Three years ago，China surpasses the United States，Becoming the world’s largest online retail market。2015，China’s online retail market has reached nearly 630 billion US dollars，Nearly 80% higher than the second-ranked US market。For consumer goods companies，Meeting customer needs across terminals has become crucial。

Since 2012，McKinsey’s digital consulting practice launches an annual survey of Chinese Internet users。This year’s survey shows，Same as previous years， Mobile devices are the dominant way for Chinese digital consumers to access the Internet，This fully illustrates how important mobile marketing strategy is。Multiple terminal users (that is, having two or three Internet devices，Including smartphones、Tablets and computers) are more active in online shopping，On average, their online shopping spend and product categories are 17% and 29% higher than those of mobile-only customers，And interact with merchants on social media (such as the brand’s WeChat official account) 14% more。

188bet sports betting app download McKinsey research also shown，New momentum driving the growth of e-commerce is gradually taking off，Main potential growth themes include: continued increase in online shopping penetration in lower-tier cities、The great variety of online shopping categories、The boom of social shopping，And the complementary integration of cross-border e-commerce and domestic channels。

The development momentum of multi-channel services (i.e. O2O services) is improving。Consumers generally pay more attention to the quality and convenience of O2O services，Especially when traveling、Catering and travel services；And once you have tried this type of O2O service，Consumers tend to increase their total spending on the service。

The survey also revealed six major trends in China’s e-commerce market and O2O services:

Trend 1、The total online shopping volume in low-tier cities has exceeded that of first- and second-tier cities

Multiple indicators of this survey are displayed，Low-tier cities (third- and fourth-tier cities and below) are as active in online shopping as first- and second-tier cities，Some even go beyond。2015，The total online retail sales of low-tier cities has caught up with first- and second-tier cities for the first time，There are 74 million more people shopping online than in first- and second-tier cities。

Even so，Considering that low-tier cities still have 1.600 million Internet users (equivalent to the total number of existing online shoppers in first- and second-tier cities) have not yet tried online shopping，The e-commerce market there should have huge potential to be tapped。In comparison，First- and second-tier cities have basically achieved full Internet coverage，It is difficult to further promote e-commerce development by increasing penetration: 83% of residents over 13 years old are online，89% of them have tried online shopping。Therefore，188bet online sports betting The future growth of first- and second-tier cities will mainly depend on the increase in the frequency of online shopping、Expansion of shopping categories and increase in single consumption。

Trend 2, social media has become a new driving force for online shopping demand

Half of the online shoppers surveyed claim to use social media to learn about products or seek advice。The latest trend is，Social media not only affects consumers’ purchasing decisions，Also guides consumers to purchase directly on these platforms。31% of WeChat users surveyed this year said they had shopped on WeChat，Twice as high as last year。

Trend 3: More and more digital consumers are keen on overseas shopping

E-commerce makes cross-border shopping possible，More and more consumers are keen on overseas shopping。Nearly 20% of digital consumers surveyed have purchased goods overseas through cross-border e-commerce，Especially products that are unavailable or too expensive in China，For example, consumers in first-tier cities prefer high-end imported health products (such as nutritional supplements) that are not easily available locally.、Drugs and medical supplies)，And in second-tier cities， Luxury goods (such as luxury bags and watches) account for the largest proportion of cross-border overseas shopping。

Trend 4, tourism O2O services are very popular

Nearly 80% of digital consumers surveyed have traveled in the past year，They are increasingly dependent on O2O platforms。Our investigation shows，36% of O2O consumers nationwide purchase travel services，In first-tier cities, it is as high as 56%，It can be said that tourism is the most popular among various O2O services。

Trend 5. In addition to price, quality and experience are also important

Survey shows，Catering O2O services are growing strongly，Convenience 188bet Online Sports Betting and Casino and strong price subsidies are the two main reasons for winning over consumers。The performance of first- and second-tier cities is more active，67% of O2O consumers have used catering O2O services，In comparison, the proportion in third-tier and below-tier cities is only 33%。

Trend 6: The popularity of Didi and Uber reduces the number of private cars on the road

31% of digital consumers use Didi、Uber and other mobility services O2O，This type of O2O is especially popular in first- and second-tier cities: the penetration rate in first-tier cities reaches 54%，43% in second-tier cities。Mobile travel service O2O has also changed people’s willingness to drive。Respondents said that after using the service，Average driving days per week is 4.04 days down to 3.26 days。

「Our China Digital Consumer Survey reveals new growth areas for e-commerce and O2O services。Of course，New growth areas require more efforts from enterprises，Adjust business model to adapt to regional market、Social network influence、Trends in product categories, sales channels, etc.，Keeping a keen eye on business opportunities，Take decisive action to seize the opportunity。》McKinsey Global Director、Wang Wei, China leader of McKinsey’s digital consulting practice, said。

『In a rapidly developing and large-scale e-commerce market like China，There is no shortage of opportunities for retailers and consumer goods companies: Internet coverage and e-commerce penetration in low-tier cities are still low，And the e-commerce market for some goods and services still has great potential to be tapped。Even first and second tier cities and clothing、Food and other highly accepted product categories，Consumer goods companies still have great potential，On the one hand, we can start improving products and 188bet online sports betting services、Optimize customer experience，On the other hand，Can make full use of social channels to influence consumers’ purchasing decisions。Two-pronged approach to increase the proportion of e-commerce channels in people’s total consumption expenditure。》McKinsey Global Senior Director、Said Liu Jiaming, Asia leader of McKinsey’s digital consulting practice。

"The important revelation of O2O services is: in addition to low prices，Convenience and high-quality experience not only win over users，And it also makes them willing to spend more。O2O service providers can only respond to consumers’ concerns，Create a new level of value at the same time，Only then can it be accepted by the mass market，Create a sustainable business model。》McKinsey Global Director Gong Fang said。

[Extra number] with "fusionThe "Zhihui·2016 China Tourism Consumption Innovation Summit" with the theme of "Joining New Ecology" will be held on June 16 at the National Convention Center，Domestic travel by then、Investment、Sports、Marketing、Entertainment、Media、Nearly a thousand elites from all walks of life will gather together，Go straight to the forefront of the tourism consumption industry，Explore the vast future，Share the most innovative product experience，Aggregation of the best investment and marketing resources，Accumulate energy，Create value together。Welcome to click the link to view details and register:http://www.tripvivid.com/activity/new-eco#join