MENU

Time to check your marketing strategies in China

LinkedIn Twitter Facebook

 

Author: Azoya

 

Cross-border online shopping has become the safest and most effective way for overseas retailers to expand to the Chinese market. For them, understanding the market and customers is essential to making a successful marketing strategy. In this article, Azoya reveals the most important facts about China’s cross-border online shoppers.

 

Consumers are affluent and willing to buy

 

Compared with general online shoppers, Chinese cross-border online shoppers are older with better educational credentials and higher incomes, hence stronger purchasing power. On the other hand, the majority of them are married employees with kids with stable jobs and lives and are very willing to spend.

 

Mainly males

Males make up 64.8% of Chinese cross-border online shoppers, while females accounted for 35.2%. The proportion of males was higher among cross-border online shoppers than among online shoppers.

 

This fact means that overseas sellers need to focus their marketing budget more on male consumers, which can be reflected on ad production and campaign design.

 

Older

26-40 year-olds make up almost three quarters (74.7%) of cross-border online shoppers. Compared with general online shoppers, cross-border online shoppers tended to be older. The proportion of 31-40 year-olds is higher among cross-border online shoppers than among online shoppers.

 

This demographic trait means that overseas retailers should be careful in merchandising. Choosing categories and items that are popular among older demographic is always a safe approach.

 

Highly educated

74.6% of cross-border online shoppers hold a bachelor degree or above and less than 5% of them are high school graduates or below. This indicates that they are better educated than general online shoppers.

 

Advertisers targeting this group need to be really cautious and creative. They are hard to impress and therefore require more endeavor in creative marketing. Partnering with a local expert who understand consumers’ interests is an effective way to avoid pitfalls and attract consumers’ attention quickly.

 

High income

More than one quarter of cross-border online shoppers earn more than 10k per month, which averages 11,043.9 Yuan per month, far surpassing those of general online shoppers.

 

Overseas retailers can be more aggressive in pricing strategies. Products with higher value will significantly reduce the marginal shipping costs.

 

Company employee

Company employees make up 55.6% of cross-border online shoppers, most of whom are junior employees.

 

Married with kids

66.5% of cross-border online shoppers have kids, among whom 56.1% had one kid.

 

Retailers should consider more child and baby related categories when they’re making merchandising decisions, due to the lucrative opening in the market.

 

Mainly in Southeastern Coastal Region

Cross-border online shoppers are concentrated in the Southeastern costal regions. Guangdong and Shanghai accounts for one quarter of total cross-border online shoppers. The top 5 provinces/cities (Guangdong, Shanghai, Jiangsu, Beijing and Shandong) are developed regions in China.

 

This phenomenon urges retailers to spend their budgets in focus areas like these metropolitans. For example, advertisements can be put in public space like metro systems; with the amount of traffic, mainly made up of the demographic of middle class consumers, a placement at popular public transport stations can be extremely effective to sales.

 

Consumers learned about and visited cross-border shopping sites mainly via shopping guide sites

Consumers still need guidance during cross-border online shopping. They learn about and visit cross-border shopping sites mainly through shopping guide sites. In addition, visits to cross-border shopping sites are also targeted as a fairly large proportion of them access cross-border shopping sites by searching keywords, typing in URL and clicking ‘My Favorites’.

 

Collaborating with Chinese leading guiding sites is an essential way to promote your products. Because of the abundance of fake products and plagiarizing brands, Chinese consumers place great value on trustworthy recommendations from these internet shopping guides.

 

For European retailers in the China market, these facts will help you build a smarter marketing strategy.

 

LinkedIn Twitter Facebook

What can UK online retailers learn from major sales events in China?

What can UK online retailers learn from major sales events in China?

By cleverly orchestrating a string of headline-grabbing shopping holidays throughout the year, China is reinventing retail. But why are Chinese consumers embracing these shopping frenzies so readily and offers and how can overseas retailers learn from this to gain and maintain the competitive edge?
How WeChat is used for Business

How WeChat is used for Business

WeChat has been a hot topic for many marketers for a long time. However, how much do we really know about the most used social network in China? And how is WeChat used for business?
Ecommerce in Australasia

Ecommerce in Australasia

The New Zealand and Australia cross-border eCommerce markets are booming and it is looking to continue this way for the coming years. With almost 17 million savvy and highly engaged online shoppers in the region, what do you need to know about these eCommerce markets and which are the most successful retail sites there?
Ecommerce shipping to Australia

Ecommerce shipping to Australia

It’s easy for any retailer to be attracted to the impressive digital adoption Australia has taken with online retail sales of USD $9.5 bn last year. However, this success is not without its challenges as shipping into this widely fragmented country can affect your business - but how?
Online retail in the Nordics: which payment options to offer

Online retail in the Nordics: which payment options to offer

People foreign to the Nordic region might not realise that the combined markets of Denmark, Norway, Sweden and Finland are in many ways leading the world in payments innovation. And through this, it is also apparent in its consumers’ progressive payment preferences when making online purchases. However, which payment option should online retailers offer when launching in these markets?
How can online retailers earn trust in Belgium?

How can online retailers earn trust in Belgium?

Belgium’s online presence is growing year after year and with a growing healthy appetite for cross-border purchases, what should online retailers take into account if they are to enter Belgium’s eCommerce market?
Delivery preference of Dutch and Belgian online shoppers

Delivery preference of Dutch and Belgian online shoppers

Dutch and Belgian consumers are increasingly buying their goods online, but they differ in how they want those goods delivered. A savvy online retailer needs to localise its delivery options to meet these local requirements. But what are these delivery preferences?
What can UK retailers learn from the Amazon model?

What can UK retailers learn from the Amazon model?

Amazon’s reach is so pervasive that it’s overtaking Google to become the search engine of shopping. And it’s just as attractive for retailers as it is for customers, allowing brands to offer their products to the biggest audience in eCommerce, and offering attractive and easy fulfilment options. But what can UK retailers learn from the successful Amazon model?
The fundamentals of retail: Which European countries are leading the way?

The fundamentals of retail: Which European countries are leading the way?

From delivering on promise, to quickly resolving contact centre queries, to minimising the amount of returns, there are myriad aspects for retailers to get right when it comes to delivering a great customer experience. But which European countries are most successfully delivering on the fundamentals of retail?
Beyond Black Friday: Unmissable international events for 2017 eCommerce plans

Beyond Black Friday: Unmissable international events for 2017 eCommerce plans

In the US, the day after Thanksgiving has been a key focus for US shopping. Now, Black Friday is becoming the unofficial start to the Christmas shopping season in countries across the world. But there are hundreds of other events across the world to be aware of when developing an international strategy. Here are a few...

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2016© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More