Men in their fifties buy more and more from Chinese actors. Domestic players in the industry demand quick action from legislators.
Chinese e -commerce operators are constantly digging the land under domestic and European players. Kimmo Haapala
Last year, Finns bought products from the online store for nearly EUR 5.4 billion. According to the Finnish Trade Union, online shopping by Finns from home country grew by two per cent last year, by nine percent abroad.
The fashion store has continued to grow, but a new tough tumor is cosmetics. This is a global boom: especially different anti-aging products and products presented by Korean skincare routines. Men’s cosmetics are also increasingly purchased.
Foreign e -commerce accounts for almost 40 % of Finnish digital purchases. The share of European trade increased last year, but buying from Chinese online stores increased by hundreds of percent, says the Federation of Commerce. However, the value of the middle purchase from China halved.
Men buy electronics
Men in their fifties buy more from China. Although the most aggressively marketed Temus is still being bought, Finnish men have increasingly turned to Ali Express. Ali Express sells cheap tools, electronics, spare parts and leisure products.
On the other hand, women in their fifties have reduced buying from China. Shein, who sells disposable fashion, has lost customers in Sweden in addition to Finland.
“Perhaps women have noticed that cheap fashion is not worth buying, and maybe they have increased responsibility thinking specifically in terms of cheap fashion,” says the main economist of the Federation of Commerce Jaana Kurjenoja.
In addition, buying a second hand fashion, especially from abroad, is growing.
Temu has established itself in Finland. The number of users may not grow much, but according to Kurjenoja, Temu’s power is that it hooks its visitors.
– Once you have bought Temus, you will probably continue to buy.
Two new ones to put in Europe
Chinese online stores have been eating the country for years under domestic and European online stores. Temu, Shein and Ali Express are the three largest, but now you should be prepared in the wider sector, says Kurjenoja.
Namely, two new, major players are spreading to Europe: Tiktok Shop and JD.
The Social Media Start Tiktok’s own shop is already in the UK and at the end of last year it launched itself in Spain. This year, Germany, France and Italy will be in turn.
– From there, it eventually spreads to the Nordic countries. Stores and regulators should already be prepared for it, says Kurjenoja.
JD is a cheap electronics trade that has been negotiating a trade with a German player for some time. If the deal succeeds, JD will become a strong player as both electronics stone and online seller, Kurjenoja estimates.
Kurjenoja emphasizes the importance of effective legislation in the face of a growing Chinese e -commerce. E -commerce in the EU suffers from an unfair competitive position in relation to non -EU players. European actors comply with regulation and pay significant administrative and employment costs and taxes. Chinese online stores do not do this.
– This has been the biggest factor in addition to the shop rally and the cheap trade, says Kurjenoja.
– The regulation has not been sufficiently taken into account. The concrete act of legislators would immediately place marketplaces in charge of what they care.