Young Consumers Drive the Market
The new generation of consumers is shaping the landscape of imported goods consumption. Data from Tmall International reveals that by the end of 2021, transactions from users born between 1990 and 2000 accounted for over 50% of total purchases, outpacing other age groups.
Having grown up alongside China’s rapid economic development, this generation of young people prioritizes quality and lifestyle enhancement beyond basic needs. According to QuestMobile, their online shopping decisions focus on product quality, price, and brand reputation. These preferences are particularly evident in their consumption of imported goods. Tmall International data highlights that research-grade skincare and makeup products are the top choices for young consumers, reflecting their pursuit of premium quality and personal expression.
Proportion of consumers in different age groups (2019-2021)
Source: 天猫国际，德勤研究
Male Consumers Favor Cosmetics, Watches, and Health Products
In recent years, the trend of male personal care consumption has surged, with imported male skincare products gaining significant popularity among men born between the 1970s and 2000s. Among younger generations, particularly those born in the 1990s and 2000s, there is a noticeable interest in makeup products. According to Tmall International, these “refined men” represent the primary consumers of imported male makeup items.
From an urban perspective, the number of male users and the total consumption of imported goods across all city tiers saw double-digit growth in 2020 and 2021 compared to pre-pandemic levels. This increase is largely attributed to the reduced frequency of social interactions during the pandemic, which shifted male consumers’ focus toward personal care, household needs, and overall family health.
Male imported consumer transaction amount growth (2020-2021)
Source: 天猫国际，德勤研究
Female Consumers Drive 72% of the Market, Dominating E-Commerce
Since the pandemic, young consumers born between 1990 and 2000 have emerged as the primary demographic for online imported goods consumption. As digital natives, these consumers, particularly women, are increasingly drawn to the immersive online shopping experience. Tmall International data shows that in 2021, female consumers accounted for 72% of cross-border e-commerce users, marking a 15% year-on-year increase. Additionally, spending by female shoppers on imported goods maintained double-digit growth.
When it comes to purchasing priorities, women focus on household essentials and products catering to both domestic and international needs. Among their top choices are personal care items such as infant formula, serums, sunscreen, and shampoo, according to Tmall International data. These categories represent the core of female-driven imported consumption.
Significant Growth Among Post-65 Elderly Consumers
The pandemic has reshaped the consumption habits and lifestyles of China’s elderly population, driving increased engagement with online entertainment and shopping platforms. According to data from the China Internet Network Information Center, the proportion of internet users aged 50 and older in China rose sharply from 16.9% in March 2020 to 25.8% by June 2022, reaching nearly 300 million users.
Growth Rate of Elderly People Transaction Volume (2020-2021)
Source: 天猫国际，德勤研究
Post-Pandemic Shift in Consumption Priorities Drives Growth in Sports and Beauty Imports
The pandemic has gradually transformed lifestyles, shopping habits, and product preferences. Traditional social and gathering activities have decreased, encouraging consumers to explore personal interests and invest more in them. Simultaneously, increased time spent at home has led to a heightened focus on personal care and comfort within the home environment. These shifting demands have accelerated growth in new sports categories blending social and physical activity, alongside beauty and personal care products catering to self-improvement and research-based formulations.
- Growth in Outdoor Activities and Self-Interest Investments: The increased desire for outdoor social activities and personal hobbies has driven rapid growth in imports of outdoor products. In 2021, the transaction volume for camping and outdoor sports equipment sustained a strong upward trend.
In 2021, the transaction amount for camping and outdoor sports equipment continued to maintain a high growth rate.
Source: 天猫国际，德勤研究
- Rising Demand for Beauty and Professional-Level Personal Care: With more consumers spending time at home, there has been a surge in demand for fine cosmetics, personal care products, and professional-grade maintenance solutions, resulting in remarkable sales growth.
Shift in Parenting Trends Towards a Focus on Professionalism and Value
In the post-pandemic era, guided by scientific parenting principles, mothers and baby consumers have shifted their focus to the practicality and professionalism of products. With the introduction of the three-child policy, families from the 1980s managing second and third children, as well as younger parents born in the 1990s and mid-1990s, are redefining their consumption patterns and needs for infant and toddler products.
New-generation parents exhibit a more cautious approach to traditional parenting advice passed down through elders. Instead, they actively seek guidance from professional parenting platforms and expert-driven short video channels. According to Little Red Book data, as of June 2022, the infant and toddler sector garnered over 100 million interactions, with the majority of readers being young users born in the 1990s and mid-1990s.
As digital natives, parents from this cohort prefer online shopping for maternal and baby products, emphasizing quality and international brands. Tmall Global data reveals a sharp increase in maternal and infant consumers from the 1990s and mid-1990s demographic in 2020. However, parents from the 1980s and earlier generations tend to place higher average order values for these products compared to their younger counterparts.
Rising Demand for Holistic Health, From the Body to the Mind
In the post-pandemic era, consumers are increasingly prioritizing quality of life, with health and well-being evolving in more personalized and differentiated ways throughout the life cycle. This shift is reflected in two key aspects: First, a growing desire for a healthier lifestyle, with diverse health and wellness needs tailored to different life stages and an emphasis on high-quality, holistic well-being. Second, there is greater attention to consumer experiences, mental health, and self-care. As home-based living becomes more prominent, the demand for products that foster a sense of ritual and create a comforting, atmospheric environment has risen.
- As the trend toward high-quality health maintenance continues, functional foods that promote both health and beauty are favored
Growth rate of high-quality health care transaction volume（2020-2021）
Source: 天猫国际，德勤研究
- There is a growing emphasis on enhancing the sense of ceremony in home life, with a focus on fostering personal enjoyment and well-being.
Growth rate of home living ceremoniousness transaction volume in 2021
Source: 天猫国际，德勤研究
The Number of People Living Alone in China Continues to Rise, Leading a Greater Demand for Companionship and Emotional Support
As intergenerational values shift and individualism grows, family sizes are shrinking, and single-person households are becoming more common. Chinese consumers are exploring new ways to enjoy their lives while living alone. Two key trends have emerged: first, an increasing number of consumers are turning to high-tech devices to enhance interactions with friends and create virtual companionship; second, the trend of “familiarizing” pets has intensified, with more people adopting pets and seeking their companionship, resulting in a more refined demand for pet-related products and services.
- Black Technology enhances entertainment options and fosters more frequent social interactions
- Functional pet food is becoming increasingly specialized, with personalized pet products emerging regularly
Consumers are Placing more Emphasis on Environmental Issues, Climate Change, and Green Spaces.
There is a growing consumer focus on sustainability, with an increasing demand for products that reflect these values. According to Deloitte’s Global Consumer Tracking 2022 report, 55% of consumers have made purchases based on sustainability, with food and beverages (42%) and household essentials (25%) being the most common categories. This shift towards more sustainable consumption is becoming an integral part of everyday life, including in imported retail.
- The green economy is gaining momentum, and the second-hand market is showing strong potential for imports.
- The vintage luxury trend is on the rise, and circular fashion is becoming mainstream.
- “Pure Beauty” and green beauty trends are encouraging healthier, more sustainable consumption habits.
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