貿發局調查:78%內地消費者曾購港貨 年輕消費者最多 最重視是否「真品」
香港貿發局發表《港商深耕內地電商零售市場-消費者調查報告》,顯示78%內地消費者在過去一年曾經網購香港產品,當中年輕消費者及高消費地區尤爲熱衷。同時,內地消費者對香港品牌信任度高,對產品有高度評價,爲港商開拓內地電商市場提供穩健基礎。
調查顯示,內地消費者平均每月網購9.4次,尤以一線及大灣區城市居多;其中女性(10次)網購頻率高於男性(8.8次);以年齡劃分,則30至49歲消費者的網購頻率最高,平均每月11.2次。
調查又顯示,香港產品較受年輕消費者歡迎,年齡介乎18至29歲受訪者中,有83%表示過去一年曾網購香港產品;其次爲30至49歲消費者(82%),而50歲及以上消費者的比率較低(65%)。
貿發局研究總監範婉兒表示,內地消費者十分習慣線上購物,在網購時非單純追求低價,最重視產品是否「真品」。正好啓示港商可善用香港產品優良品質,及香港品牌在內地的良好信譽方面優勢,拓展內地電商市場,靈活運用綜合與「興趣型」平臺,及直播、短視頻等方式進行推廣,利用精準營銷策略在競爭激烈的市場中脫穎而出。
貿發局首席經濟師(大中華區)趙永礎指出,內地消費者較喜歡網購的香港產品是消費電子及電器產品(72%),其後是奢侈品(46%)和時尚產品(41%);有網購香港產品的內地消費者花費在兒童產品、藥品及保健品、寵物產品的平均訂單金額,均較總體爲高,值得港商留意。
趙永礎又指出,網購消費力目前主要集中在一、二線城市,但三線城市正逐漸成爲市場焦點,消費者普遍期望快速到貨,要求愈來愈高。
是次調查於去年第二季至第三季訪問了2,200位來自內地不同城市的中產或以上消費者,以瞭解他們的網上消費行爲,以及對香港產品的喜好。
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