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China's top 11 ecommerce platforms


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“Consolidation” is the name of the ecommerce game in China. The country’s top platforms are growing so fast as to make smaller ones non-viable. …

“Consolidation” is the name of the ecommerce game in China. The country’s top platforms are growing so fast as to make smaller ones non-viable.

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  • 1. China’s Top 11 Ecommerce Platforms
  • 2. “Consolidation” is the name of the ecommerce game in China. The country’s top platforms are growing so fast as to make smaller ones non-viable. Takeaway:
  • 3. 11 Dang dang Sales in 2013: $600m ! YOY Growth: 46% ! Daily Page Views: 2.3m ! Members: 15.7m ! Monthly Orders: 1.93m What started out as primarily an online bookstore obviously branched out, into household merchandise, cosmetics, digital, appliances, and more. ! Is it for you? Once strictly retail, Dang Dang is now offering vendors their own stores. With over 40% of China’s online shoppers having made a purchase on Dang Dang, the platform certainly has legs for brand-building, although not nearly the power of other platforms.
  • 4. 10 Vancl Sales in 2013: $1.4b ! YOY Growth: 50% ! Daily Page Views: 598,500 ! Members: 10m ! Monthly Orders: .27m Deftly cribbing the ‘real-folks’ branding of the Gap, and melding it with Zara’s devastating time to market with knock-offs of high fashion, Vancl is one of the few top ten ecommerce platforms in a definite niche. ! Is it for you? No. Their brand, their clothes.
  • 5. 9 VIP Sales in 2013: $1.75b ! YOY Growth: 135% ! Daily Page Views: 4.9m ! Members: 50m ! Monthly Orders: .28m “Discount luxury” is the concept upon which VIP’s platform metastasizes. Flash sales, in which a Chinese shopper might save up to 90% on an ostensibly upscale handbag, keep the punters checking in daily. ! Is it for you? Have you ever heard of Kisscat, pictured above? Nor we, admitted non-VIPs that we are. VIP uses its reputation to promote all manner of brands as the world’s most luxurious, with under-informed Chinese shoppers so far none-the-wiser. You can fool some of the people some of the time…
  • 6. 8 GOME Sales in 2013: $9b ! YOY Growth: 126% ! Daily Page Views: 8.1m ! Members: 100m ! Monthly Orders: N/A Gome (pronounced “gwoh – may”) was China’s reigning appliance/electronic big box chain, before the ecommerce revolution. Since then, Gome’s physical stores grow increasingly shuttered, as the company does a creditable job of repositioning. The sales and member figures above are for online/offline sales combined. ! Is it for you? No. A relic of less competitive times, Gome will treat your brand as a state- owned-enterprise would, with brutal inefficiency.
  • 7. 7 Yihaodian (1Mall) Sales in 2013: $1.8b ! YOY Growth: 68% ! Daily Page Views: 2.9m ! Members: 57m ! Monthly Orders: .48m 1 Mall had a great thing going as China’s online food market of choice. Further to investment by Walmart, it seems to have an even better thing going. ! Is it for you? 1 Mall also offers vendors their own stores within the ecosystem, but is primarily a retail platform. Walmart’s strategy most likely does not hinge around empowering private vendors to seamlessly promote and manage their own products.
  • 8. 6 Yixun Sales in 2013: $1.1b ! YOY Growth: 90% ! Daily Page Views: 1.02m ! Members: over 10m ! Monthly Orders: .36m Yixun was the go-to site for electronics & electronic components, before deciding like its fellow top tenners that a super long tail was more lucrative. Actually, Yixun is still primarily thought of as a place for good deals on electronics. Motor oil, not so much. ! Is it for you? Perhaps. Yixun is a retailer only recently experimenting with brand stores. If you’re a global electronics brand, you doubtless have quasi-sanctioned distributors using it as a channel, though.
  • 9. 5 Amazon Sales in 2013: N/A ! YOY Growth: 38% ! Daily Page Views: 10.4m ! Members: N/A ! Monthly Orders: 2.4m 10 years in, and Amazon is still a distant third to the true giants of China B2C ecommerce, detailed below. ! Is it for you? A familiar western platform is nice. Getting squeezed out by much more robust native giants, bad. It’s tough not to think of Google as a cautionary tale in this case, although that is a tad extreme, as Amazon’s about products, not information, a much more sensitive commodity.
  • 10. 4 Xiaomi Sales in 2013: $6b ! YOY Growth: 135% ! Daily Page Views: 2.8m ! Members: N/A ! Monthly Orders: N/A You want Chinese innovation? Here it is, perhaps not in product but in concept and service. Founder Lei Jun fancies himself a Sino Jobs, flipping the script by letting external developers dictate new updates, and by only offering his products online. ! Is it for you? Yes, as a lesson in the power of China’s Internet. Xiaomi has built its brand entirely online.
  • 11. 3 Suning Sales in 2013: $17.5b ! YOY Growth: 7% ! Daily Page Views: 9.03m ! Members: 20m (online) ! Monthly Orders: N/A Suning was Gome’s main competitor in the brick-and-mortar arena, and is clearly ahead in the ecommerce game, rapidly changing game though it is. ! Is it for you? No, for the same reasons as Gome’s.
  • 12. 2 JD Sales in 2013: $16.8b ! YOY Growth: 83% ! Daily Page Views: 15.25m ! Members: 100m+ ! Monthly Orders: 4.33m 360 Buy, Jingdong, and now JD, the platform changes names like a rapper trying for ever more cred-worthy personas. For a store that began in opticals, however, its 20% of China B2C market share is laudable. ! Is it for you? Still primarily a retailer, but with offerings for branded stores, JD is a legitimate ecommerce channel consideration, especially for clearing up gray market, due to its size and reach.
  • 13. 1 Tmall Sales in 2013: $57b ! YOY Growth: 68% ! Daily Page Views: 147m ! Members: 500m+ ! Monthly Orders: 19.5m Quite simply the king (emperor?) of China ecommerce. Notice the layout familiar to all the other platforms mentioned save VIP’s and Amazon’s? Tmall pioneered it. With over 50% of China’s B2C ecommerce, Tmall is the online shopping hub.
  • 14. 1 Tmall Is it for you? If you’re going to go with a 3rd party platform (click here if you’re considering), yes. Tmall has been about vendors managing their own brands from the get-go, and is always improving its suite of marketing/advertising services to help them. Every other big platform is mimicking its progress or trailing lamentably behind. Accept no substitute.
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