麦肯锡（McKinsey）：中国消费者如何根据COVID-19改变购物习惯（英文版）（12页）.pdf

1、How Chinese consumers are changing shopping habits in response to COVID-19 May 2020 By Xin Huang, Dymfke Kuijpers, Lavonda Li, Sha Sha, Chenan Xia An analysis of point of sale data for over 100 million shoppers shows four key trends that are likely to persist post-crisis. China is ahead of the curve

2、 in its recovery from the recent COVID-19 outbreak, with many provinces slowly returning to normal levels of activity. Factories are restarting production and consumers are beginning to spend again. However, the crisis has had a dramatic and lingering impact on the nations shopping habits, with impl

3、ications for brands in China and globally. McKinsey worked with MIYA, a leading mobile payment solutions provider, to analyze point-of-sale (POS) data from 31,000 stores and 500 million+ transactions, covering 150+ cities, including Wuhan and Hubei, and 100 million+ shoppers. The data reveals four k

4、ey shifts that are persisting even as the peak impact of the virus abates. 1. Offline shopping is slowly recovering, but discretionary spend, night-time shopping, and epicenter spend are lagging Offline consumption is slowly recovering, after falling to around 39 percent of normal levels during the

5、peak period of the outbreak. Many local authorities loosened restrictions in the first week of March, giving shops an opportunity to welcome customers who had been isolated in their homes for as long as six weeks. Over the following days, activity picked up to around 79 percent of pre-crisis levels

6、(Exhibit 1). Exhibit 1 China offline consumption is still impacted after the outbreak 1On March 8, 21 provinces in China announced the lowering of the epidemic response level, covering over 70 percent of the countrys population Source: MIYA payment data engine 150 0 50 100 200 250 1/264/52/912/112/2