Tmall Global, an online mall of imported goods under Alibaba, and CBN Data, a Shanghai-based business research and marketing center, recently released a report on China's cross-border consumption trends for 2017.
Young adults who live in first- and second-tier cities, and who were born in the 90s, especially females, were the main drivers for the rise in consumption last year, according to the report.
Tech-savvy citizens are active buyers of foreign goods online. In particular, they are keen adopters of healthcare products and loyal customers for beauty and skin care.
Online shopping for imported goods has become common in China. Nearly 17 percent of consumers now buy foreign products on the cross-border e-commerce platforms more than five times a year.
One reason of the cross-border shopping popularity is the availability of global products. In 2017, besides Japan, the U.S., Australia, Germany, and South Korea, the major five traditional import countries for China, Chinese consumers started to adopt more commodities from Greece, Chile, Poland, Hungary and Spain.
The rising awareness of health and beauty among consumers has boosted the sales of related products. Healthcare products such as dietary supplements from the U.S., Australia and Germany are perennial favorites. Beauty and skin care products from Japan and South Korea remain popular.
Healthcare products designed for cleansing, eye protection, muscle-building, skincare and immunity enhancement are the top sellers.
As those from the generation born in the 90s are building their own families and becoming new parents, the demand for mom and baby products has surged. Now they buy specific products, such as child safety seats, from overseas.
The report also analyses the differences between generations. Compared to those born in the 80s, younger mothers prefer body and beauty care products for pregnant women.
Consumers born in the 90s also show greater interests in novel and unique products from lesser-known make-up brands and fashion brands. They are fond of buying cat food, air fresheners, teeth-whitening products, wine and essential oils as well, according to the report.
(Source: Beijing Daily/Translated and edited by Women of China)
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