The "2024 White Paper on Consumption Trends in China's Cross-Border B2C E-commerce Industry" offers a comprehensive look at the evolving landscape of cross-border shopping in China. As Chinese consumers increasingly turn to overseas markets for higher-quality, personalised, and diverse products, the cross-border e-commerce sector is experiencing rapid growth. This white paper delves into shopper demographics, behaviour, and the factors driving this trend.
Shopper Demographics and Behaviour Insights
Purchasing imported products has become integral to daily life for many Chinese shoppers. The desire for better quality and more personalised products drives consumers to explore overseas markets. The latest data shows that cross-border e-commerce users have reached 163 million, accounting for 18% of all e-commerce users in China.
This diverse group spans all ages, life stages, and city tiers, providing robust demand for the import industry. From young students to seasoned professionals and elderly retirees, people across both urban and rural areas have embraced purchasing imported products.
Diverse Product Offerings and Market Dynamics
The range of products available in China's cross-border import market continues to expand. From everyday consumer goods to high-end luxury items, the market is rich and varied. In March 2022, China updated its cross-border e-commerce retail import list, adding 29 popular product categories, bringing the total to 1,476.
Additionally, favourable national policies have created a supportive external environment for market supply. Measures such as lowering import tariffs, simplifying customs approval processes, and offering tax incentives have significantly reduced the barriers to overseas goods entering the Chinese market, fostering the growth of the import industry.
High-Quality Products and the Pursuit of a Quality Life
Chinese shoppers recognize the high quality of imported products, and purchasing these products reflects their pursuit of a better quality of life. They are adept at identifying good products and have a clear understanding of their preferences and needs.
Regional Preferences and Rich Product Categories
The continued enrichment of imported product categories points to a bright future for consumption upgrades. Different regions have varying dominant categories, with overseas merchants from around the globe thriving. For instance, personal care and beauty products have high penetration rates and top choices for imported goods.
Regionally, preferences vary based on specific needs. For beauty and personal care products, shoppers often favour items from Korea and Japan due to their suitability for Asian skin types.
Cross-Border E-commerce as a Central Channel
Cross-border e-commerce platforms have become the primary channels for purchasing imported products due to their unique advantages. The penetration rate of these platforms is the highest, with 80% of Chinese shoppers using them to buy imported products. The core advantages include the assurance of high-quality authentic products, exclusive imports, and competitive pricing.
Ensuring Authenticity and Providing Extensive Product Choices
Approximately 48% of shoppers choose these platforms for overseas shopping because they trust in product quality. Strict regulations and continuous improvements in platform oversight ensure the authenticity and quality of products, earning the trust and loyalty of many shoppers.
Furthermore, 36% of shoppers value the extensive product range, including items and brands unavailable in domestic stores. This unique offering of hard-to-find overseas goods makes cross-border e-commerce platforms indispensable.
The Role of Douyin E-commerce Global Shopping
Among the various platforms, Douyin E-commerce Global Shopping stands out for its price advantages and excellent user experience. With promotional activities such as coupons and discounts, Douyin stimulates consumer desire to purchase. The platform also offers rich content, allowing shoppers to browse short videos and interact with sellers through live streams, enhancing their shopping experience. Shoppers now seek professional and authentic information through various channels before making purchase decisions, particularly drawn to short videos and live streams for their direct and engaging content.
Predicting Future Consumption Trends and New Dynamics
Consumers are becoming more discerning, with clear needs and preferences. Some prioritize cost-effective products, while others seek emotional value. Regardless, product quality remains crucial. Shoppers increasingly favour products that meet specific needs, prompting brands and merchants to expand their offerings to cater to diverse demographics and functional benefits. Cross-border e-commerce shoppers often decide based on their interests, and brands can attract them with specialized product information. Additionally, consumers crave transparency and authenticity, seeking detailed and genuine information about ingredients, manufacturing processes, and real user feedback.
Douyin E-commerce Global Shopping exemplifies the future of cross-border shopping with its engaging and user-centric approach. As shopper demographics continue to diversify and market dynamics evolve, platforms that ensure product authenticity and offer extensive product choices are becoming central to this trend.
Contact us to explore the full potential of this dynamic market.
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