51% of Chinese shoppers who have purchased foreign products online in the past year say they will buy more Western goods in the year ahead. Product quality is the main reason they buy goods from the West, according to the survey of 1,000 consumers who shop on the Tmall Global marketplace for foreign brands.
China’s relations with the U.S. and Europe may be strained, but many Chinese consumers still want their Nike sneakers and Burberry trench coats.
A May 2022 survey of 1,000 Chinese online shoppers who have purchased cross-border in the past year shows 51% say they plan to buy more from Western brands in the year ahead.
Western brands should feel bullish about sustained interest from Chinese consumers during the next year,” says Chris Vincent, chief international officer at Pattern. Pattern is a U.S. company that helps brands sell on online marketplaces worldwide. Among the product categories attracting the most interest for foreign brands today are vitamins and nutritional supplements, where Chinese shoppers particularly value quality and authenticity, Vincent says.
The primary reason China’s web shoppers look to Western brands is their quality. 60% of survey respondents cited that, followed by wanting products that are unique or that match their style.