Hong Kong’s reputation for quality and integrity can help brands and products gain share in Mainland China’s booming e-commerce market.
That’s one key finding from a survey of middle-income and above online shoppers commissioned by the Hong Kong Trade Development Council (HKTDC).
The most important consideration when buying online for this consumer segment is whether products are genuine, rather than low prices, highlighted HTKDC’s Director of Research, Irina Fan.
“This suggests that Hong Kong businesses can leverage the superior quality of Hong Kong products and the strong reputation of Hong Kong brands in Mainland China to expand into the mainland e-commerce market,” Ms Fan remarked.
Other factors, such as product choice, also take precedence over low prices for China’s more affluent consumers when shopping online, the research indicated.
HKTDC’s survey was conducted across tier-one to tier-three cities in Q2 and Q3 last year.
Consumers were asked about their online consumption habits, as well as their preferences regarding Hong Kong products.
China’s online shoppers tended to rate Hong Kong-related products highly.
Around four in five survey participants had bought a product from Hong Kong online over the past year. This proportion rose to 85% for people living in in tier-one cities.
Age made a difference too. More than 80% of respondents under 50 had bought a Hong Kong product online in the past year, compared with 65% who were 50 or over.
The most popular categories for Hong Kong-related purchases were electronic goods, luxury items and fashion.
Mainland consumers average 9.4 online purchases per month, the survey found, with women shopping more frequently than men.
The highest shopping frequency by age was for consumers aged 30-49, who averaged 11.2 purchases per month.
HKTDC Research has more on the survey findings here.
A vibrant market
The HKTDC’s second Hong Kong Shopping Festival – a month-long campaign to help Hong Kong SMEs showcase their wares on e-commerce platforms in China – is underway this month.
Some 260 brands are taking part, spanning seven major categories: health supplements, food and beverages, home and living, personal care and cosmetics, apparel and accessories, smart gadgets, and products for the silver market.
To further help Hong Kong businesses develop their online sales, the HKTDC also plans to release a complementary report providing case studies of e-commerce activities and service providers in Mainland China.
According to the National Bureau of Statistics, online purchases of physical goods in Mainland China topped CNY13 trillion (~US$1.8 trillion) in 2024, accounting for more than a quarter of retail sales for consumer goods.