This document analyzes the characteristics and evolution of Chinese eCommerce users based on data from 2012-2013. It finds that the number of online shoppers in China reached 242 million in 2012, with an average spending of RMB 5,023. Online shoppers are increasingly purchasing overseas goods, with total spending reaching RMB 48.3 billion in 2012. The document also examines user demographics, spending habits, and preferred product categories in detail. Key trends include rising incomes levels, more purchases of luxury brands and international products, and growth of online shopping in lower-tier cities.
Fong Lau: Fast-tracking into China with cross border e-commerce @AustCham Acc...Fong Lau
Fast-tracking into China with cross border e-commerce
1. Types of cross-border e-commerce
2. Size of the market
3. Reaching the consumers
4. Challenges
5. Key takeaways
2014 China Online Retail Market Study Part 1 Concur
Nearly half of the China internet population are online shoppers, they do not only shop via PC, but mobile devices; and there are more than 30,000 e-commerce enterprises exist in China at the moment, the competition of China online retail market seems to be vigorous than ever. Check out this whitepaper to have a clearer picture of what’s happening in the market.
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
In iClick's last chapter, we have explicitly focused on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites. In this final chapter, we provide strategies and solutions that help Chinese eCommerce practitioners to face the challenges today's digital landscape.
Fong Lau: Fast-tracking into China with cross border e-commerce @AustCham Acc...Fong Lau
Fast-tracking into China with cross border e-commerce
1. Types of cross-border e-commerce
2. Size of the market
3. Reaching the consumers
4. Challenges
5. Key takeaways
2014 China Online Retail Market Study Part 1 Concur
Nearly half of the China internet population are online shoppers, they do not only shop via PC, but mobile devices; and there are more than 30,000 e-commerce enterprises exist in China at the moment, the competition of China online retail market seems to be vigorous than ever. Check out this whitepaper to have a clearer picture of what’s happening in the market.
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
In iClick's last chapter, we have explicitly focused on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites. In this final chapter, we provide strategies and solutions that help Chinese eCommerce practitioners to face the challenges today's digital landscape.
China eCommerce Market Analysis Report 2013 – Chapter 1: Industry Review and ...GLG (Gerson Lehrman Group)
With China’s eCommerce market emerges rapidly in recent years, 2013 will mark watershed moment when China surpasses the US to become the top e-shopping market in the world. The size of online shopping transactions in China continues to grow rapidly, with 10 times the increase over 5 years. In 2012, the online shopping transactions hit RMB1,259.4 billion, with an annual growth rate of 66.5%. In this report, we aim to provide you with a wider scope of the current China eCommerce market. What’s more, Chinese e-tailing is not just replacing traditional retail transactions but also stimulating consumption that would not otherwise take place.
2014 Digital Marketing Midyear Review - Mobile is the keywordConcur
The rise of mobile brings drastic changes on China’s internet, and becomes the new opportunity and inspiration for marketers to get in touch with the target audience. iClick reviewed some significant changes and concluded with a few practical recommendations for marketers to ride on the emerging digital trends in China.
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...GLG (Gerson Lehrman Group)
China has become the world's largest e-commerce marketplace and will soon be home to more ad spending than any other country. With e-commerce representing about 20% of all retail sales in China it's to be expected that this market segment will draw significant attention by government regulators. How do global brands and their advertising agency partners navigate this complex and ever-changing landscape? What patterns have begun to emerge that will help increase the effectiveness of their advertising? How, when and where do we engage this large and growing base of online consumers? Answering these questions correctly will be the difference between gaining market share or seeing diminishing ROI performance. This survey, while far from exhaustive, brings together research from a large number of sources in an effort to educate, challenge and stimulate. A special THANK YOU to companies like We Are Social, McKinsey, Bain, CIC and the many others from whom this data was obtained. China's digital and e-commerce landscape is still being defined and it's not a market to enter unprepared. It is big, complex, changing and unique. But it can be won with the right combination of talent, resources and strategy. Good luck to all who would enter!
Online shopping in FMCG (based on Comeos eCommerce research), presented by Sophie Van Neck (Senior Research Manager at InSites Consulting) on Wednesday October 8, 2014 at UBA Expertise Center Research Panels.
Intro to E-commerce in South East Asia - CitibankDavid Jou
Pomelo Fashion presents at 2014 Citibank ASEAN stars of the next decade! Includes, e-commerce growth trends in south east asia and sectors most likely to benefit from emerging mobile and social media trends.
We ran a virtual seminar, alongside Maxoptra, for business owners and marketers predicting how the retail and eCommerce industry is changing in this COVID/post-COVID world.
The presentation is focused on the UK and was hosted by Kayo Digital: https://kayo.digital/
With conditions in the developed markets of Europe and North America likely to remain weak in the near term, business is increasingly looking to Asia for growth. Growth will not be uniform across sectors or even within them. Which subsectors will see the most dynamic growth? And what will drive it? Exports? Domestic sales? Technology? Innovation? Rising consumer incomes? What should companies be thinking about as they plan their Asia strategies for the next five to ten years?
The Economist Intelligence Unit (EIU), sponsored by InvestKL, developed the “industry dynamism” barometer to measure the resilience and growth potential of six industry sectors across Asia.
E-COMMERCE AND THE FUTURE OF RETAIL: 2015Cooper Smith
The retail sector is undergoing a major transformation driven by digital. Technology is changing the way people shop, as well as how retailers operate.
We've created a slide deck highlighting the biggest e-commerce trends in retail. Some of the topics we cover in the deck include:
The size of the retail and e-commerce markets.
The breakdown of e-commerce sales by product category.
How legacy retailers are faring.
New e-commerce players.
Disrupting last-mile delivery.
The companies mentioned in this year’s presentation include:
Walmart, Target, Amazon, eBay, Google, Uber, JCPenney, Gap, Kroger, Kohl’s, Macy’s, Safeway, SuperValu, Albertsons, Blue Apron, HelloFresh, Plated, Instacart, FreshDirect, Peapod, Fresh Market, Harris Teeter, Whole Foods, Birchbox, Olay, L'Oreal, Avon, Ulta, CVS, Walgreens, Sephora, Postmates, FedEx, UPS, US Postal Service
Vue.js is a modern JavaScript framework for building UI on the web. It managed to combine hipster virtual DOM approach with API well known to any Angular developer. Components, SSR, CLI, state management, dev tools and much more. Besides it has smallest footprint (23kb gziped) and provides great developer experience. Those are the reasons the community and the adoption was growing rapidly last year.We'll have an intro to vue.js API and usage.
China eCommerce Market Analysis Report 2013 – Chapter 1: Industry Review and ...GLG (Gerson Lehrman Group)
With China’s eCommerce market emerges rapidly in recent years, 2013 will mark watershed moment when China surpasses the US to become the top e-shopping market in the world. The size of online shopping transactions in China continues to grow rapidly, with 10 times the increase over 5 years. In 2012, the online shopping transactions hit RMB1,259.4 billion, with an annual growth rate of 66.5%. In this report, we aim to provide you with a wider scope of the current China eCommerce market. What’s more, Chinese e-tailing is not just replacing traditional retail transactions but also stimulating consumption that would not otherwise take place.
2014 Digital Marketing Midyear Review - Mobile is the keywordConcur
The rise of mobile brings drastic changes on China’s internet, and becomes the new opportunity and inspiration for marketers to get in touch with the target audience. iClick reviewed some significant changes and concluded with a few practical recommendations for marketers to ride on the emerging digital trends in China.
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...GLG (Gerson Lehrman Group)
China has become the world's largest e-commerce marketplace and will soon be home to more ad spending than any other country. With e-commerce representing about 20% of all retail sales in China it's to be expected that this market segment will draw significant attention by government regulators. How do global brands and their advertising agency partners navigate this complex and ever-changing landscape? What patterns have begun to emerge that will help increase the effectiveness of their advertising? How, when and where do we engage this large and growing base of online consumers? Answering these questions correctly will be the difference between gaining market share or seeing diminishing ROI performance. This survey, while far from exhaustive, brings together research from a large number of sources in an effort to educate, challenge and stimulate. A special THANK YOU to companies like We Are Social, McKinsey, Bain, CIC and the many others from whom this data was obtained. China's digital and e-commerce landscape is still being defined and it's not a market to enter unprepared. It is big, complex, changing and unique. But it can be won with the right combination of talent, resources and strategy. Good luck to all who would enter!
Online shopping in FMCG (based on Comeos eCommerce research), presented by Sophie Van Neck (Senior Research Manager at InSites Consulting) on Wednesday October 8, 2014 at UBA Expertise Center Research Panels.
Intro to E-commerce in South East Asia - CitibankDavid Jou
Pomelo Fashion presents at 2014 Citibank ASEAN stars of the next decade! Includes, e-commerce growth trends in south east asia and sectors most likely to benefit from emerging mobile and social media trends.
We ran a virtual seminar, alongside Maxoptra, for business owners and marketers predicting how the retail and eCommerce industry is changing in this COVID/post-COVID world.
The presentation is focused on the UK and was hosted by Kayo Digital: https://kayo.digital/
With conditions in the developed markets of Europe and North America likely to remain weak in the near term, business is increasingly looking to Asia for growth. Growth will not be uniform across sectors or even within them. Which subsectors will see the most dynamic growth? And what will drive it? Exports? Domestic sales? Technology? Innovation? Rising consumer incomes? What should companies be thinking about as they plan their Asia strategies for the next five to ten years?
The Economist Intelligence Unit (EIU), sponsored by InvestKL, developed the “industry dynamism” barometer to measure the resilience and growth potential of six industry sectors across Asia.
E-COMMERCE AND THE FUTURE OF RETAIL: 2015Cooper Smith
The retail sector is undergoing a major transformation driven by digital. Technology is changing the way people shop, as well as how retailers operate.
We've created a slide deck highlighting the biggest e-commerce trends in retail. Some of the topics we cover in the deck include:
The size of the retail and e-commerce markets.
The breakdown of e-commerce sales by product category.
How legacy retailers are faring.
New e-commerce players.
Disrupting last-mile delivery.
The companies mentioned in this year’s presentation include:
Walmart, Target, Amazon, eBay, Google, Uber, JCPenney, Gap, Kroger, Kohl’s, Macy’s, Safeway, SuperValu, Albertsons, Blue Apron, HelloFresh, Plated, Instacart, FreshDirect, Peapod, Fresh Market, Harris Teeter, Whole Foods, Birchbox, Olay, L'Oreal, Avon, Ulta, CVS, Walgreens, Sephora, Postmates, FedEx, UPS, US Postal Service
Vue.js is a modern JavaScript framework for building UI on the web. It managed to combine hipster virtual DOM approach with API well known to any Angular developer. Components, SSR, CLI, state management, dev tools and much more. Besides it has smallest footprint (23kb gziped) and provides great developer experience. Those are the reasons the community and the adoption was growing rapidly last year.We'll have an intro to vue.js API and usage.
Op 8 oktober 2015 organiseerde DRV Accountants & Adviseurs en Moore Stephens Belgium het kenniscongres E-commerce in het Belgische Brasschaat. Keynote speaker was Gino van Ossel. Hij gaf zijn visie op e-commerce business modellen.
Autor:OBedeya Dorin David Aurel Ben Aharon Cohen.Conţine MANUSCRISUL ANTIC p 46 PE FRUNZE DE PAPIRUS PAGINĂ CU PAGINĂ ALĂTURI DE TRADUCERE ÎN LIMBA ROMÂNĂ ŞI REZULATUL CONFIRMAT A DATĂRII CU CARBON 14 ŞI ANALIZA CHIMĂ A MANUSCRISLUI ANTIC
This Book is written by Ameer e Ahle Sunnat Hazrat Allama Maulana Ilyas Attar Qadri Razavi Ziaee.
This book include to the very Good knowledge About Islam.
Like & Share Official Page of Maulana Ilyas Qadri
www.facebook.com/IlyasQadriZiaee
Small Business Resource Network, Southwest Florida, July 2012
A short introduction on business related aspect of a Facebook presence for small business owners.
"WTF is Twisted? (or; owl amongst the ponies)" is a talk that introduces the Twisted asynchronous programming framework, how it works, and what uses it.
Modelo para transitar de una organización jerarquíca a una organización celular permitiendo toma de decisiones más rápidas y eficientes en cualquier tipo de organización, grande o pequeña, de lucro o social.
Last week my team had the privilege to speak at the Global eCommerce Leadership Forum in New York. Our role was to share insights and strategy focusing on customer acquisition for US headquartered brands looking to expand their marketing efforts into China. Attached is the latest presentation focused on the retail sector.
Sell to China - Your Complete Category HandbookAzoya
Chinese consumers’ rising needs for overseas products have provided overseas retailers with a wealth of opportunities. However, these opportunities are not evenly distributed among all categories. Some categories are more popular; some are easier to operate; some need to be given extra attention.
This whitepaper takes a deep dive into different categories that are popular among Chinese cross-border online shoppers. Suggestions about marketing, merchandising, logistics and operation will be given based on different categories. You can't miss this all-encompassing handbook!
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
Online shopping is common now a day. Both
traditional and online shopping are happening side by side.
However, online shopping is getting more and more
popularity year after year. In this context, this conceptual
and secondary data-based paper aims at understanding
growth and status of online shopping in the world and in
particular to India. The growth, and participating
companies and future of online shopping were studied
along with their problems based on the data collected from
various secondary sources.
Los consumidores mundiales empujan los límites de la compra tradicional. 2016 es decisivo para muchas de las tendencias de los últimos años: usan más el móvil para comprar, y exigen un mejor servicio y mayor conocimiento de los empleados en tienda.
Article 8 A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE D...Dr UMA K
Dr. UMA.K
Assistant Professor in Commerce
7. UMA. K (2020) “A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY”, Wesleyan Journal of Research, Vol.13 No4 (VI), Page No 109-115.
article 8 Wesleyan Journal of Research - A STUDY ON THE.pdfEducational
Wesleyan Journal of Research , Vol.13 No4(VI)
[109]
Research Article: Commerce
A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE
DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY
Uma K
Assistant Professor, Department of Studies in Commerce,
Informe Total Retail 2015 sobre el futuro de las compañías del sector #retail y #consumo. Descubre con qué frecuencia y a través de qué canales compran los #consumidores actuales.
Online Shop-ping in India is evolving fast and has the prospective to grow exponentially in the times to come. Online shopping is a growing area of technology. Online shopping has spread into every corner of life, linking people to the culture of capitalism in frequent and daily ways. In general, shopping has always catered to middle class and upper class women. Shopping is fragmented and pyramid-shaped. Online shopping is the process consumers go through to purchase products or services over the Internet. An online shop, eshop, e-store, internet shop, web shop, web store, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or in a shopping mall. Establishing a store on the Internet, allows for retailers to expand their market and reach out to consumers who may not otherwise visit the physical store. The convenience of online shopping is the main attraction for the consumers. Unique online payment systems offer easy and safe purchasing from other individuals. Online shopping allows people with a broad range of products in different categories. It also gives a chance to compare the same product with the others and also shows the best deal.. The benefits of shopping online also come with potential risks and dangers that consumers must be aware of. This research is conducted to study the emerging trends of online shopping retails by retailers. This report includes the various factors which are taken into consideration by the consumers for purchasing through a retail store or for online shopping. Report also takes into consideration the factors which forms the basis of comparison made by the customers, mainly the women for online shopping vis-à-vis shopping through a retail store.
As the Internet continues its rapid development in China, digital marketing here is beginning to adopt many of the same marketing strategies and services used in other parts of the world to help advertisers to attain their marketing objectives effectively. Display ads, when purchased and analyzed through RTB and other systems, are once again playing a vital role in digital marketing. When tied to search through retargeting, the overall effectiveness of display ads increase exponentially.
This white paper specially reviews the growth of China’s online ad exchanges that now help advertisers understand, monitor an react to changes in the ad environment. This helps them conceive and manage promotional strategies in real time that engage consumers and deliver meaningful marketing results.
iClick: Maximizing campaign performance and cross‐channel delivery through a...GLG (Gerson Lehrman Group)
Presentation to be given at SES Singapore on 3 December 2014. Session is entitled "Advanced / Analytics - Maximizing campaign performance and cross-channel delivery through analytics." Sounds technical, right? Although the subject can get VERY technical I try to present a practitioner's guide to help marketers understand what, how and why they should be measuring campaign performance across digital media channels (search, display, mobile, video, email). iClick has an amazing platform that delivers these cross-channel marketing campaigns in China and around the world. I highlight a couple of case studies in this presentation.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
Retargeting is one of the most commonly used marketing tactics as it is able to bring back the 98% of site visitors who leave without converting. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. The beauty to this technology is that it is only serving ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user. However, retargeting alone often end up a smaller size of target audience pool, meaning less traffic and sales opportunities.
In this real case study, we will demonstrate how the use of the different data together with the targeting techniques can assist the different stages along a business’ customer buying cycle.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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2. Table of Contents
2.1 Characteristics and evolution of Chinese eCommerce users
2.2 New demand of Chinese eCommerce users
2.3 Chinese online users’
preference for
eCommerce sites
3. Table of Contents
2.1 Characteristics and evolution of Chinese eCommerce users
2.2 New demand of Chinese eCommerce users
2.3 Chinese online users’
preference for
eCommerce sites
4. 2.1.1 Key Note – Demographics and Evolution of
Chinese eCommerce users
Online shopping increases both in
frequency and amount every year
Strong demand for luxury brands
leading to great opportunities for
international brands
Users’
shopping frequency increases
- Unprecedented growth of online shopping among Chinese
consumers
- Online shoppers’
average spending reaches RMB 5,023,
narrowing the gap with the U.S.
- Age group and income level of the users rise continuously
- Proportion of affluent consumers from the third and fourth
tier cities increases
- Online shoppers demand for luxury brands are steadily
increasing
- Popularity of smartphone and social media drives the
penetration rate of online shoppers and trigger their
purchasing desire
-1-
5. 2.1.2 General Overview and Uptrend of China
eCommerce Market
The growth of internet user population slows down, but online shoppers still maintain its strong momentum:
- Total number of Chinese online shoppers reached 242 million, with the proportion of online shoppers
increased to 42.9%.
Online Shopper Population and Penetration Rate in 2006 - 2012
42.9%
35.1%
24.5%
22.1%
24.8%
37.8%
24202
28.1%
Number of online shopper
(in ten thousand)
% of Online Shoppers
19395
16051
10800
7400
4641
3357
2006
2007
2008
2009
2010
2011
2012
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-2-
6. 2.1.3 New Online Shopper Population in China vs
International Markets
The number of new Chinese online shoppers surpasses the total population of other countries. With the increment
of per capita consumption, the market sees huge potential:
- In line with the data from CNNIC, Boston Consultancy Group remarked that the number of China’new
s
online shoppers hit 3.8 million, which exceeded Canada’total population.
s
Internet user population propels the rapid development of China’eCommerce market
s
Population in million
New internet users
100
88
New online shoppers
86
73
80
73
61
France’population
s
60
43
36
40
26
20
17
25
11
10
2006
2007
38
47
38
29
34
Korea’population
s
40
31
Canada’population
s
12
2005
50
48
0
2008
2009
2010
2011
2012
2013
2014
2015
The era of rapid growth of network connection…
…brought about the era of rapid growth in eCommerce
Data Source: BCG,
“The World’Next E-Commerce Superpower: Navigating China’Unique Online-Shopping Ecosystem”
s
s
,
November 2011
-3-
7. 2.1.4 Growth of Chinese Online Shoppers’
Per Capita Consumption (1)
In 2012, Chinese online shoppers’ capita consumption reached RMB 5,023, YoY growth 25%.
per
- The purchasing power of Chinese online shoppers was strong, with more than half of the users spending over
RMB 1,000 annually online.
- Most users spent about RMB 2,001 - 5,000 on online shopping, which is 22.6% of the total share.
Online Shoppers’
Annual Per Capita Consumption in 2012 (RMB)
Over RMB 50,000
1.1%
RMB 20,001-50,000
1.8%
RMB 10,001-20,000
3.9%
RMB 8,001-10,000
7.3%
RMB 5,001-80,00
4.8%
RMB 2,001-5,000
22.6%
RMB 1,001-2,000
14.5%
RMB 501-1000
22.3%
RMB 301-500
10.8%
RMB 101-300
7.0%
Under RMB 100
3.9%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-4-
8. 2.1.4 Growth of Chinese Online Shoppers’
Per Capita Consumption (2)
- Mega spenders (annual spending over RMB 10,000) occupied 7% of the total number of online shoppers and 40%
of the total spending of online shopping.
- Experienced online shoppers of the affluent class should be the main target consumers of eCommerce enterprises.
Online Shoppers Classification
Type
Small spender
Annual online shopping spending (RMB)
Distribution in 2010
14
<2,000
57
Moderate spender
21
2,000-5,000
24
Big spender
5,000-10,000
24
40
Mega spender
>10,000
12
7
Proportion of online
shoppers (%)
Proportion of consumer
spending (%)
Data Source: BCG,
“The World’Next E-Commerce Superpower: Navigating China’Unique Online-Shopping Ecosystem”
s
s
,
November 2011
-5-
9. 2.1.5 Growth of Chinese Online Shoppers’
Per Capita Shopping Frequency
In 2012, Chinese online shoppers’
shopping frequency recorded a substantial growth:
- Users’
bi-annual average shopping frequency reached 18 times, which is 3.5 times of the size in 2011.
- The proportion of online shopping with over 10 times bi-annually took up more than 50% and increased
substantially by 23.8%.
- As time passes by, online shopping beginners became experienced online shoppers on a steady pace.
According to the research conducted by PwC, the online shopping frequency of Chinese consumers surpassed
the average level of the world. In China, nearly 50% of online shoppers browsed online at least once a week,
while the average of around the world was 29%.
2011 - 2012 Online Shopping Frequency within 6 Months
54.5%
Year 2011
Year 2012
21.9%
21.0%
18.9%
18.5%
10.5%
1-2 times
30.7%
14.1%
3-4 times
5-10 times
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
Over 10 times
-6-
10. 2.1.6 Types of Goods Purchased by Chinese
Online Shoppers
Clothing, footwear and accessories, daily necessities and 3C products are the goods that are mostly purchased by
the users:
- In 2012, 81.8% of users had bought clothing, footwear or accessories via internet, mainly due to their strong
desire for personalization and the limited diversity and insufficient coverage of offline actual stores’
merchandise.
- Standardized products such as 3C products also have a higher purchase rate, mainly due to the price advantage
of online shopping.
Percentage of Online Shoppers Purchasing Various Commodities in 2012
Clothing, footwear & accessories
81.8%
Daily necessities
31.6%
Computers, digital communications products & accessories
29.6%
Home electrical appliances
22.9%
Books & audio-visual publications
18.4%
Virtual cards, e.g. prepaid cards, game cards
16.6%
Cosmetics & beauty products
15.2%
Food & health products
14.5%
Handbags & luggage
12.8%
Food & beverage service
8.5%
Movie & show tickets
8.5%
Maternity & baby products
6.9%
Stationery
6.8%
Jewelery & accessories
6.7%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-7-
11. 2.1.7 Factors Affecting Chinese Online Shoppers’
Consumption Behaviour
When more and more users are elevated to affluent consumers, they demand more upmarket goods to enhance the
quality of life:
- Categories related to personal care and lifestyle will develop rapidly along with the upgrade of the user class.
- Categories related to health care, 3C products and baby products will continue to grow as income level rises.
Consumption Pattern of Different Commodities and Income Groups
Turning point
Continuous growth
Per capita consumption (index)
Per capita consumption (index)
Low income group
Quasi-middle class
Emerging middle class
Middle class
Affluent consumers
Family Income
Skincare, clothing, footwear & accessories
Family Income
Vitamins, handsets, baby products
Data Source: BCG,
“The Affluent Will Be a Major Driver of Consumption Growth in China”November 2012
,
-8-
12. 2.1.8 Overview of Chinese Online Shoppers’
Consumption by Region
Consumers from the third and fourth tier cities have a higher demand for online shopping, which offers them a
greater variety of goods to choose from:
- The number of affluent consumers from the third and fourth tier cities had been gradually increasing. They
preferred online shopping because the coverage of offline actual stores in their cities was limited, particularly
that of the middle to luxury brands.
- The spending amount of the online shoppers in the fourth tier cities is similar to that in the second and third
tier cities, yet accounting for a larger share of disposable income.
Average Spending and Share of the Total Retail Spending in the Third and Fourth Tier Cities
Online spending per online shopper (RMB)
Percentage of online shopper’retail spending (share of disposable income)
s
Top tier
6,819
18
Second tier
4,922
17
Third tier
4,624
21
Fourth tier
4,467
27
Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s
-9-
13. 2.1.9 Analysis of Demographics and Purchasing
Behaviour of Chinese Online Shoppers (1)
- Chinese online shoppers had a tendency moving towards middle-age group, with 35.7% of users aged 31 or
above and increased by 9% as compared with 2011.
- Purchasing power of users from the middle age group is even stronger. They are interested in luxury fashion
brands, and maternity and baby products which are related to their next generation.
Age Group of Online Shoppers in 2006 - 2012
Year 2011
Year 2012
37.5%
34.4%
33.1%
30.3%
18.4%
14.9%
10.2%
6.2%
1.5%
7.1%
5.6%
1.0%
Under 18 years old
18 -24 years old
25 - 30 years old
31 - 35 years old
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
36 - 40 years old
Over 40 years old
-10-
14. 2.1.9 Analysis of Demographics and Purchasing
Behaviour of Chinese Online Shoppers (2)
With ongoing age growth of online shoppers and economic development in China, the income level of online
shoppers has been improved:
- The proportion of online shoppers with personal monthly income of RMB 8,000 or above has increased,
indicating that the number of users from the middle class or above has increased.
- The decline in the proportion of the low income group indicated that the economy of China’third and
s
fourth tier cities boomed and the income level of the local citizens improved.
Income Groups of Online Shoppers in 2011 - 2012
Over RMB 8,000
9.5%
12.9%
RMB 5,001 - 8,000
10.5%
12.6%
RMB 3,001 - 5,000
26.3%
29.7%
RMB 2,001 - 3,000
22.0%
19.2%
RMB 1,001 - 2,000
17.7%
12.6%
RMB 501 - 1,000
7.7%
7.0%
Under RMB 500
6.3%
6.2%
Year 2011
Year 2012
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-11-
15. 2.1.9 Analysis of Demographics and Purchasing
Behaviour of Chinese Online Shoppers (3)
Users’
purchasing behaviours may vary from different demographics, in particular their preference on product
categories:
- Take gender as an example, men are generally more preferred with 3C products while women pay more
attention to cosmetics / personal care / baby products.
Top 10 Commodities Purchased by Chinese Male Online Shoppers in 2012
Top 10 Commodities Purchased by Chinese Female Online Shoppers in 2012
Clothing, footwear,
luggage, outdoor products
30.9%
Clothing, footwear,
luggage, outdoor products
47.3%
Mobile phone prepaid package
21.2%
Cosmetics & personal care
11.7%
Books & audio-visual publications
7.6%
Mobile phone prepaid package
11.4%
Home decor
5.8%
Home decor
7.0%
IT products
4.7%
Maternity & baby products
5.4%
Online lottery
4.6%
Books & audio-visual publications
3.9%
Maternity & baby products
3.9%
Fresh fruits & other food
2.9%
Communications products
3.5%
Small electrical appliances
1.8%
Cosmetics & personal care
3.3%
Digital products
1.5%
Digital products
2.8%
Online lottery
1.3%
Percentage (%)
Percentage (%)
Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s
-12-
16. Table of Contents
2.1 Characteristics and evolution of Chinese eCommerce users
2.2 New demand of Chinese eCommerce users
2.3 Chinese online users’
preference for
eCommerce sites
17. 2.2.1 Key Note – New Demand of Chinese
eCommerce users
Growing desire in international brands
- In the second half of 2012, online shoppers purchased
overseas goods from local eCommerce sites 4 times on
average
- User spent over RMB 400 for each purchase
Stronger demand for choosing more
brands with lower prices
Logistics and after-sales service
are key to success
- Purchasing overseas’
goods reveals the behaviour of the
affluent class - concern about brand and quality
- The major advantage of purchasing goods from overseas
is that users can choose from a wide variety of brands with
relatively lower prices
- The major problems in purchasing overseas’
goods are
long delivery time and lack of after-sales service
- Set up online store to reduce the cost of expanding actual
store. Provide worldwide after-sales service and acknowledge
the users by lowering the prices
-13-
18. 2.2.2 Market Scale of Chinese Online Shoppers
Buying Overseas Goods
Chinese online shoppers buying overseas goods are growing rapidly:
- In 2012, the amount spent on buying overseas goods hit RMB 48.3 billion, with an increase of 82.3% yearly.
- According to the estimation by China E-Business Research Center, the growth of buying overseas goods this
year will remain steady and the amount is expected to exceed RMB 70 billion.
Amount in purchasing overseas goods in China in 2008 - 2013
Transaction amount (in RMB 100 million)
744
483
265
120
24.1
2008
50
2009
2010
2011
2012
2013e
Data Source: China E-Business Research Center, China B2C E-Commerce Report 2013 Mid - year Report, February 2013
-14-
19. 2.2.3 Overview of Chinese Online Shoppers’
Buying Overseas Goods
The product categories of overseas goods reflect the needs from the affluent consumers:
- Clothing, cosmetics, baby products, 3C products and health care products are the major product categories.
- As the income level of online shoppers increases, there is a stronger demand for luxury brands which have
not yet entered the Chinese market. For foreign brands, they must seize the opportunity to enter the Chinese
market.
Common Overseas Goods Purchased by Chinese Online Shoppers
Clothing (including clothes & bags)
50.0%
Cosmetics & beauty products
26.8%
Milk powder, infant products
15.2%
Computers, digital communications
products & accessories
10.7%
Household products
5.4%
Health products
5.4%
Jewellery & watch
3.6%
Books, audio and visual publications
1.8%
Others
8.0%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-15-
20. 2.2.4 Analysis of Chinese Online Shoppers’Motives
and Demand for Overseas Goods (1)
Users choose to buy foreign products because of a wide range of different brands, low prices and better quality:
- Despite the tax, the domestic pricing of foreign products are cheaper than that when imported to China due
to markup of prices.
- 1/3 of Chinese online shoppers purchase overseas goods via local eCommerce sites because they are unable
to reach the foreign brands. To the foreign brands which have not yet entered the Chinese market, they should
be aware of this phenomenon and set up their own online store to expand their business in China.
- The food safety and product quality issues in China have caused the affluent consumers to look for foreign
goods online from the developed countries. The quality assurance of goods is the major considering factor
when the middle class or the upper class tends to purchase.
Reasons of Users’
Purchasing Overseas via Purchasing Agent
Cheaper than local pricing
39.3%
Favourite brands do not exist in China
33.9%
Guaranteed quality
30.4%
Trendy and fun
8.9%
Others
10.7%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-16-
21. 2.2.4 Analysis of Chinese Online Shoppers’Motives
and Demand for Overseas Goods (2)
The major problems of buying overseas goods are long delivery time and lack of after-sales service:
- Most of the couriers of the overseas eCommerce operators fail to deliver the goods on the next day, not to
mention the delivery time of the aircraft cargo and the time for custom check. Therefore, the average delivery
time of the goods purchased oveseas is usually more than two weeks.
- To foreign brands which aim for success in China, they should opt for setting up their own online store to take
the advantage of the low cost of China’speedy courier service to meet customers’
s
needs.
- To tackle the after-sales service issue, brand owners should consider providing worldwide after-sales service.
Opening an online store in China is also a strategy to meet users’
demand for sales service.
Major Problems Encountered when Buying Overseas Goods
Long delivery time
92.6%
Fail to return or exchange goods
22.2%
Unauthorized use of credit card overseas
7.4%
Quality issue of the purchased goods
3.7%
Damage or lost during delivery
3.7%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-17-
22. Table of Contents
2.1 Characteristics and evolution of Chinese eCommerce users
2.2 New demand of Chinese eCommerce users
2.3 Chinese online users’
preference for
eCommerce sites
23. 2.3.1 Key Note – Chinese Online Shoppers’
Preference
for eCommerce
Consistent growth rate of eCommerce
- New users are quickly taken up by top eCommerce operators
operators and network users
- The number of online shopping channels increases, driving the
loyalty towards a specific site decreases
Consistent low conversion rate
- The churn rate of top eCommerce enterprises is around 10%,
mainly because users are unable to locate the goods they want
induces business difficulties
- The conversion rate of eCommerce website is generally low.
Audience targeting is required to push product information
which match the characteristics of users’
behaviour
- In view of the significant cost increment for acquiring new users
in recent years, optimization and development are required for
customer relationship management
Different eCommerce operators need
different solutions to cope with
fierce competition
- For eCommerce platform operators, they need to improve online
sales conversion rate, tackle the churn issue of existing clients and
enhance the conversion rate of proprietary products
- For independent merchants, they have to face the challenge of
acquiring new users
- For newly established eCommerce operators, they have to enhance
brand awareness to rapidly expand the new user group in order to
strive for market share during a short period of time
-18-
24. 2.3.2 Increasing number of eCommerce Websites
in China
In 2012, the number of eCommerce websites in China increased by 20% as compared with 2011, reflecting the severe
competition of this industry:
- The number of eCommerce websites increased by nearly 20%, yet that of online shoppers increased by 24% only.
- New users were mostly attracted to top eCommerce websites, implying a bigger pressure for the newly
established eCommerce players.
- The emergence of new eCommerce players gave rise to a more scattered user base due to the increasing number
of choices. User loyalty to a specific website drops.
Growth of Chinese B2C and C2C eCommerce Enterprises in 2008 - 2013
Amount (in unit)
24875
25529
20750
15800
9962
5460
2008
2009
2010
2011
2012
2013e
Data Source: China E-Business Research Center, China B2C e-Commerce Report 2013 Mid-year Report, February 2013
-19-
25. 2.3.3 Loyalty Change of Chinese eCommerce Users
The increasing number of eCommerce websites has led to a greater diversity of options, causing the users to be less
loyal to a specific website:
- During 2009 to 2012, the proportion of online shoppers using only one shopping website has dropped
significantly.
- Users will compare the types of goods, brands and discounts from different eCommerce websites prior to their
purchase.
- Since the payment methods are relatively the same, the cost of users switching among eCommerce operators is
relatively low as well. To the eCommerce enterprises, brand differentiation of their products and price war
become the core strategies to retain customers.
Proportion of Using One Shopping Website
Only in 2009-2012
Proportion of Loyal Users of Major Shopping Websites in 2012
2012
89.2%
JD.com
8.9%
91.1%
8.6%
91.4%
6.3%
93.7%
6.2%
93.8%
4.8%
95.2%
1 The Store
2011
10.8%
Suning.com
2010
84.8%
VANCL
2009
15.2%
Amazon China
51.1%
50.8%
Dongdong.com
61.1%
49.2%
Tmall
72.7%
Taobao
PaiPai.com
80.0%
2.7%
97.3%
Users using one website only
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
Users using more than one website
-20-
26. 2.3.4 Change of Chinese Online Shoppers’
Browsing
Time of eCommerce Websites
Online shoppers’
average browsing time decreased, yet the conversation rate of each eCommerce operator did
not increase significantly:
- Average age of users rose. Average time for browsing the shops decreased significantly from 20 minutes to
17 minutes.
- The drop of users’
browsing time was not caused by the optimization of users’
experience of each
eCommerce website, which might help users save time for decision making. Data showed that the conversion
rate of each eCommerce enterprise did not show significant improvement.
Online Shopping Daily Coverage and Average Browsing Time per User
Daily coverage (in million persons)
8000
Daily Effective browsing time per user
68%
June 2010
7000
June 2011
6000
5000
-16%
4000
3000
2000
1000
0
Data Source: China E-Business Research Center, Data Analysis Enhances E-Commerce Conversion Rate, September 2012
-21-
27. 2.3.5 Analysis of Chinese eCommerce Websites
Conversion Rate
In an extremely competitive business environment, the conversion rate of top eCommerce websites, from the page
displaying the products to the payment confirmation page, was merely 1%:
- The conversion rate of top eCommerce enterprises remained low at around 1%.
- For the long-tailed independent merchants, they should broaden their client base by expanding the traffic and
reinforcing users’
purchasing power so as to improve the business. If eCommerce operators are able to attract
or direct users which match the characteristics of potential customers of products on their website, the client
base can be expanded and the website conversion rate will be enhanced simultaneously.
Visit Conversion Rate Data of Selected eCommerce Websites during 8-14 July 2012
Conversion
Dongdong.com
Product description
page
Shopping cart
Order
confirmation
Payment
JD.com
51buy.com
14.9%
4.5%
2.5%
1.3%
20.3%
30.2%
4.8%
23.6%
55.6%
4.7%
97.9%
27.1%
52.0%
1.4%
29.8%
4.6%
2.0%
1.0%
17.0%
43.5%
50.0%
Method of calculating conversion rate: Hitwise monitored the network visiting behaviours of over 10 million online devices. Based on users’
visiting
behaviours on the transaction milestone page, the purchase conversion rate was restored. Such data only included browser data via PC, excluding data
of mobile phones and APP. Statistics indicator is defined as Visits.
Data Source: China E-Business Research Center, Data Analysis Enhances E-Commerce Conversion Rate. September 2012; Hitwise,
Visit Conversion Rate Data of E-Commerce Websites, August 2012
-22-
28. 2.3.6 Overview of New Users of Chinese
eCommerce Websites
Most of the new Chinese online shoppers are absorbed by top eCommerce enterprises. Independent merchants
face the challenge of acquiring new users:
- Most of the new users choose top eCommerce platforms such as Taobao, Tmall and JD.com, etc.
- To tackle this challenge, on one hand the independent merchants can implement product differentiation, on
the other hand, they can fill the niche by catering to the users when the top eCommerce enterprise loses.
Percentage of New Users Using Various Shopping
Websites in 2012
Growth Rate of User Volume of Major Shopping
Websites in 2012
44.2%
27.6%
22.2%
22.1%
14.3% 13.9%
15.3%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
9.9%
l
al
Tm
on
az
ng
Am
m
do
ng
Do
JD
.co
St
or
e
Th
e
CL
1
VA
N
Pa
i
Pa
i
ni
ng
m
Su
p.
co
m
ho
Vi
ps
y.c
o
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Su
51
1
Th
e
CL
11.1% 11.0% 10.6%
2.8%
St
or
e
2.8%
ni
ng
3.7%
VA
N
az
on
4.6%
Am
Pa
i
6.4%
Pa
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do
ng
l
Do
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Tm
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JD
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Ta
o
ba
o
7.1%
12.4% 12.3%
-23-
29. 2.3.7 Cost Change of Chinese Independent
Merchants in Acquiring New Users
The costs for Chinese B2C eCommerce enterprises to acquire new users increase year by year, with a rise of
several times in 5 years:
- The costs for independent merchants to acquire new users increase due to intense competition and
increment of advertising rates. The costs of acquiring a new user rose from around RMB 20 in 2009 to
over RMB 100 in 2012.
- To tackle this problem, independent merchants should be based on existing information to redefine
users’
characteristics by means of CRM. With such data, they can explore the source of new users by
audience targeting or marketing.
Data source: Interviews with industry professionals, March 2013
-24-
30. 2.3.8 Change of Repurchase Rate of Chinese
Online Shoppers
Except for some of the top eCommerce enterprises, the repurchase rates of most eCommerce websites in China
exhibit a downward trend:
- Chinese online shoppers’
monthly repurchase rates at most of the eCommerce websites show a downward
trend.
- Main reasons are the increasing number of eCommerce enterprises which lead to intense competition with
more options for users and their frequent switch from one website to another, resulting in the rise of churn
rate. In addition, some of the eCommerce operators are incapable of sustaining their business and expose
their weakness regarding product quality and integrity after running their business for a while.
China’Top 10 B2C eCommerce Websites with Highest Monthly Repurchase Rate in 1H 2012
s
Rank
Website
Monthly Repurchase Rate (%)
Monthly Repurchase Rate Relative Trend (Jan - Jun 2012)
1
Vipshop.com
82.41%
Fashion, clothing
2
OkBuy
68.60%
Footwear, bags & accessories
3
1 The Store
59.52%
General merchandise
4
Fclub.cn
57.89%
Fashion, clothing
5
JD.com
54.98%
General merchandise
6
Dongdong.com
53.48%
General merchandise
7
Mbaobao.com
51.49%
Footwear, bags & accessories
8
YouGou
51.46%
Footwear, bags & accessories
9
COFCO womai.com
50.91%
Food
10
LAFASO
47.65%
Cosmetics
Data source: iResearch,
“China Online Shopping Report in Q2 2012”July 2012
.
Website category
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31. 2.3.9 Change of Churn Rate of Chinese Online
Shopping Website
The churn rate of China’ eCommerce websites was around 10%, the long-tailed independent merchants were
top
facing more user loss:
- In 2012, 6.5% of users stopped using the shopping website which they used 6 months ago. The differences
among different websites’
user loss varied, even the top independent merchants had a churn rate as much
as 10%.
Proportion of Major Shopping Websites’
User Loss vs.
Total User Loss in 2012
Churn Rate of Major Shopping Website in 2012
22.9%
37.5%
17.8%
14.0%
10.2%
14.8%
1.9%
7.2%
St
or
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e
Th
1
uy
.co
51
b
Pa
i
Pa
i
CL
m
m
VA
N
co
ps
ho
p.
on
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
Vi
az
Am
N
.co
op
ew
eg
m
g.
co
m
1.9%
ne
La
ox
ec
M
1
Th
e
St
or
e
m
g.
co
on
gd
CL
Do
n
VA
N
l
al
Tm
Pa
i
Pa
i
on
az
Am
m
JD
.co
ba
o
11.5% 11.0%
8.7%
3.2%
Ta
o
12.5%
6.4%
sh
7.0%
Vi
p
7.0%
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32. 2.3.10 Analysis of Reasons Causing User Loss of
Chinese Online Shopping Websites
User loss of Chinese online shopping website is mainly due to incomplete product range, lack of quality assurance
and after-sales service:
- For eCommerce website, the way to enhance conversion rate and sustain users’
loyalty is to implement targeting
strategy which target potential users and push appropriate SKU of the products and enhance the conversion rate
of SKU of the proprietary products, so as to minimize users’
frustration in locating the products they want.
- Meanwhile, eCommerce enterprises should concentrate on developing sustainable business, ensuring product
quality and after-sales services even during promotional period / price war. Otherwise, users will have the feeling
of being deceived.
Reasons for Users to Stop Using Specific Website
Unable to locate goods they want
47.1%
Poor quality of goods
24.2%
Expensive pricing of goods
17.8%
Deceive consumers
8.3%
Dissatisfactory after-sales service
4.5%
Poor delivery service
4.5%
Unable to open the website
2.5%
Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,
-27-
33. Summary
- There is an unprecedented growth of online shopping among Chinese consumers. Online shopping
frequency and spending amount increase year by year. Online shoppers’
average spending is around
RMB 5,203, narrowing the gap with the U.S. each year.
- As the age group and income level of the users as well as the proportion of affluent consumers from
the third and fourth tier cities increase, Chinese online shoppers desire luxury brands which enhance
the quality of life, resulting in a trend of overseas online shopping through purchasing agent.
International brands should seize this opportunity.
- The increasing number of Chinese eCommerce enterprises gives rise to fierce competition in the market
and a war to fight for users and traffic. eCommerce enterprises are facing common challenges such as
increasing costs of acquiring new users and churn rate of existing users.
- To solve the fundamental management problems, different types of eCommerce enterprises need to
establish the right direction of running the business and implement appropriate strategic solutions.
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34. Appendix – Definition of terms
- Internet users : Chinese residents who have used the internet in the past 6 months
- E-commerce: The trade of products or service via internet, mainly referring to the B2C and C2C
trading. Users search for the product information on the internet, send a purchase request via the
e-order service, and then complete the purchase via online payment or COD. Online travel booking
and B2B trading are not included.
- eCommerce consumer: Internet users who have purchased products or services online in the past 6
months.
- Independent merchants: A sub-industry or mini-market which operates an e-trading platform, and
provides a complete e-commerce solution to the industry. Independent merchants comprise of a
full range of services tailored to its consumers, providing a strong channel for sales and marketing
and branding promotions, for example, VANCL and LAFASO.
- eCommerce platform: A platform for corporations to provide online trading to individuals. Corporations
and merchants can make use of the shared resources such as basic infrastructure, payment platform,
security platform and management platform to operate their business activities in a more efficient
and low cost manner.
- Shopping website user loss: Refer to users stop using a specific website, that they used 6 months ago,
in the past 6 months
- Shopping website churn rate = user loss in the past 6 months / total user volume 6 months ago
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35. China eCommerce Market Analysis Report
Chapter Two
Characteristics and evolution of China eCommerce users
END
Stay tuned for
Chapter Three
Strategies and Solutions for Chinese Online Shopping Practitioners
www.i-click.asia
weibo.com/iclickasia
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