Survey: Nearly 80% of mainlanders purchase HK products online

Hong Kong brands enjoy a good reputation in the Mainland market as nearly 80% of Chinese shoppers have bought Hong Kong products online in the past year, a survey finds. 

The latest "Hong Kong Businesses Deepen Engagement in Mainland eCommerce Retail Market - Consumer Survey Report", published by the Hong Kong Trade Development Council (HKTDC), surveyed 2,200 consumers from various Mainland cities, all from middle-income households or above, during the second and third quarters of 2024. It aims to help Hong Kong companies better formulate appropriate strategies to tap the Mainland eCommerce retail market.

The survey revealed that among all Mainland respondents, 78% had bought Hong Kong products online in the past year. The proportion stood at 85% in tier-one cities, 81% in the Greater Bay Area (GBA), 78% in tier-two cities and 74% in tier-three cities. The proportion in tier-four and tier-five cities (68%) was lower than the overall average.

In terms of age distribution, 83% of respondents in the 18-29 age group said they had bought Hong Kong products online in the past year. This was closely followed by consumers aged 30-49 (82%), while the proportion among consumers above 50 years old was lower (65%).

While overall gender differences are minimal - 77% of male and 79% of female respondents reported purchasing Hong Kong products – the trend varies by region. In tier-one and tier-two cities, and in the GBA, significantly more female consumers have bought Hong Kong products online. In lower-tier cities, a higher proportion of male consumers reported doing so.

On a scale of one to 10, the respondents gave an average score of 8.7 to Hong Kong products when compared with other products. Respondents from tier-three cities gave the highest score of 9.2, while those from tier-four and tier-five cities gave a score of 8.9, indicating particularly favourable perceptions in these regions. In terms of age, consumers aged between 18 and 29 gave Hong Kong products the highest rating of 8.9. Female consumers gave a score of 8.9, slightly higher than the score of 8.6 from male consumers.

The Hong Kong products that Mainland consumers most like to buy online are consumer electronics and electrical products (72%), followed by luxury goods (46%) and fashion products (41%). The GBA has the highest proportion of consumers buying consumer electronics and electrical products (79%), followed closely by tier-one cities (78%) and tier four and tier five cities (73%). The proportions of consumers buying luxury goods in tier-one cities (53%), the GBA (52%) and tier-two cities (51%) are comparable.

Among Mainland shoppers who have bought Hong Kong products online, the average order value for children’s goods is 24% higher than the average. Orders of drug and health products (16%), pet products (29%), and fresh produce and food (18%) are also significantly higher in value than the average.

By product categories, respondents from tier-one to tier-four and five cities who had bought Hong Kong products online spent more on pet products. Consumers in tier one and tier two cities and in the GBA demonstrate above-average spending in children’s products.

For beauty products, respondents in tier-one and tier-two cities show above-average spending. Consumers in tier one, tier two and tier three cities, and in the GBA, tend to spend more when they buy drugs and health products online. Fresh produce and food see elevated order values among consumers in tier-one and GBA cities.

Consideration factors among Chinese shoppers

Additionally, brand image is the top consideration when buying luxury items (40%), sports products (37%) and fashion products (61%) from Hong Kong. Product quality and texture are the most important factor in relation to both cosmetics (41%) and drug and health products (42%). For electronics and electrical products, price and promotion are the top concerns among Mainland shoppers.

When asked to describe Hong Kong merchandise, brands and products, respondents generally view the Hong Kong brand as a marker of high quality and stringent product standards. Descriptions commonly matched with Hong Kong products include “compliance with stringent product safety standards” (28%), “guaranteed raw material/material quality” (28%), “guaranteed genuine products” (27%), “confidence in quality” (27%) and “fashionable look” (27%).

Channels promoting eCommerce products on the Mainland are very diversified. However, when shopping for Hong Kong products online, Mainland consumers mainly look for product information and read product reviews on official brand channels.

In particular, they will obtain information from official brand channels when choosing Hong Kong electronics and electrical products (31%), luxury items (34%), sports products (34%) and fashion products (26%). They will rely heavily on product reviews when purchasing Hong Kong drug and health products (34%) and beauty products (32%) online.

Mainland consumer behaviours

On the Mainland front, Chinese consumers shop online frequently, with an average of 9.4 purchases per month. This is particularly true for those in tier-one (11.7 times monthly) and Greater Bay Area (11 times monthly) cities. Shopping frequency among women (10 times monthly) is higher than that for men (8.8 times). By age group, consumers aged 30-49 demonstrate the highest online shopping frequency, averaging 11.2 purchases per month.

Comprehensive eCommerce platforms are the predominant online shopping channel, with 95% of respondents using comprehensive/digital shelf eCommerce platforms. This figure far exceeds the use of live-streaming/short video platforms (38%) and group buying platforms (32%). In terms of online shopping for cross-border or imported products, consumers prefer to use Tmall International or JD International, with 73% and 63% respectively choosing these platforms. Other notable platforms include Douyin eCommerce Global (30%) and Amazon China (21%).

Authenticity and reputation are top considerations for online shopping. An authenticity guarantee policy (15%), reputable merchants (11%) and wide product selection (9%) are the top three considerations for respondents when purchasing online.

Meanwhile, a striking 88% of respondents cited “promotion” as their primary consideration, regardless of location, age or gender, followed by product quality and design (70%). These two considerations rank significantly ahead of brand (22%) and price (17%).

On average, Mainland online shoppers get their products 3.2 days after placing an order. This highlights the importance of efficient logistics and distribution for companies entering the Mainland eCommerce retail market, as speedy fulfilment is a key competitive advantage in winning over local consumers.

Irina Fan, research director of HKTDC said: "Mainland consumers are highly accustomed to online shopping, with an average of 9.4 online purchases per month - a trend particularly pronounced in first-tier cities and the Greater Bay Area. When shopping online, they prioritise whether products are 'genuine' over simply pursuing low prices."

"This insight suggests that Hong Kong businesses can leverage the strengths of Hong Kong products' superior quality and the strong reputation of Hong Kong brands in the Mainland to expand in the Mainland eCommerce market. They should flexibly use both comprehensive and 'interest-based' platforms, as well as promotion methods such as live streaming and short videos, and adopt targeted marketing strategies to stand out in the fiercely competitive market," she added.

Dexuan Zhu, HKTDC economist (Greater China Region), said: "Based on case studies of Mainland eCommerce platforms and service providers, Hong Kong businesses may consider adopting a multi-channel operation strategy. This includes utilising both traditional shelf-based platforms and emerging 'interest-based' platforms to reach different consumer groups and boost traffic. Other cases show that while enterprises can collaborate with internet celebrities/KOLs for 'influencer marketing,' they must base their choices on market analysis and data, selecting influencers that align with their products. This approach will enhance the precision of promotions and achieve optimal, cost-effective marketing results."

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