With the steady growth of household income in China, the emerging middle class has rapidly risen. Against the background of increasing willingness to consume, the size of China’s online retail market reached 5.3288 trillion yuan in 2016, accounting for 14.9% of the total retail sales of social consumer goods. Among them, the online supermarket still maintained seven times the growth rate of offline retail sales, maternal and child, food and many other consumer goods remain explosive growth. There is a rising trend of female online users. At the same time, demand of quality, personalised consume products continue to be the opportunities for online super-business development.
With the upgrading of consumption, consumer spending habits and preferences is changing rapidly. This makes online retailing industry more able to meet and adapt to the needs of consumers faster than traditional retail businesses.
In an survey conducted by JD.com, about 90% of participants are willing to increase their spending on high-end products by at least 5%, with nearly 60% of them willing to increase their spending by more than 10%. Data shows that non-necessities products page views increased significantly higher than daily necessities products.
In terms of consumption structure, in the past year, customers had higher unit prices and more foreign brands of wine products than offline channels, becoming the largest category of consumers with the largest total consumption. Its consumption growth rate exceeded 210% from last year. For average consumers, majority of online shopping items are still household-related commodities. Among them, daily necessities such as mother and baby, food, cosmetics and personal care, accounting for 84.77% of the total online consumption. Alcohol, toys, musical instruments, pet life and green plants and other products that favour the spirit of consumption accounted for only 15.23%
From the perspective of age, products becomes a symbol of consumers’ individuality and social status. More than 60% of consumers under 35 years old want to embody the pursuit of personality when buying a product, and therefore consume a higher amount of per capita food such as pet staple and remote electric products. About 50% of consumers over the age of 36 want to buy the goods to better reflect its social status. Famous wines, tea, musical instruments and other commodities are the products with higher per capita consumption.
As online supermarkets began to fully integrate into family life, the number of female users who dominated household consumption in Chinese society increased significantly. The number of female new subscribers in JD.com reached an increase of 236.29% over the same period of last year, significantly higher than the 157.48% growth of the same period of previous year (August 2015 to July 2016).
Compared with male consumers, females are tend to influenced by user ratings, and various promotion strategies. At the same time, the stronger the spending power, the greater the scale of female consumption. Among top 10 most popular female purchasing categories, 8 are childcare, cleaning household, and personal healthcare related product.
It is also noted that the consumption behaviour of females leads a super sale of numbers of blue ocean products. In the past 12 months, sales of tampons tripled from the same period of the previous year, fake eyelashes product increased by 190%, herbal tea grew by 124%. And new middle-class living styles such as pet grooming, drinking tea and nursing are prevailing.
(Data collected from 2017 China online retail consumer trends report.)
Related Posts
Cross-border on Chinese eCommerce Platforms
More than 14,500 foreign brands from 63 countries are selling on Chinese eCommerce platforms, and more than half of these brands have their presence on Tmall International platform. Two major reasons for...
You communicate ideas better than almost anyone else I follow.
I’m genuinely in awe — this is exceptional!
This was such an electrifying read — awesome job!
o1pxie
You’ve created something truly valuable here.
This post is vibrant, energetic, and completely captivating!
This post is a masterpiece — not even exaggerating!
This article was impressive in every way.
Your content is consistently insightful and inspiring.
I personally find that i’ve been using it for a month for staking, and the responsive team stands out.
This was a fantastic read — well done!
This is exactly the energy I needed today!
Thank you for putting so much effort into your work.
This post delivered SO MUCH VALUE — incredible!
I can tell you put a lot of heart into this — it shows.
I trust this platform — withdrawals are easy onboarding and reliable. Charts are accurate and load instantly.
You’ve taken this topic to a whole new level — amazing!
I’ve been active for almost a year, mostly for using the bridge, and it’s always reliable uptime.
Your writing radiates excitement — wonderful job!
Skyler here — I’ve tried learning crypto basics and the clear transparency impressed me. The dashboard gives a complete view of my holdings.
This gave me such a boost of motivation — thank you!
This article gave me a whole new perspective.
Your vibrant approach is absolutely refreshing — great work!
I genuinely look forward to your content every time.
I can’t get over how good this is — seriously impressive!
The energy here is unmatched — you crushed it!
This is the kind of content that wakes people up — amazing work!
Your enthusiasm shines through every sentence — amazing work!
I personally find that customer support was helpful, which gave me confidence to continue. The updates are frequent and clear.
This hit me with pure positivity — THANK YOU!
4mr4b7
4mr4b7
Thank you for this insightful piece. It’s given me a lot to think about.
I appreciate the positive energy you bring to your posts.
The interface is clear transparency, and I enjoy cross-chain transfers here. Support solved my issue in minutes.
This fueled my motivation instantly — thank you!
The quality of your writing is outstanding.
You continually raise the standard for great content.
80niwy
This is one of the best explanations I’ve come across on this topic.
Amazing content! I’m so glad I found this post.
Your ability to communicate ideas is exceptional.
Your perspective on this topic is so valuable.
You’ve taken this topic to a whole new level — amazing!
Your explanations are always spot-on.
This post shows why your blog stands out from the rest.
What a wonderfully written and informative post.
This made my day — thank you for sharing!
I’m blown away by the value in this post.
Your writing is consistently high quality.