(Yicai Global) Nov. 3 -- Chinese consumers are keen on purchasing differentiated and high-end imported products such as handsets and cosmetics but domestic brands are gaining a foothold in segments such as eyewear and watches, according to e-commerce giant JD.Com.

An increasing share of Chinese consumers bought imported items when choosing their next mobile phones, cosmetics, furniture, foods, and beverages over the past 12 months, the Beijing-based platform operator wrote in a report released yesterday.

But fewer people were looking for foreign dietary supplements, jewelry, sporting goods, toys, musical instruments, watches, and eyewear as consumers are becoming more confident about domestic brands in these areas that used to be key for importers.

In the first three quarters of this year, the bestselling category of imported goods sold on JD.Com was handsets, making up more than 30 percent of the total turnover, followed by computers and office devices, maternity and baby care products, make-up and skincare items, as well as household appliances.

Those aged between 26 and 45 are the main group of consumers who buy foreign goods on JD.Com. But the fastest-growing segment is people aged from 46 to 55 as these more mature shoppers are becoming more willing to spend money on products made abroad.

In the past three years, the value of goods of foreign brands sold on the platform totaled CNY500 billion (USD68.3 billion), exceeding the target of CNY400 billion created during the second China International Import Expo in 2019.

Nearly 100 countries have launched their national pavilions on JD.Com’s platform and the products cover categories including foods, liquors, electronics, mother and baby care products, as well as personal care and healthcare items.

Editor: Emmi Laine, Xiao Yi