What: A study jointly coordinated by McKinsey and mobile solution provider, to draw lessons from current Chinese retail recovery

Why is it important: As expected, there is a post-pandemic shift in China to online, but not as massive as once predicted as convenience shopping is still here, contributing to a slow recovering of offline shopping. Combined with a confirmed appetite for health and fitness, it suggests that successful retailers will be the ones following consumer trends: healthy (or sustainable), local, and delivering value.

Retail news Asia is drawing lessons from the latest study from McKinsey regarding chine recovery. Their conclusions are:

• Offline shopping recovers only for the convenience part. Discretionary spend is lagging
• Offline convenience and convenience stores are still performing well, even compared with online
• Category-wise, customers favor health and fitness products, including local food

Among the many pieces of advice the newspaper is providing, they insist on the fact that selling online is not enough: customers have to be engaged digitally end-to-end, which sums up all the difficulty of the exercise.

China retail is rapidly changing, brands need to adapt