Jenny Chan 陳詠欣
Nov 1, 2017

Chinese consumers numb about ecommerce festivals, except 11.11

Enthusiasm has sagged in the face of "too many" e-commerce sales events, according to Nielsen China, except for one.

Chinese consumers numb about ecommerce festivals, except 11.11

Nearly half of Chinese consumers (45%) feel their enthusiasm has sagged in the face of "too many" ecommerce sales events, according to a Nielsen China survey.

First-tier city residents as well as consumers with monthly income above RMB20,000 were the groups most tired of these ecommerce events.

"They just have a quick look at the advertisements and notifications of promotions, but hardly shop impulsively," said Tommy Hong, vice president of Nielsen China.

Still, the deluge of festivals in the domestic market has not shaken the position of 'Double 11', or 'Singles' Day', in consumers’ minds. Nielsen’s report shows only 7% of consumers deciding not to shop during this year's festival. Also, 83% of them believe that the 'Double 11' event will continue to be popular in the future.

In general this year, shopping habits are gradually moving from impulsive to rational consumption, and price is no longer the only decision factor, said Hong. This is a result of consumers getting better at recognising the sellers' strategies behind their frenzied promotions.

Source:
Campaign China

Related Articles

Just Published

6 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

6 hours ago

Baby Shark doo doo doo doo doo. LG Styler doo doo ...

Smooth out doo doo doo doo doo. Bad smell doo doo doo doo doo. Shake it out doo doo doo doo doo. LG Styler! [Something is very wrong with Ad Nut.]

8 hours ago

IAS explains ad verification in manga style

A young automobile-company exec learns how to mitigate brand risk and ad fraud in a free download from the ad-verification company.

9 hours ago

L'Oreal opens omnichannel concept store in Shanghai

Designed with AKQA, the store has a livestreaming set, face-scanning technology and personalised shopping via WeChat integration, as well as a chance to ride a bike through the streets of Paris.