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Living in the micro-moment: The new China consumer is here

CPG companies should align all elements of their marketing—strategy, spending, channel management and message—with the journey that consumers undertake.

Overview

Enabled by digital, consumer behaviours in China are evolving rapidly. Consumers in this dynamic marketplace already expect to get what they want, when they want it. By 2020, they’ll be expecting what they want, how they want it … and, by 2025, before they want it. The big question for CPG companies: Can they act now to start delivering on these demands?

Background

Our research shows just how far Chinese consumers have merged digital into their lives: On average, 95 percent of shoppers now go online to search for the right items to purchase.

Shopping used to be a linear process, but no longer. In a hyper-connected, digitalised consumer environment, the path to purchase is convoluted, with multiple, overlapping touchpoints along the way.

Every touchpoint is a “micro-moment.” And every micro-moment is an opportunity to capture the consumer. It’s a huge opportunity for companies.

Analysis

CPG companies must recognise the massive shift that’s underway and act now. Our research shows that China’s new consumers are dissatisfied with purchase journeys that are still far from seamless. Any organisation that can address these gaps will win their hearts, minds and dollars.

Recommendations

Consumers’ behavioural data is a key resource and leading CPG companies turn it to their advantage. CPG companies should align all elements of their marketing—strategy, spending, channel management and message—with the journey that consumers undertake. To support cross-channel marketing and related opportunities, they’ll need to invest in developing more scalable technology platforms and back-end processes. Implementing advanced analytics is another immediate priority.