Analysis on the online shopping experience of Chinese consumers heading towards overseas e-retailers - By Uncle Advertising Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China. For more information, please visit our Linkedin company page Uncle Advertising, follow us on Twitter @ShanghaiUncleAd or drop us an email at elsa.bouillot@uncle-ad.com

1. sales
PASSPORT TO CHINESE OVERSEAS
ONLINE SHOPPING
By Uncle Advertising – June 2014
MARKET OVERVIEW
TOP REASONS
Young
(1980’s)
Middle Class
(RMB 70000-180000/year)
60%
Overseas online
Chinese consumers are
young urban women.
China overseas shopping transactions (in millions RMB)
2009-2013
Trust = Genuine
Avoiding fake goods,
concerned about
food safety
Multiple choice
Some products aren’t
available in China.
Price & discounts
Avoiding value added
taxes, import tariffs and
consumption tax
TOP BARRIERS
PRODUCT CATEGORY
CHINESE CUSTOMER PATHWAYS
Popular
portals
Popular
online
store
Fashion
and beauty
Imported food Personal
electronics
Foreign
language
issues
Not sure
which vendor
to buy from
Not sure how to
make purchase
Mistakes in
online payment
Customs
clearance
Too long
to receive
order
Haitao VS Daigou
Browsing merchant site
Impulse driven by promotion
Comparing prices
Friends recommendations
Browsing portals
Seasonal promotion
Looking for quality assurance
Looking for customer review
Language
barrier
Trust
issue
Language barrier
How to use Paypal?
Alipay is not available.
No international credit cards
Risk of credit card fraud
Payment process
Some e-commerce sites do not ship
internationally.
Need to find a shipping company that
will deliver at reasonable cost
Receiving expired products owing to
lengthy transport time
Uncertain about the delivery time
Customs issues
Receiving expired products owing to
lengthy transport time
OPPORTUNITY
Post transaction
and delivery
Trigger
Search
Evaluation
Transaction
Post transaction
and delivery
After sales support
Repeat
Educate Enable Engage Incent
Counterfeits
Returning goods or getting a refund can be difficult.
Where do Chinese customers
find overseas products?
Chinese consumers rely heavily on reviews
and recommendations to guide their purchase decisions.
ERROR
Only good shopping experience will
make Chinese customers buy again.
Guide Chinese customers step by step for an easier and better shopping experience
Offer all integrated solution including payment and delivery to Chinese customer
Reduce the number of steps in order to avoid losing potential customers
Reassure Chinese customers
Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in conversations in Chinese social media: Weibo and Wechat.
For more information, please visit our Linkedin company page Uncle Advertising (scan our QR code), follow us
on Twitter @ShanghaiUncleAd or drop us an email at elsa.bouillot@uncle-ad.com.
Contributors: Elsa Bouillot, Josselin Roulet, Debora Rose Murwiki, Chuck Chen.
50 120
265
480
744
2009 2010 2011 2012 2013
Approx. 1/3 more expensive in China
?
“ocean search”
buying online from
overseas e-retailers
“buy for”
buying overseas products
through contacts, agencies
or individual sellers
Y 4898 Y 4000
milk
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