跨境网购人群趋年轻化 有娃家庭成海淘主力军

The popularity of cross-border online shopping is growing in China, with younger people and families being the driving force, according to a report issued by Amazon China.

根据亚马逊中国发布的一份报告，跨境网购在国内日益普及，年轻群体和家庭成为跨境网购的驱动力。

The report shows that a younger age, a high level of education and a high income are the three major features of Amazon China's cross-border online consumers.

报告显示，年轻化、高学历、高收入是亚马逊中国的跨境网购消费人群的三大特点。

Nearly 80% of consumers are below the age of 35 and more than 90% have at least a bachelor's degree, according to the report.

报告称，近8成消费者的年龄在35岁以下，超9成消费者拥有学士或更高学位。

Consumers with monthly salaries above 5,000 yuan accounted for 62% of cross-border online shoppers in 2016. Families have become the major group of cross-border online shoppers, and families with kids account for 84% of the total group.

2016年，月收入5000元以上的消费者在跨境网购群体中占62%。家庭成为跨境网购群体的主力军，其中，有子女的家庭占84%。

The report also found that Chinese consumers are becoming more quality-conscious. Price and quality are listed as the two most critical factors in cross-border online shopping for the first time.

报告还发现，国内消费者的品质意识逐渐提升。价格与品质首次成为人们在跨境网购时最为关注的两大因素。

Elaine Chang, Amazon China president, said: "Cross-border online shopping experienced explosive growth in 2016. Consumers prefer to buy high-quality products from overseas vendors."

亚马逊中国总裁张文翊表示：“跨境网购在2016年经历了爆炸式的增长。消费者更愿意从海外供应商购买高质量的产品。”

Chang estimated this trend will continue this year, and Amazon will expand the scope of authentic overseas products.

张文翊预计这一趋势将在今年持续下去，而亚马逊将扩大海外真品的范围。