China may be returning to a state of ‘normality’ following COVID-19, but after spending months in lockdown, certain crisis-time consumer habits seem to be sticking around – one of the most visible being a mass shift to e-commerce. So, how do people want to browse and buy online post-pandemic?
An online community for Gen Zers, Bilibili’s offering centres around anime, comics, and gaming – a low-cost membership grants early access to anime releases. With an interactive interface and the likes of karaoke live-streams, the network provides a niche platform for young people to connect.
With store closures, reduced custom, and an abundance of excess stock, the luxury industry is feeling the impact of the pandemic. Alibaba hopes that Luxury Soho, a platform to sell excess stock at discounted prices, will lure Chinese Gen Zers into post-COVID-19 spending.
As the world copes with the impact of COVID-19, shifts in Chinese buying habits offer an idea of how global spend will be affected. From the short-term impact to longer, more structural changes in shopping preferences, how can brands best position themselves within this changing landscape?
What’s so different about the paths to purchase taken by Gen Yers and Zers? How are stores demonstrating their commitment to hygiene for a post-pandemic world? Why is stockpiling becoming a common shopping strategy? And how people are using their spending power to show solidarity?