Looking ahead to 2016, Mintel’s APAC Trends Analyst, Philix Liu, discusses the four key Chinese consumer trends set to impact the market, including implications for both consumers and brands in the year ahead.
O2O redefined
Online-to-offline service is growing more popular among consumers. Traditional retail brands and start-ups are striving to convert consumer interest into sustainable business.
In 2015, O2O, a popular term referring to online-to-offline on-demand business, was growing rapidly across a wide array of sectors in China’s major cities. From retail delivery to door-to-door professional services, consumers only need to tap on their smartphones to place an order, all while sitting comfortably on the couch. Meanwhile, the competitive landscape of the Chinese O2O market grants more power to consumers for tailor-made services. Therefore, we have seen an increase in a wide array of on-demand customisation services,such as HaoChuShi (Good Chef), consumers can choose their preferred regional cuisine, specific flavours and even the chef to cook a meal for them at their home.
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