5 Trends of Chinese digital consumers

A recent McKinsey report shows five trends of Chinese digital consumers including omnichannel shopping, context-triggered shopping, social media centered consumer interactions, increasing demand for non-standard goods and services, and data-driven personalization.

Most consumers yearn for omnichannel experience, but they haven't even tried the most basic mode of picking up goods from offline stores. Consumers have new demands for more personalized customization options and short-term leas...