More than half of China’s online shoppers have purchased trendy Chinese brands, and the picks of young adult shoppers reflect a reshaping of the world’s second-largest market for consumer goods, according to new findings. Around 530 million internet users favour China-made products following the trend of “guochao”, or “China chic” trend, underscoring a significant market for homegrown goods that is awash with internet consumers, according to a report released by the China Internet Network Information Centre (CNNIC) on Friday. “China-made trendy products” refer to local products that combine China’s advanced manufacturing technology and trendy design - usually dubbed “Chinese fashion trend” - including clothing, footwear, beauty products, electronic products and automobiles.
The inward-facing consumer trend naturally reflects a challenge for foreign brands that strive to cash in on China’s 400-million-strong middle class. The report stated that 230 million people, or 25 per cent of online shoppers, used online channels to buy green and energy-saving products in the past six months, according to the report. During the “618” shopping festival - an online event last month with big discounts - Chinese brands occupied six spots among the top-10 brands in terms of online retail sales, the report indicated.
“New Chinese-style” clothing, which combines traditional Chinese elements in its design, is a representative product in the trend of China-made goo.