Sell products to 1.3B consumers in China. Easy in theory, but… (3/3)

Our topic this week is on Chinese consumers. Specifically, let’s talk about characteristics and behaviors of consumers who should be your targeted audience – consumers purchase oversea goods from cross-border ecommerce websites.

Cross-Border eCommerce Websites:

Market leaders in this sector are typically online marketplaces (i.e., your everyday supermarkets) while leading disruptors focus on exploiting vertical niches (i.e., Baby products).

Market Leaders:

Leading Disruptors:


Characteristics of Consumers That Shop on China’s Cross-Border eCommerce Websites:


Compare to average online shoppers in China, consumers that frequently purchase oversea products:

  • are more mature and well-educated
  • have relatively good jobs (i.e., Blue/White-collar) and are mostly married

These facts should not be a surprise to you. Let’s keep going:

Of those consumers:

  • 64.8% are male while 35.2% are female
  • 3/4 are in the age range of 26-40
  • 75% have at least college degree
  • 25% have monthly income of $2000 (versus average monthly income of Chinese ~ $1,000)
  • 66.5% have baby(-ies)/child(ren)
  • mostly live in tier-1 cities in China (i.e., Beijing, Shanghai, Guangdong). For example, 25% of those consumers live in Guangdong and Shanghai.


What They Care:

In order to understand what these targeted consumers care, we need to put them into groups and analyze:

  • Male and Female consumers
  • Low income versus high income
  • Age range: 25-35, 36-45, 46-55, and 56-65

Male and Female Consumers

Male Consumers:

  • have higher frequency of buying products from cross-border ecommerce sites
  • average dollar amount per order is greater
  • prefer products from the U.S.
  • also shop products for babies/children and their wives or girlfriends
  • are influenced by news articles, online advertisements, and online forums that discuss trending products in the world

Female Consumers:

  • mostly prefer Japanese products
  • product categories that they are interested in: cosmetics and products for babies
  • are more likely to be influenced by word-of-mouth marketing especially from friends and family

High-Income and Low-Income:

Consumers with high-income :

  • purchase oversea products more frequently
  • prefer products from the U.S.
  • often purchase fashion-related products such as clothes, hats, shoes and accessories
  • are more likely to be influenced by online advertisements

Consumers with low-income:

  • prefer Japanese and Korean products
  • buy products for families and elders

Age Group

Age Range Interests

25 – 35

Purchase more technology related products, personal care, and products for babies

36 – 45

Purchase cosmetics and personal care products

46 – 55

Prefer products from Australia and New Zealand. They believe products from these regions are healthy, organic, and good for bodies

56 – 65

Pay special attention to food, vitamins and supplements products


I understand it is a lot of information for your weekend. However, what we’ve presented above is only a tip of the iceberg, we will get into much more details in later blogs, so please subscribe if you want to hear more. Next week we will talk about how to reach out to these audiences and deliver messages about your products and services.


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