(I) Data analysis of the scale of cross-border e-commerce users
Data show that in 2016, the number of users who frequently engaged in cross-border online shopping in my country reached 42 million, an increase of 82.6% year-on-year, and the number of users increased significantly. In 2017, the number of users reached 59 million.
There are five main reasons for the continuous growth of cross-border online shopping users: ① Due to the promotion of national policies and local policy support, cross-border e-commerce has developed rapidly, and more and more consumers have begun to shop overseas.
② With the continuous improvement of logistics speed, the shopping cycle of cross-border online shopping has been greatly shortened.
③ Capital continues to invest in the field of cross-border e-commerce, and the operation and development of cross-border import platforms have become better and better.
④ In the context of consumption upgrading, consumers pay more and more attention to the quality of goods
⑤ With the development of economic globalization, high-quality overseas goods are well known by Chinese consumers
(II) Gender ratio of cross-border e-commerce users
Data show that in 2016, males accounted for about 62.6% of cross-border online shopping users, and females accounted for about 37.4%. Male consumers are more inclined to cross-border shopping than female consumers. When choosing overseas shopping products, men prefer digital, sports, health care and other products, and pay more attention to the cost performance and performance of the products; women prefer clothing, cosmetics, maternal and child products and light luxury products, and pay more attention to product quality and shopping experience.
(III) Main regional distribution of cross-border import e-commerce users
Data shows that cross-border online shopping users are mainly concentrated in Guangdong, accounting for 14.1%, Shanghai accounts for 13.2%, and Beijing accounts for 12.2%. In other provinces, Jiangsu Province accounts for 9.2%, Shandong Province accounts for 7.2%, Zhejiang Province accounts for 5.2%, Fujian Province accounts for 4.9%, and Hebei Province accounts for 3.7%.
Cross-border online shopping users are mainly concentrated in the eastern region. The eastern region has been supported by national policies earlier, has a more developed economy, started cross-border import e-commerce earlier, has superior conditions, and has strong consumption power. Consumers pursue quality life more.
(IV) Distribution of preferred products by cross-border import e-commerce users
Data shows that in 2016, cross-border online shoppers’ favorite purchases were beauty and cosmetics, maternal and infant products, shoes, clothing, food, accessories and bags, among which beauty and personal care products and maternal and infant products were the categories with the highest consumption share.
According to the attributes of cross-border online shoppers, young consumers, “dads” and “moms” are the main consumers, and “face” consumption and family consumption have become the mainstream of cross-border online shopping. Beauty and personal care products and maternal and infant products have naturally become hot spots for consumption.
With the continuous development of China’s social economy, people’s quality of life is getting higher and higher, cross-border online shopping is becoming more and more popular, and the product categories of cross-border import e-commerce platforms will increase. Imported electrical appliances, imported home furnishings, imported light luxury goods, etc. will gradually become the choice of Chinese cross-border online shoppers.