近年來，中國零售市場經歷了前所未有的成長，隨著零售格局的不斷發展，中國零售市場研究的重要性日益凸顯。 

因此，企業需要全面了解這個充滿活力的市場，以發現機會、應對挑戰並做出明智的決策，以推動其成功。

什麼是中國零售市場研究？

Retail market research in China consists of gathering, analyzing, and drawing conclusions related to the retail environment, consumer behavior, and market trends in the country. 

它旨在為企業提供有價值的見解和可操作的信息，以便針對獨特的中國零售業格局製定有關市場進入、擴張戰略和營銷計劃的明智決策。

這也包括評估中國零售市場的整體規模、成長和潛力，以及識別和了解關鍵細分市場、趨勢和機會。最終目標是揭示中國消費者的偏好、需求和購買習慣。

中國零售業

Large shopping malls have emerged across China to accommodate the rising demand for premium and luxury goods.  These malls are places to buy products, but increasingly are places for consumers to “window shop” with friends and family.  However, a major shift has occurred in China.  Consumers increasingly prefer to purchase products online.  Retail environments increasingly serve as product showcases and locations to bond with brands.

中國的奢侈品市場

China is undergoing rapid social change. A rising Middle Class fueled by a growing GDP per capita growth has caused many people to have disposable income.  With one of the largest transformations to a Middle-Class society, luxury goods are an important way to communicate value and social status.  This “conspicuous consumption” occupies an important part of Chinese society today.

中國先進的支付技術

China has extraordinarily leapfrogged the development of a consumer credit card system, transitioning at lightning speed to a cashless, mobile payment system.  The payment system avoids the four-party system of issuers, cardholders, acquirers and merchants in the United States.

流行的社交媒體包括微信、微博和騰訊，允許客戶快速與他人分享資訊和付款。  中國消費者幾乎在所有購物中都接受無現金行動支付，並與朋友分享他們的購物經驗。   

隨著可支配收入的增加以及中國過去作為劣質商品製造商的聲譽，中國對奢侈品市場的需求很高。 

中國電子商務

Taobao, JD and T-Mall are major players in China’s booming e-Commerce market.  Other e-Commerce leaders include Yihaodian, Jumei, WeiPinHui and XiaoHongShu.

進入中國零售市場

然而，並非所有事態發展都是樂觀的。例如，許多花費數百萬美元在中國建立實體店的全球零售商已經關閉或正在關閉本地業務。兩個這樣的參與者是超級品牌百思買和美泰兒。然而，這種明顯的矛盾並沒有削弱全球零售業的成長趨勢，而只是凸顯了零售商在參與特定經濟體或市場時可以考慮的不同面向和潛在陷阱。

中國零售市場研究對企業的重要性 

Retail market research in China helps businesses identify the most suitable market segments, regions, and channels for entry or expansion. It enables them to assess the potential demand for their products or services, ensuring they make strategic and data-driven decisions to optimize their market presence and grow their customer base.

Additionally, Chinese consumers have unique preferences and behaviors that can differ significantly from those in other markets – and retail market research allows businesses to gain an in-depth understanding of their target audience, enabling them to tailor their products, services, and marketing strategies to better resonate with Chinese consumers.

Retail market research can also provide valuable insights into the most effective supply chain and distribution strategies for businesses operating in China, helping them reduce costs, streamline operations, and ensure their products reach the right customers at the right time.

關於中國零售市場研究

零售市場研究 in China uncovers data, insights and strategies to uncover strategic advantages.  Companies use findings for tactical decision-making and new product launches.  Different methods achieve different strategic priorities:

定性研究 uncovers what’s important to customers and the reasons behind certain phenomena.  Methods include Focus Groups, Online Communities, Customer Interviews, Ethnography, and Mobile Video Interviews.

量化研究 measures the extent to which customers behave.  It can uncover pricing, product and loyalty insights.

策略研究 uncovers insights and strategies to create an advantage in competitive industries.  Solutions include Competitive Analysis, 市場機會研究, Go-To-Market Strategy, and Channel Intelligence.

中國零售市場研究的機會與好處

• 不斷增長的消費者基礎：中國擁有世界上最多的人口，為零售商提供了龐大的消費者基礎。隨著中產階級的不斷壯大和可支配收入的增加，中國消費者的購買力迅速增長，為本地和國際零售商創造了巨大的機會。
• 多元化市場: The diversity of consumer preferences and regional differences in China presents opportunities for niche and specialized retailers to meet the unique needs and tastes of different customer segments. This dynamic market offers the potential for innovation and growth for businesses that can identify and address these niches effectively.
• 快速發展的數位景觀：中國獨特的數位生態系統，阿里巴巴和百度等國內巨頭主導市場，為零售市場研究提供了豐富的數據和創新技術。電子商務、社群媒體和行動支付的整合使研究人員能夠收集即時見解並利用新興趨勢，從而提供市場競爭優勢。
• 市場拓展潛力：中國零售市場研究可以幫助企業識別國內和全球市場擴張的潛在機會。了解中國消費者的喜好可以為產品開發、行銷策略和分銷管道提供訊息，從而促進成功的擴張工作。
• 風險緩解：在中國進行零售市場研究可以幫助企業識別市場中的潛在風險和挑戰，使他們能夠制定策略來減輕這些風險並確保長期成功。
  
• 當地合作夥伴：參與中國零售市場研究可以促進與當地企業、供應商和研究機構的夥伴關係和合作。這些合作關係可以提供寶貴的市場洞察、資源取得和中國市場的聯繫，進一步增強公司的競爭優勢。

中國零售市場研究的挑戰與思考

• 文化差異：了解中國文化對於進行有效的市場研究至關重要。中國消費者的決策過程、溝通偏好和價值觀往往與西方消費者不同。研究人員應該熟悉這些文化的細微差別，並相應地設計他們的研究方法。
• 語言障礙: Mandarin is the primary language spoken in China, and many people may not be proficient in English. This language barrier can make it difficult for foreign researchers to communicate with local consumers, suppliers, and other stakeholders. Hiring local talent or partnering with local research agencies can help bridge this gap.
• 仿冒品：中國假冒商品的盛行使得評估正品的實際市場規模和消費者偏好變得具有挑戰性。研究人員需要保持警惕並制定策略，從資料收集工作中過濾掉假冒產品。
• 市場飽和：中國的零售市場競爭非常激烈，眾多企業都在努力爭取更大的市場佔有率。研究人員在評估市場潛力和評估行銷策略的有效性時必須意識到這種動態並考慮競爭因素。

中國零售市場研究展望

近年來，隨著電子商務、數位支付和快速成長的中產階級的出現，中國零售市場經歷了顯著的成長和轉型。因此，中國零售市場研究的前景是樂觀的。以下是需要考慮的一些關鍵因素：

• 中國不斷壯大的中產階級擁有更多的可支配收入，對更高品質的產品和服務越來越感興趣。這就需要市場研究人員研究這一人群並了解其消費模式和偏好。
• 線上線下零售通路的融合在中國是一個日益增長的趨勢。市場研究人員可以研究這些全通路策略的有效性、消費者對各種通路的偏好以及零售體驗進一步創新的機會。
• 中國正成為零售創新中心，人工智慧、AR/VR 和機器人等技術被用來增強購物體驗。市場研究人員可以分析這些技術的採用和有效性及其對零售業的潛在影響。
• The increasing availability of data from various sources such as e-commerce platforms and social media will enable market researchers to gain deeper insights into consumer behavior and preferences. Harnessing big data and advanced analytics tools will be crucial for developing actionable insights and guiding retail strategies.

關於 SIS 國際

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