In recent years, an increasing number of European enterprises have started to develop their business in China via e-commerce, as there is major demand for European products among Chinese consumers, especially those “made in Germany,” the Economic Information Daily reported on April 26.

This trend can be attributed to the rapid popularization of e-commerce, the development of cross-border online shopping and the elevated consumption pattern of China’s internet users.

Taking as an example Kaola.com, a major Chinese cross-border e-commerce platform, the company recently announced its business strategy in Europe. It will invest 3 billion euros in the direct procurement of high-quality goods there, and it has also signed a cooperation agreement with well-known European enterprises including P＋M, Eurocomfort Group, Hape and Best 1 MED.

Zhang Lei, chief executive officer of the platform, noted that high-quality goods from Europe have become a new favorite for China’s wealthy families, and younger generations signify huge potential for European products in the Chinese market.

However, some analysts say that China’s cross-border e-commerce in Europe still faces obstacles, and there are thresholds that must be addressed. Issues include the risks and fluctuations of relevant overseas policies, contradictions between brands and their offline agents, clearance of goods, and settlement of exchange and tax reimbursements.