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Macro-economy

E-commerce platforms fosters structural upgrading of Chinese brands, insiders

May 14, 2019


Abstract : E-commerce platforms like JD.COM are playing an increasingly important role in promoting the high-quality and high-value development as well as structural upgrading of Chinese brands, according to insiders.

BEIJING, May 14 (Xinhua) -- E-commerce platforms like JD.COM are playing an increasingly important role in promoting the high-quality and high-value development as well as structural upgrading of Chinese brands, according to insiders.

According to big data from JD.COM, in 2018, Chinese branded goods were 14 percent and eight percent higher than international branded goods respectively in the growth of the order amount and sales volume of goods ordered, indicating that more and more high-quality and high-value Chinese brands have become popular among consumers.

Data also showed that the year-on-year growth in the number of Chinese goods was higher than that of Chinese brands, signifying that Chinese brands are putting more efforts in product line expansion.

Besides, consumers are spending more on Chinese branded goods, showcasing more trust in their qualities.

JD.COM's big data showed that among the top 100 search terms in 2018, 17 of them are associated with Chinese brands represented by Huawei, Xiaomi and Vivo.

Chinese brands presented notable structural upgrading trend, with high-end goods continuously rising in 2018.

Such results are inseparable with e-commerce platforms represented by JD.COM who are pushing up the structural upgrading of Chinese branded goods by connecting the whole chain from goods demand to supply and helping improve qualities of Chinese brands, believed insiders.

According to them, in the brand construction of Chinese consumer goods, JD.COM helps local brands go national, national brands go global and time-honored brands become new Internet celebrities.

More importantly, e-commerce platforms can also help solve problems that are difficult to solve in offline business, according to experts.

For instance, e-commerce platforms can play an important role in related safety system building.

The huge amount of data on consumer evaluations and feedbacks can help brand owners visualize the whole production process, solving safety problems concerned by consumers, said Li Yongjian, an official with the National Academy of Economic Strategy of the Chinese Academy of Social Sciences.

E-commerce platforms can also help producers improve production process and quality and help Chinese brands extend presence by constructing a positive feedback loop between consumption and supply through their big data advantages. (Edited by Gu Shanshan)

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