More Than 40% of Post-90s Users in Chinese Cross-border e-Eommerce

The report of “2020 China’s Cross-border Online Shopping Trends Insights” shows that under the epidemic, consumers’ attention to cross-border online shopping is on the rise, and the search and discussion heats have increased significantly.

Baidu search big data shows that in 2020, the search popularity of related content for “cross-border e-commerce” keywords has increased by 20% compared with 2019. Searches for “how to buy overseas products during the epidemic” have surged by more than 200% in the past year.

Data from Amazon’s overseas purchases show that the proportion of post-90s users in cross-border online shoppers is increasing year by year. In 2020, the post-90s accounted for 41%, and the post-00s accounted for more than 11%. In addition to the new middle class, young mothers and newcomers in the workplace remain active in cross-border online shopping, and they are also mostly young people born in the 90s.

The changing trend of age is also intuitively reflected in consumers’ shopping preferences and product choices. Young users around the age of 25 mainly consume their own hobbies, such as games, sneakers and other trendy items. 30-year-old users have more obvious consumption preferences in the family scene, while mature consumers over 45 are more focused on quality and are willing to buy big-name clothing and healthy food.

Consumer trends have also undergone structural changes due to the epidemic, and many new categories are emerging. In addition to the impact of the epidemic, another important reason is the rise of new consumer groups.

As a whole, it can be seen that offline traffic is migrating to online as a whole, and users are more inclined to buy products in online traffic venues. At the same time, these new categories are also bringing new opportunities.

Looking at the key factors of user consumption, Baidu search big data shows that price concessions are still the number one factor. In addition, factors such as the guarantee of authenticity, high product quality, complete categories, personalization and spiritual food also affect the user’s choice. At the same time, consumers are most concerned about the details of the cross-border online shopping process such as genuine guarantee, logistics, after-sales service, and product selection.

At the same time, the number of cross-border e-commerce companies is also on the rise. Among them, vertical cross-border e-commerce companies such as maternal and child, beauty and luxury goods have developed rapidly.

For cross-border e-commerce, product selection, service and price are the three most important competitive advantages. From the perspective of consumer demand, the origin and quality of the product are very important; secondly, consumers will care about the fast and perfect delivery of the goods; the final promotion activities are simple and straightforward. The important reason for Chinese consumers to choose overseas shopping is cheap, diverse varieties and rich choices.