According to recent research done by FedEx in Australia, the industry has more than 8 in 10 (84%) mainland Chinese online shoppers who are highly likely to buy at least one Australian product within 12 months.
“Australian brands enjoy a high reputation among consumers in mainland China,” said Kim Garner, managing director, FedEx Express Australasia. “With the China-Australia Free Trade Agreement and the emergence of online marketplaces connecting to consumers in mainland China, it is becoming much easier for Australian businesses to do business with [them].”
Fedex gathered a poll amongst 1,000 mainland Chinese online shoppers, aged 18 – 44 years old who are currently living in Beijing, Shanghai, Guangzhou and Shenzhen. It has shown that Australian brands are one of their top choices, with 81 per cent of shoppers have previously bought at least one Aussie product online. It shows Australian products resonate well with mainland Chinese consumers. They spent about AUD940 in the past 12 months.
“For Australian businesses to harness e-commerce, logistics plays an important role. Delivery and returns are important part of the customer experience. That’s why it is so important to have reliable and fast shipping solutions that give mainland Chinese shoppers the confidence to buy from Australia,” said Garner.
More than a third (36%) of mainland Chinese online shoppers said Aussie products are good value for money and 32 per cent believed they are safer than mainland Chinese goods.
“Buying Australian products online comes down to trust. This research indicates secure payment, authenticity and seller recommendations are more important to mainland Chinese online shoppers than price and brand. It’s important to have a world-leading product, but selling it through the right channels is also crucial,” said Garner.
Cosmetic and skincare products were the most popular category, purchased by 31 per cent, followed by healthcare and pharmaceutical products (25%). Dairy products were perceived to be ‘world-class’ by 58 per cent of mainland Chinese online shoppers, while a fifth or more thinks the same for health supplements and pharmaceutical products (39%); baby products (31%); skincare products (25%); fresh seafood and meat (24%); fresh fruit and vegetables (20%) and wine (20%).
“Equally critical is leveraging Australia’s strong national image through effective marketing. Our research shows that nearly two thirds (62%) of mainland Chinese online shoppers like buying Australian-made as our way of life is appealing and over half (59%) agree they are more likely to buy brands if their favourite celebrities on social media use them,” said Garner.
The most prominent barrier preventing mainland Chinese online shoppers from purchasing Australian goods is the perception that delivery takes too long (35%). However, 80 per cent agree they would be more likely to purchase an online Australian product if the seller used a well-known and reputable international shipping company.
The ability to return a product without extra hassle and cost (69%), reliable solutions for outsized, perishable or fragile deliveries (66%) and fast delivery (57%) were all identified as highly important when deciding to buy Australian products.
The credibility of product listings is a key influencer for mainland Chinese online shoppers, with 79 per cent stating they would buy more Australian products if they were available on mainland Chinese global online marketplaces like Tmall global. At the same time, six in 10 shoppers considered online payment safety (61%) and product authenticity (60%) as paramount when deciding whether to make an online Australian purchase.