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On June 25, the E-commerce Research Center, a well-known domestic e-commerce think tank under the Internet Economic Society, released the "2018 China Cross-border E-commerce Market Data Monitoring Report" (full text download: http://www.100ec.cn/zt/2018jkkjbg/)(hereinafter referred to as the "Report"). The report shows that in 2018, China's import cross-border e-commerce transactions, including B2B, B2C, C2C and O2O models, reached 1.9 trillion billion yuan, up 26.7 percent year-on-year.

In this regard, Cao Lei, director of the e-commerce research center, said that after 2013, the import cross-border e-commerce platform gradually appeared, and the number of cross-border online shopping users increased year by year. The scale of China's import cross-border e-commerce market grew rapidly. In 2015, due to the standardization of import tax policy and the reduction of tariffs on some imported goods, the import cross-border e-commerce exploded. In 2016, imported cross-border e-commerce continued to improve user experience in the fierce competition, continuously expand the types of platform products, and improve after-sales services. In the future, the transaction volume of China's imported cross-border e-commerce market will continue to grow. The entire industry is still in a stage of rapid growth and will occupy a more important position in the future.

　　Overall market echelon distribution of imported cross-border e-commerce

With the intensification of the "Matthew effect" in the industry, some small and medium-sized platforms have gradually been eliminated from the market. According to relevant data, China's imported cross-border e-commerce platform can be divided into "three echelons".

　　Data interpretation:

　　first echelonAs a "head platform", it is in a "leading position" in the import cross-border e-commerce market, and the "oligopoly effect" has initially appeared, followed by: NetEase Koala, Haitun Global, and Tmall International, with large scale and high revenue. Popular, good reputation, strong strength, abundant cash flow, large flow, many brands and other characteristics.

　　second echelonFor the "quasi-first-line platform", including foreign terminals, only international, small red book, the United States speed duty-free shop.

　　Third echelonFor the "second-line platform", including honey bud, beibei, baby tree, baby grid and other platforms, mostly mother and child products platform.

　　Import cross-border e-commerce user scale

According to the monitoring data of the e-commerce research center, as of the end of December 2018, the number of users who often conduct cross-border online shopping in China reached 88.5 million, an increase of 34% year-on-year. With the growing user base, the growth rate will gradually decrease and then moderate.

　　Data interpretation:

1) Due to the promotion of national policies and local policy support, imported cross-border e-commerce has developed rapidly, and more and more consumers have begun to shop online; the continuous improvement of logistics speed has greatly shortened the shopping cycle of cross-border online shopping.

2) Capital continues to invest in the field of imported cross-border e-commerce, and the operation of cross-border import platform is getting better and better. In the context of consumption upgrading, consumers pay more and more attention to the quality of goods; with the development of economic globalization, overseas high-quality goods are warmly welcomed by Chinese consumers. For example, Zhuo Zhi has allowed more overseas high-quality brands to enter the Chinese market through cross-border e-commerce by providing brand management and channel distribution.

　　Age of imported cross-border e-commerce users

According to the monitoring data of the Network Economic Society-E-Commerce Research Center, in 2018, China's cross-border online shopping users concentrated in the 25-35-year-old youth group, accounting for 56.3 percent, 19-24-year-old cross-border online shopping users accounted for 20.2 percent, 36-40-year-old cross-border online shopping users accounted for 17.8 percent. Cross-border online shopping users under the age of 18 and over the age of 41 accounted for only 5.7 per cent of the total.

　　Data interpretation:

1) The main consumer groups in the market are gradually transitioning to the post-80s and post-90s groups. Cross-border online shopping consumers in this age group have high academic qualifications, stable work income, and a certain economic foundation. Their consumption ability is strong, the demand is big, is the main force of cross-border online shopping users ". Most women in this age group are married and have children.

2) The purchasing power of users under the age of 24 is still low, while users over the age of 41 are more inclined to buy products offline and have less access to imported cross-border e-commerce platforms. With the upgrading of consumption, it is expected that imported e-commerce users will expand to the lower age group in the future.

　　Gender of imported cross-border e-commerce users

According to the monitoring data of the e-commerce research center, in 2018, the gender distribution of cross-border online shopping users in China accounted for about 14.7 percent of men and 85.3 percent of women.

　　Data interpretation:

1) Female consumers are more inclined to cross-border shopping than male consumers. In the choice of overseas shopping products, men are more inclined to choose digital, sports, health care and other products, and pay more attention to the cost performance and performance of the products.

2) Women are more inclined to clothing, cosmetics, mother and child goods and light luxury products, and pay more attention to the quality of goods and shopping experience. However, with the growth of more cross-border online shopping users and the increasing richness of cross-border online shopping categories, the proportion of male cross-border online shopping is expected to increase.

　　Regional distribution of import cross-border e-commerce

According to the monitoring data of the Network Economic Society-E-Commerce Research Center, in 2018, China's cross-border online shopping users were mainly concentrated in Guangdong, accounting for 19 percent, Shanghai accounted for 10.10 percent, and Zhejiang accounted for 8.50 percent. Of the remaining provinces, Jiangsu accounted for 7.88 per cent, Shandong 6.74 per cent, Henan 5.62 per cent, Hebei 5.05 per cent, Sichuan 5.83 per cent, Beijing 13.10 per cent, Fujian 5.21 per cent and others 12.97 per cent.

　　Data interpretation:

1) Cross-border online shopping users are mainly concentrated in the eastern region. The eastern region was supported by national policies earlier, the economy is more developed, the import of cross-border e-commerce started early, the conditions are superior, the consumption ability is strong, and consumers are more pursuing quality life.

2) At the same time, compared with last year's data, we can know that the gap between regions is narrowing, which also shows that the import cross-border e-commerce industry is developing rapidly throughout the country.

　　Distribution of imported cross-border electric goods

According to the monitoring data of the Internet Economic Society-E-Commerce Research Center, the Top10 categories most popular for cross-border online shopping users in 2018 are: beauty care, shoes and clothing, jewelry bags, mother and infant products, household products, outdoor sports products, food, digital household appliances, fresh fruits and health products, of which beauty care and mother and infant are the categories with the highest proportion of consumption.

　　Data interpretation:

1) According to the attributes of cross-border online shopping users, young consumers, dads and nannies are the main consumers, "face" consumption and household consumption into the mainstream of cross-border online shopping. Beauty and personal care products as well as maternal and child products have naturally become a hot consumer.

2) With the continuous development of China's social economy, people's quality of life is getting higher and higher, cross-border online shopping is becoming more and more popular, and there will be more and more categories of goods imported from cross-border e-commerce platforms. Imported electrical appliances, imported home furnishings, imported light luxury goods, etc. will gradually become the choice of China's cross-border online shopping users.

(Source: Net News Agency)