{"id":6664,"date":"2020-12-06T11:16:16","date_gmt":"2020-12-06T11:16:16","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=6664"},"modified":"2025-04-23T09:58:05","modified_gmt":"2025-04-23T09:58:05","slug":"post-covid-trends-in-chinas-consumer-sector","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/post-covid-trends-in-chinas-consumer-sector\/","title":{"rendered":"Post-Covid trends in China&#8217;s consumer sector"},"content":{"rendered":"<h2><a href=\"https:\/\/redferndigital.cn\/worth-the-read\/\" target=\"_blank\" rel=\"noopener noreferrer\">REDFERN<\/a>\u00a0DIGITAL AND\u00a0<a href=\"http:\/\/www.cbbc.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">CBBC<\/a> HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THIS FINAL PART EXPLORES SOME OF THE NEW POST-COVID CONSUMER TRENDS IN CHINA&#8217;S CONSUMER SECTOR<\/h2>\n<h4><strong>How has Covid-19 impacted commerce in China?<\/strong><\/h4>\n<p>The spread of Covid-19 earlier in the year caused <a href=\"https:\/\/focus.cbbc.org\/three-british-businessmen-locked-out-of-china\/\" target=\"_blank\" rel=\"noopener noreferrer\">lockdowns<\/a> across China, causing people to turn to <a href=\"https:\/\/focus.cbbc.org\/how-to-register-on-chinas-e-commerce-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce<\/a> for purchasing everything from daily necessities to clothes and luxury items. However, even as <a href=\"https:\/\/focus.cbbc.org\/how-the-virus-will-affect-chinas-retail-sector\/\" target=\"_blank\" rel=\"noopener noreferrer\">offline retail<\/a> has opened back up, the acceleration of China\u2019s <a href=\"https:\/\/focus.cbbc.org\/how-to-build-credibility-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">digital<\/a> transformation has not slowed, resulting in lasting changes across <a href=\"https:\/\/focus.cbbc.org\/how-to-target-the-female-chinese-consumer\/\" target=\"_blank\" rel=\"noopener noreferrer\">consumer behaviour<\/a>, <a href=\"https:\/\/focus.cbbc.org\/five-key-consumer-trends-in-china-in-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">new trends<\/a> and interests, and purchasing behaviour. In order to adapt to these changes, brands will need to not only provide online sales channels, but also provide <a href=\"https:\/\/focus.cbbc.org\/how-to-emotionally-engage-with-chinese-consumers\/\" target=\"_blank\" rel=\"noopener noreferrer\">positive digital experiences<\/a>.<\/p>\n<p><a href=\"\/lp-cta-gateway\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7246 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png\" alt=\"launchpad gateway\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<h4><strong>How have sales in different categories reacted post-Covid-19?<\/strong><\/h4>\n<p>The sales data shows that despite the outbreak, e-commerce has continued to grow steadily. Examples of the top categories that have experienced growth on Tmall and Taobao include:<\/p>\n<ul>\n<li>Women\u2019s fashion: Growth rate of 30.7%<\/li>\n<li>Men\u2019s fashion: Growth rate of 29.1%<\/li>\n<li>Snacks\/nuts: Growth rate of 53.8%<\/li>\n<li>Beauty\/skincare\/body care: Growth rate of 24.8%<\/li>\n<li>Mother and baby: Growth rate of 36.5%<\/li>\n<\/ul>\n<h4><div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/five-key-consumer-trends-in-china-in-2020\/\" target=\"_self\" rel=\"dofollow\" class=\"u13b3195c7e6fcc8d468f0e797ff43f7f\"><style> .u13b3195c7e6fcc8d468f0e797ff43f7f { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u13b3195c7e6fcc8d468f0e797ff43f7f:active, .u13b3195c7e6fcc8d468f0e797ff43f7f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u13b3195c7e6fcc8d468f0e797ff43f7f { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u13b3195c7e6fcc8d468f0e797ff43f7f .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u13b3195c7e6fcc8d468f0e797ff43f7f .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u13b3195c7e6fcc8d468f0e797ff43f7f:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Five consumer trends to watch in China in 2020<\/span><\/div><\/a><\/div><\/h4>\n<h4><strong>What is an important trend that brands need to be aware of when entering the China market?<\/strong><\/h4>\n<p>One of the most significant trends that has arisen over the Covid-19 period and continues to be significant in <a href=\"https:\/\/focus.cbbc.org\/the-chinese-e-commerce-landscape\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce<\/a> is live streaming. In fact, the number of people using online live streaming related services exceeded 560 million people in March. When it comes to live streaming, there are two main types that brands can utilise:<\/p>\n<ul>\n<li><a href=\"https:\/\/focus.cbbc.org\/three-influencers-share-their-secrets\/\" target=\"_blank\" rel=\"noopener noreferrer\">Key Opinion Leader<\/a> (KOL) live streaming: Brands can collaborate with KOLs who already have a following to promote a product or service during a livestream. These livestreams are hosted by the KOLs and are effective at driving sales.<\/li>\n<li>Internal live streaming: Another option is for brands to build up their own internal live streaming teams, training their employees to become the online equivalent of salespeople. An advantage of this option is that the brand has direct control over what is said during the livestream and does not need to pay the KOL fee. However, these internal livestreams also do not come with the pre-established audience that KOLs have.<\/li>\n<\/ul>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/what-are-the-new-regulations-for-livestreaming-in-china\/\" target=\"_self\" rel=\"dofollow\" class=\"ueb4c4290d79182bda269a0978316f1a8\"><style> .ueb4c4290d79182bda269a0978316f1a8 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .ueb4c4290d79182bda269a0978316f1a8:active, .ueb4c4290d79182bda269a0978316f1a8:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .ueb4c4290d79182bda269a0978316f1a8 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .ueb4c4290d79182bda269a0978316f1a8 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .ueb4c4290d79182bda269a0978316f1a8 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .ueb4c4290d79182bda269a0978316f1a8:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">What are the new regulations for live streaming in China?<\/span><\/div><\/a><\/div>\n<h4><strong>When it comes to live streaming, what are some important points that brands should take note of?<\/strong><\/h4>\n<ul>\n<li>KOL fame does not always mean sales. Brands should first define what their goals are for the live stream \u2013 do they want sales or brand awareness? Many brands have made the mistake of investing huge amounts of money into KOL live streamers that do not fit with their brand image or KPIs.<\/li>\n<li>Promote the livestream in advance. In order to boost awareness ahead of time, brands should always promote any planned livestreams through their own social media channels and using paid media. If working with a live streaming host, make sure the host also promotes the live streaming session beforehand.<\/li>\n<li>The timing of the live stream is key. Livestream timing can affect the number of viewers \u2013 as an example, 7pm or 8pm during the week is usually the best.<\/li>\n<\/ul>\n<blockquote><p>Livestream timing can affect the number of viewers, as an example, 7pm or 8pm during the week is usually the best.<\/p><\/blockquote>\n<h4><strong>In terms of regulations, what do brands need to be aware of?<\/strong><\/h4>\n<p>Since China\u2019s digital and <a href=\"https:\/\/focus.cbbc.org\/the-chinese-e-commerce-landscape\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce landscape<\/a> is extremely fast-changing, <a href=\"https:\/\/focus.cbbc.org\/what-are-the-new-regulations-for-livestreaming-in-china\/\" target=\"_blank\" rel=\"noopener noreferrer\">new regulations<\/a> and platform policies are being constantly updated. As a result, brands need to stay up to date on the situation in China, since it could be very different just six months in the future. Examples include changing <a href=\"https:\/\/focus.cbbc.org\/why-and-how-to-sell-to-china-on-cross-border-e-commerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-border e-commerce<\/a> and live streaming regulations or changing policies when it comes to <a href=\"https:\/\/focus.cbbc.org\/how-to-register-on-chinas-e-commerce-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">platforms<\/a> allowing direct links to other social or <a href=\"https:\/\/focus.cbbc.org\/chinas-main-e-commerce-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce platforms<\/a>.<\/p>\n<p><strong>Read more about the previous sessions below:<\/strong><\/p>\n<p><strong><a href=\"https:\/\/focus.cbbc.org\/why-and-how-to-sell-to-china-on-cross-border-e-commerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">Session 1 \u2013 Why and how to sell to China<\/a><\/strong><\/p>\n<p><a href=\"https:\/\/focus.cbbc.org\/how-to-build-credibility-online\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Session 2 \u2013 Building Brand Credibility Online in China<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/focus.cbbc.org\/how-to-emotionally-engage-with-chinese-consumers\/#.X8oalen7Q0o\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Session 3 \u2013 How to emotionally engage with Chinese consumers<\/strong><\/a><\/p>\n<p><a href=\"\/lp-cta-membership2\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7249 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2.png\" alt=\"Launchpad membership 2\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership2-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>REDFERN\u00a0DIGITAL AND\u00a0CBBC HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THIS FINAL PART EXPLORES SOME OF THE NEW POST-COVID CONSUMER TRENDS IN CHINA&#8217;S CONSUMER SECTOR How has Covid-19 impacted commerce in China? The spread of Covid-19 earlier in the year caused lockdowns across China, causing people to turn to e-commerce for purchasing everything from daily necessities to clothes and luxury items. However, even as offline retail&hellip;<\/p>\n","protected":false},"author":13,"featured_media":6665,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123,203],"tags":[182,357,1977,1976,2427,181],"class_list":["post-6664","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","category-retail","tag-consumer","tag-e-commerce","tag-kol","tag-livestreaming","tag-paywall","tag-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Post-Covid trends in China&#039;s consumer sector - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"The effects of Covid have meant more Chinese shoppers are buying online, and live streaming is the preferred method.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/post-covid-trends-in-chinas-consumer-sector\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Post-Covid trends in China&#039;s consumer sector - 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