Douyin e-commerce & KANTAR: 2024 China's cross-border import e-commerce B2C industry consumption trend white paper (attached with download)

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As China's cross-border import industry matures, cross-border e-commerce channels are booming, injecting strong momentum into the business growth of overseas merchants. Among them, Douyin E-commerce Global Shopping was launched in 2021. In recent years, the platform has continued to accelerate and gather momentum. In 2023, the scale increased by more than 80% year-on-year, maintaining a high-speed growth trend.

From the demand side, cross-border e-commerce shoppers have shown strong consumption potential, giving rise to differentiated consumption trends:

Pursuit of quality: Cross-border e-commerce shoppers tend to have higher spending power and are willing to pay a premium for their pursuit of quality life;

Smart and knowledgeable: Cross-border e-commerce shoppers love to study, are very familiar with their own niche demands, have a deeper understanding of the market and product expertise, and know how to find the most suitable products for themselves;

Interest-driven: When making shopping decisions, cross-border e-commerce shoppers are more accustomed to using "interest" as an anchor point and will collect sufficient information before purchasing. They hope to see richer product detail page content and attach more importance to product and brand stories than other shoppers;

Seeking truth and realism: When choosing products, cross-border e-commerce shoppers pay more attention to the professionalism and authenticity of information related to products and brands, and tend to rely on real feedback from other users to make decisions. They prefer live broadcasts that provide real-life scene demonstrations or professional reviews, and pursue a real, unfiltered shopping experience.

Therefore, overseas brands and merchants who want to enter China should:

People: Gain in-depth insights into the demographics, lifestyles, consumption attitudes, and product preferences of cross-border e-commerce shoppers;

Goods: Improve the supply of goods and prioritize the core needs of the target group through differentiated product combinations;

Field: Actively embrace the global interest e-commerce Douyin e-commerce global shopping, improve conversion efficiency through the dual-field resonance operation model of content field and shelf field, and help brands and merchants achieve sustainable growth.

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