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Российские покупатели в китайских онлайн-магазинах Russian shoppers at Chinese online stores

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Особенности аудитории, совершающей кроссбордерные покупки; портрет россиянина, покупающего в китайском интернет-магазине; география интереса к покупкам в зарубежных интернет-магазинах.

Published in: Retail
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Российские покупатели в китайских онлайн-магазинах Russian shoppers at Chinese online stores

  1. 1. D insight AT A Russian shoppers at Chinese online stores Fedor Virin Data Insight research agency China-Russia E-commerce Summit. October 5, 2015
  2. 2. D insight AT A E-COMMERCE MARKET: KEY NUMBERS
  3. 3. D insight AT A Market volume 2014 Online sales* in Russia, 2014: 645 bn rubles / €14.5 bn Domestic online sales* in Russia, 2014: 560 bn rubles / €12.6 bn 195 mln orders average order value 3300 rubles (~$85 by 2014 rate) * Here and below (unless otherwise Estimate doesn’t include: (a) food delivery, (b) airplane and train tickets, (c) event tickets, (d) digital goods, (e) C2C, MLM and group shopping, (f) purchases for corporate consumption or for resale
  4. 4. D insight AT A Breakdown by market categories 50% 20% 7% 5% 5% 4% 9% Share by online sales volume (incl. cross-border) electronics fashion toys & goods for kids cosmetics & pharmacy home & DIY presents, jewelry, hobbies other
  5. 5. D insight AT A 2014: 1st year of the real growth <20% 235 315 415 560 31% 34% 32% 35% 28% 28% 25% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 150 300 450 600 2011 2012 2013 2014 Rub bn online sales (domestic) nominal growth inflation contribution inflation-adjusted growth
  6. 6. D insight AT A 2015 dynamics New wave of growth slowdown - after short influx in the end of 2014. Key factors: • Decrease in consumer’s income average income, June 2015, y-o-y +9% same, inflation adjusted, June 2015, y-o-y -3% average income, USD, June 2015, y-o-y -31% • No money and no need for large purchases after shopping boom in December 2014 • Decline in offline retail non-food retail, May 2015, y-o-y, rubles -10% non-food retail, May 2015, y-o-y, USD -29%
  7. 7. D insight AT A Slowdown 0% 5% 10% 15% 20% 25% 30% 35% 40% 2014 - Q12014 - Q22014 - Q32014 - Q42015 - Q12015 - Q2 Online sales growth y-o-y (N of orders, domestic online sales only)
  8. 8. D insight AT A Growth drivers 1. Low – and quickly growing - share of online shoppers in Internet audience 2. More online experience and confidence (this helps to try e-commerce or to use it more often) 3. Successful experience in ‘neighboring’ online segments (e-travel, food delivery, digital goods, e- payments, cross-border shopping) 4. Faster, cheaper and more reliable delivery 5. Perception shift: online shopping as routine practice 6. Mobile Internet as enabler for shopping online from everywhere at any moment
  9. 9. D insight AT A Growth in crossborder sales is concentrated in Chinese segment AOV is reducing due to real income decline – but numbers for orders and parcels are growing faster DI estimates that online retail sales from China will grow ~1.5 times in 2015 Crossborder purchases [online retail market only] 2014 2015 H1 2015 H2 FC 2015 FC 2015/ 2014 FC Crossborder parcels, m 75 52 78 130 +73% parcels from China, m 61,1 45,0 70,7 115,7 +89% other directions, m 13,5 7,0 7,3 14,3 +6% Orders, m 47,5 33,5 48,9 82,4 +74% orders from China, m 34,0 26,5 41,6 68,0 +100% orders from China, % of total 72% 79% 85% 83% +15% Average order value for orders from China, USD 35 26 26 26 -26% Sales volume, orders from China, USD m 1198 698 1063 1761 +47%
  10. 10. D insight AT A ONLINE SHOPPERS
  11. 11. D insight AT A E-commerce audience Number of online shoppers* 25 mln (1/3 of Internet audience) * Online shoppers – those who made at least 1 purchase of physical goods in Russian or foreign online store in last 12 months 26% 7% 43% 24% Russian population, 18-64 ∑ 97 mln online shoppers had experience of online shopping in the past had no experience of online shopping don't use Internet
  12. 12. D insight AT A Share of online shoppers 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Online buyers Online users Despite saturation of Internet userbase, Russian e-commerce still has a lot of space to grow Only 34% of Internet users shopped online in 2014 (vs. 26% in 2013 and 9% in 2009)
  13. 13. D insight AT A Number of shoppers Do you have experience of purchases at % of all online shoppers number, m (2014) Russian online stores 54% 13,6 Foreign online stores 10% 2,5 Both 36% 9,1 16 million people with experience of online crossborder shopping (for end of 2014) More than 5/6 of them shops online in Russia as well
  14. 14. D insight AT A Online shoppers dynamics million people Russia China Both 2014 13,6 2,5 9,3 2013 10,5 2,8 5,2 2012 7,9 3,1 2,8 2011 5,0 2,4 1,4 2009 2,2 1,1 0,5 2007 0,9 0,5 0,1 2004 0,3 0,2 0,1 New shoppers often make their first online order in foreign store but quickly they begin to buy in Russian online shops too In 2014 7m people made their first online purchase – and 4m of them make their first order in foreign online store
  15. 15. D insight AT A Geography of online shoppers 0% 5% 10% 15% 20% 25% 30% 35% Both China & Russia Only Crossborder buyers
  16. 16. D insight AT A Age & sex 0% 10% 20% 30% 40% 50% 60% 70% 18-24 25-34 35-44 45-54 55-64 female male Both China& Russia OnlyCrossborder buyers
  17. 17. D insight AT A ORDERS
  18. 18. D insight AT A Categories 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% Russian stores Cninese stores both
  19. 19. D insight AT A How people choose where to buy 44% 4 25% 27 knew in advance where will buy hadn’t plan the purchase - retailer recommend/offer the product knew in advance few retailers to choose between hadn't knew where to buy - looked for place with best conditions area of competition loyal purchase [data for all online purchases]
  20. 20. D insight AT A 58% 5 22% 15 knew in advance where will buy hadn’t plan the purchase - retailer recommend/offer the product knew in advance few retailers to choose between hadn't knew where to buy - looked for place with best conditions area of competition loyal purchase [data for crossborder purchases] How people choose where to buy
  21. 21. D insight AT A Choice between online and offline The reason Russian stores only Chinese stores only Both price was lower online than offline 47,7 42,3 62,2 it's convenient to look online for place with best price 30,5 26,2 32,6 it's easier and more convenient to choose and compare goods online 32,5 31,2 27,3 there is no such goods in regular stores of my city/town 20,7 19,9 26,3 It’s not convenient to go to offline store 24,9 25,2 15,9 it was convenient to order right with delivery 24,1 25,6 15,7 there are more information online about goods 15,6 15,1 8,1 don’t know where it's possible to buy this product offline 8,5 9,2 6,8 no time/opportunity to go to regular stores 10,5 9,6 6,8 don’t like to go to stores 8,7 7,9 5,9 I use to order almost everything online 5,8 3,3 3,7 Why we made recent purchase online?
  22. 22. D insight AT A What is good online store? 39% 37% 32% 28% 26% good descriptions of products availability of product reviews availability of detailed and clear info on delivery conditions availability of different payment options convenient structure of the catalogue Among listed, what is the most important for online store? What is necessary to form your opinion that this is convenient website and good online store? (top 5 answers are shown)
  23. 23. D insight AT A First agency in Russia, that is fully focused on research and consultancy in digital economy To know more: a@datainsight.ru +7 495 5405906 www.slideshare.net/Data_Insight www.facebook.com/DataInsight www.datainsight.ru Data Insight?

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