The Tastes And Shopping Habits Of Chinese Consumers Are Changing.

Recent studies also show that the tastes and shopping habits of Chinese consumers are changing.

McKinsey's report on the road to Chinese consumers' modernization in 2016 described that the era of universal market growth is coming to an end. Consumption patterns are changing from buying products to buying services, from mass products to high-end products. Meanwhile, health, family and experience are the main concerns. On the way of shopping, according to Mintel, the annual compound growth rate of cross-border online shopping reached 63% during 2010 to 2015.

It is predicted that the total volume of cross-border online shopping will increase to $222 billion by 2020 ($97 billion 300 million last year), accounting for 17% of the total net sales of China in 2020, which is expected to reach 1 trillion and 300 billion dollars.

The report on China's seafood consumption in the first half of 2016 has been confirmed by the foreign terminal.

The report points out that the potential of online shopping abroad is huge. From the perspective of the overall market size, nearly 1 trillion of 2015 accounted for 1.3% of GDP. On average, every Chinese consumed 655 yuan online overseas.

The overseas shopping platform ocean wharf has analyzed the consumption status of China's Amoy consumption by analyzing the big data of Hai Tao consumers, and released the report on China's seafood consumption in the first half of 2016. The report pointed out that the consumption of seafood has become more and more popular and diversified, and the consumption crowd has extended from the first line to the two or three line city. The demand for commodities has also been gradually changing from the standard product explosion to the personalized and differentiated products.

"The middle class's consumption concept has begun to become more sophisticated. What we used to buy is function. Now we are more concerned about quality and service.

They are not sensitive to price, nor do they blindly pursue cost performance. They want to buy good products, accept good services, and live a life of quality and respect.

CEO, Zeng Bi Bo, is a group of people in the whirlpool of consumption upgrading.

CEO Zeng Bi Bo believes that under the background of consumption upgrading, consumers in the middle class of China have strong demand for overseas goods.

They not only care about the quality and service of overseas goods, but also hope to buy more good products all over the world.

To some extent, this view of consumption also affects Hai Tao's behavior.

They have more refined needs.

From ordinary heat preservation cup to ultra light insulation Cup, from 37 yards of shoes to 37 yards wide shoe label, from installation of water filtration equipment to portable filter pot, from vitamin health products to chondroitin, chlorophyll, collagen, grape seed essence and other subdivided health products.

Behind these needs is the "consumer pain point" prevalent among domestic consumers, that is, good things that money can't buy.

Marketing believes that a good product usually has 6 elements: useful, easy to use, good-looking, fun, prospect, and revenue (profit).

What they buy is reassurance.

McKinsey's research report points out that there is a clear tendency for Chinese consumers to upgrade to high-end products.

At the same time, people show strong quality of upgrading and brand in cosmetics, spirits, milk and dairy products, hair care, rice, fresh and beer.

On the ocean wharf, the price is about 1000 yuan.

Jewelry and accessories have become new favorites.

In Tmall international, the best selling products in 2015 were maternal and infant products, beauty care and nutrition care, all directly related to health or just needs.

They are not price drivers.

People used to buy things in pursuit of good quality and low price. Now they agree that good products are worth a good price, especially when the discovery purchase is the mainstream. When the price of clothing, shoes and bags, such as KENZO, APM, Coach, MK, UGG and so on, the price rises even if it is small.

Majority

After tax reform, there is still price advantage. Hai Tao is still a good choice for their quality life.

Who are they? According to the 2015 Global Wealth Report of Credit Suisse Bank, with the wealth of 50 thousand to 500 thousand dollars as the benchmark, China's middle class accounts for 11% of the total adult population in the country, reaching 109 million people. The ocean terminal has portrayed the portraits of the group through platform data. They concentrated between 25 and 35 years old, most of them have bachelor's degree or above, and live in the first tier cities.

They seem to be buying overseas goods, but in fact they are buying more quality and services.