China ecommerce

Inside DeWu’s User Base: A Deep Dive into Demographics


Dewu Gender distribution

Ever wondered who’s behind those skyrocketing sales figures on DeWu? Well, it’s time to meet the crowd. In this blog, we’re pulling back the curtain to reveal the typical DeWu user.

Age is More Than Just a Number

When it comes to DeWu, age isn’t just a number; it’s a defining characteristic. The platform is a magnet for the young and tech-savvy, particularly those belonging to Gen Z. This age group isn’t just window shopping; they’re driving sales and setting trends.

  • Gen Z and Gen Alpha Dominate: Over 50% of DeWu users are either Gen Z or Gen Alpha, with over 80% being born post-1990.

Recent research conducted by McKinsey paints an intriguing picture of Gen Z’s shopping habits in China. It reveals that a substantial 62% of brand-savvy Gen Z individuals prefer online shopping as their ultimate retail destination. But that’s not all – a whopping 75% of what we affectionately call ‘shopaholic Gen Z’ are eager to level up their consumption game.

What sets this segment apart is their desire for brands that truly make a statement. They seek uniqueness and individuality while also valuing popularity, as these factors play a significant role in shaping their identities. For them, it’s not just about what they wear; it’s about the brands that help them express themselves and garner those coveted ‘likes’ on their social media posts.

Where Are These Shoppers Located?

DeWu isn’t just a hit in Beijing and Shanghai. It’s making waves in second and third-tier cities as well. These emerging markets are proving to be fertile ground for luxury brands looking to expand their reach.

Demu – City Distribution

Gender Dynamics: Who’s Spending More?

While DeWu appeals to both genders, it’s interesting to note the subtle differences in shopping behavior between men and women. From brand preferences to spending habits, gender plays a role in shaping the DeWu experience.

  • Balanced Gender Ratio: DeWu boasts a 52:48 Male: Female ratio, unlike other platforms that skew more female.

The Spending Habits: What’s in the Cart?

  • Average Spending: Users make an average of 6.5 orders a year, spending around 8,200 RMB.
  • Interest in Limited Editions: 39% and 42% show interest in limited-edition products and brand-collaboration products respectively.

The DeWu Ecosystem and Economic Impact

Building a Diverse Brand Portfolio

DeWu’s user base is eclectic, and its brand portfolio mirrors this diversity. With over 5,000 brands present, including high-end labels like Adidas, Coach, Michael Kors, and Armani, DeWu has become a platform that caters to a wide range of tastes.

Community-Centric Shopping

DeWu’s User Generated Content (UGC) mode goes beyond mere shopping. It fosters a sense of community where users and brands generate high-quality content, allowing users to discuss and share their purchases and impressions. This interactivity sets it apart from other e-commerce platforms.

The Economic Footprint

The economic trajectory of DeWu is on an upswing. In 2019, its revenue stood at 7 billion yuan, predominantly from sneaker sales. The platform had nearly monopolized the domestic second-hand shoe market. By 2020, the number of product identifications on DeWu had soared past 60 million, showcasing its growing appeal and the quality assurance it provides to its users.

The Social Commerce Aspect: Video Content and Engagement

DeWu has embraced video content to bolster engagement. A significant portion of daily usage time is spent watching videos, prompting the platform to launch a “Video Account” feature to capitalize on this trend. Creators, brands, and users engage in a dynamic video-based shopping experience.

Why Should You Care?

If you’re a brand looking to tap into the Chinese Gen Z market, DeWu is where you need to be. And if you’re a consumer looking for the next big thing in luxury shopping, look no further. DeWu’s unique user base and community-driven approach make it a platform that’s changing the game in the world of e-commerce.

Call to Action

Interested in leveraging DeWu for your brand? Contact Digital Crew to find out how you can make the most of this booming platform.

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