– – Tmall Global leads China’s most popular cross-border shopping marketing
– – Western brands are encouraged to establish an official presence in the Chinese market and social channels to gain the trust of shoppers
Singapore – Media Outreach – June 22, 2022 – The Global E-Commerce Accelerator Pattern surveyed 1,000 Chinese shoppers who shopped at Tmall Global, the largest cross-border market in the last 12 months. Polls should help understand the behavior of these cross-border shoppers online buyers and how Western brands and product purchase decisions were influenced at different stages of the buyer’s journey. It is set.Survey results are included in the pattern Cross-China Border Shopper Report 2022..
Overall, 67% of respondents said they would increase their online shopping over the next 12 months. This poll was conducted when parts of China faced a blockade to curb the outbreak of COVID-19 in the country. The results show that cross-border shoppers in China are highly resilient and generally optimistic about their future lives. Seventy-three percent of respondents are considered high-income groups (annual household income of approximately US $ 45,000 or higher), and 92% live in Tier 1 and new Tier 1 cities in China. Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, etc.
According to the survey, Tmall Global approved other online marketplaces, shopping agents, and foreign brand customer direct sales websites in all 12 product categories surveyed, with 85% of respondents approving it as their favorite cross-border purchasing channel. Leaded. Complemented by marketing tools on a variety of platforms, Tmall Global is recommended as a good starting point for Western brands to test their products in the Chinese market.
Other important findings reported in the report are:
BLand’s official presence is trusted – The majority of respondents said Western brands gained credibility from information about the brand’s storefronts in the market (70% of respondents) and over-the-counter scores such as the DSC score at Tmall (69%). increase. We also found that most shoppers searched for Western product reviews on social media (74%) and storefront (70%) brand official accounts, and 59% did this on the brand’s website. rice field.
Shoppers want more than the price – When purchasing from Tmall Global, 69% of respondents prioritize reliability assurance, followed by better product quality (63%), better customer service (57%), and better than elsewhere. The price (50%) continued. When it comes to buying Western products and brands, product quality (60%) is the number one reason, followed by uniqueness and style and values (both 59%), and the value of money (both). Tomo 59%) follows. 57%). These results show that cross-border shoppers in China have more considerations than product prices in mind when making purchase decisions.
Social channels are influential – Off-platform marketing is an integral part of a brand’s e-commerce strategy, especially for cross-border e-commerce players. Douyin (also known as TikTok), Xiaohongshu (also known as Little Red Book), and WeChat are the top pollers, with 55% to 61% of respondents agreeing that their purchasing decisions are influenced by these channels. I am. Their large user base optimizes these channels for social selling and brand awareness building, but they also have different marketing features that brands should be aware of. And even with the right tools, brands need to provide localized, relevant, and more targeted content to resonate with their audience.
Arthur Chan, Asian General Manager of the Pattern, adds: “China has a huge market that most consumer brands around the world don’t want to overlook, but this country is very different from the West, for example, with a high degree of integration of off-platform marketing into e-commerce. Developed an e-commerce ecosystem. To win in the Chinese market, Western brands have their own proposals, find the right sales platform and marketing channel, and interact with Chinese cross-border shoppers. We need to deliver localized, resonating content. ”
A complete copy of the survey can be downloaded from https://info.pattern.com/china-shopper-report-2022.
About Pattern Co., Ltd.
The pattern is an e-commerce accelerator of choice for hundreds of consumer brands, acting as a trading partner or master distributor in key markets. Included in the top 5% of certified Tmall Trade Partners, it is one of the world’s largest Amazon sellers and also supports brands sold in marketplaces such as JD.com, Lazada, Shopee, Coupang and eBay.
The pattern handles every aspect of the brand’s market presence and provides full visibility into key success indicators. Unlike other trading partners in the region, Pattern operates a stock purchase model, sharing risks and rewards evenly, working closely with brands to build product demand and accelerate Tmall’s presence. To do.
In addition, Pattern’s consulting team will support brands with strategic e-commerce challenges, such as whether they need to sell online in China and which other APAC markets need to be expanded online. ..
For more information, please visit: https://pattern.com/hk-en/
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