New trends in the cross-border e-commerce consumer market: youth, personalization and diversification

Under the influence of today’s digital trends, cross-border e-commerce is undergoing profound changes. According to consumer research reports and related statistics from Accenture, the world’s largest management consulting company, Chinese consumers, especially those born after 1995, are leading the main force in this market, driving changes in purchasing habits, consumption patterns and brand preferences.

Digital shopping habits of young consumers

Research shows that the use of mobile phones and tablets has greatly affected the shopping experience of Chinese consumers born after 1995. This generation of consumers prefers to shop in physical stores, but they also expect retailers to provide them with a personalized and digital shopping experience. The survey results show that social media is becoming the main consumption channel for “post-95s” consumers, with 70% of the respondents showing interest in shopping directly through social media. In the past year, this group has relied more on social platforms when making purchase decisions. 31% of the respondents have a desire to buy due to browsing social media. This proportion is significantly higher than that of the “post-80s” and “post-90s” .

Cross-border e-commerce live streaming and imported consumption pattern

The rise of live streaming e-commerce has brought new vitality to the imported consumer market, especially in the beauty and health care products industries. Data from Tmall International shows that from 2018 to 2019, the number of people browsing products and the payment amount increased significantly through live broadcasts. This emerging form of consumption not only improves the efficiency of online consumption, but also provides consumers with a richer shopping experience.

New characteristics of the cross-border e-commerce import consumer market

1. Consumption diversification: With the development of cross-border e-commerce, the types of consumer goods have expanded from single maternal and infant products to beauty, health care, digital home appliances and other fields. This diversity The trend of globalization is more in line with the needs of young consumers.

2. Younger import consumer groups: Data show that the “post-90s” young group has become the main consumption force of cross-border e-commerce, and the spending power of female consumers and the “silver-haired group” cannot be ignored either. , forming a more diversified consumption ecology.

3. County areas penetrated by cross-border e-commerce: Consumers in third- to fifth-tier cities and county areas have gradually shown a strong demand for imported goods with added value and quality. Cross-border online shopping The proportion of users is showing an upward trend, which will further promote the expansion of the imported consumer market in the future.

4. The rise of overseas niche brands: Consumers’ focus on quality of life has gradually increased the market share of niche brands. These brands have gradually won the favor of Chinese consumers with their high-quality and cost-effective products. The homogenization crisis of traditional mass brands has become increasingly apparent.

To sum up, the cross-border e-commerce consumer market is developing in a younger, digital and diversified direction. Retailers must not only deeply understand the shopping habits and expectations of this emerging consumer group, but also continuously optimize products and services to meet consumers’ growing personalized needs.