FedEx：进军中国跨境电子商务市场 Tapping into cross-border e-commerce in China

Tappingintocross-bordere-commerceinChinaTheinformationprovidedinthisdocumentdoesnot,andisnotintendedto,constitutelegaland/orbusinessadvice;instead,theinformationcontainedhereinisforgeneralinformationalpurposesonly.Readersofthisdocumentshouldcontacttheirownadvisortoobtainadvicewithrespecttoanyparticularmatterortopicaddressedherein.Thecontentinthisdocumentisprovidedonan“asis”basis;FedExmakesnowarrantiesorrepresentationsinrelationtothecurrency,accuracyand/orsufficiencyoftheinformationsetouthereinandshallnotbeliableforanyrelianceplacedonthesame.Fortheavoidanceofdoubt,anyandallliabilitywithrespecttoactionstakenornottakenbasedonthecontentsofthisdocumentareherebyexpresslydisclaimed.0202Tappingintocross-bordere-commerceinChinaTableofcontentsForeword 04Section1:E-commerceandcross-bordere-commerceinChina 051.1WheredoesChina’scross-bordere-commercestand? 061.2Selectinginternationalbrands-keycriteria 071.3China'scross-bordere-commerce-challengesfaced 081.4China'scross-bordere-commercemarketopportunities 09Keytakeaways Section2:Saleschannelsandplatformstogetstarted 2.1Typesofcross-bordere-commerceplatformsinChina 122.2Topcross-bordere-commerceplatforms 152.3Howtochoosetherightplatformtostartwith 182.4Keyconsiderationsbeforestartingtosell 19Keytakeaways 200303Tappingintocross-bordere-commerceinChinaTableofcontentsSection3:Buildingdemandandconvertingsales 213.1Chineseconsumers’cross-bordershoppingbehaviour 223.2Whatcanbrandsdotomeetconsumers’expectations? 243.3MajorChineseholidaysandkeyshoppingevents 253.4Digitalmarketingchannels 273.5OverviewOfSocialMediaLandscape 30Keytakeaways 32Section4:CurrentstateofpaymentsinChina 344.1Currentpaymenttools 34Keytakeaways 37Section5:ExpectationsfromChineseconsumersone-commercedelivery 415.1DecodingChina(ByZono’s) 385.2ShippingoptionsinChina 405.3WarehousinginChina 445.4Cross-bordere-commerceshippingmodes 475.5Importantshippingconsiderations 48Keytakeaways 52References 53Tappingintocross-bordere-commerceinChinaForewordForewordThisThiseBookprovidesageneraloverviewforinternationalbrandsonhowtoaccesstheChinesee-commercemarket.Chinaisnowtheworld’slargestB2C(business-to-consumer)e-commercemarket,accountingfor30%oftotalretailsalesinthecountry.ChineseconsumersspendonlineonaverageUSD$2,058peryear,50%ofwhich(USD$1,018)isonmobilephones.AsperStatista’sreport,83.8%oftheChineseinternetusersshoponline,purchasingproductsfromlocalandinternationalbrands.Thenumberofe-commerceusersisexpectedtogrowby24%to1,224millionusersinChinaby2025.ThisgrowthisdrivenbytheriseofChina’smiddleclass.Cross-bordere-commercemakesup13.5%ofChina’stotale-commercemarket,withJapan(24%),Australia(14%)andtheUS(12%)rankedasthetop3countriesChineseconsumersshopfrom.Overseasmerchantsneedtotakepracticalstepsandgrasptherightsaleschannels,paymentpartners,logisticsplatformstotapintotheChinesemarket,andscaleuptheirbusiness.We’veputtogetherthiseBooktoprovideageneraloverviewofChina’sexcitingandcompetitivelandscape.Dividedintofiveeasy-to-digestchapters,youcanreaditfrombeginningtoend,ordipintospecificsectionsusingourhandyindexbelowtoguideyou.Insideropinionsfromindustryexpertsthatdriverightdecisionsarealsoincludedinside!Pleasenotethatthise-bookisprovidedforgeneralinformationalpurposesonlyandisnotintendedtoaddresstheparticularcircumstancesofanyspecificentityorindividual.Markettrendsandstatistics,especiallythoseofaforeignjurisdiction,aredynamic,subjecttochange,andareinfluencedbymanyexternalfactors,suchasinternationalrelationsandpolitics.Pleaseensureyouthoroughlyconductyourownresearchandseekprofessionaladvicebeforeenteringaforeignmarketforbusinesspurposes.04source:1.Mckinsey&company:chinaconsumerreport20212.statistaDigitalMarketDataE-commerceandcross-bordere-commerceinChinaSectionSection1source:source:1.statistaDigitalMarketData2.statista:E-commerceinchina3.GlobalDataIntelligencecentreAspertheStatistaDigitalMarketOutlookreport,Chinaisthelargeste-commercemarketintheworldwithover1,25,366billiongeneratedinrevenuelastyear.Thisnumberisexpectedtogrowby24%to1,224millionusersby2025.Bytheendofthisyear,theglobale-commercemarketisprojectedtobeworthUS$4.23trillioninrevenue.Chinaremainsbyfarthelargeste-commercemarketworldwidewitharevenueofoverUS$1.5billionandispredictedtoreachUS$3.3trillionby2025.Inthelasttenyears,theChinesee-commercemarkethasexperiencedanexponentialrise.Figure1.0showsasnapshotofthepenetrationrateofChina’sonlineshoppingsince2012.AccordingtoStatista,thepenetrationrateofonlineshoppinginChinahit82%in2023,andisexpectedtohitanastonishing83.9%by2025.80%60%40%20%0Figure1.0:PentrationrateofonlineshoppinginChinafrom2012toJune202382%81.6%82%69.1%63.8%60%55.7%48.9%42.9%201220132014201520162017ShareofinternetuserswhoshoponlineChina’se-commercemarketpotential:ThenumberofeCommerceusersisexpectedtogrowby24%to1,224millionusersinChinaby202535%ofonlineshoppersinChinahaveahighhouseholdincome68%ofthepopulationinChinashopsonlineSmartphonesarethemostfrequentlyuseddevicesforonlineshoppinginChina0505Tappingintocross-bordere-commerceinChinaSection11.1WheredoesChina’scross-bordere-commercestand?ThetradevolumeofChina’scrossbordere-commerceplayersin2022was15.7trillionYuan,a10.56%year-on-yearincreaseoverlastyear.Inthatsameyear,thenumberofcross-borderusersinChinareached168million.TradevolumeTradevolumeintrillionyuanFigure1.1.1:TradevolumeofChina’scross-bordere-commerceplayersfrom2012to2022(intrillionyuan)9502012201320142015201620172Thecross-borderimportmarkethasbeengrowingevenfasterwiththeprevalenceofonlineshoppingandcrossborderlogistics:Thetotalcross-bordere-commercegrewby10.56%in2022In2023,Alibaba'scross-borderplatform,TmallGlobal,helda37.6%shareofthetotalmarketinChina'simportcross-borderB2Ce-commercesector.Figure1.1.2:Marketshareofimportcross-borderB2Ce-commerceretailersinChinain202337.6%5.9%4.1%0%5%10%15%20%25%30%35%40%45%DouyinECGlobalPinduoduoGlobalKuaishouGlobalJDWorldwideTmallGlobalVIPGlobalOthersource:source:1.Www.12.statistaData202106Tappingintocross-bordere-commerceinChinaSection11.2Selectinginternationalbrands-keycriteriasource:source:1./WhenChineseconsumerspurchaseoverseasgoodsfromcross-borderplatforms,55.67%ofthemvalue"productquality".Platform/appcredibilityisalsoakeyattributethatensuresthattheyarenotonlygettingtherightproductbutalsothatit’sgenuine.FigureFigure1.2.1:Top3reasonsforChineseconsumerstopurchasegoodsfromcross-borderplatforms60.00%55.67%51.29%50.00%44.14%40.00%30.00%20.00%10.00%0.00%Platform/appcredibilitySource:iResearch-2021Chinacrossbordere-commerceIndustrywhitebookCategoryrichnessProductquality0707Tappingintocross-bordere-commerceinChinaSection11.3China'scross-bordere-commerce-challengesfacedOrderOrdercancellationwasanothermajorissuefacinginternationalcompanies.Inordertoachieveadirectcross-borderroute-to-marketinChinaandcutoutretailermargins,brandsshoulddeveloptheirown(orpartnered)capabilitywithininternationaltax,customs,andlogistics.WeChatPayandAlipaycontributetoover90%ofChineseconsumers’mobilepayment.Therefore,yourbusinessneedstoadopttoalocalizedpaymentoption.91%ofshopperswillabandonretailsitesiftheydon’tofferfast,freeorflexibleshipping.Also,ifyouplantoshipdirectlytoChineseconsumersfromoverseaswarehouses,itwilltakemorethan3days.Thiscouldbeacauseforcustomerdissatisfaction.source:source:1.statistasurvey20212.MarketingInteractive(partnerinsights2022)08Tappingintocross-bordere-commerceinChinaSection11.4China'scross-bordere-commercemarketopportunitiesNumberofonlNumberofonlineshoppersinmillionsImportsinbillionyuanFigure1.4.1:NumberofonlineshoppersinChinafrom2013to2023(inmillions)914.96842.1845.29782.41638.82610.11544.32466.7413.25361.42301.89201320142015201620172018H1201920202021202220231,2001,00080060040020002,459.12373.3941.8452.3419.9372.3335.6332.1318.2196.5166.589.173.402505007501,0001,2501,5001,7502,0002,2502,5002,750IntegratedcircuitsCrudeoilIronoreNaturalgasSoybeanCoal(incl.lignite)CopperandcopperalloysMotorvehiclesPlasticsinprimaryformsRefinedoilproductspaperpulpRolledsteelEdiblevegetableoilgoodsimportedtoChinain2023(inbillionyuan)Inthepastfewyears,thenumberofmiddle-andhigh-incomeclasspeopleinChinahavegrownexponentially.ThenumberofonlineshoppersinChinacrossed900millionlastyear(Figure1.4.1)source:source:1.2./09Tappingintocross-bordere-commerceinChinaSection1source:source:1./statistics/1319125/china-gender-distribution-ofinnport-cross-border-e-commerce-shoppers/Withthediversificationofavailableproducts,suchassportinggoodsandelectronicproducts,etc.theproportionofmaleconsumershasbeenincreasing.Withtheincreasingconsumptionleveloftheyoungergeneration.GenZwillsoonbecomethemainforceofcross-bordershopping.Amongthoserapidlyincreasingyoungcross-borderconsumers(asshowninfigure1.4.3),thefirst-tiercitiessuchasBeijing,Shanghai,Guangzhou,andShenzhenmakeupthemajorityofcross-bordershoppers,accountingfor29.2%ofthetotalcross-bordershoppers.Consumersfrommoredevelopedregions,suchasCentralSouth,andSouthernChinaalsohaveadesiretobuyinternationalproducts,whichistheperfectreflectionoftheireconomicstatusandhighpurchasingpower.Consumersbetween26and40yearsarethemaincross-bordershoppers,andthepercentageoffemalesisslightlyhigherthanmales.Figure1.4.3:China'sUrban&RegionalCross-BorderE-commerceUserDistributionNorthwest4.0%Southwest12.1%Northeast5.4%NorthChina15.4%CentralChina7.4%EastChina34.9%SouthChina20.8%9.1%\13.4%28.5%0.3%29.2%\19.5%Beijing+Shanghai+Guangzhou+ShenzhenSecond-tiercitiesFourth-tiercitiesandvillagesNewtieronecitiesThird-tiercitiesHongKong,Macau,Taiwan&outsideChinaSource:R1010Tappingintocross-bordere-commerceinChinaSection1Keytakeaways·Chinaisthelargeste-commercemarketintheworldandisexpectedtoreachRMB21.4trillion(US$3.3trillion)by2025.China'sonlineretailsalesin2023totaled15.42trillionyuan($2.1trillion),whichisan11%increasefromthepreviousyear.ThepandemiccausedsomedisruptionshoweverChina’scrossbordere-commercecontinuestogrow.11source:1./country-commercial-guides/china-ecommerce2.china:cross-bordere-commerceplayerstradingvolume2022statistaSaleschannelsandplatformstogetstartedSectionSection22.1Typesofcross-bordere-commerceplatformsinChinaBusinessBusinesstoconsumermodelBusinessesworkwithathird-partyshoppingplatformtosellproducts.Inthismodel,shopperspurchasemerchandiseviastoresownedbymerchantsortheirpartnersonthird-partyplatforms.DirecttoconsumermodelItisatradebetweenabusinessandaconsumer.Inthismodel,shoppersbuymerchandisedirectlyfromonlineshoppingwebsites,apps,orWeChatminiprogramsownedbymerchants.source:source:1./knowledge-center/digital-marketing-resources/d2c-Vs-b2c-ecommerce12TappingTappingintocross-bordere-commerceinChinaSection2source:source:1./article/how-chinese-d2c-is-shaping-the-future-of-global-branding/4699332./journal/paperinformation.aspx?paperid=71588D2CModelOverseasmerchants,suchasLux,Gucci,etc.havealldevelopedtheirownD2C(DirecttoConsumer)channels,websites,apps,orWeChatminiprograms,toselldirectlytocustomersinChina.Pros:Cons:FlexibleandindependentmanagementNoextracommissionsandmanagementfeesLoyalcustomersLimitedproductoffersLargeinitialinvestmentandopportunitycostsSelforderfulfilmentB2CB2CModelTmallGlobal,JDWorldwide,Kaola,Vipshop,LittleRedBookandAmazonarethetopplatforms,amongmanyothers.Theseplatformsbringtogethermanydifferentmerchantsunderoneroof,providingconsumerswitharichselectionofmerchandise,rangingfromdailynecessitiesandsportsweartoelectronicsandluxuryitems,essentiallymakingtheseplatformsaone-stopshoppingmarketplace.Pros:SmallopportunitycostsandlowoperationandcapitalrisksQuickbusinessstartLargeselectionofmerchandiseLargecustomerbaseCons:LengthyapplicationprocessPlatformcommissionandmanagementfeesOperationrestrictionsandmandatorymarketingevents1313TappingTappingintocross-bordere-commerceinChinaSection2Cross-bordermarketplaceplatforms:Basedontradingtypes,B2C(BusinesstoConsumer)e-commerceplatformsaredividedintofourcategories-comprehensive,vertical,group-purchase,andsocial.ComparisonofdifferenttypesofB2C(BusinesstoConsumer)marketplaceplatformsComprehensiveVerticalGrouppurchaseSocialFeaturesLargevarietyofproducts&largecustomerbase.Specificandsmallproductcategories.Lowprice,low-endproductcategories.LargeamountofUGCcontentandreviews.Synergeticcombinationofbrandingandsaleschannel.MainproductComprehensiveproductrangesCosmetics,luxurygoods,andClothes,food&groceries.Food,cosmetics&clothes.categoriescoveringallFMCGproducts.maternityandbabyproducts.AdvantagesGoodreputationandcredibility,powerfulin-platformmarketingtools&alargecustomerbase.Highcustomerloyalty&goodconversionrates.Competitivepriceadvantage,largecustomerbase&highreferralrate.Largeuserbasesforbranding.Influencermarketingandlivestream-ingwithhighconversion.ChallengesComplexapplicationprocess&competitivepricepressure.Smallcustomerbase&smallplatformsize.Lowcustomerloyalty.Averageproductquality.Limitede-commercefunctions.Underdevelopedregulationsystem.ChannelsTmallGlobal,Kaola,JDWorldwide,SuningGlobal,andAmazonChina.VipshopGlobal,yMatou,andBeibeiGlobal.Pinduoduo.Xiaohongshu(LittleRedBook).*information*informationisgeneralinnature.pleaseconductyourownresearchtoensurethemostupdatedinformation14TappingTappingintocross-bordere-commerceinChinaSection22.2Topcross-bordere-commerceplatformsInQ1In2023,asshownbelow,thetopthreeplatformsownedover65%ofthemarketshare.TmallGlobalheld37.6%marketshare,followedbyJDWorldwideandDouyinECGlobalat18.7%,and12.3%respectively.MarketshareMarketshareFigure2.2.1:Marketshareofimportcross-borderB2Ce-commerceretailersinChinain202337.6%18.7%12.3%5.9%4.1%2.1%19.3%0%5%10%15%20%25%30%35%40%45%DouyinECGlobalPinduoduoGlobalKuaishouGlobalJDWorldwideTmallGlobalVIPGlobalOthersource:source:1.statistaData202115TappingTappingintocross-bordere-commerceinChinaSection2Fivetopcross-bordere-commerceplatformsinChinaTmallGlobalKaolaJDWorldwideVIPInternationalLittleRedbookParentcompanyAlibabaAlibabaJingdongVIPAlibabaInvestedFounded2014AcquiredbyAlibabain2019201520082013Marketshare38%24%20%9%2%SizeLargestcross-bordermarketplaceforforeignbrands.Over800millionbuyers,150,000merchantsand30,000internationalbrands.Morethan25,000productsfrommorethan10,000brandsfromover80countries.10millionSKUsfromnearly20,000brands.Over30,000cooperatedbrands,340millionregisteredIDs&83.9millionactiveusers.300millionregistereduserswith85millionmonthlyactiveusers.Positioning/HowplatformmarketsitselfAplatformfortheworld’stopbrandssellingqualityproducts.Aplatformthatprovidesawidevarietyofimportedproductswithassuredqualityatfairprices.MosttrustedretailplatforminChina.Quailtyfirstanduserfirst.Providecustomerswithauthenticproducts,anunparallelshoppingexperience,andunbeatableprices.Afirst-partydistributorofferingitsbrandsan“all-inclusiveplatform”,withouthavingtoworryaboutcustomerserviceordelivery.TargetcompaniesOverseascompanieswithphysicalpresenceabroadandoverseasregisteredtrademark.Hasitsownoperationsandallowsforeignregisteredcompaniestoopentheirownstores.Overseascompanieswithover500,00RMBincapitalthatmayormaynothavephysicalpresence.Selfoperated.Foreigncompaniesmoreinterestedinmarketingpurposes.*information*informationisgeneralinnature.pleaseconductyourownresearchtoensurethemostupdatedinformation.source:1.https://www.tmogroup.asia/tmall-global/#::text=In%20china's%20ecommerce%20market%2c%20Tmall,buyers%2c%20and%20over%20150%2co00%20merchants.2./jd-worldwide-sees-sales-growth-at-anniversary-event/1616TappingTappingintocross-bordere-commerceinChinaSection2TmallGlobalKaolaJDWorldwideVIPInternationalLittleRedbookTargetcustomersMostlymiddleclassyoungwomenlivinginlargecitiesinChinalookingforpremiumforeignproducts.20-45middleclass.Highincomepeoplelivingintier1andtier2cities.Highincomewhitecollar.Womenbetween24and35.Productcategory1,476productcategories.Topthreeinclude:1)Beautyandpersonalcare2)Nutritionandhealthcare3)MaternityandbabyproductsBeauty,motherandbabycare,personalcare,home,healthcare,consumerelectronics,affordableluxury,food,clothingandshoes,sportsandoutdoor,watchesandaccessories.Fromnutritionandhealthcaretohomeappliancesandcar-relateditems.Apparels,shoes&bags,cosmetics,maternalandchildproducts,homegoodsandfoods.Beauty,fashion,travelandfood.OperationsInsideChinaoroverseas.InsideChinaoroverseas.InsideChinaoroverseas.In-houselogisticssystem.InsideChinaoroverseas.WarehouseOutsidechinaorbondedwarehouse.Bondedwarehouse.OutsideChinaorbondedwarehouse.12overseaswarehousesand11inChina.N/ADeliveryFromoverseasorbondedwarehouses.Frombondedwarehouses.Globalshippingandwarehouse.Allproductsaresourcedandboughtdirectlyfromoverseas.N/Asource:source:1./2019/07/20/your-guide-to-china-e-commerce-tmall-global-kaola-and-jd-worldwide/2./cosmepedia/china-cross-border-e-commerce-regulation-cbec17TappingTappingintocross-bordere-commerceinChinaSection22.3Howtochoosetherightplatformtostartwith1.1.AnalyzelocalmarketDomarketresearchtothoroughlyunderstandthelocalmarketCarefullychoosetherightproductofferingstomeetthedemandsoflocalcustomers2.2.SelectrightplatformDodiligentresearchoneachplatform.Consideritscredibility,customerservicecapabilities,logistics,paymentsystems,etc.UnderstandplatformspecialtiesandtargetgroupsConsultwithspecialistsifneededChoosetheplatformsthatmatchabusiness’sproductofferingsandtargetcustomersComparethedifferentcostsoftheselectedplatformsandthemarketingtoolstheycanprovide*informationisgeneralinnature.pleaseconductyourownresearchtoensurethemostupdatedinformationConsultlocalspecialiststogothroughtheapplicationprocess3.ApplyforPreparelegaldocumentsSubmitapplication18TappingTappingintocross-bordere-commerceinChinaSection22.4KeyconsiderationsbeforestartingtosellTobetterunderstandthestepsmentionedabove,let’slookatapaymentgatewaysoftwarebySamarkandGlobalcalledNomadCheckout,whichoperatesthroughabusinesscollaborationwithFedEx&SFExpress.SpeedupthedeliverytimeNomadcheckoutoperatesthroughabusinesscollaborationwithSFExpressandFedEX,thefastestandmostreliabledeliveryagentsinChina.Deliverywithin7daysisnormalandacceptableformostconsumers.ReduceimporttaxesNomadcheckoutoffersconsumersthespecialCBECtaxrateof9.1%formostproductsversus20%forpostalordersor23.1%vs50%forhighendcosmetics.Thisisasignificanttaxsaving.RemoveexchangerateissuesAtcheckoutthecostsareshownandchargedinRMB.Costsarebrokendowntoshowproductcost,shippingcostandduty.ChineselanguageNomadcheckoutprocessisinChineseandsupportslocalpaymentoptionsthroughWeChat,AlipayandUnionPay.DatacollectionandprocessingisallmadeinChineseandusestrustedChinesedeliveryagents,alongsidetheircustomerserviceinChina.Thisallservestoincreasetheconfidenceoftheconsumer.OptimizethehighshippingcostNomad’scollaborationwithSFExpressandFedExgivesthemaccesstodirectairlineratesandoptimizedend-to-endcostandtariffdiscountsofupto83%.SpeedupcheckoutloadingspeedNomadcheckoutisoptimisedtoavoidtheslowloadingspeedscausedbytheChinafirewall.Thesiteloadsinjustafewsecondswhichlowersthebouncerateonthewebsite.source:source:1./images/Nomad-checkout-Explainer-video.mp419TappingTappingintocross-bordere-commerceinChinaSection2KeytakeawaysSelectingtherightplatformiscriticalforabusinesstosellitsproductssuccessfully.Theapplicationprocessiscomplexandneedslocalexpertiseincludinglanguagetranslation.Toreducetheopportunitycosts,findingagoodpartnerisalwaysagoodidea.*information*informationisgeneralinnature.pleaseconductyourownresearchtoensurethemostupdatedinformation20BuildingdemandandconvertingsalesSectionSection3China'scross-bordere-commerceChina'scross-bordere-commerceoffersvastopportunitiesforinternationalbrands.Accordingtothelatestcustomsstatistics,sincethebeginningofthisyear,China'simportsandexportshavecontinuedtoimprove.Inthefirsttwomonthsof2024,Chinasawitsimportsandexportsreach6.6trillionyuan(about930billionU.S.dollars),ahistoricalhighforthesameperiod.ItisestimatedthatChina'sforeigntradewillbasicallymaintaintheupwardmomentuminthefirsthalfof2024.ThegrowthrateofChina'stradewithBeltandRoadpartnercountriesishigherthantheaveragelevel.Cross-bordere-commerce,marketprocurementandothernewforeigntrademodelshaveseenstrongmomentum.China'ssizeanddiverseconsumerbasedemandadeepunderstandingoflocalexpectationsandshoppingbehaviorstoensuresuccess.21Source2:/news/202403/11/content_WS65eeec19c6d0868f4e8e4f8c.htmlTappingintocross-bordere-commerceinChinaSection33.1Chineseconsumers’cross-bordershoppingbehaviourAccordingtorecentsurveys,customersinChinaliketospendtheirtimeinadiscovery-drivenonlineenvironment.E-commerceplayersinChinaoptimizetheirplatformsforcustomerinvolvement,blurringthelinesbetweenentertainmentande-commerce,aswellasonlineandofflinecommerce.Shoppingisagroupactivity,notasoloone.CHINESECHINESEJOURNEYSHOPPINGISSEAMLESSSeethestory“eightIdeasforWeddingfavors”,clicktoreadandfollowtheembeddedlinkstoproductsandstoresReceiveanotificationthatalive-streamingshowhostedbyafavoritecelebrityisabouttostart;clicktowatchandorderthefeaturedperfumewhileviewingTAOBAOOnlineshoppingPostaquestiontothecommunityaskingwhatpeoplebuyforweddingfavors.ReceiveresponseswithinminutesJoinabrand’sfanpartyonTmall,browsethebrand’slatestcollectionanddecidetoordercufflinksforfianceAddallitemstothebasketandpurchasewithasingleclick;followdeliveryviatheappPursueasuggestionforchocolatesandchatwithamerchanttofindoutmoreClickonpersonalizedlandingpage;contentisbasedonpreviousactivitySelectspecialitychocolatesandsmallgiftbags;additemstofavoritesexploringOnlineWESTERNWESTERNJOURNEYSHOPPINGISEFFICIENTSearchforweddinggiftsforfiance,decidetobuycufflinksWeddingwebsiteBrandwebsitePurchasethechocolatereviews;receiveasuggestionforweddinginvitation.Source:BCGanalysis.StyleblogsPinterest&instagramBrandwebsiteGoogleBrowseforchocolates,checktypesandpricerange,andreadreviewAddtheweddinginvitationsandthegiftbagsforthefavorstothecartAmazonAmazonchocolatierwebsitechocolatierwebsiteAmazonSearchforsmallgiftbagsandreadproductBrowseforinspiration,settleonchocolatesPurchasetheinvitationsand thegiftbagsSearchforweddingfavorsReadreviewstofinalizechoiceOnlinesearchingPurchasethecufflinksBrowseforcufflinksshoppingOnlinesource:source:1.https://www.digitalcrew.agency/consumer-path-to-purchase-china-2022/22Tappingintocross-bordere-commerceinChinaSection3Smartphonesareleadingglobalonlineshopping,withChSmartphonesareleadingglobalonlineshopping,withChinashowinghighadoptionratesduetoaccessibilityandconvenience.TheyaremostpopularinChina,where92%ofrespondentstothe2023StatistaGlobalConsumerSurveysaidtheyusetheirphonestoshop.FigureFigure3.1.1:Usageofsmartphonesforonlineshopping,202392%88%80%73%69%64%France0%20%40%60%80%100%UnitedKingdomUnitedStatesGermany62%MexicoIndiaChinaChineseconsumersdiscovernewbrandsviadiversedigitalchannelsandcontent,includingonlinemarketplaces,socialmedia,musicvideos,fashionshows,makeuptutorials,andnewswebsites.China'sinterconnecteddigitalplatformsenablecontent-leddiscovery,allowingcustomerstoeasilybuyitemstheyseeviaembeddedpurchaselinks.Thisseamless"buywhatyousee“approachenhancesproductplacementandpurchasesimplicitybeyondwhat'sseeninWesterncountries.App-basedsocialcommercehasrap