China'S Overseas Consumption Ranks First In The World For Three Consecutive Years. What Is The Overseas Shopping?

In recent years, the high-end consumption of Chinese residents has become a new feature.

The overseas consumption of tourists is not only the number one in the world in recent years, but also the consumption growth rate of cross-border electricity providers and overseas purchasing.

Why do people want to go far?

What is the distance between the supply of goods in the domestic market and the expectation of consumers? How can we combine the supply side structural reform and pull the purchasing power overseas?

Buy quality

Daily necessities sweep all over.

In the past, tourists chose to buy high-end brands with larger spreads than those who went abroad. Now, cooking utensils, toothpaste, hand cream and other daily necessities have also become buyers.

"My pot was bought 3 years ago when I was traveling to Germany. I use it almost every day, and it's still like the new one."

Chen Xiaodan, 37, is a staff member of a public relations company in Shanghai. He often travels to Germany on business and travel because of his working relationship.

Cooking utensils, water bottles, hand cream...

Chen Xiaodan swept almost all the daily necessities in the German market.

Overseas shopping, which once was "big and tall", has entered more and more ordinary people's lives.

In the past, Chinese tourists chose to buy high-end brands with higher spreads than those who went shopping abroad. In recent years, the daily necessities such as facial mask and toothpaste have also become the target of Chinese tourists.

In some countries, supermarket chains, which are mainly consumed by local people, often see the scene of Chinese tourists sweeping goods.

Chen Xiaodan said, "there are three more famous chain supermarkets in Germany: one is called DM, one is M u ller, and the other is Rossmann.

In supermarket shopping, Rong Na's (Florena) hand cream and Brita filter pot is indispensable.

Germany is very famous for its hard water and cold weather, water filters and hand cream.

1 freelina is less than 2 euros, and it takes one or two months.

The blue water filter is simple, practical and effective.

Every time I enter the supermarket, I crash into a pile. "

Chen Xiaodan believes that the quality of German goods is really good, such as wok, if properly maintained, it will be twenty or thirty years to use.

In Germany, a pot passed to generations is by no means a legend.

"Overseas shopping fever is a mirror of the development of the domestic consumer goods industry."

Jing Linbo, vice president of the Institute of Finance and economics of the Chinese Academy of Social Sciences and vice president of the Chinese Market Association, said that objectively speaking, the variety, quality and service of domestic products do not have a certain gap from the international advanced level.

In recent years, China has made rapid upgrading, but the supply of high quality consumer goods still lags behind consumer demand.

The survey shows that the average annual income of Chinese tourists who travel overseas frequently is between 50 thousand and 80 thousand dollars per year. These people demand higher quality of life and higher demand for daily consumer goods.

Because the desire to travel abroad is strong and opportunities are many, the focus of their consumption has gradually shifted overseas.

Ge Fei worked in a law firm in Beijing. After returning to Beijing 5 years ago, he regularly went shopping in the United States. "Clothing products, toys and other children's products are especially expensive in China, and hundreds of dollars are needed to buy a slightly better brand product.

In the United States, the quality of children's clothing priced at $twenty or thirty is very good.

"In addition to the low price, safety is also an important reason for choosing overseas shopping, especially children's milk powder and biscuits. I dare not be careless, basically buy foreign products."

Ge Fei said.

Buy fresh

Individual goods rush to lose

The supply of China's consumer goods market is adequate, but there is still a big gap between many subdivision industries and developed countries.

In Tokyo, Japan, Matsumoto Kiyo walked away from the east of the pool station. The yellow sign and the big red "medicine" were particularly conspicuous.

For Chinese tourists, Shiseido's (SHISEIDO), SK II, Kose (KOSE) and KANEBO products are the cosmetics that must be bought.

Liu Hui, an employee of an intermediary service company in Shenyang, went to Japan to travel. Before he went abroad, his friends set out a detailed shopping list. Eyedrops, plasters, nutritious tablets, shampoos, hair conditioner, hair coloring cream and so on.

"There are too many products here."

Liu Hui said that Matsumoto Kiyo's cosmetology shop is generally divided into two layers: selling cosmetics and medicines on the first floor and selling goods at the entrance. The second level is mainly health care products, cosmetics and beauty equipment.

Liu Hui said that in recent years, she has gone to four or five trips to Tokyo, and almost every time she goes into the drugstore, she has found new discoveries.

For example, only one kind of plaster, for waist injury, leg injury, shoulder pain, knee pain, there are different products, personality characteristics are very distinct.

Some health care products such as band aid, fever paste and other health care products specially designed for children are handsome in shape and very practical. They are very popular with children.

Such a strong innovation, market segmentation, and rich products are almost invisible in China.

"So every time you go abroad, you have a thick stack of purchase details. The merchandise you bring back is always packed with two or three suitcases."

According to statistics from Japan's Tourism Industry Association, last year's "eleven" golden week, about 400 thousand Chinese tourists went to Japan for tourism. In Japan, consumption reached 100 billion yen, or about 5 billion 200 million yuan, of which the proportion of daily consumer goods increased significantly.

Overall, the supply of consumer goods market in China is ample. Compared with foreign markets, the market for consumer goods such as mobile phones and household appliances has not been very different. But with regard to the innovation ability and replacement speed of products, there is still a big gap between the supply capacity and the developed countries in many sectors such as cosmetics, home, medical care and so on.

The survey shows that China is the third largest cosmetic market in the world after the United States and Japan.

There are more than 3000 registered cosmetics manufacturers and tens of thousands of brands nationwide, but international brands account for about 80% of the market share.

Cosmetics are always the focus of Chinese tourists' shopping abroad because of the advantages of overseas price level and commodity type.

During the peak season of tourism, such products as mask, eye cream and make-up water are often grabbed and broken by Chinese tourists in some large duty free shops in Tokyo, Seoul and other cities in Japan.

In order to deal with the "shopping tide" from China, some businessmen in Tokyo even restrict the purchase of Chinese tourists: the mask is limited to two packets per person, and the quantity of cosmetics and eye cream is limited.

"China does not lack consumer demand, but lacks the power to tie consumers."

Jing Linbo said that domestic enterprises should pay close attention to the changes in consumption trends and consumer demand in a timely manner, accelerate product innovation and upgrading, and make products more humane and more diversified, so that they can adapt themselves to the diverse lives of ordinary people.

Cultural connotation is good.

Chinese tourists buy first-line "big brands" in the European and American markets, not only because they are cheap, but also to the "brand children" behind these brands.

"A small bag of more than 5000 yuan is bought for a friend. A $15 thousand bag is a birthday gift for myself."

Not long ago, Wang Yang, a bank clerk in Beijing, traveled to England and bought two packages at Prada brand store, which cost about 20 thousand yuan. "The same product will cost at least 30 thousand yuan in Beijing."

"In the BST shopping village near London, there is an endless stream of Chinese tourists shopping at famous discount stores such as Prada, LV and Hermes."

Wang Yang said that this shopping trip in the United Kingdom cost more than 40 thousand yuan for her shopping. "Handbags, glasses, leather shoes, windbreaker, ear studs, and daily necessities have been bought all over the world."

Wang Yang, on the one hand, showed the results of the trip to reporters, while saying his shopping Classics: shopping in the UK, staring at A, B and C.

"A" is "Aquascutum" (YAGE Dan) fashion, "B" is "Burberry" (Bo Baili) handbag, windbreaker, scarf, "C" is "Clarks" (Yue) leather shoes.

The purchase of A, B, and C is almost every purchase task that must be completed every time in the UK.

Wang Yang believes that Chinese tourists in Europe and the United States to buy "big brand" goods, not only because the price is relatively cheap, but also valued the cultural background behind these brands.

"For example, the reason why Skei Ed Lloss Chi crystal is famous is not because its material is different. It is because the brand has been established for 120 years. With its unique cutting technology, fashionable design concept and successful commercial propaganda, it has become a cultural symbol.

This kind of deep cultural accumulation is not comparable to domestic enterprises.

She said frankly that the current international first-line brand has accelerated the layout in China, but whether it is variety, quantity or price, domestic counters can not compare with foreign countries. "This is why tourists go abroad to stare at the first line brand.

"Overseas consumption is hot. Consumers buy quality and brand culture."

Jing Linbo believes that market demand determines social production, and social production must be guided by market demand.

More and more Chinese consumers are beginning to pursue a more sophisticated lifestyle. What commodities are popular, they will vote with their wallets.

Jing Linbo said that if the domestic enterprises do not seriously examine the market information behind the overseas consumption fever, they will continue to "go their own way", and the result will inevitably be unsalable and difficult operation.

"We hope that domestic enterprises will face up to the escalation of demand, adhere to quality and speed up innovation and change. At the same time, the government should improve the guiding mechanism, push enterprises to improve in technology, deepen cultivation in the market, and cultivate their own brand of centenary."

China's offshore consumption ranks first in the world in three consecutive years.

In recent years, China's overseas consumption growth trend is obvious.

Data show that from 2005 to 2014, China's external consumption grew by an average of 25.2% per year, which is 2 times the growth rate of total domestic consumption in the same period.

In 2014, the scale of overseas consumption was as high as 164 billion 800 million US dollars, accounting for more than 10% of the global consumption market share, ranking three in the world for the first time in a row.

It is estimated that in 2015, the number of outbound tourists from mainland China reached 120 million, and the consumption expenditure was as high as 194 billion yuan, exceeding 1 trillion yuan.

Not only that, along with

With the development of new trade methods such as overseas purchasing, tourism shopping is changing from one-off consumption to long-term purchasing, and group imitation and consumption are sticky.

Many Chinese tourists have contacted overseas goods through tourism, and gradually pferred overseas shopping into long-term behavior through internet purchasing, tourist guide shopping and friends purchasing.

China's e-commerce research center data show that in the first half of 2015, the scale of cross-border e-commerce pactions in China was 2 trillion yuan, an increase of 42.8% over the same period last year.

The Ministry of Commerce predicts that China's cross-border e-commerce import and export volume will reach 6 trillion and 500 billion yuan in 2016.