China's cross-border e-commerce emerged in the early 21st century and entered a period of rapid development as the trend of "buy global, sell global" surged. From Moroccan essential oils to Polish face masks, from Canadian down jackets to American sneakers... Chinese consumers can now enjoy the convenience of shopping worldwide without leaving home. The booming "global shopping" trend also reflects the upgrading of Chinese consumers' consumption concepts and quality. Overseas shopping is a lifestyle.
US, Japan, and South Korea are the most popular
In the morning, waking up with a Thai latex pillow, brushing teeth with Italian Marvis toothpaste, applying Japanese SKII to the face, and eating American Quaker oatmeal for breakfast... This is already a real-life scene for many fashion-forward individuals, and overseas shopping is what makes it possible.
It is reported that women are the main force behind overseas shopping. For every 10 overseas shoppers, 7 are women. The post-95s have become the group with the greatest consumption potential, the post-80s rank first in per capita spending, the post-90s are the main consumers, and the post-95s show the fastest consumption growth. Demand for overseas shopping in inland regions is increasing. The top three regions with the highest overseas shopping spending power are Guangdong, Jiangsu, and Zhejiang; the fastest-growing regions in overseas shopping spending are Hebei, Shanxi, and Henan.
In the early days of overseas shopping, Hong Kong and Macau were the most popular sourcing destinations. Now, the overseas shopping map has expanded to cover Japan, South Korea, Europe, the US, South Africa, and other countries and regions. The most popular overseas shopping destinations among consumers are the United States, Japan, and South Korea.
Rise of Niche Specialties
In the initial stage of China's overseas shopping, it was just sporadic purchasing agents by overseas students. Overseas shopping was a privilege for a few, and vast rural areas had no access to it. Starting in 2014, China's overseas shopping platforms exploded, popularizing overseas shopping nationwide. Girls in remote small counties could also buy their desired foreign products, and the market was largely dominated by big brands. Now, small and medium-sized foreign brands are increasingly entering overseas shoppers' carts. Even in remote areas of China, specialty products from a small town in the US can be purchased.
According to big data records of overseas shopping items, beauty products, women's clothing, and bags and accessories remain the mainstream for global buying. Beauty and skincare products from niche countries are popular, including Moroccan essential oils and Polish face masks...
Beauty products featuring "niche + high-tech" are warmly welcomed, as people rack their brains for beauty. Searches for "black tech skincare" increased by 430% year-on-year. Sales of beauty and body devices grew by up to 56%, including: facial cleansing brushes with a 117% sales increase, radio frequency devices up by 156%, face slimming tools up by 104%, and new products like smart beauty devices, smart mask machines, beauty formula designers, and smart skin testers.
Changes in consumer demographics and preferences have also reshaped the beauty market, with niche beauty products gaining traction. Thai beauty products are growing faster than those from Japan and South Korea. Spanish beauty products like MartiDerm, Singuladerm, Endocare, and Sesderma ampoules saw a growth of up to 462%. Czech concealer, known for its "excellent coverage, all-day wear, and ability to even cover tattoos," has become the best-selling concealer. German medical-grade professional skincare products, despite their higher average price, have earned high consumer trust.
The booming beauty industry owes much to professional buyers. They leverage social media, live streaming, and short videos to maximize their influence, becoming experts at recommending and selling products. Niche items like Polish goat milk masks and Russian Dance Legend nail polish have become hot sellers with their endorsement.
People Are Living More Refined Lives
Women are living more refined lives. It is reported that the post-95s are the group with the highest proportion of beauty product purchases. Beijing and Shanghai have the highest average spending on beauty products. Guangdong residents have ranked first in beauty sales for two consecutive years. Highlighter sales grew by up to 115%, indicating women's makeup skills are becoming increasingly professional. In 2018, the total sales of face masks could circle the Earth 5.5 times. The post-90s contributed the most to eye cream purchases, and sunscreen product purchases accounted for half of the market, showing that women fear aging and are concerned about wrinkles and sagging skin, making anti-aging a top priority.
Not only women, but men are also paying more attention to their appearance. In 2018, the year-on-year growth in men's cosmetics sales was 94.52%, and men's BB cream sales grew by 115.38%. Purchasing users in Qinghai and Tibet increased by over 250% year-on-year, with male grooming enthusiasts concentrated in the northwest. Meanwhile, men's bag sales grew by 95%, proving that the phrase "bags cure all ills" applies not only to women but also to men.
We truly experience "boyfriend power MAX," as men always remember to buy gifts for their girlfriends. Guys from Guangdong lead the nation in the number of buyers, followed closely by guys from Henan with a 73% growth. The post-95s are role models for men and representatives of caring partners; for every five men buying lipstick, three are post-95s.
The refinement of the new generation of overseas shoppers is not only reflected in their appearance but also in their internal health and wellness. Young women from Guangdong, Jiangsu, and Zhejiang are the most health-conscious. The number of post-95s purchasing health supplements grew by up to 89%, with female users accounting for 73%. The post-90s have a head start in the pursuit of whitening.
What are the trustworthy overseas shopping websites?
Skinstore Official Website
Features: US cosmetics website that ships directly to China
URL: https://www.skinstore.com
Brands include: Boots No.7, Zelens, Avène, Elizabeth Arden, Bourjois, etc.
I often recommend foreign skincare products, and many girls ask where to buy them. Actually, most can be found on Skinstore. It is a comprehensive US skincare discount website that supports displaying prices in RMB and offers direct shipping to China. They are currently running a promotion with significant discounts.
The official website has a very wide variety of products, from facial care to hair and body care, including beauty products. It carries many US cosmeceutical brands that are hard to find domestically, as well as skincare lines specifically for sensitive skin and anti-aging. Products range from luxury brands costing 2000 RMB to affordable items at 50 RMB, making it well worth browsing.
FEELUNIQUE Official Website
Features: UK comprehensive cosmetics website that ships directly to China
URL: https://cn.feelunique.com
Brands include: Clarins, Estée Lauder, Benefit, DHC, etc.
A very comprehensive skincare and beauty website. Most brands can be shipped directly to China. Discounts and promotions are very frequent, making it suitable for buying high-end beauty and skincare products.
B-Glowing Official Website
Features: US cosmetics website that ships directly to China
URL: https://www.b-glowing.com
Brands include: PAUL & JOE, Rosebud Salve, Bioderma, etc.
It features many Nordic skincare products rarely seen in China, such as by Terry, Laura Geller, Lipstick Queen, Becca, Kevyn Aucoin contouring products, etc. Most importantly, it has the cat-themed PAUL & JOE makeup series, a favorite for cat lovers!
6PM Official Website
URL: https://www.6pm.com
Features: Bags, Shoes
Payment Methods: Supports domestic credit cards
Shipping Method: Requires forwarding
Besides Amazon US, 6PM is probably the most popular website for US shopping. It operates like an outlet store, specializing in discounted branded goods. Many styles are often sold at flash sale prices. It's not just Americans and Chinese browsing, so if you see a good price, you need to grab it immediately or it will be gone. It supports domestic credit cards but does not offer direct shipping, so forwarding is needed. Moms looking to treat themselves can head to 6pm.
Carter's Official Website
URL: https://www.carters.com
Features: Children's Clothing
Payment Methods: Supports domestic credit cards
Shipping Method: Supports direct shipping and forwarding, but direct shipping is not cost-effective.
Carter's is the number one children's clothing brand in the US and a great place to buy clothes for kids. Prices here are more affordable than Disney, Gap, or Gymboree, and promotions come one after another, so you never have to worry about missing out. There are plenty of bargain prices. Their clothes are comfortable and suitable for everyday wear. They are also user-friendly for domestic customers. In short, if you want cost-effective clothes, buy them when Carter's has a sale. Carter's supports domestic credit cards and forwarding, and also offers direct shipping, but the shipping cost is high and there is a higher risk of customs duties, so forwarding is recommended.
Saks Official Website
URL: https://www.saksfifthavenue.com
Features: Clothing, Shoes, Hats, Bags, Children's Clothing
Payment Methods: Supports domestic credit cards, low probability of order cancellation
Shipping Method: Requires forwarding
This store, also translated as Saks Fifth Avenue, is a very upscale comprehensive e-commerce website. Its selection of personal care products is very extensive. Brands like Lanc?me, Estée Lauder, and Clinique can all be found here. Besides cosmetics, it also offers clothing, bags, and shoes from many brands. If you want to buy limited editions, you can come here directly. It has a wide range of children's clothing from major brands, and discounts are significant when sizes are discontinued, so you can often find great deals. It supports domestic credit cards and forwarding. The probability of order cancellation is relatively low; orders are generally approved and shipped within 24-72 hours.
Ashford Official Website
URL: https://www.ashford.com
Features: Watches
Payment Methods: Supports domestic credit cards
Shipping Method: Supports direct shipping and forwarding
If you want to buy a watch, you must go to this store. Prices are much cheaper than in China, and there are frequent discounts. Watches priced at half or even one-third of domestic prices are common. Due to the overwhelming number of Chinese users, they have even set up a Chinese page. International shipping is free for orders over $75, but direct shipping time is similar to forwarding time. Previously, Ashford rarely cancelled orders, but now the Chinese site often blocks orders with good discounts. Switching to the English interface to place an order can also lead to cancellation due to the domestic IP address. So it's best to register two accounts: one for direct shipping to China and one with a US address as a backup for flash sales.
