Survey on Online Shopping Consumption in Zhengzhou in 2021

With the rapid development and widespread use of the Internet, the PC online shopping market has gradually matured, and the transaction scale of the mobile shopping market has begun to grow rapidly. A large number of emerging e-commerce platforms have emerged to meet the needs of different groups of people. Based on the characteristics of e-commerce platforms with many types, a wide range of products, a huge audience, and active market consumption, consumer rights protection in the process of online shopping has become a hot issue of public concern. From November 5 to November 12, 2021, the Zhengzhou Consumer Association conducted an online shopping consumption survey with prize questionnaires, and conducted online surveys on the daily consumption habits and online shopping consumption experience of citizens. The event attracted a total of 20,911 participants and obtained 12,642 complete answer samples. The main survey results are as follows:

I. Basic Situation

In terms of the gender of the survey samples, males accounted for 53.3% and females accounted for 46.7%; in terms of the age distribution of the samples, the majority were young and middle-aged people (19-60 years old), accounting for 96.7% of the total samples, of which 2.5% were under 18 years old, 19.8% were 19-25 years old, 41% were 26-30 years old, 26.2% were 31-40 years old, 7.6% were 41-50 years old, 2.1% were 51-60 years old, and 0.8% were over 61 years old; in terms of shopping habits, "almost every day" shopping and "relatively frequent" shopping accounted for 83.9% of the total samples (users without online shopping habits were not included in this survey).

Figure 1: Ratio of male to female in the sample

Figure 2: Sample age distribution

Figure 3: Sample online shopping habits

II. Main Survey Results

1. Most consumers check product details and reviews when shopping online

The survey found that 12,137 respondents would check product details and reviews when shopping online, accounting for 96% of the total sample data; 505 respondents chose "no" to read descriptions and reviews, accounting for 4% of the total sample data.

2. Taobao, Tmall, and JD.com occupy the main market share of e-commerce platforms, and emerging e-commerce platforms such as Pinduoduo and Douyin are also becoming more and more popular.

Taobao, Tmall and JD.com have a large number of loyal consumers with high stickiness. The survey found that when choosing daily online shopping platforms, 8,313 of the respondents chose Taobao as the platform for shopping, accounting for 65.8% of the total sample data; 8,070 chose JD.com as the platform for consumption, accounting for 63.8% of the total sample data; 7,585 chose Tmall as the platform for consumption, accounting for 60% of the total sample data; 5,394 chose Pinduoduo as the platform for consumption, accounting for 42.7% of the total sample data; 3,829 chose Meituan and Ele.me as the platforms for consumption, accounting for 30.3% of the total sample data; 2,484 chose Vipshop as the platform for consumption, accounting for 19.6% of the total sample data; 1,244 chose Xiaohongshu as the platform for consumption, accounting for 9.8% of the total sample data; 529 chose Ctrip as the platform for consumption, accounting for 4.2% of the total sample data.

Sales methods in the form of "live streaming" and "short videos" are gradually being accepted and welcomed by the public. This survey found that 3,769 people chose the Douyin platform for consumption, accounting for 30% of the total sample data. The data is almost the same as that of group buying and food delivery platforms such as "Meituan".

3. Clothing, food, toys and electronic products are the main categories of online consumption

The survey found that more than half of the respondents mainly consume clothing, food, toys and electronic products in their daily online shopping. 6,411 people chose to buy clothing, accounting for 50.7% of the total sample data; 7,003 people chose to buy food, accounting for 55.4% of the total sample data; 7,045 people chose to buy toys and electronic products, accounting for 55.7% of the total sample data; 5,727 people chose to buy home appliances, accounting for 45.3% of the total sample data; 5,393 people chose to buy cosmetics, accounting for 42.7% of the total sample data; 3,652 people chose to buy cultural and sports supplies, accounting for 28.9% of the total sample data; 1,060 people chose to buy jewelry, accounting for 8.4% of the total sample data; and 758 people chose to buy virtual goods or services, accounting for 6% of the total sample data.

4. “Price” and “quality” are the main factors that online shoppers consider when purchasing

The survey found that the main factors that attracted the respondents to buy goods were "price" and "quality". Among them, 9,389 people chose "price", accounting for 74.3% of the total sample data; 9,107 people chose "quality", accounting for 72% of the total sample data.

About half of the respondents paid attention to both “brand” and “style”. Among them, 6,717 people chose “brand”, accounting for 53.1% of the total sample data; 6,027 people chose “style”, accounting for 47.7% of the total sample data.

The number of people who choose to buy products because of "recommendations from friends or celebrity endorsements" is relatively small, at 1,726 people, accounting for only 13.7% of the total sample data.

5. Online shoppers like "flash sales" the most. "Limited time discounts", "reductions for purchases over a certain amount" and "coupon" activities can also attract a large number of consumers.

In recent years, platform merchants have grown like mushrooms after rain, and marketing methods have emerged in an endless stream. The survey found that the respondents prefer merchants' "flash sales" activities, with 8,858 people choosing "flash sales", accounting for 70.1% of the total sample data. More than half of the respondents also chose "limited-time discounts", "full discounts" and "coupons" activities. Among them, 8,122 people chose "full discounts", accounting for 64.2% of the total sample data; 8,096 people chose "coupons", accounting for 64% of the total sample data; and 7,414 people chose "limited-time discounts", accounting for 58.6% of the total sample data.

The promotional methods such as "points exchange", "free postage" and "gifts" offered by platform merchants cannot attract the vast majority of consumers. Among the surveyed subjects, 5,033 people chose "points exchange", accounting for 40% of the total sample data; 3,650 people chose "free postage", accounting for 28.9% of the total sample data; and 1,522 people chose "gifts", accounting for 12% of the total sample data.

6. Most consumers will safeguard their legitimate rights and interests and actively communicate with merchants or platforms to resolve problems that arise when purchasing goods.

The survey found that most consumers will resolve consumer disputes through negotiation with merchants or platforms, and only a small number of people "do nothing" or "complain on WeChat Moments" when encountering disputes.

Among the survey respondents, 6,844 chose “negotiate with the merchant or platform to resolve the issue”, accounting for 54.1% of the total sample data; 5,204 chose “file complaints with government administrative departments”, accounting for 46.6% of the total sample data; 4,874 chose “file complaints with consumer associations”, accounting for 38.6% of the total sample data; 3,676 chose “take legal action”, accounting for 29.1% of the total sample data; 2,482 chose “do nothing”, accounting for 20% of the total sample data; and 566 chose “complain on WeChat Moments”, accounting for 4.5% of the total sample data.

In contrast, online shoppers who have never encountered consumer disputes are a minority. Among the survey respondents, 2,134 people chose “never encountered a dispute”, accounting for 16.9% of the total sample data.

7. In online shopping, logistics issues such as courier loss have become the most common pain points reported by consumers.

In recent years, the number of online shopping consumers has increased year by year, online shopping habits have gradually formed, and the number of express delivery orders has skyrocketed. The emergence of Fengchao and express collection points has better solved the problem of express delivery reception, but the problems of "not receiving pickup text messages" and "violent express delivery" have occurred from time to time. Affected by the epidemic, more consumers choose to live and shop online at home. In addition, due to the control of the epidemic in various places, problems such as express return, detention, loss, and inability to deliver are more prominent than in previous years. In this survey, 5,886 respondents encountered "express delivery loss or other logistics problems."

Other problems that consumers often encounter when shopping online include "false propaganda" and "unqualified product quality". With more platform options, new forms such as "live broadcast" and "blind box" have gradually begun to drive the rhythm of consumption, "impulsive consumption" and "revenge consumption" are common, and the problems of online shopping consumption that arise are also particularly prominent. Since the beginning of this year, news such as "someone sells fake goods on live broadcast", "China's gold fades", and "L'Oreal Double Eleven mask price difference" have often been at the forefront of public opinion. Among the survey subjects, 5,169 people chose "false propaganda", accounting for 40.9% of the total sample data; 4,336 people chose "unqualified product quality", accounting for 34.3% of the total sample data; 4,377 people chose "failure to fulfill the 7-day no-reason return", accounting for 34.6% of the total sample data; 4,056 people chose "inadequate after-sales service", accounting for 32.1% of the total sample data; 2,013 people chose "personal information leakage", accounting for 15.9% of the total sample data. Among the survey respondents, 1,588 online shoppers chose “did not encounter any problems”, accounting for only 12.6% of the total sample data.

III. Conclusion and Recommendations

This survey shows that with the development of Internet technology and people's deep participation in online shopping, e-commerce operators, consumers, and the entire online consumer market have become more mature and complete, but some of the above-mentioned problems still exist. In order to further create a worry-free online consumption environment, deeply promote consumer rights protection work in the Internet field, and protect consumers' legitimate rights and interests in online consumption, the Zhengzhou Consumer Association puts forward the following suggestions:

1. Establish business with honesty and develop business with trust. E-commerce operators should adhere to the principle of honesty and strengthen the awareness of honesty, especially large online shopping platforms, set an example for the industry, strictly guarantee the quality of goods and services, and refuse to fake orders, hype reputation, and false propaganda. Discounts, discounts, flash sales and other activities should be real, and refuse to take shortcuts and set traps. Consciously abide by the "E-commerce Law", "Consumer Rights Protection Law", "Personal Information Protection Law" and other legal norms to create a healthy, civilized and orderly online consumption environment.

2. Be cautious at the beginning and respectful at the end, and proceed steadily to achieve long-term success. As a "bridge" connecting merchants and consumers, express delivery companies must effectively improve service quality, standardize work processes, and resolutely put an end to industry chaos such as violent sorting, lost mail, and signing before inspection, while protecting consumers' personal privacy. In addition, it is necessary to open up complaint channels, clarify the rights and obligations of e-commerce operators and themselves, and handle consumer complaints in a timely and proper manner. Relevant regulatory authorities should also strengthen cooperation and supervision, standardize market order, and optimize the service environment.

3. Consume rationally and safeguard your rights according to law. The online shopping market is huge and there are many kinds of goods. Consumers must keep their eyes open when shopping and choose platforms with high brand awareness, strong strength and guaranteed after-sales service. At the same time, in the face of various discounts, purchases should be made in accordance with the principles of appropriateness and moderation to avoid impulse consumption and waste. Finally, the Municipal Consumer Association reminds consumers to pay attention to the security of personal information, do not tell others sensitive information such as ID number, bank card number and password, and be sure to destroy the personal information on the packaging express delivery slip after receiving the package. At the same time, remember to keep chat records, product introductions, inspection conditions and other evidence information during online shopping, so as to safeguard your own legitimate rights and interests in the event of disputes.

This article is transferred from: Henan Metropolitan News