The take-off of e-commerce with foreign countries

The Shemo Zhidemai platform 什么值得买 (What’s Worth Buying) and Amazon have conducted a study in China on the trend of cross-border online shopping in 2019. Let’s take a look at the figures!

Strong growth, +49%

Last year the State Council authorized 59 new test areas. 
This kind of import-export e-commerce grew by 49.5% last year and has increased fivefold since 2015 with a turnover of 186.2 billion yuan – 26 billion dollars. Shanghai and Beijing are at the forefront of sales. 
The strongest growth comes from smaller cities such as Ruian in the Wenzhou region, Aral in Xinjiang or, Zhoukou in Henan. The smaller cities of Fushun, Xingtai or, Guangyuan have the largest average baskets, while Beijing and Shanghai rank 26th and 33rd respectively. As of January 1, the single transaction limit was increased to 5,000 yuan and the annual limit to 26,000 yuan. Amazon and Haitao 海淘, an industry leader, recorded their best sales for Black Friday. 

18-44 year olds

The 18-44 age group represents 94% of consumers. In one year, people over the age of 44 “get on board” by going from 0% to 6%.

Distribution of consumers by age :

Achats online transfrontaliers en Chine

The main suppliers

For the year 2019, ranking of the main suppliers of Haitao, on the left, and Amazon, on the right:

1ECCO1LEGO
2Champion2Dyson
3Western Digital3Aptamil
4Philips4Shiseido
5Waterpik5Estee Lauder
6Clarks6Adidas
7Silk’n7Nintendo
8Calvin Klein8SK-II
9L’Oreal9Coach
10Similac10Moony
The main suppliers

Strongest growth – sector

Cosmetic brands Dove, L’Oréal and, Bioré multiplied their sales by 8.
Outdoor sporting goods +271%.
Household appliances +96%. Notably “life in the home” items -生活家”. Sage coffee machine, iRobot vacuum cleaner, articles for pets.
Electronic games Sony PS4 and Microsoft Xbox 80%.
“Mummy’s Economy 妈妈经济” (powdered milk) + 40%.

The potential remains significant. Increasing purchase amount limits and authorizations are helping this development. An opportunity to study for foreign companies? Certainly!

Sources: 亚马逊中国联合什么值得买发布2019跨境网购趋势洞察报告

Posted on Categories Economy

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