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Mainland Chinese plan to boost cross border online spending

Two in three Mainland Chinese consumers plan to spend more shopping online across borders this year, according to the results of a poll of 1000 people by e-commerce accelerator Pattern.

All of those polled are customers of Tmall Global, with 85 per cent of respondents naming it as a good starting point for buying Western brands.

In other results, Chinese shoppers prioritise authenticity and better quality (69 per cent) along with customer service (57 per cent).

Social media channels have played a crucial role in influencing buying decisions of shoppers with 55 to 61 per cent of shoppers influenced by these platforms.

Pattern’s Asia GM, Arthur Cheung, said China has a huge market that most consumer brands across the globe shouldn’t overlook.

“The country has developed an e-commerce ecosystem significantly different from the west, for example, the high integration of off-platform marketing into e-commerce.”

To win consumers, Cheung recommends western brands work out their unique proposition and find the right selling platforms and marketing channels and deliver localised content to engage with Chinese cross-border shoppers.

The poll was conducted during Covid lockdowns in China with 92 per cent of respondents living in China’s Tier 1 cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Hangzhou and 73 per cent considered to be in higher-income groups, with an annual household income of around US$45,000 or more.

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