Online shopping has become the go-to choice for many young consumers, especially during holiday sales when the frenzy is at its peak. However, when it comes to purchasing ceramics, many buyers face disappointment because what they see online doesn't always match the real product in terms of quality or performance. The saying "looks beautiful" often applies to online ceramics, but the actual experience after purchase may not live up to expectations.
Despite this, a recent survey shows that when buying ceramics and other building materials, quality remains the top concern for consumers across all channels, followed closely by price. Offline shoppers tend to rely on physical stores to get detailed information about products, while online shoppers turn to the internet. Interestingly, 44% of offline shoppers also research products online, while as many as 60% of online shoppers visit physical stores before making a decision. This highlights the continued importance of brick-and-mortar stores as a key source of product knowledge.
Through these different channels, offline buyers are most concerned with environmental performance, followed by price discounts, while online buyers prioritize price first, then product performance. This reflects the differing values between consumers who shop offline versus those who prefer online shopping.
After purchasing ceramics and other building materials, online shoppers tend to be more focused on environmental issues, while quality remains the top concern for them post-purchase. Although online shopping is often seen as the cheaper option, this isn’t always true. For example, a water-saving toilet listed at 599 yuan per square meter on Tmall’s official store was found to be priced at just 559 yuan in a local physical store. This shows that prices can vary significantly depending on where you shop.
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