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香港近一半的消费者(46%)习惯使用电子钱包,活跃账户数量与去年同期相比增长了15.4%|出海中国香港电商岛群第5期

2020-02-13 21:57:49

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尽管香港的电子商务市场仅占零售总额的不到5%,但那些在线购物的行为正在发生变化。

 

根据尼尔森(Nielsen)在昨天由HKRMA举办的2018年香港零售峰会上提供的数据,如今,不到一半的香港在线购物者使用家用计算机-去年为48%,比2016年下降了8%。移动电话,其中25%的商店(每年增长8%)和平板电脑的使用率分别为11%(增长2%)。香港有13%的在线购物者说他们使用的是办公电脑。

 

尼尔森香港和澳门的医学博士迈克尔·李(Michael Lee)主持了此次活动的小组讨论,他说,电子钱包的日益普及正在使香港的网上购物变得容易和安全。

 

电子商务的美丽在于便利,因此通过电子钱包轻松结帐的方法以及灵活的取货和退货政策是获胜的关键。

 

香港近一半的消费者(46%)现在使用电子钱包,2017年最后一个季度的活跃账户数量与去年同期相比增长了15.4%。Lee说,2017年最后一个季度的电子钱包交易额增长了27.7%,这充分表明了电子商务市场的增长。

 

冲动消费

 

与离线购物不同,消费者通常会在网上冲动消费。

 

通常会触发他们在线购物,以享受有条件的免费送货/退货政策,促销和折扣以及简便的结帐方法。在所有冲动性购买类别中,顶级产品都是与食品相关的,经常购买的类别是小吃,谷物早餐,瓶装水,方便面/面食/乌冬面以及即饮饮料。

 

但是,他说,尽管在线购物取得了进步,但消费者仍然不愿在线购物,担心易腐物品的物流配送,购买前检查商品的欲望,便利的需求以及遵循习惯的担忧。

 

他说:对于在线零售商而言,重要的是消除障碍,通过提供点击和收集,退货政策,陈列室和货到付款以及独特的产品范围和购买激励措施,使在线购物对购物者更受欢迎和充满希望。

 

由于虚拟世界中没有可用的物理产品,因此没有什么比创造更好的客户体验来赢得潜在客户更重要了。因此,对于营销人员而言,至关重要的是,通过创造一种物有所值的感觉,提供一个灵活的购物平台和交付方式,向客户充分告知退货政策并向客户免费提供信息,并为他们提供机会,提供无与伦比的在线购物体验。说说他们的亲身经历。  

 

经验必不可少

 

消费者的经验至关重要,李说。随着在线购物变得越来越流行,对于行业参与者来说,重要的是确定在香港电子商务市场中取胜的关键方法。为了在这个竞争激烈的市场中脱颖而出,必须为消费者提供独特的跨屏体验以及独特的产品范围。

 

同时,香港的网上购物者正在变老。与几年前相比,电子商务已不再是年轻人的保护。

尼尔森(Nielsen)调查显示,电子商务现在与所有人口统计相关。去年,大约80%的男性和女性尝试过在线购物。

 

虽然22-29岁和30-39岁的消费者是最常购物的人群,但67%的年龄较大的消费者(50-64岁)表示,他们去年在网上购物。

 


中国香港电商活动分享报名

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Hong Kong online shoppers moving to phones, tablets

While Hong Kong’s e-commerce market accounts for less than 5 per cent of total retail sales, the behaviour of those shopping online is changing.

According to data presented by Nielsen at yesterday’s 2018 Hong Kong Retail Summit, organised by the HKRMA, home computers are now used by fewer than half of Hong Kong online shoppers – 48 per cent last year, down 8 per cent from 2016. They are shifting to mobile phones, where 25 per cent shop (up 8 per cent in a year) and tablets, used by 11 per cent, (up 2 per cent). And 13 per cent of Hong Kong online shoppers say they used work computers.

Michael Lee, MD at Nielsen Hong Kong and Macau, who moderated a panel discussion at the event, said expanding availability of eWallets was making online shopping easy and secure in the territory.

“The beauty of e-commerce is convenience, so easy checkout method via eWallet and flexible pick up and return policies are a key to winning.”

Almost half of Hong Kong consumers (46 per cent) now use an eWallet, with the number of active accounts rising 15.4 per cent in the last quarter of 2017 compared with a year earlier. The value of eWallet transactions in the last quarter of 2017 rose 27.7 per cent, “a significant indication of the growth of the ecommerce market,” said Lee.

Buying on impulse

Unlike offline shopping, consumers usually spend impulsively online.

“They are usually triggered to buy online for conditional free shipping/return policy, promotions and discounts as well as easy checkout methods. Among all impulsive purchase categories, the top products are all food-related, the frequently purchased categories being snacks, breakfast cereals, bottled water, instant noodles/pasta/udon as well as ready-to-drink beverages.”

But, he said, despite the advance in online shopping, consumers are still hesitant about shopping online, nursing concerns about delivery logistics for perishable items, their desire to inspect goods before they buy and their need for convenience and the wish to follow habits.

“It is important for online retailers to remove the barriers to make online shopping more welcoming and promising for shoppers by providing click and collect, return policies, showroom and cash on delivery as well as unique product range, and purchase incentives,” he said.

“Because no physical product is in hand in the virtual world, there is nothing more important than creating a better customer experience to win over potential customers. It is therefore crucial for marketers to offer an unmatched online shopping experience by creating a sense of value for money, providing a flexible shopping platform and delivery options, informing customers fully about return policies and making information freely available to customers and giving them the chance to talk about their personal experience.  

Experience is essential

“Consumer experience is essential,” Lee said. “With online shopping become more popular, it is important for industry players to identify the key ways to win in the ecommerce market in Hong Kong. To stand out in this highly competitive market it is important to provide unique cross-screen experience as well as unique product range for consumers.”

Meanwhile, Hong Kong online shoppers are getting older. In contrast with just a few years ago, e-commerce is no longer the preserve of the young.

The Nielsen survey revealed that e-commerce is now relevant to people of all demographics. About 80 per cent of males and females have tried online shopping last year.

While consumers aged 22-29 and 30-39 represent the most frequent shoppers, 67 per cent of older consumers (aged 50-64) said they had bought online last year.


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