Overseas customers flock to Chinese online marketplaces

High-tech items

Smart devices for the home, intelligent hardware, niche sports products and customized equipment made by Chinese manufacturers have gained popularity among overseas consumers, whose demand for personalized merchandise is rising, according to a report released by Alibaba.com, Alibaba's business-to-business platform that helps facilitate foreign trade.

The report said artificial intelligence technology has accelerated the popularization of intelligent products, with overseas consumers increasingly favoring consumer electronics products and small home appliances with innovative technology.

Wearable devices, virtual reality glasses, smart speakers plus camping, hiking and other outdoor sports equipment have also seen booming sales.

During the"618" shopping festival, a sales event spanning weeks that culminates on June 18, orders on the platform surged 42 percent year-on-year, data from Alibaba.com showed. The gross merchandise value increased nearly 30 percent compared with the same period last year.

Orders from JD Global Sales, JD's cross-border e-commerce business division, soared 236 percent year-on-year during the midyear promotional campaign. Sales of digital products increased nearly fourfold year-on-year, while the transaction volume of home appliances grew more than threefold. Orders for computers and office products increased 210 percent from a year earlier.

The company has optimized its direct-mail logistics network and includes 37 countries and regions. These improvements ensure faster, more affordable delivery for global customers. Buyers across 17 markets — including Japan, South Korea, Singapore, Thailand, Malaysia, Vietnam, Cambodia, Australia, and New Zealand — can also enjoy free shipping promotions.

The e-commerce platform Taobao has expanded its free global delivery coverage to 12 countries and regions this year, including Singapore, Malaysia, South Korea, Australia, Japan, Thailand, Cambodia, Kazakhstan and Mongolia.

The program waives the shipping fees for orders over a certain amount. A convenient return service, which allows shoppers to return unwanted items at nearby collection points, is also available, Taobao said.

Mandy, a Malaysian Chinese student, takes advantage of digital payment options and free shipping services in Malaysia offered by Chinese e-commerce platforms. She recently bought beauty and skin care products made in China, which were "quite affordable".

Mandy said she often shares the must-buy lists on social media platforms, adding that livestreaming and short videos are very popular in Southeast Asia. There are even special discounts in livestreaming sessions on Taobao, she added.

Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, said the growing popularity of Chinese-made products in the global market shows: "Chinese factories, which depend on improved supply chains and supporting abilities related to production, can churn out high-quality commodities. The products have gained an upper hand in terms of cost and price compared with those of their counterparts around the world."

Chinese e-commerce apps have been among the most downloaded and favored apps in many countries in recent months, Wang said. Global inflation has made Chinese e-retailers the preferred option for overseas consumers demanding high-quality and low-priced goods.

"An increasing number of made-in-China products are gaining popularity among overseas consumers, which 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.

To attract new foreign consumers, Hong said Chinese enterprises should step up investment in product research and development, design and marketing.

As the popularity of Chinese-made products is underpinned by logistics infrastructure, and the payment and operation services of e-retailers, it is vital for Chinese e-commerce platforms to explore new logistics and delivery models, he said. This includes building overseas warehouses, expanding international cooperation in the payment domain, and enlarging their footprint in emerging markets, such as the Middle East and Africa.