MIC findings further revealed that foreign brand Siemens tended to appeal to male shoppers aged between 25 and 34, with the majority living in Zhejiang, Guangdong, and Jiangsu.

With three models in the top-10 bestselling foreign brands on Tmall over the research period, Siemens' strong reputation for quality and good after-sales services have been highly recognized by Chinese Internet users.

When it comes to selecting a refrigerator, Chinese Internet users tended to focus on noise level, price and refrigeration performance. This reflects the fact that price level is one of major determinant factors when Internet users purchase refrigerators online and therefore has a significant impact on the purchase decision of a refrigerator buyer in China.