"e-Commerce Insider" is a monthly report dedicated to the Chinese e-Commerce market. In this issue we focus on: - e-Commerce industry is now the first destination for Internet investments - Gaopeng.com tests the water of e-Commerce in China - Levi's started its e-Commerce on Taobao Mall - Redbaby distinguished its business categories by creating Binggo.com - Sina operates the perfect mathch between Micro-blog and group buying - 360Buy set up the first real time package tracking system - Vancl experimented social shopping via Vancl Star This report is issued by L'Atelier BNP Paribas www.atelier.net

1. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
Report compiled by:
Emily ZHOU (Shanghai)
Market Research Analyst
Cecilia WU (Shanghai)
Market Research Analyst
March, 2011
 E-COMMERCE INSIDER
YOUR CHINA MONTHLY REPORT, BY L’ATELIER
In this issue
MARKET
NEW PLAYERS
STRATEGY
Disclaimer
The analysts mentioned above hereby certify that their
views about the companies discussed in this report are
accurately expressed and that they have not received
and will not receive direct or indirect compensation in
exchange for expressing specific recommendations or
views in this report.
The information and opinions in this report were
prepared by L’Atelier BNP Paribas, a wholly owned
company of BNP Paribas Group.
Usage of this document request license agreement.

2. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
MARCH, 2011
Index
Page
Graph /Table Content
Number
2010 Investment proportion for different categories in Chinese 2
internet market
2010 Major investment deals in B2C platforms 3
Joint venture structure of Groupon China (Gaopeng.com) 4
Deal comparisons among different group-buying sites 5
Monthly visitors of Top 8 group-buying sites in January 2011 6
Comparison between official Groupon USA and clone Groupon China 6
Levi’s flagship store on Taobao Mall overview 7
e –Commerce strategy comparison among sports brands 8
Product scope covered by Redbaby.com and Binggo.com 8
Checkout process description of Redbaby.com and Binggo.com 9
Value chain of group-buying industry 9
Overview of Weipoint campaign hosted by Weituan Sina 10
“Wish To Buy List” organized by Weituan Sina 10
Map of geographic information system set up by 360Buy 11
Example Of Vancl Star’s photo blog 12
Page Page Page
Quoted Brand Quoted Platform Quoted Platform
Number Number Number
Adidas 8 24quan.com 6 Moonbasa.com 3
Apple 1 360Buy.com 1/3/11 Okbuy.com 3
Chanel 1 Alibaba.com 1 Quwan.com 3
Estee Lauder 1 Binggo.com 8/9 Redbaby.com 3/8/9
Gucci 1 Bloves.com 3 Shangpin.com 3
Gaopeng.com 4/5 Sina.com 1/9
Kappa 8
Groupon.cn 6 Star.vancl.com 12
Le Coq Sportif 8
Groupon.com 6 t.58.com 6
Lining 8
Ju.Taobao.com 6 t.sina.com 10
Louis Vuitton 1
Lashou.com 5/6 Taobao.com 1/7
Ministry of 1
Letao.com 3 Tencent.com 4
Commerce China
Levis.tmall.com 7/8 Tuan.QQ.com 6
Nike 8
M18.com 1 Vancl.com 3/12
Panasonic 1 Maiboabao.com 3 VIPshop.com 3
Samsung 1 Manzuo.com 6 Yesmynet.com 3
Swarovski 1 MasaMaso.com 3 Yogo.com 3
Uniqlo 8 Meituan.com 5/6
1

3. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
MARCH, 2011
Digital Strategy Advisory
About L’Atelier BNP Paribas Headquarter
Paris 16, rue de Hanovre
75002 Paris – France
For more than 30 years, L’Atelier has
been working as an “innovation
enabler” for international groups and
mid-cap companies.
L’Atelier provides to companies its
expertise to identify and understand the
major upcoming trends related to the
digital economy.
L’Atelier is an independent consulting Asia Regional Office:
firm, part of BNP Paribas Group. Cloud Nine Plaza, 9/F
1118, West Yan'an Road
200052 Shanghai - China
(8621) 62818533
Shanghai
Other available products
US Regional Office:
 Research 2415, 3rd street - suite 231
San Francisco, CA 94107 - USA
- Customized reports 1(415) 8745525
- Case studies reports
- Markets studies
-
 Advisory
- e-Commerce Advisory
- Market Entry Advisory
- Investment Advisory
 Workshops
- Promotional events
- Learning Expeditions
Download corporate presentation at:
http://tinyurl.com/3ab45py
2