from last year. Shortages also caused a buying rush in some cases. A few products, such as infant food, that already have high online penetration, nearly doubled in GMV.

Discretionary purchases—spirits, beer, dairy products—remained about the same. But GMV for social, nonessential products, many of which have relatively high online penetration (such as cosmetics, skin care and luxury products), declined substantially.

For the most part, Bain expects that postepidemic consumption recovery to follow patterns similar to the 2002–2003 SARS outbreak. That’s likely to mean a steep sales decline for medicines and home hygiene products, a quick return to normal consumption for food and cosmetics, and a surge for apparel, cigarettes and some other items.

The author thanks Elle Yang for her contribution to this analysis.

Related

Beyond the Coronavirus Crisis: Prepare Now

The cost of novel coronavirus pneumonia will surpass all previous outbreaks. But companies that act now can minimize the worst effects and emerge from the crisis stronger.

태그

베인에 궁금하신 점이 있으신가요?

베인은 글로벌 리더들이 중요한 이슈를 해결하고 기회를 놓치지 않도록 지원합니다. 고객사와 협력하여 지속되는 변화와 성과를 창출합니다.