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~ Pattern ~

will over-index in taking this additional spend, with a massive However, for this question, 59% of respondents also
68% of existing customers expecting to spend more on the mentioned wanting to purchase unique products, and
platform in the next 12 months. the same percentage wanted products that matched their
sense of style. This desire for new products is extremely
Why are they buying? important to Chinese shoppers. We recommend launching
We asked some specific questions about what made new items more regularly than brands may plan to in
respondents buy from Tmall Global, with the results Western markets in order to drive demand in the Chinese
demonstrating how sophisticated this cohort of shoppers market.
is. Guaranteed authenticity of products (69%) because
Chinese shoppers can buy from brands’ flagship stores, and We also asked how Western brands selling on Tmall Global
the product quality of Western goods (63%) were the top can best build trust with shoppers who are encountering
answers. the brand for the first time. These results back up our
best practice advice on how to optimise your Tmall
The quality of customer service (57%) was also selected Global Flagship store. 70% of respondents said that brand
by more respondents than price (50%). In fact, we find information—including awards the brand and products
shoppers are prepared to pay a premium for authentic have won—is important to build trust.
products bought from Tmall Global rather than purchasing
them through channels that are not authorised by the Almost as important is the store’s DSR store – which
brand. measures a brand on how well it is serving customers. 69%
of respondents said the DSR score would help them to
Half of shoppers also said they had made a purchase from trust a brand enough to make a purchase.
Tmall Global because the brand or product they wanted
was only available on the platform. Tmall Global is a great Finally, the third important aspect of acquiring new
starting point for brands who want to build a Chinese customers is word of mouth on social media (64%).
customer base before investing in entering the market and Chinese consumers are influenced by their families and
setting up a Chinese business entity. friends online, and this type of recommendation is just as
crucial as paid campaigns with influencers (Key Opinion
When we asked respondents why they buy Western goods Leaders) to help build trust in a brand. We call this group
in general, the answers closely mirrored their reasons for of more informal influencers Key Opinion Customers, and
buying from Tmall Global. Again, quality was mentioned you can and should encourage and reward them for posting
by the majority of the shoppers polled (60%), and nearly about your products and brand. ••
half mentioned that they buy when the product is not
available from a local brand (47%). YOU CAN DOWNLOAD THE FULL SURVEY RESULTS AT:
https://info.pattern.com/china-shopper-report-2022

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