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  "documentTitle": "China Shopper 2018 Vol 1",
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      "text": "Imports—much of which are in baby and beauty categories—make up 39% of all online FMCG sales as Chinese online shoppers continue to evolve in their view of e-commerce.",
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      "text": "Facial tissue value rose by 9.2%, as Chinese consumers increasingly substituted it for less-expensive toilet paper in such common household uses as wiping tables.\nFabric softener grew by 5.3% as brands promoted more specific needs, such as removing static electricity and infusing clothes with long-lasting fragrance.\nToilet tissue continued to decline in volume, dropping by 8.9%. However, average prices rose by 10.3% as consumers traded up from two-ply to three- and four-ply tissue. Rising costs of raw materials also contributed to the price increases.",
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      "text": "online FMCG sales: 39%",
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      "text": "Imports—much of which are in baby and beauty categories—make up 39% of all online FMCG sales as Chinese online shoppers continue to evolve in their view of e-commerce (see Figure 9). Initially, they saw online as a place to find bargains. Gradually, they have been relying on the channel to buy premium products and niche brands. They have advanced from value hunters to quality seekers.",
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      "text": "For FMCG companies, a nagging reality of e-commerce is its high rate of promotions. For example, on average, 39% of FMCG purchased online were bought on promotion—almost twice the percentage of offline products bought on promotion (see Figure 10). However, this phenomenon is stabilizing as more Chinese consumers go online for quality—as opposed to bargains—and as e-commerce platforms reposition their huge digital festivals from primarily bargain events to brand-building and product introduction campaigns.",
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      "text": "The macroeconomic underpinning of the two-speed phenomenon is easily understood in a chart developed by Gavekal Dragonomics (see Figure 11). Assuming a normal distribution of income, as average income per capita increases by 25% (which happened in the last three years), then the share of the population with income greater than $15,000 increases from 2.3% to 15.9%. That’s nearly a sevenfold increase, which fuels the fast growth of premium categories and segments that are expanding at high speed.",
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      "kind": "paragraph",
      "text": "few domestic companies gaining presence. Local brands such as Lelch grew by more than 120% in 2017, and Care Daily emerged as one of the top-selling brands within a year of its launch.",
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      "text": "Despite gains made by local companies in the premiumization game, China’s consumers still view imported goods as being safer, of higher quality, better tasting or more innovatively designed than domestic goods. That is why most premiumizing categories have a higher rate of import growth than other categories.",
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      "text": "Non-necessities win in home care. Value growth declined in home care, from 3.5% to 2.1%, the result of 2.1% average selling price growth and stagnant volume growth. Yet, categories that serve specific needs beyond daily necessities, such as facial tissue and fabric softener, outpaced other categories.",
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      "kind": "title",
      "text": "As Shoppers Upgrade, Growth Returns | Bain & Company, Inc. | Kantar Worldpanel",
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