---
title: "Report! Which Attracts Consumers More: Hypermarkets, Supermarkets, Convenience Stores, or Online Shopping?"
description: "According to Nielsen's 2016 China Hypermarket and Supermarket Shopper Trends Report, the penetration rate of convenience stores and online shopping in the past month rose from 32% and 19% last year to 38% and 35%, respectively. This trend poses transformation requirements for traditional hypermarkets and supermarkets, while also intensifying competition among online shopping platforms with homogeneous product categories, bringing new challenges and opportunities for retailers and manufacturers."
author: "New Distribution"
publisher: "New Distribution"
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published: "2016-09-01"
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# Report! Which Attracts Consumers More: Hypermarkets, Supermarkets, Convenience Stores, or Online Shopping?

> According to Nielsen's 2016 China Hypermarket and Supermarket Shopper Trends Report, the penetration rate of convenience stores and online shopping in the past month rose from 32% and 19% last year to 38% and 35%, respectively. This trend poses transformation requirements for traditional hypermarkets and supermarkets, while also intensifying competition among online shopping platforms with homogeneous product categories, bringing new challenges and opportunities for retailers and manufacturers.

## Source: Nielsen Market Research
**【Editor's Note】** The 2016 China Hypermarket and Supermarket Shopper Trends Report shows that the penetration rate of convenience stores and online shopping in the past month rose from 32% and 19% last year to 38% and 35%, respectively.
Nielsen's latest 2016 China Hypermarket and Supermarket Shopper Trends Report reveals that the penetration rate of convenience stores and online shopping in the past month increased from 32% and 19% last year to 38% and 35%, respectively.
On one hand, this trend requires traditional hypermarkets and supermarkets to transform; on the other hand, competition among online shopping platforms with homogeneous product categories is intensifying, bringing new challenges and opportunities to retailers and manufacturers.
The survey shows that the impact of relatively lower prices in online stores on consumer shopping has significantly increased compared to last year, jumping from 42% to 61%. The factor of convenient price comparison rose from 41% to 56%, and 54% of consumers shop online due to home delivery services, compared to 42% last year.
Meanwhile, with the increase in available e-commerce channels, consumers are becoming more sophisticated. They focus on different benefits from different e-commerce channels based on their specific needs, thereby choosing different categories of products and services.
"Overall, the average basket size in offline channels has decreased due to changes in shopping purposes. Previously, shoppers would go to hypermarkets/supermarkets for 'bulk stocking,' but this year's data shows a decline in this proportion. Consumers, especially younger ones, increasingly prefer to purchase needed items through convenience stores and online channels.
At the same time, offline shoppers are paying more attention to pleasant shopping experiences and promotions. Compared to physical stores, online channels offer relatively lower prices, convenient price comparison, and home delivery services, which are the main drivers for consumers to choose online shopping," said Ding Xia, Vice President of Nielsen China.
**Which Attracts Consumers More: Hypermarkets/Supermarkets/Convenience Stores/Online Shopping**
Nielsen research also shows that in 2015, the penetration rate of hypermarkets and supermarkets slightly recovered, with 78% and 82% of respondents saying they had visited hypermarkets and supermarkets in the past month, still holding a clear advantage over other modern channels.
Shopping frequency remained stable, but the average basket size decreased from 172.4 yuan in 2015 to 162.7 yuan, reflecting a reduction in shopping for "bulk stocking." Regular large-scale shopping trips decreased from 24% in 2014 to 22%, with more shopping for general household replenishment (38%).
However, in terms of sales and penetration, the market share of hypermarkets/supermarkets continues to be eroded. As the convenience of convenience stores and online shopping becomes deeply rooted, the shopping frequency in these two emerging channels is also increasing.
**Young people constitute the main force of these emerging channels.**
Data shows that the penetration rate of convenience stores and online shopping increased from 32% and 19% last year to 38% and 35%, respectively, outpacing the recovery rate of hypermarket/supermarket penetration.
**Do Consumers Only Buy When There Are Discounts?**
Nielsen found that consumers are paying more attention to the shopping experience when shopping in hypermarkets and supermarkets, which will be an advantage for these stores.
**"Providing a pleasant shopping experience" (86%), "clean and beautiful product displays" (86%), and "clean and hygienic store environment" (90%)** – the increased importance of these three factors among shoppers confirms this.
**At the same time, "good staff service quality" (94%), "rich and diverse products" (92%), and "convenient access" (90%) remain the most concerned factors for consumers.**
In 2015, 19% of respondents said they had visited a newly opened or different hypermarket/supermarket within the past six months. Their reasons for visiting a new store include a new store opening nearby (55%) and good reputation (46%), indicating the importance of location and brand image.
Therefore, hypermarkets should focus more on improving brand image, conducting interesting promotions and publicity to retain loyal customers and increase their basket size. Additionally, developing new customers through opening new stores and developing e-commerce channels is also very important.
**Price Is Increasingly Important for Online Markets**
According to Nielsen's 2016 China Consumer Confidence Index latest survey, consumers' personal financial situation and employment expectations indices slightly declined in 2015, while consumption willingness continued to rise to 48, reaching a historical peak. Shoppers have a strong desire to consume, but they will be more cautious about product prices when shopping.
Nielsen's report shows that in 2016, the proportion of price-sensitive shoppers increased from 15% to 19%, a year-on-year increase of four percentage points. These online shoppers are older, mostly over 35, with lower education and income levels, and typically pay the most attention to product prices, often considering price first when selecting products.
The report shows that discounts and promotions remain effective ways to attract consumption, with 68% of shoppers making online purchases when products are discounted or on promotion. Meanwhile, major e-commerce platforms are making every effort to satisfy online shoppers' desire for low prices and promotions, with the penetration rate of shopping festivals among online shoppers reaching 95%. With various shopping festivals blooming everywhere and e-commerce promotions in various forms, the smell of price wars among merchants is getting stronger.
**If You Don't Order via Mobile, You're Out**
After replacing laptops as the preferred device for online shopping among Chinese respondents last year, the importance of mobile phones has further increased.
Nielsen's survey shows that 59% of consumers use desktop computers for online shopping, and 57% use laptops, but 81% of online shoppers use mobile phones for shopping.
When asked why using smartphones for online shopping is becoming increasingly popular, convenience is the primary consideration, with 71% of consumers saying that using smartphones for online shopping offers convenience that computers do not. Meanwhile, 52% of consumers say that convenient payment methods are also a reason for mobile shopping, an increase of 10 percentage points compared to last year. Payment security (39%) is also an important factor driving consumers to shop online.
Nielsen's research data confirms the trend of Chinese consumers shifting to mobile digital channels for online shopping. The data shows that compared to last year, the proportion of online shoppers using mobile payment apps increased from 96% to 99%, with mobile payment apps covering almost all online shoppers.
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