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Tag: China

  • Kering sales soar – even in China

    Kering sales soar – even in China

    Luxury goods and apparel giant Kering has reported a 10.5 per cent global rise in revenues in the latest quarter, with luxury sales up 11.3 per cent and sports and lifestyle brands up 9.3 per cent.

    Most significantly, at a time its peers are battling falling sales in Hong Kong, Macau and some brands even in Mainland China, Kering seems to have experienced respectable results in those core markets.

    Paris-based Kering’s brands range from luxury labels Gucci, Bottega Veneta and Yves Saint Laurent through to lifestyle brand Puma. The company says sales in directly operated luxury stores enjoyed double-digit growth across all geographic regions excluding Japan, with strong growth of 24 per cent in Asia-Pacific, a very steady 17 per cent increase in North America and an “extremely good performance” in Western Europe, which expanded by 12 per cent.

    “In a complex environment, we stepped up the pace of revenue growth and continued to gain market share,” said Francois-Henri Pinault, chairman and CEO. “Thanks to the creativity of our brands and the outstanding customer experience they offer, we achieved double-digit increases across all geographic regions excluding Japan.

    “We have laid the foundations for steady, sustainable growth, and are highly confident about the full year.”

    Kering’s headline brand Gucci achieved a sales increase of 17 per cent, while Yves Saint Laurent sales soared 33.9 per cent, both gaining market share from rivals. Sales were up sharply across all product categories and regions, excluding Japan, where market conditions were lacklustre for the sector as a whole. Gucci sales in directly operated stores rose by 19 per cent. Sales from Gucci’s e-commerce website increased by more than 50 per cent during the quarter.

    Overall, Kering’s luxury activities generated €2.115 billion in revenue during the period, the 11.3 per cent same-store growth its fastest quarterly figure in three years.

    But at Bottega Veneta, third-quarter sales were again impacted by slower tourism, particularly in the mature markets of Western Europe and Japan. Revenue was down 10.9 per cent on a comparable basis.

    Here, Hong Kong’s luxury retail decline impacted on the brand, the company said, without divulging figures: “While sales in directly operated stores were lower in the quarter, they delivered a slight improvement compared to the second-quarter trend thanks to resilient sales to local customers in Europe and growth across all main markets in Asia Pacific, with the exception of Hong Kong.”

    Puma’s leap

    Puma’s 10.8 per cent same-store sales leap was the result of the brand building on innovative products and renewed appeal, Kering said. Shoes performed particularly well, posting 17 per cent growth, fuelled by the success of new models such as Ignite, Fierce and Fenty. Revenue from apparel was up a solid 10 per cent.

    “With the exception of Japan, Puma achieved double-digit growth across all geographic regions, enjoying strong performances in Europe and the Americas, and sustained expansion in Mainland China.”

    Kering has an ensemble of luxury fashion, leather goods, jewellery and watch brands: Gucci, Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga, Brioni, Christopher Kane, McQ, Stella McCartney, Tomas Maier, Boucheron, Dodo, Girard-Perregaux, Pomellato, Qeelin and Ulysse Nardin.

    Kering also has the sports & lifestyle brands Puma, Volcom and Cobra. The group generated revenues of more than €11.5 billion in 2015 and had more than 38,000 employees at year end.

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  • Chinese automaker BYD forecasts up to 84 percent profit rise for 2016

    Chinese automaker BYD forecasts up to 84 percent profit rise for 2016

    Chinese automaker BYD Co Ltd, backed by Warren Buffett’s Berkshire Hathaway, on Sunday said 2016 full-year profit was likely to rise as much as 84.17 percent, as rapid growth of the green car market eases.

    The Shenzhen-based manufacturer, which has invested heavily in making electric and hybrid petrol-electric vehicles, forecast a 77.09 percent to 84.17 percent increase in net profit for the year, at 5.0 billion yuan ($737.90 million) to 5.2 billion yuan.

    For the first nine months of 2016, BYD reported 3.66 billion yuan in profit, an 86.82 percent increase year-on-year. That compared with the automaker’s forecast in August of 83 percent to 91 percent for the period.

    BYD reported triple-digit profit growth for the previous four quarters. But its earnings expansion in the first nine months of 2016 slipped below 100 percent as the overall market for green-energy vehicles moderates after government support helped it quadruple last year.

    Overall sales of electric and plug-in hybrids in China totaled 289,000 vehicles in January-September, according to China’s automakers association, far from its target of 700,000 vehicles for 2016. An association official said Friday that sales were now likely to miss that target.

    Analysts said China may struggle to meet that target following the revelation that dozens of companies had been cheating the subsidy system.

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  • McDonald’s Korea sale collapses

    McDonald’s Korea sale collapses

    And in the simultaneous divestment process for the 20-year McDonald’s China franchise rights, TPG Capital has reportedly withdrawn leaving two rival private equity firms in the race – Bain Capital and Carlyle Group – competing with two Chinese companies previously reported to be in the negotiations: retailer Wumart Stores and Sanpower Group.

    With Maeil Dairies Industry Co dropping out of the running for McDonald’s Korea, that sale process seems at best stalled.

    McDonald’s, which directly manages about 400 stores in South Korea, has been looking for local partners to run the Korean outlets as franchise stores that pay annual commissions instead. The deal initially drew interests from several investors, including CJ and NHN Entertainment, but they have nixed their plans.

    Maeil Dairies had formed a consortium with Carlyle Group, but pulled out after failing to agree on terms of contract, industry sources familiar with the matter told the Yonhap news agency.

    “We can’t verify the specific details as McDonald’s headquarters office is in charge of the bidding process, but the sales process is still under way,” an official at McDonald’s Korea said, without elaborating on the deal.

    Meanwhile, in China, TPG’s withdrawal was confirmed overnight by unidentified sources close to the matter and reported by several news networks.

    Carlyle Group has partnered with Citic Group and Bain with GreenTree Hospitality, a hotel group.

    McDonald’s is seeking as much as $3 billion for the China rights, which come with a 10-year expansion option.

    There are about 2400 McDonald’s restaurants in China and Hong Kong and the US company wants its master franchisee to expand that network rapidly to compete with rival Yum! China’s expansion plans.

    The ongoing presence of private equity bidders in the process is surprising, because McDonald’s has made it clear it is seeking a long-term partner rather than private equity firms, which typically cash out after a few years.

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  • Huawei to launch NB-IoT solution in early 2017

    Huawei to launch NB-IoT solution in early 2017

    Huawei has revealed plans to commercialize its end-to-end narrowband IoT solution early next year, to help operators expand their IoT services into new markets.

    The vendor plans to release the world’s first 3GPP standards-based NB-IoT commercial system-on-a-chip, Boudica, that can be deployed with the Huawei LightOS operating system.

    Huawei has meanwhile unveiled SoftRadio, a software suite to help developers access NB-IoT open labs via the internet.

    The solution will also involve eNodeB base stations, an IoT packet core supporting flexible deployment of Core in a Box and NFV, as well as a cloud-based IoT connection management platform with big data capabilities.

    The converged NB-IoT offering will be tested in a large commercial trial this quarter before being released to the market in early 2017.

    “NB-IoT has unique advantages in supporting IoT applications. Huawei will help carriers accelerate the commercial adoption of NB-IoT and the maturing of the industry chain,” Huawei VP of marketing and solutions Jiang Wangcheng said.

    “The IoT project and the success achieved so far fully demonstrate this commitment of ours.”

    Huawei’s launch plans were announced at the Huawei eco-CONNECT Europe 2016 conference held in Paris last week.

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  • BMW recalling 154,472 vehicles over fuel pumps

    BMW recalling 154,472 vehicles over fuel pumps

    BMW is recalling 154,472 vehicles registered in the United States and Canada for a fuel pump problem that could cause stalling, according to a filing with U.S. safety regulators and BMW.

    BMW told regulators that no injuries have been reported. Since 2014, the German-based company has conducted safety recall campaigns in China, Japan and South Korea for the same issue, according to a filing posted on Friday by the U.S. National Highway Traffic Safety Administration.

    Of the vehicles recalled in North America, 88 percent are registered in the United States.

    BMW is recalling certain vehicles in the United States and Canada for model years 2007-2012. Among them in the United States are the X5 3.0si, X5 4.8i, X5 M, X5 xDrive30i, X5 xDrive35i, X5 xDrive48i and X5 xDrive50i, 2008-2011 X6 x Drive35i, X6 xDrive50i and X6 M, 2010-2011 X6 ActiveHybrid, according to the filing.

    Also the 535i xDrive Gran Turismo, 535i Gran Turismo, 550i xDrive Gran Turismo and 550i Gran Turismo, 2011-2012 528i, 535i, 535i xDrive, 550i and 550i xDrive and 2012 535i ActiveHybrid, 640i Convertible, 650i Convertible, 650i xDrive Convertible, 650i Coupe and 650i Coupe xDrive vehicles.

    BMW will notify owners and dealers to replace a fuel pump module free of charge beginning in early December. BMW owners can call BMW customer service for details.

  • H:Connect brings Korean style to Singapore

    H:Connect brings Korean style to Singapore

    Contemporary South Korean fashion brand H:Connect, fronted by Korean celebrity Yoona of Girls’ Generation, has officially opened its first Southeast Asian store at Bugis Junction in Singapore.

    The brand plans to make the most of the rising appeal of hallyu, or the Korean Wave, across Southeast Asia, which is driving Korean exports of fashion, entertainment and cosmetics in particular.

    It joins more than 300 H:Connect stores across South Korea, China and Taiwan, including a flagship store in the Gangnam district of Seoul.

    In its new Singapore store, the 10-year-old brand features it latest collection for men and women, separated into three themes: City Dweller (understated designs), Nostalgic Insta (combining vintage denim with floral prints and embellishments) and Athleisure (statement sweaters, pullovers and denim with a Korean street-style vibe).

    Prices range from S$19 (US$13.64) for basic tops to $129 for jackets and overcoats.

  • Tycoon sells Century Link for $2.95 billion

    Tycoon sells Century Link for $2.95 billion

    Chinese tycoon Li Ka-shing has sold the Century Link office and retail complex in Shanghai for 20 billion yuan (US$2.95 billion).

    Li’s Cheung Kong Property Holdings (CK Property) and the Li Ka Shing (Overseas) Foundation agreed to sell their combined 100 per ownership of the complex, in Pudong’s Lujiazui district, to a company set up especially for the deal. China Life Insurance is the majority shareholder, with the minority stake held by closed-end funds managed by ARA Fund Management, in which CK Property owns 7.8 per cent. The purchaser, known as Mapleleaf Century, will be managed by ARA.

    Century Link comprises two 34-storey towers and a retail podium.

    “The disposal enables the company to realise its investment,” says CK Property. It expects to record an unaudited gain of about HK$6.22 billion (US$801.9 million) after the transaction.

    CK Property was reportedly looking for a buyer for the development last year. Over the past two years, companies backed by Li and his family have sold office and shopping mall projects in Beijing, Shanghai, Guangzhou and Nanjing.

    Many businesses have been prompted to shed renminbi-denominated assets, reports the South China Morning Post, following the yuan depreciating by 2 per cent against the US dollar since mid-August after having weakened by 6.6 per cent in the past year.

    Five days before the announcement of the sale, China Life led the acquisition of a US$2 billion stake in American hotels owned by Starwood Capital Group.

    The net proceeds from the Shanghai property disposal are intended to be used by the group as general working capital, says CK Property.

    In Hong Kong, CK Property is selling The Center in Central, the tallest building in its portfolio, with an asking price of HK$35 billion. The 73-storey tower, which has 1.2 million sqft (111,483.6 sqm) of office space, 13,000 sqft of retail space and 402 car parks, has attracted a handful of potential buyers.

    CK Property owns 48 storeys in The Center building after Malaysian developer Guoco Group bought 11 floors in 1997. Nine of the 11 floors were sold to Singapore’s DBS Group Holdings in 1998, while CK Property sold the 60th and 79th floors in 1999.

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  • China Unicom developing 5G VR streaming tech

    China Unicom developing 5G VR streaming tech

    The China Unicom Network Technology Research Institute is working on a new use case for advanced technologies including 5G and VR – panoramic VR streaming of live video using drone technology.

    China Unicom and wireless broadband technology provider Baicells are developing a prototype mobile edge computing VR live video technology using Artesyn Embedded Technologies’ MaxCore mobile edge computing acceleration platform.

    The technology uses the emerging panoramic video collage algorithm and transmission protocol to provide VR video streaming from drones equiped with 360-degree high-definition cameras.

    Users can manipulate their perspective in real-time, providing a more immersive live VR experience.

    “This end-to-end solution can be applied not only to concerts, sporting events, films and other entertainment industries, such as the Mid-Autumn festival, live CCTV broadcasts using VR panoramic technology, but it can also be applied to public safety, emergency communication, UAV inspection, and much more,” Baicells research director Mingyu Zhou said.

    “We believe China Unicom and Baicells’ joint research and development can help users experience live HD VR video transmissions more quickly and smoothly.”

    “MEC provides a distributed computing environment for application and service hosting, bringing cloud technologies closer to the RAN and ultimately, closer to consumers,” Artesyn marketing VP Linsey Miller added.

    “Carriers are telling us that for these applications they need telco-grade features, which is Artesyn’s expertise.”

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  • Toyota to recall 5.8 million cars in Japan, China, Europe over Takata airbags

    Toyota to recall 5.8 million cars in Japan, China, Europe over Takata airbags

    Japan’s Toyota Motor Corp on Wednesday said it was recalling a total of about 5.8 million cars at home and abroad over potentially faulty air bag inflators made by Takata Corp.

    The recall, which includes the Corolla and the Vitz subcompact hatchback model which is marketed overseas as the Yaris, covers models produced between May 2000 and November 2001, and April 2006 and December 2014, the company said in an email.

    It affects about 1.16 million vehicles sold in Japan, and also includes about 820,000 cars sold in China and around 1.47 million cars in the European market.

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  • Squeeze in Chinese tourists starts to bite

    Squeeze in Chinese tourists starts to bite

    The Chinese government’s forced reduction of tourists visiting Korea by 20 percent is already dealing a blow to businesses.

    “Even today, tourism offices in several provincial governments are acknowledging they are lowering the numbers of tourists going to Korea,” said an insider working in China’s tourism industry on Tuesday. “In several areas, there were even orders to send visitors to the Philippines instead of Korea.”

    chart

    Relations between China and the Philippines, which were sour for some time due to a territorial dispute in the South China Sea, recently softened after President Rodrigo Duterte visited China last week.

    Seoul’s ties with China have gotten frostier after it decided to deploy a U.S. missile defense shield that Beijing opposes.

    Businesses that rely on Chinese visitors are worrying that the decision will hit them hard. It hasn’t been long since they overcame the aftermath of last year’s Middle East respiratory syndrome (MERS).

    The first signal came from the stock market: shares of companies that could be hurt posted sharp declines Tuesday as news spread. Cosmetics leader AmorePacific fell 7.12 percent to 345,500 won ($305.06). LG Household and Healthcare lost 8.34 percent to 846,000 won. The impact was evident in tourism shares as well: Hotel Shilla lost 6.94 percent and HanaTour retreated 8.04 percent. All shares failed to recover Monday’s closing prices on Wednesday. Companies running group tours were most vulnerable.

    According to the Korea Tourism Organization, 2.4 million Chinese tourists came on group tours last year, 41 percent of the total number of Chinese tourists to Korea, which was approximately 6 million. As group tours are organized two to three months before departure, the decline is expected to really show by year’s end.

    “If Chinese group tours fall by 20 percent, the annual loss in relevant industries may reach a minimum of 2 trillion won,” said researcher Shen Jia at the LG Economic Research Institute. “If the decline spreads to individual tourists, the economic damage will deepen even further.”

    Duty-free shops are nervous. Last year, the top five duty free operators – Lotte, Shilla, SK Walkerhill, Dongwha and Korea Tourism Organization’s Duty Free Korea – earned 5.4 trillion won in revenues from Chinese tourists, 62 percent of total sales of 8.6 trillion won.

    Through September of this year, Chinese tourists spent 3 trillion won at Lotte Department Stores. As soon as the news of the cutback spread Tuesday, duty-free stores organized emergency meetings with Chinese partners to devise some kind of a backup plan.

    There are currently nine duty-free shops in Seoul, with four more waiting to open next year. Competition in the duty-free industry is fierce, as it is one of the most robust retail markets in Korea. “A sudden drop in Chinese shoppers will cause considerable impact to both current and future duty-free operators,” said a spokesperson for Shilla Duty Free.

    Mid-priced hotels are nervous too. They are popular with group tours. “Half of the guests at business hotels in Myeong-dong or Dongdaemun are Chinese, and most are from group tours,” said Park Jong-mo, manager of the Ramada Hotel and Suites Seoul Namdaemun. “The market supply is rising, with new mid- and low-priced hotels being built in the city center. We’ll be seeing more vacant rooms.”

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  • How Did China’s Retail Sales Look in September?

    How Did China’s Retail Sales Look in September?

    China’s retail sales

    On a year-over-year basis, China’s retail sales showed a strong recovery in September 2016, according to the National Bureau of Statistics of China. The country’s retail sales rose 10.7% in September 2016 compared to a 10.6% rise in August. This reading was above the market expectations of a 10.6% rise, and it was the highest since January 2016.

    How Did China’s Retail Sales Look in September?

    Sector-by-sector performance

    Building material sales rose 14.2%, furniture sales rose 8.7%, home appliance sales rose 8.6%, telecommunications sales rose 5.1%, personal care sales rose 12.5%, automobiles sales rose 13.1%, and cosmetics sales rose 7.7%.

    Economic impact

    The sales improvements in different sectors signify that consumer sentiment is improving. After the slowdown in economic activity in China, the economy is going through a transitional phase. From a manufacturing hub, it’s transitioning to a consumer-based economy. Consumerism will play a large role in the country’s future economic growth.

    Consumption patterns are changing in China’s economy. Chinese consumers are becoming more selective toward the products and services that they use. As China is one of the world’s most important economies, improvement in its growth drivers could aid the global economy.

    In the next part of this series, we’ll analyze China’s monthly new loans in September 2016.

  • Sa Sa profit drop looms

    Sa Sa profit drop looms

    Sa Sa profit is expected to fall 35 to 45 per cent for the six months ended September 30.

    The Hong Kong-based cosmetics retailer has issued a profit warning, citing a drop in both sales and gross profit margin of its Hong Kong and Macau business, weaknesses in some overseas stores and decline in online profits.

    Meanwhile, the group has recorded a 2.3 per cent decrease in retail and wholesale turnover to HK$1910.9 million (US$246.3 million) for its second quarter.

    In other markets, including China, Malaysia, Singapore, Taiwan and Sasa.com), the group’s turnover fell 2.9 per cent. For Hong Kong and Macau, turnover was down 2.2 per cent to HK$1552 million, total sales easing by 2 per cent while same-store sales were 2.5 per cent down on a year-on-year basis.

    However, there was a 3.9 per cent rise in the number of transactions because of increased traffic growth. The number of transactions of Hong Kong and mainland customers rose by increased by 1.8 and 5.9 per cent respectively, while the average sales per transaction fell by 5.5 and 6.9 per cent respectively.

    Improved sales performances, says the group, were a result of its efforts to adjust product offerings to meet market demand. The resulting change in product mix intensified downward pressure on gross profit margin for the quarter.

    For the National Day Golden Week holiday from October 1 to 7, the group’s retail sales in Hong Kong and Macau had positive growth of 13.8 per cent, with same-store sales growing by 12.4 per cent.

    As at September 30, the group had a total 283 stores/counters, down from 288 at June 30. Hong Kong and Macau has 113 outlets (up one), China 53 (down two), Malaysia 68 (down one), Taiwan 26 (down five). Singapore was steady at 23 outlets.

  • Tokyu Hands opening third Singapore store

    Tokyu Hands opening third Singapore store

    Japanese department store Tokyu Hands plans to boost its overseas sales, which now contribute 1 per cent of overall sales.

    Overseas income for its latest year totalled about 800 million yen (US$7.69 million).

    A third store is opening next month in Singapore, where Tokyo Hands has had managed stores for two years, and next year the group plans to start trading in Malaysia.

    tokyu-hands-artist

    Tokyu Hands opened its first overseas branch in Taiwan in 2000 and now has 15 franchised stores on the island.

    Takenori Tsuji, who heads Tokyu Hands’ international business, says the Taiwan stores are mainly in Taipei with management entrusted to the franchisees, “but we consult on the selection of merchandise and store layout”.

    He says trends in Japan, such as aging consumers, have made it hard for the store to grow domestically.

    Tokyu Hands’ first directly managed store overseas opened in China in 2012, but closed it in January this year. Tsuji says this was a result of management difficulties.

    “It took more time and effort than expected to clear customs when we brought in products from Japan, making it hard for us to sell new products quickly.

    “Some sales people quit soon after being hired, and it was hard to train Japanese employees in the local area.”
    Six months after launching, the store had a temporary sharp drop in sales when relations between China and Japan worsened over the disputed Senkaku Islands. However, full-year sales were “reasonably good”.

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  • Why Apple China is struggling

    Why Apple China is struggling

    Apple’s sales decline is slowing – but there are several reasons why it is doing so badly in China…

    While the iPhone 7 has not been out long enough to have had a full impact on this quarter’s numbers, it has helped Apple to moderate the pace of revenue decline.

    Even so, global revenues are still down by 9 per cent over last year indicating that Apple is a long way off the steep growth trajectory it once enjoyed. With more investment going into stores, and with those store selling fewer products than they once did, it is not surprising that net income is on the slide. Indeed, Apple will be particularly disappointed with its rare full-year profit decline.

    China is an interesting, and worrying, example of some of these points. Across this quarter Apple saw revenues fall by 30 per cent in Greater China. In part this is down to the fact the market is more mature and ownership of iPhones is higher than it once was. But it is not the whole story: domestic brands like Huawei and Vivo have gained share thanks to the fact that they have, in design and technical terms, caught up with Apple and are now seen more favorably by consumers. In essence, in China and elsewhere, while Apple’s products are still seen favorably, the distance between Apple and its competitors is nowhere near as great as it once was.

    “No longer firing on all cylinders”

    Globally, the change in Apple’s fortunes is partly down to the fact that it is no longer firing on all cylinders. Previously, Apple was able to rely on strong sales of phones, tablets and computers to drive up revenue and profit across all geographies. This is no longer the case. Tablet sales are in decline. Growth from computers, which are long overdue a refresh, is weak. And consumers in some markets are saturated with product which makes growth much more difficult to attain. The latter is exacerbated by the fact that new releases, such as the iPhone 7, have been iterative rather than innovative.

    Unfortunately, Apple’s attempts to add new strings to its fiddle have not counteracted some of the strings that are now playing out of tune. In particular the Apple Watch, while a triumph of engineering, has simply not become a mass market product in the way that the iPhone, iPad, or iPod did. The one bright spot comes from service revenue, which includes streams of sales from Apple Pay, Apple Music and other services, and is up 24 per cent year-on-year. Over the longer term, this is a very lucrative part of Apple’s business and growth story, but it is not yet at the point where it is offsetting revenue declines in other areas.

    Despite this relatively gloomy view, it is important to note that Apple is being judged by its own incredibly high standards. Even with the dips in growth it remains a phenomenally successful business that is far from running out of steam.

    Complexity over simplicity

    That said, there is a complexity creeping into the firm that runs counter to Apple’s underlying philosophy of simplicity. The recent launch of the iPhone 7 in the US is a case in point: the buying process has been dreadful. The cumbersome system of placing orders via the website, where users have had to enter carrier information, has frustrated many customers. Meanwhile the vast array of different models, color options and payment and upgrade methods has contributed to a shortage of the right stock in the right place and has inevitably slowed sales.

    For a brand like Apple these things matter. As the company has always maintained, the experience of purchasing is almost as important as the product itself. While there is no doubt Apple continues to be committed to this mantra – especially with the store upgrades it is now rolling out – it needs to look more carefully at issues of stock availability and to make the purchase process simpler and easier.

    Looking ahead, Apple’s prospects give cause for optimism. In the next fiscal year the company will come up against softer comparatives which will flatter performance. However, the unveiling, later this week, of new computers will help to ease up Mac sales. And as the iPhone 7 becomes more widely available, Apple will receive a nice growth spurt over the holiday quarter.

    Longer term, the company will be helped by the natural replacement cycle of older iPhones as these break, are damaged, or become less attractive to their users. Furthermore, Apple will, at some point, come up with a new phone – or maybe another device – that represents a significant leap forward and puts it on a better growth footing.

    As such, this current period is a hiatus rather than representing a material change in Apple’s long term prospects.

     

    -Neil Saunders

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  • ‘Astonishing growth’ for Chinese FMCG market

    ‘Astonishing growth’ for Chinese FMCG market

    The Chinese FMCG market online has shown “astonishing growth” according to a report by global consulting firm OC&C Strategy Consultants.

    In 2010, the market was worth just US$1.4 billion – today it has exceeded $25.3 billion according to data from Euromonitor. It has far surpassed any other country in the world and is about twice as big as the US.

    But while large, FMCG still has a relatively lower online penetration than other categories in China, providing ample opportunities going forward especially given favourable tailwinds, believes OC&C.

    The report Bits & Bytes: FMCG’s shift to eCommerce in China aims to help FMCG brands understand eCommerce trends in China and thus to derive the best strategy for their target segments in the market.

    “The post-80s and 90s generation in China, who grew up with the internet, are coming of age and entering the workforce, forming families and increasing their need for FMCG. It is unquestionable that they will become an important customer segment and driving overall growth of FMCG eCommerce,” comments the report.

    “Moreover, growth is not only coming from the younger generations. In fact, more people aged between 30 and 50 intend to devote more of their FMCG spending to online channels next six months (Figure 1), suggesting the universality of growth of FMCG eCommerce.

    Figure 1

    “Price and convenience related factors are consistently placed as the top reasons for buying FMCG online in China. Growing middle class want to save money on everyday consumables so they can use these savings towards a better lifestyle including for dining out or buying international fashion brands,” said Jack Chuang, Hong Kong-based partner, Greater China, OC&C Strategy Consultants.

    He says consumers’ need for convenience is fuelling the demand to buy FMCG online anywhere, anytime.

    “All these are favourably fulfilled in China given the rapid development in infrastructure and logistics across the country, with leaps and bounds in both intra-country movement of goods as well as last-mile delivery to consumers. These make online shopping of FMCG easy, inexpensive and fast,” said Chuang.

    When respondents were asked to rate various eCommerce platforms based on their experience, Alibaba’s platforms were neither the most highly rated, nor are they frequently ranked among the top five across selected FMCG categories.

    Figure 2

    However, interestingly, when the survey asked about brand awareness and actual purchases, Tmall and Taobao, under Alibaba, received highest brand awareness and shopper penetration across the major FMCG categories explaining Alibaba’s dominating market share.

    Figure 3

    A third of survey respondents ranked ‘familiarity’ as being the key reason on why they rely so much on a particular online platform. Beyond benefiting from being an early entrant, Alibaba is also able to provide competitive prices, a convenient one-stop shopping destination, as well as a ubiquitous payment system.

    Figure 4

    “Online platforms in China are always fighting for customer traffic and market share, yet consumers often perceive buying on Alibaba a bargain, thanks to its promotions,” added Chuang. “Selling online in China is rewarding yet not easy. Brands can benefit and achieve their online objective through partnering with strategically-aligned platforms and by customising their offerings to cater to various needs of different market segments. In addition, brands need to figure out the level of control and capability which an online store demands, so as to determine whether to establish in-house operations or to rely solely on platforms. Choosing the right model and strategy can definitely make it much more effective.”

    Though Alibaba’s dominance remains undeniable, the online FMCG market is relatively more fragmented than retail in general. Alibaba commands a 52 per cent share in FMCG as compared to 70 per cent of the overall online retail market.

    “Just as you would not depend entirely on one particular store format (e.g. hypermarkets or mom-and-pop stores) as you formulate your offline channel strategy, the same applies to online whereby brands should leverage each platform’s unique strengths, be it its large traffic flow, strong authenticity and quality, more personalised customer service, etc.,” commented, Chuang.

    “At the same time, companies should treat eCommerce not only as a sales channel but also as a platform to build their brand. For example, premium players can build brand awareness to a wide audience by opening a flagship store, while other companies who lacks physical presence in China, can use cross-border platforms to ‘test the water’ prior to their full market entrance. They should also integrate offline and online channels to create a win-win proposition, either through leveraging existing offline infrastructures, such as distributor networks, to facilitate online sales; they may also consider using e-commerce to facilitate offline strategies,” concluded Chuang.

    The study canvassed 4600 respondents from 16 cities across China, looking into 13 selected sub-categories across infant milk formula, packaged food and soft drinks, alcoholic beverages, and beauty and personal care, from August to September 2016.

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