As China's consumer market upgrades, the overall consumption level of the market continues to rise. On December 9, 2017, the National Bureau of Statistics announced the latest statistical consumption data. In November, the national consumer price rose by 1.7% year-on-year. Among them, the city rose 1.8%, and the rural rose 1.5%. Thanks to the adjustment of the consumption structure, imported seafood is now more popular, and China has become the world's largest importer and consumer of seafood.

According to China Customs data, as of October 2017, China's total imports of seafood exceeded 2.37 million tons, totaling more than 23.34 million US dollars. According to the country classification, Russia, the United States, Canada, Norway, and New Zealand are the top five seafood imports from China.

On November 24, 2017, the Ministry of Finance's Customs Department website issued a notice on "China will adjust the import tariffs of some consumer goods", which will be implemented on December 1, 2017. This is the third time since June 2017, after the country reduced the import tariff on some consumer goods for the first time, it has significantly reduced the tariff on imported consumer goods for the third time. Salmon (Atlantic squid), Arctic prawn (scientific name northern prawn), spring fish (scientific name squama), lobster, crab, abalone are all reducing tariffs, especially for Arctic prawn. 2%. Future seafood imports will grow at an unprecedented rate.

The import market for aquatic products was lower. In 2015, due to the decline in demand for high-end aquatic products, the overall price of imported aquatic products was higher than domestic and volatility of the RMB exchange rate, the import volume of aquatic products declined, and prices also declined. The online import of aquatic products market has expanded rapidly, with a growth rate of more than 70% in 2015, which has become an important driving force for the growth of the aquatic products market.

In terms of food categories, customers are mainly deep users who have formed certain online buying habits, but shallow and medium-sized users of aquatic products account for a large proportion. Compared with the food category, the age distribution of aquatic products is higher and the proportion of males is larger. This characteristic is inconsistent with the current characteristics of young food-based and female-oriented users, which objectively increases the training of online aquatic users. Difficulty. In response to the above characteristics of the online fish market, we put forward two suggestions in the market direction: to expand the male market and cater to younger customers.

In terms of absolute proportion, middle-aged women are still the mainstay of the online aquatic products market, but the amount of aquatic products purchased by male customers and younger customers has increased year by year, and the market potential has been continuously enhanced. Male aquatic customers have a limited purchase but are more likely to purchase high-priced aquatic products. The young customers of aquatic products are growing at a high speed, but their purchasing power is relatively weak. Young aquatic customers are more inclined to low prices and processed aquatic products. Therefore, it is necessary to expand the male high-end consumer market to cater to the young people's pursuit of low-cost and processed aquatic products.

Branding and specialization have become the product breakthrough direction. The brand awareness of online aquatic products consumers has been continuously improved, and the market share of the top 30 brands in sales has increased year by year. Branding means bringing a very high premium to the product. Brands are a guarantee of quality and service and an important factor influencing consumer choice. Consumers are more cautious in selecting high-priced aquatic products, and the advantages of branded goods are more obvious. The professionalism and credibility of the store directly determine whether the products they sell are safe and secure.

In the direction of consumption, the trend of popularization and living of online aquatic products is obvious. From the beginning of 2013 to the beginning of 2015, the internal factors are the construction of its own platform, the improvement of product quality and the improvement of distribution capacity. The external factors include the increase of per capita disposable income and the improvement of living standards. The online aquatic market has become more and more popular in the lives of the people.