Chinese Consumers Spend More Than A Year In Overseas Shopping.

Why do Chinese people like to make "walking wallet" abroad? What causes them to think that the quality of domestic consumer goods is not high, innovation is not enough, and the price is expensive? Li Wei, director and researcher of the Department of industrial economics research, Department of economic research, Shanghai Academy of Social Sciences, said that before the consumption market was large, the consumption levels were large, the big road goods could also be sold, and they could make money, which led to the lack of motivation for domestic enterprises.

The solution will not be a smooth road.

"The upgrading of any enterprise is compelled by market competition pressure, and the growth space must be made by enterprises themselves in the competition."

Li Wei said.

Paris, France, Berlin, Japan, Tokyo...

In the shopping malls and supermarkets in every metropolis of the world, the Chinese tourists who are crowding in everywhere can sweep goods in big bags and small packages, and go to famous bags, name lists, etc.

Down to milk powder, thermos cups and other daily necessities.

Many shop signs in Tokyo are Chinese, shopping guide and Chinese, while many Korean companies, especially cosmetics company bosses, send money to send staff to learn Chinese so as to better serve Chinese customers.

According to the Ministry of commerce data, overseas consumption of Chinese tourists has reached 1 trillion and 82 billion 900 million yuan in 2014, accounting for more than 10% of the global consumer market share, ranking three in the world for the first time in a row.

In the past 2005~2014 years, the average annual growth rate of overseas consumption in China is 25.2%, which is 2 times the growth rate of total domestic consumption in the same period.

In 2015, the number of outbound people in China reached 120 million, and overseas consumption, including travel, accommodation and shopping expenses, amounted to 1 trillion and 500 billion yuan, of which at least 700 billion to 800 billion yuan were used for shopping.

According to the estimation of operating income of more than 20 thousand brands in the brand database, the Chinese Academy of consumer goods Research Institute found that in 2015, the global luxury consumption of Chinese consumers reached US $116 billion 800 million, and Chinese people bought 46% of the world's luxury goods all year round.

Among them, 91 billion US dollars (about 608 billion 600 million yuan) took place overseas, accounting for 78% of the total.

As a big consumer, consumer and exporter of consumer goods, why is there such a serious consumption outflow? At present, China's production of consumer goods, household appliances, shoes, cotton spinning, chemical fiber, clothing and other capacity accounted for more than 50% of the world's total, light industry and textile exports account for more than 30% of the world's total.

In light industry, home appliances, leather, plastics, food, furniture, hardware, ceramics and other industries, the output of over 100 kinds of products ranks first in the world.

Feng Fei, Vice Minister of the Ministry of industry and information technology, said in early June that with the intensification of international competition and the weakening of cost advantage, the structural contradictions of China's consumer goods industry, such as large scale and insufficient effective supply, strong manufacturing capacity and insufficient innovation ability, were highlighted.

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On the one hand, with the improvement of the income level, the consumption of our residents is changing from the clothing and food oriented subsistence type and the subsistence type consumption to the enjoyable and well off consumption of the living and acting representatives, changing from the imitation wave type extensive consumption to the personalized and diversified fine consumption, and the consumers' requirements for the color, variety, quality, specification, brand and safety of the consumer goods are constantly improving.

Li Wei believes that the consumption demand of Chinese consumers has escalated. However, our production supply structure is still a way of production of such a primary product such as scale expansion. Supply and demand are seriously out of step. The upsurge of Chinese consumers' overseas purchase is also exposing the problems of consumer goods manufacturing in China.

When the Minister of Commerce Gao Hucheng talked about the phenomenon of consumption outflow during the two sessions of the National People's Congress in March, the price difference was also one of the main reasons.

Data show that the average price difference between domestic and international liquor products is as high as 64%, the highest price difference is 85%, the average price difference of wrist watches is 33%, and the highest price difference is 83%.

And Chinese consumers often buy clothes, perfume, bags, cosmetics and so on.

The spread is below 30%.

Gao Hucheng believes that the formation of this disparity is mainly based on three reasons.

First, in terms of taxes and fees, China has a relatively high tax rate, especially the consumption tax on certain products.

Two, the domestic circulation costs are too high and the links are excessive. There is still room for further reducing logistics and management costs in the market.

The three is the pricing policy of foreign brands to China.

Insiders pointed out that in the Chinese market, tariffs account for up to 5% of the final retail price of luxury goods. Brand based market price regulation is the most important factor in the high price of luxury goods in China, and this regulation is based on the purchasing power of consumers in different markets.

The Chinese market is large and the purchasing power is great. The price of the Chinese market is higher than that of other countries.

In contrast, luxury tariffs in India are very high, but prices are very low, and some of them are even lower than those in the European market.

In addition, in recent years, the devaluation of the euro, yen, Australian dollar and other currencies has cut the cost of overseas travel a great deal, which has caused a great difference between the price of the same commodity and China's domestic price, thereby stimulating Chinese tourists to go abroad to buy.