Cross-border electronic commerce is developing strongly (China and cross-border electronic commerce are growing strongly).

During the global COVID-19 epidemic, the e-commerce market in almost all European countries showed a very significant growth trend. Although the epidemic situation in Europe has been obviously controlled and offline physical commerce has picked up, with the impact of another wave of epidemic outbreaks after winter, many places in Europe have been blocked again, and the level of physical shopping is still not optimistic.

How can we lock in customers? This requires you to have a certain understanding of the characteristics of overseas customers and the development of overseas e-commerce, and on this basis, master the methods of finding overseas target customers. Next, let's take stock of the e-commerce market trends in various countries around the world.

I. Russia

Market overview:

The characteristics of Russian Internet are: late start, rapid development, and large age span of screen names. Russian netizens are mainly distributed in Moscow and St. Petersburg. Due to the lack of large clothing stores and incomplete clothing models, the online purchasing power of medium-sized cities is relatively high. Female users account for 60%, mostly aged 25-38. They buy all kinds of goods, among which clothes and shoes are more popular.

Demand characteristics:

The temperature difference is large and it is cold in winter. Hats, gloves, scarves, long leather coats, short leather coats and other commodities are all necessities of life. Russians love sports, which is an indispensable part of life, which leads to the hot sale of sporting goods. Obsessed with holidays. The beach is the first choice for Russians to spend their holidays, so the items needed for beach holidays, such as swimsuits and sandals, are very popular. Russians are tall, and there is a great demand for large size clothes. Price accounts for a large proportion in Russian online shopping decisions, and the price factor is very important. The quality and brand of goods are equally important to them.

Second, Brazil.

Market overview:

Brazil is an emerging market for cross-border e-commerce competition, which mainly benefits from its good e-commerce infrastructure, rapid development of logistics and payment platforms and vast territory. In recent years, the Brazilian government has made great efforts to build e-commerce infrastructure, which has accelerated the development of e-commerce.

Demand characteristics:

Characteristics of buyers: Brazilian buyers are basically white-collar workers, aged 25-36, with college education or above, medium English level and 3-4 years of cross-border online shopping experience. Demand preference: For Brazilian buyers, cheap prices and fashionable styles are the most important. The preferred categories are clothing, accessories, shoes and bags, beauty products, toys and 3C accessories. Style preference: Brazilian buyers like American country style and simple style, like tight-fitting and figure-showing clothes, and like exaggerated and colorful accessories. They pursue the texture of goods, and sellers should pay attention to the effect of pictures.

Three. Spain

Market overview:

Whether it is domestic e-commerce or cross-border e-commerce, Spain is the most potential country in Europe. Compared with physical stores, Spanish consumers prefer to shop online. More than half of Spanish online consumers have the experience of shopping from foreign online stores, which makes Spain a profitable cross-border electronic commerce market.

Demand characteristics:

Characteristics of the buying crowd. The ratio of male to female buyers in Spain is average, and the age of buyers is concentrated in 16 ~ 34 years old, mainly students and office workers. Spanish buyers don't have a very high ability to pay, so they care more about the price of goods. Shopping habits. Most Spanish buyers are used to browsing and shopping on the desktop, and most of them buy goods through keyword search. Before buying, they will compare the price of the whole station and refer to the special needs of praise. When selling goods in Spain, in addition to the complete size, the seller must also attach a size chart to clothes and other goods.

Fourth, France

Market overview:

France is a big trading country in the world, and its total import and export volume ranks fifth in the world. At the beginning of 20 16, the growth rate of total sales of e-commerce was 10 times of the overall growth rate of French commerce. Since 20 15, the number of people using mobile phones to shop online in France has increased rapidly. At present, 72% of the goods sold by e-commerce are sold through mobile terminals.

Demand characteristics:

Time of purchase. Because of Christmas, 165438+ 10 and 65438+February are the hottest periods for e-commerce sales. Usually, 63% of French people will shop online during this period. Demand category. Due to the relatively developed tourism industry in France, the most French people buy online are tourism, services, culture and clothing. Purchase interface preferences. In addition to the French copy in the picture, the product details page should also pay attention to the richness of the picture.

Verb (abbreviation for verb) Britain, England

Market overview:

The British government has always supported the development of e-commerce, so British e-commerce is in a leading position in European and American countries. Britain, Germany and France are the most popular import destinations for cross-border electronic commerce in Europe. The good development trend of E-commerce in Britain is due to the improvement of Internet access rate and Internet access conditions of the British public. In terms of the price and choice of Internet access services, Britain is more competitive than most other European countries.

Demand characteristics:

Price. British consumers will spend a lot of time comparing similar goods. In most cases, the price of goods is the decisive factor in their marketing purchase behavior. Demand preference. With the acceleration of product updates, social media and fashion shows can always trigger fashion trends and product demand. At the same time, members of the British royal family also play an important role in promoting the sales of fashion goods.

Sixth, the United States

Market overview:

The United States is the country with the earliest and fastest development of e-commerce in the world, and its application field and development scale are ahead of other countries. The United States has the largest e-commerce platform in the world, and the user activity of the platform is also the highest in the world. The main reason is the good infrastructure and sufficient consumer groups in the United States, which makes online B2C sales in the United States show a steady upward trend. The United States has a strong Internet economy, more individuals are willing to integrate into this economic system, and local netizens have a very strong sense of sharing and innovation, so the sales of C2C are also increasing year by year.

Demand characteristics:

Consumption habits. Americans basically don't save money and like to overdraw. Living habits. Americans live in the present, enjoy life and pay attention to spiritual consumption, such as sports, fitness, health, tourism and nutrition. Americans will spend a lot of money on fitness, outdoor sports, health care and nutrition. Therefore, the market of fitness products and outdoor products in the United States is hot, and key products are selling well. This is closely related to the living habits of Americans. Brand demand. Americans attach great importance to brands. Americans believe that brand is the guarantee of quality. They would rather choose high-priced brands than cheap goods without brands. Packaging occupies a large proportion in the hearts of Americans. In their eyes, the quality of packaging and goods is equivalent. Good goods must have good packaging, otherwise there will be a gap in shopping experience.

Seven. Germany

Market overview:

Germany is the fifth largest e-commerce market in the world and the second largest e-commerce market in Europe. Its Internet penetration rate, proportion of online shopping consumers and average online shopping expenditure are all higher than the European average. Whether it is the number of online buyers or the average annual cost of each buyer, Germany's ranking is higher than the European average. Its market characteristics mainly include: broad market growth, high consumption level, supporting strength, perfect logistics system guarantee experience, customers' pursuit of quality and high profit rate.

Demand characteristics:

Germans prefer German websites and bank transfers; Germans prefer German websites and bank transfers: fashion and clothing, electronic products and books are in great demand. German consumers are keen on online shopping, with convenient door-to-door service ranking first in consumption preference, followed by 24-hour shopping, which is more convenient, cheaper, wider in online shopping product selection, easier in goods and smoother in online shopping process. Germans are not impulsive in shopping, and the proportion of consumers missing physical stores is low.

Eight, Japan

Market overview:

Japan is the third largest economy and the fourth largest e-commerce market in the world. Thanks to Japan's high network coverage, mobile shopping has become the mainstream. Although it started late in the field of cross-border e-commerce, it has the characteristics of rapid development, high maturity and strong system, and has gradually become an important cross-border e-commerce market. Its good development trend has had a far-reaching impact on the surrounding pattern. Moreover, as a world economic power, Japan has undoubtedly become a huge potential consumer market.

Demand characteristics:

User characteristics:

High brand loyalty and attention to detail quality; The network coverage is very high, and mobile shopping has become the mainstream; Buying behavior is influenced by seasons and weather environment; Passionate about western festivals; I like to take part in holiday promotions.

Preference characteristics:

Toys, hobbies, DIY products; Furniture and household appliances; Food and personal care; Electronic products and media products; Fashion supplies

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