Chinese e-commerce platforms help boost sales of nation's goods overseas

Shoppers overseas displayed strong purchasing power for Chinese-made intelligent tech products during this year's Singles Day shopping carnival, driven by the robust growth of artificial intelligence, steep discounts and free shipping delivery services provided by e-commerce platforms.

Chinese e-commerce giant JD showed that during the just-concluded promotional gala, sales of digital products such as smart robots and gaming laptops among consumers abroad rose more than threefold year-on-year, while trendy items like motion sensor cameras and fast chargers surged over tenfold from a year earlier.

Kitchenware saw both sales and order volume increase over tenfold compared with the same period last year, and turnover of pet supplies and homegrown beauty brands skyrocketed more than tenfold year-on-year, JD said.

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Overseas Generation Z shoppers — those born between the mid-1990s and early 2010s — and middle-income groups abroad, have become the core driving forces for consumption, and they pursue preferential prices and high-quality lifestyles.

JD Global Sales, JD's cross-border e-commerce platform, has expanded its direct mailings to 36 countries, with sales and orders in markets like Japan, South Korea, Singapore, Malaysia, Thailand and Australia doubling year-on-year during the shopping spree.

With cross-border free-shipping services covering 12 countries, transaction volume in these countries via JD's online marketplaces grew by more than 300 percent year-on-year, while the number of overseas users placing orders surged over 400 percent on a yearly basis.

Amid the boom of AI, offshore demand for China's high-end tech products continues to rise. It is noteworthy that AI-powered exoskeleton robots boasting functions such as stair climbing and rehabilitation have grabbed attention from shoppers worldwide.

JD said the rapid growth of gaming equipment perfectly matches the preferences of young overseas consumers. High-performance gaming laptops and desktops have become the essential gear for study and entertainment among younger generations.

Moreover, household appliances and home furnishing products have gained popularity among families abroad. In Singapore, upgraded home appliances like air purifiers and gaming chairs designed for esports enthusiasts have been making appearances on family shopping lists, fueled by free shipping policies provided by the platform.

These products not only address basic household needs, but also align with overseas middle-income groups' pursuit of improved lifestyles, JD said. Meanwhile, the rise of homegrown Chinese beauty products and robust sales of pet supplies with innovative designs point to overseas consumers' rising recognition of Chinese brands and commodities.

Hannah Evans, a university student in New York, said she prefers buying Chinese products, such as apparel, kitchen utensils and sporting equipment on Chinese e-commerce platforms as she has access to a dizzying array of choices at much cheaper prices.

Experts said China has taken great strides in technological innovation and industrial upgrades in recent years, resulting in a remarkable improvement in the competitiveness of its products.

"The popularity of made-in-China products among overseas consumers is an affirmation of the country's robust manufacturing capabilities, product quality and homegrown brands," said Hong Yong, an associate research fellow at the Chinese Academy of International Trade and Economic Cooperation.

Hong said premium products containing AI elements have gained an upper hand in terms of both cost and price competitiveness vis-a-vis counterparts around the world. To attract new foreign consumers, Hong said Chinese enterprises should step up investment in product research and development, design and marketing.

The Ministry of Commerce, together with five other government departments, have launched the "Shopping in China" campaign to deepen opening-up and boost consumption.

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Denis Depoux, global managing director of Roland Berger, said the "Shopping in China" initiative aims to increase purchasing in China by foreigners and foreign visitors.

Depoux said statistics indicate a growing preference for Chinese goods among younger generations, driven by innovative tech products, electric vehicles and electronics, alongside traditional items valued for their natural qualities, practicality and value for money.

"For multinationals, it means that the bar is even higher because they need to compete with Chinese products that are meeting expectations not only of Chinese consumers but also of Western consumers that like the difference, and maybe some more traditional features that they can find here," he added.

Contact the writers at fanfeifei@chinadaily.com.cn