毕马威：新形势下的消费者（英文版）（22页）.pdf

1、 Preparing for changing customer needs, behaviours and expectations Consumers and the new reality Overview Across China and around the world, a new consumer is emerging one that is financially impacted, more advanced in their use of digital technologies, more thoughtful and selective in their decisi

2、on- making, and keen to see COVID-19 as an opportunity to reset values in the world. The changes were seeing are likely not short term. Most consumers believe they will be living their lives very differently for the foreseeable future. Businesses will be faced with new challenges in this new reality

3、. Our research identifies three areas to inform organisations decisions and plans: The economic impact of COVID-19 will influence behaviours for some time to come. On average, over 40 percent of consumers we surveyed are financially impacted and are, therefore, reducing their discretionary spend. Ne

4、w and persistent consumer segments have emerged based on the economic and psychological impact of COVID-19. Those most affected (economically and psychologically) are less inclined to pay a premium for branded products or nice-to-have experiential factors and are deferring non-essential purchases. I

5、n China, this has translated into higher demand for groceries, fast moving consumer goods (FMCGs), and other food and beverages, and less overall demand for apparel and jewellery. Consumers are also placing a higher emphasis on home delivery and local convenience. The new consumer is digitally savvy

6、 and embraces the ease with which they can interact with organisations through digital channels. Organisations have responded to COVID-19 with high levels of innovation, including greater digital access to purchasing and customer support. In China in particular, were seeing a rise in new online shop