China Shopper Insights And The Impact Of COVID-19

COVID-19 has had a dramatic impact on the global retail business. China took the first hit, seeing $328 billion consumer goods sales ebb away in Q1 2020. Chinese consumers, including those in older generations, have further embraced eCommerce. While retailers and brands moved business and customer engagement online to capture that spending, the eCommerce spike wasn’t enough to offset the sharp decrease in offline retail. Some retailers expect sales to rebound quickly in Q2 2020, fueled by “revenge buying.” Retailers can use this report to better understand changes in shopping behaviors and prepare an adaptive retail strategy that stretches from crisis management to adaptation and recovery.
Methodology
The Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1) was fielded from April 10 to April 15, 2020. This online survey included 1,119 respondents in Canada; 1,106 respondents in China; 1,116 respondents in France; 1,137 respondents in Italy; 1,118 respondents ages the UK; and 1,122 respondents in the US.