Amid great global economic uncertainties caused by the COVID-19 pandemic, China’s cross-border e-commerce sector has delivered better-than-expected performances so far in Q4. This is what Westin, a tech-driven cross-border marketing company, said in its “2020 China Cross-border Consumer Report”. The report portrays seven distinct cross-border consumers groups across four major categories, including e-commerce, travel, education, and real estate. The results are distilled from different surveys among consumers in Chinese cities ranging from first to fourth tier, and in-depth interviews with 21 consumers from varied segments, the company said.
According to the report, Chinese cross-border e-commerce market has grown steadily from 2018 to 2020. Last year it was valued at $60.5 billion. The data has shown how sales in Q1 2020 declined due to the pandemic; however, they remained stronger than 2018 Q1. The report also indicates that the epidemic boosts online shopping revenues.
What about consumers? Most Chinese cross-border consumers are between 25 and 34 years old. Among them 67% are married and located mainly either Beijing or Guangdong. Moreover, 20.7% of them made cross-border purchases more than 20 times in the past year, while 15% spent over 20,000 yuan ($2,914) in 2019, but the average cross-border shopping expenses last year were around 5,000-9,999 yuan, the report said.
According to Westin, cross-border e-commerce consumers prefer their online shopping platforms to offer a wide range of categories, with Tmall International and JD Worldwide and being the top two options. Cosmetics, electronic goods, as well as apparel and handbags, represent the three most popular categories. By the way, social media are important too, especially to get cross-border products information and connections. According to the report, 55.3% of consumers say they use WeChat the most, followed by Douyin (49.7%), the Chinese version of Tiktok, and Sina Weibo (39.3%).
The “2020 China Cross-border Consumer Report” also pointed out some consumers profiles. Westwin classified four big categories: