DATA POINTS: How to touch the unmoved Chinese shopper
Today’s Chinese shoppers need something that goes beyond the transactional task of buying, according to a collaborative report by TBWA China, The Integer Group China and Shanghai-based research agency Jigsaw International called ‘Checkout China’. The four shopper archetypes identified in the report reflect how most shoppers are no longer motivated solely by rational drivers like value and convenience, but have higher requirements on the experience and enjoyment of shopping—even in a hypermarket setting.
The in-depth report reveals the different stimuli behind purchase decisions in the FMCG category by looking through the lens of the brand, the shopper, and the retailer. The report is based on more than 20 interviews with chiefs of major international and local brands as well as the biggest retailers across China. Additionally, the companies carried out statistical market segmentation research covering 900 consumers after a preliminary qualitative market exploration in tier-one and tier-two cities.
As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.