201705-新零售：中国给西方的一课（英文）.pdfVIP

The New Retail: Lessons from China for the West What China Reveals about the FutuRe oF shopping By Chris Biggs, Amee Chande, Erica Matthews, Pierre Mercier, Angela Wang, and Linda Zou magine being in the middle of Times series on the future of retail, provides an I Square, surrounded by flashing lights, overview of e-commerce in China today fast-talking vendors, street performers, live and explores some of those key differences. music, noisy traffic jams, and endless other distractions. Now imagine you’re online and surrounded by the same energetic the Digital Revolution goes chaos. Welcome to China’s digital market- Mobile place, where shopping is an adventure—a When Amazon and e-tailing disrupted US fire hose of rapidly changing content, offers, shopping in the 1990s, retailers and con- products, colors, and choices. For Western sumers alike had to rethink their deeply in- shoppers accustomed to simple, transac- grained habits. By contrast, physical retail tional online buying, it’s a culture shock. in China was less developed. The digital revolution coincided with the growth of China has more e-commerce activity than disposable income and consumption. As a any country in the world today. According result, e-commerce quickly became the to China’s National Bureau of Statistics, norm, and its development was fast-tracked Chinese consumers spent $750 billion on- to the point where China pull