British companies are busy having their websites translated into Mandarin as online sales of many British e-retailers continue to receive a big boost from the increasing number of Chinese shoppers who are now in love with genuine British-made goods. According to a report, as many as 21.9 million Chinese shoppers have logged on to websites from Britain to purchase goods these past 12 months. The research was done by Ipsos MORI and PayPal. The report, which was released last month, showed that these Chinese online shoppers helped Britain become the third-largest online exporter in the world after the U.S. and China.
Wide coverage of market research
The market research covered 29 countries. According to the data gathered, 59 percent of Chinese online shoppers bought accessories, footwear and clothing from the UK in the past year; over 40 percent bought alcohol, drinks, food and groceries while 57 percent bought various beauty products including cosmetics. The research also reported that Chinese buyers were attracted to the online payment systems that are fully secure and the authenticity of the products they bought.
Trade association Ukinbound Chief Executive Deirdre Wells said that one possible contributing factor to the increase in online sales is the influx of Chinese tourists in the country. She said that if they liked what they bought during their holiday, they will remain loyal to British retailers.
Influx of visitors from China
According to Ms. Wells, the British economy gained about £500 million a year from Chinese tourists. For the past five years, the number of visas issued to Chinese nationals has tripled – from 115,000 in 2009, it jumped to 336,000 in 2014. Individual spending of each tourist is about £2,688 for each visit, with an overall spending increase of 326 percent.
Genuine products from Britain have long been associated with heritage and quality and Ms. Wells is still enjoining British businesses to produce goods that are attractive to Chinese consumers and push their brands more on social media patronized by the Chinese market.
It’s surprising that about 9.1 million Americans also bought products made in Britain, making them second to the Chinese as the largest group of online consumers.
Promotions are very effective
It was revealed that Chinese online consumers also keep tabs on seasonal promotions and have noted the sales period during the Christmas holiday, Black Friday and Singles Day. With the figures shown in the survey, many British online retailers are now investing heavily to make their websites speak the language of their biggest consumers and are now opting to have their site translated into Mandarin to target the growing number of Chinese middle class that is now one of the biggest online spenders.
It is not only online UK retailers that are tapping into the Chinese market. M&S had just opened a flagship store in Beijing’s shopping mall called The Place in Chaoyang District. While this is the 10th flagship store of M&S in China, this is the first one that’s located in the capital city of Beijing.