[Beauty Nuri] “Chinese consumers pay more attention to details than price”
by 300cbt Team·
Beauty Nuri reporter Yang Hye-in
It appears that the things that consumers consider important in the process of online shopping differ from country to country, so it seems necessary to establish an appropriate strategy.
UPS Korea Deputy Manager Jeong-hwan Jeong made this announcement through a presentation on 'Pulse of the Online Shopper' targeting the Asia Pacific region at the 'Shopify Meetup Seoul' held at MARU180 in Yeoksam-dong on the 30th.
This study cited visibility, incentives, and customized services as important factors that influence the purchasing behavior and decisions of consumers and businesses.
Visibility includes easy-to-see product details for customers, including pricing, fees, shipping costs, shipping times, free shipping terms, international sourcing (global purchasing), and clear return policies.
Additionally, it is analyzed that customers are being led to purchase through various incentives, loyalty programs, and reliable customer service.
Research shows that consumers in Asia Pacific look at a variety of factors, including price, product details, shipping costs, and promotional offers, before making purchasing decisions. Across Asia Pacific markets, an average of 48% research items they want to purchase through search engines.
Deputy Director Jeong-hwan Jeong said, “In most markets, the most frequently looked at factor is price, but it was found that Chinese consumers look at product details more than the price.” He added, “Compared to other countries, China in particular uses price comparison sites, customer review websites, etc. “There is a greater reliance on alternative platforms,” he said.
He continued, “Korea appears to be the most price-sensitive market, with a high percentage of people looking not only at price but also at discount offers,” and “Korea’s price comparison website usage rate is 64%, the highest in the world, which is also why the Korean market is not affected by price.” “It supports the claim that we receive a lot,” he explained.
Consumers driven by price are less picky about the online shopping process, while consumers driven by convenience are more likely to give up online purchases if they feel inconvenienced during the shopping process.
The most common reason for online consumers to return a product was 'different from the description', followed by poor quality, defects or damage.
The causes of customer complaints regarding the return experience were high, including delays in refunds and delays in exchanging products or receiving replacement products.
“A single mistake can either create a loyal customer or cause them to leave for another retailer,” said Deputy Director Jeon. “70% of Korean consumers completely stop purchasing from that seller due to poor customer service.” “This is the highest rate in the world,” he emphasized.
Meanwhile, at the event, the e-commerce platform 'Shopify', which has over 800,000 shopping malls around the world, was also introduced.
Through Shopify, you can not only operate overseas shopping malls, but also sell by linking with marketplaces such as Amazon, eBay, and Shopify, and social sales channels such as Facebook and Instagram.
Lee Jae-ik, CEO of 300cbt, said, “Shopify allows companies to easily implement the functions they need without developers. In the cosmetics field, ‘Soko Glam’ and Tony Moly’s U.S. site are representative examples of using Shopify.” said.