普华永道：消费者趋势引领中国新零售转型( 英文 26页)

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Recover, restart and regrow:How consumer trends ignite transformation in China’s New Retail

最近，中美贸易紧张局势因关税措施，航空公司禁令和其他壁垒的增加而加剧。总需求减弱，石油价格继续波动。国家统计局的数据显示，2020年上半年，中国社会消费品零售总额为17.2万亿元，同比下降11.4％。

面对宏观经济的逆风，中国零售商首当其冲，在包括武汉在内的主要城市封锁期间，实体店的销售骤降。普通中国消费者的前途未卜。他们的担忧包括生活水平的增长放缓，失业和收入下降。

普华永道每年都会与CEO进行全球CEO调查，以收集来年的经济和业务前景。上述中国CEO的结果未将COVID-19的影响或相关风险因素作为问卷中的一种选择。展望2021年，我们希望他们的观点在商业威胁和受到当前大流行影响的关注程度方面发生巨大变化。

So much has been said about the C-word these days. Hardly a day went by without news broadcasting cases of infection, jobless claims, business closures, and so on. 

Global supply chains were thrown off kilter following worldwide closure of production facilities. Even after China resumed capacity subsequently, new factory orders from overseas were halted while existing ones were hard to fulfil due to disrupted supply of intermediate products and raw materials. 

All these events took place against a rather unstable macro-economic backdrop. China-US trade tensions recently flared up with increases in tariff measures, airline bans, and other barriers. Aggregate demand weakened and oil prices continued to be volatile. China’s total retail sales of consumer goods in the first half of 2020 declined by 11.4% year on year to 17.2 trillion yuan, according to National Bureau of Statistics. 

In the face of macro-economic headwinds, Chinese retailers are bearing the brunt of consequences as sales from brick-and-mortar shops plunged during the lockdown of major cities including Wuhan. The average Chinese consumers are left with an uncertain future; their worries include slower growth in living standards, job losses and lower incomes. 

PwC’s Global CEO Survey is conducted every year with CEOs to collect their economic and business outlook for the coming year. The above results of China CEOs did not include the impacts of COVID-19 or related risk factors as an option in the questionnaire. Looking forward to 2021, we would expect their views to change significantly in terms of business threats and their degree of concern as impacted by the current pandemic.