{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='China\u0026#39;\u0026#39;s supermarkets on a smartphone' data-url='/boclips/videos/5c54bc09d8eafeecae129a08' data-video-url='/boclips/videos/5c54bc09d8eafeecae129a08' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nChina\u0026#39;\u0026#39;s supermarkets on a smartphone\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionShanghai, China - August 16, 20111. Wide of virtual supermarket shelves with shadows of passers by2. Various of products for sale in virtual supermarket3. Mid of delivery man unloading boxes from motorbike4. Tracking shot of...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003eShanghai, China - August 16, 2011\u003cbr/\u003e1. Wide of virtual supermarket shelves with shadows of passers by\u003cbr/\u003e2. Various of products for sale in virtual supermarket\u003cbr/\u003e3. Mid of delivery man unloading boxes from motorbike\u003cbr/\u003e4. Tracking shot of delivery man carrying boxes to front door\u003cbr/\u003e5. Close of delivery driver ringing bell UPSOUND: (Mandarin) name unknown, Delivery Driver:\u003cbr/\u003e\"Hello, this is Yihaodian''s delivery person, thank you.\"\u003cbr/\u003e6. Mid of Ms Zao opening door to delivery\u003cbr/\u003e7. Close of box of groceries\u003cbr/\u003e8. Mid of Ms Zao paying delivery man\u003cbr/\u003e9. SOUNDBITE: (Mandarin) Ms. Zao, Virtual Supermarket Customer:\u003cbr/\u003e\"We bought drinks, canned food and water today. My daughter bought them online with her phone and then they delivered them. This is very convenient. She often shops there.\" \u003cbr/\u003e10. Various of Ms Zao unpacking groceries\u003cbr/\u003eAP Television \u003cbr/\u003eShanghai, China - August 18, 2011\u003cbr/\u003e11. Various of Philip Zhang using mobile phone\u003cbr/\u003e12. SOUNDBITE: (Mandarin) Philip Zhang, founder, 3G.cn:\u003cbr/\u003e\"Smartphone users are often quite young, they grew up with mobile phones, many owned them in middle school. They are very used to working on mobile phones, including shopping.\"\u003cbr/\u003e13. Close of 3G.cn logo on glass door\u003cbr/\u003e14. Various of Philip Zhang using laptop\u003cbr/\u003e15. SOUNDBITE: (Mandarin) Philip Zhang, founder, 3G.cn:\u003cbr/\u003e\"Many users buy things that cost less than 100 yuan via mobile phones. It is uncommon to see large orders on mobile phone e-commerce yet. The users do not trust the mobile phone payment system. We are only at the initial stage, so we still need some time.\"\u003cbr/\u003e16. Wide of Yihaodian.com offices\u003cbr/\u003e17. Close of computer screen showing smartphone technology\u003cbr/\u003e18. Close of smartphones on desk tilt up to hands\u003cbr/\u003e19. Various of employee demonstrating smartphone barcode reader technology to buy chewing gum tub\u003cbr/\u003e20. SOUNDBITE: (Mandarin) Yu Lili, director, Yihaodian.com:\u003cbr/\u003e\"I think market cultivation is most crucial here. We are optimistic about new models because new models suit Yihaodian''s concept: to never stop trying new things. We are willing to try out innovative products. Now we''re focusing on the public''s feedback, and we''re exploring whether this model can survive in the market. This is most important to us.\"\u003cbr/\u003e21. Close of exit sign on subway floor\u003cbr/\u003e22. Wide of subway pan right to advert for smartphone shopping\u003cbr/\u003e23. Close of online supermarket logo\u003cbr/\u003e24. SOUNDBITE: (Mandarin) Lian Jianhao, vox pop\u003cbr/\u003e\"I am in favour of mobile e-commerce, because now we are often too busy to do chores around the house, it is time consuming and isn''t convenient. But with mobile e-commerce, customer service is very important. It needs to provide security to the consumers.\"\u003cbr/\u003e25. Various of virtual supermarket shelves showing products for sale and OCR codes\u003cbr/\u003e26. SOUNDBITE: (Mandarin) Constance Li, vox pop\u003cbr/\u003e\"I think I would shop on mobile phones, but I''m afraid the process is rather complicated. So maybe I will see if a friend of mine recommends it after several successful attempts. I would be more convinced if friends told me it is actually very convenient.\"\u003cbr/\u003e27. Various of man looking at virtual supermarket display board\u003cbr/\u003eWith the help of the latest mobile technology, a leading Chinese online store is taking shopping to a new level in a country with 67 million users of smart phones. \u003cbr/\u003eSubway halls in Shanghai are welcoming big displays of virtual supermarket shelves where shoppers buy goods using their smartphone camera before heading home to receive their order.\u003cbr/\u003eIt may look like your local supermarket, but this could be the face of the future.\u003cbr/\u003eUnderground in Shanghai''s metro, supermarket shelves are being printed on posters.\u003cbr/\u003eA Chinese company is using the latest smartphone technology to make shopping more convenient.\u003cbr/\u003eBusy commuters waiting for their trains can quickly scan virtual shelves using their smart phones, order their goods and expect to find them delivered at the door by the time they return home.\u003cbr/\u003eEven older Chinese consumers are adopting the new way of shopping.\u003cbr/\u003eMs Zao from Shanghai''s Pudong district is taking collection of her week''s groceries - ordered by her daughter earlier that day from a nearby metro station.\u003cbr/\u003eThe same-day delivery is guaranteed for any order placed before 11am.\u003cbr/\u003eMs Zao lives on the fourth floor of an apartment block without lifts. For her carrying the shopping up flights of stairs is difficult, so she welcomes the help.\u003cbr/\u003e\"We bought drinks, canned food and water today. My daughter bought them online with her phone and then they delivered them. This is very convenient. She often shops there,\" says Ms Zao.\u003cbr/\u003eThe concept was adapted for the Chinese market by Yihaodian.com, a young online store who borrowed the idea from trials of virtual supermarkets conducted by Tesco in neighbouring and technology-savvy South Korea.\u003cbr/\u003eUsers should first download the special software from the company''s site. The application allows them to scan the barcodes of the products with the phone''s camera and then directly place the order with just a few touches on the screen, says Chen.\u003cbr/\u003ePayment can be made by credit card or by cash, upon arrival, and in its effort to spread the use of this new shopping experience the company is offering the chance to return the products once delivered if the client is not entirely satisfied.\u003cbr/\u003eThere are nearly 900 million mobile phone users in China, according to latest statistics by the China Internet Network Information Centre from July 2011. Far more than the number of Internet users, which currently stands at 480 million.\u003cbr/\u003eOf those mobile devices, 67 million were smart phones, a segment that is quickly replacing traditional devices with no access to the internet.\u003cbr/\u003eSmartphone users are usually younger and belonging to a generation accustomed to using of the mobile phones even for shopping, says Philip Zhang, Chief Marketing Officer and founder of 3g.cn.\u003cbr/\u003e\"Smartphone users are often quite young, they grew up with mobile phones, many owned them in middle school. They are very used to working on mobile phones, including shopping,\" he says.\u003cbr/\u003e3g.cn is one of the biggest mobile phone content providers in China, with over a thousand employees devoted to develop commercial opportunities and applications, games and entertainment for cell phones.\u003cbr/\u003eAs many others in China, Zhang''s company is also cashing on the rapid development of mobile commerce, driven mostly by that young army of mobile phone enthusiasts with little time to venture out to the stores. \u003cbr/\u003eAccording to Zhang, the average mobile shopper in China would be a 24 year-old recent graduate, most probably male, living in the outskirts of a big city like Shanghai and with long hours to commute from home to his office in downtown.\u003cbr/\u003eEarly morning hours or after 10.00 in the evening are the busiest times for buying, says Zhang.\u003cbr/\u003eZhang adds: \"Many users buy things that cost less than 100 yuan (USD $15.6) via mobile phones. It is uncommon to see large orders on mobile phone e-commerce yet. The users do not trust the mobile phone payment system. We are only at the initial stage, so we still need some time.\"\u003cbr/\u003eThe total value of the electronic commerce market in China via mobile devices reached 4.08 billion (USD $0.6 billion) in 2010, according to iResearch, a market research firm specialising in emerging markets.\u003cbr/\u003eThat''s still a fraction of the overall e-commerce, considering that sale volumes in the business-to-consumer segment (B2C) in China stood at 500 billion (USD $78.3 billion) in 2010.\u003cbr/\u003eBut according to iResearch''s latest report, only in the second quarter of 2011, the volume of sales through cell phones increased 404 per cent from the level a year before.\u003cbr/\u003eWith 79 per cent of the global smart phone users buying items online at some point, Yihaodian.com saw a big opportunity in one of the world''s fastest growing markets.\u003cbr/\u003eThe company was only founded in 2008, when two former executives of computer maker Dell joined hands in a new Chinese venture.\u003cbr/\u003ePart of the success comes from the convenience of the service, as well as from the ability to deliver prices 3 to 5 per cent cheaper than the mainstream retailers thanks to the lack of physical stores.\u003cbr/\u003eSales have been steadily rising for the company, from CNY 4.17 million in the first year (USD $653,000 dollars) to CNY 4,600 million in 2009 (USD $720 million) and CNY 800 million (USD $125.23 million) in the last year. \u003cbr/\u003eAmerican retailer Wal-Mart bought an undisclosed minority stake in the holding company of Yihaodian.com earlier this year.\u003cbr/\u003eNow, company executives are eyeing the vast untapped mobile phone market.\u003cbr/\u003eYu Lili, director of the Wireless Business department at Yihaodian.com, says that the company is first focused on opening the consumers to new models of shopping, something that matches the company''s drive for innovation.\u003cbr/\u003eShe says: \"I think market cultivation is most crucial here. We are optimistic about new models because new models suit Yihaodian''s concept: to never stop trying new things. We are willing to try out innovative products. Now we''re focusing on the public''s feedback, and we''re exploring whether this model can survive in the market. This is most important to us.\"\u003cbr/\u003eDown in the subways users have mixed reactions. \u003cbr/\u003eTaiwan-born and Shanghai resident Lian Jianhao says that he favours the convenience of mobile e-commerce, but he would like to see customer service and security improved before he decides to go for it.\u003cbr/\u003e\"I am in favour of mobile e-commerce because now we are often too busy to do chores around the house, it is time consuming and isn''t convenient. But with mobile e-commerce, customer service is very important. It needs to provide security to the consumers.\" \u003cbr/\u003eLocal public relations worker Constance Li says:  \"I think I would shop on mobile phones but I''m afraid the process is rather complicated. So maybe I will see if a friend of mine recommends it after several successful attempts. I would be more convinced if friends told me it is actually very convenient,\" she says.\u003cbr/\u003eYihaodian, the company behind the idea, think even if sales take some time to cover the cost of advertising on Shanghai''s subways it has already proved a successful marketing tool.\u003cbr/\u003eThe next plan is to roll out the virtual supermarkets to bus stops and other smaller cities.\u003cbr/\u003ekeyword wacky\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' 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class=\"fa-solid fa-lock mr5\"\u003e\u003c/i\u003e2 more...\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='concepts-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='concepts-heading'\u003eConcepts\u003c/h2\u003e\n\u003cdiv class='clearfix'\u003e\n\u003cdiv class='details-list concepts' data-identifier='Boclips::VideoDecorator' data-type='concepts'\u003echina, sound, family, e-commerce, shopping, customer service, communication technology, business, food, telecommunications, asia, east asia\u003c/div\u003e\n\u003cdiv class='concepts-toggle-buttons' data-identifier='Boclips::VideoDecorator'\u003e\n\u003cbutton aria-expanded='false' class='more btn-link' type='button'\u003e\n\u003cspan\u003eShow More\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-down 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