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China

eCommerce Market
Analysis Final
Report 2013
Industry Review | User Characteristics | Solutions

Jan 2014
Table of Contents
1. Industry review and forecast
1.1 Growth trend of the eCommerce market in China
1.2 Growth trend of online shoppers in China
1.3 New trend of the eCommerce market
in China
2. Characteristics and evolution of Chinese
eCommerce users
3. Strategies and solutions for Chinese
eCommerce enterprises
Table of Contents

1.1 Growth trend of the eCommerce market in China
1.2 Growth trend of online shoppers in China
1.3 New trend of the eCommerce market in China
1.1.1 Key Note – China eCommerce Market

Largest online shopping
market in the world

Growing number of online shoppers and
more comprehensive peripheral services

- Market scale in 2012: RMB 1.2 trillion
- CAGR in 2003-2011: >100%
- Share of total retail volume: >6%

- 3G/4G coverage increases opportunities for consumers to
use mobile shopping via handset
- Spending from the affluent class increases and is shifting to
online channels
- Increases in credit card usage together with more developed
logistic facilities, both helping to lift the online shopper base

China – Emerging retail online
development for global brands

- The growth rate of online shopping market in China is faster
than any other country in the world.
- Retail e-channels in China outweigh any other country in the
world
- New market entrants can expect at least 3 times growth
according to the recent forecast about the market volume in
2020
-1-
1.1.2 Growth Trend of the eCommerce Market in China
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 RMB 1,259.4 billion, with an annual growth rate of 66.5%.
2006-2012 Online shopping transaction amount and growth in China
12594

122.9%
110.1%

109.2%

Online shopping amount
(hundred million dollars)
Annual growth rate

107.0%

7566

64.0%

66.5%

5231

44.6%
2500
1208
258

542

2006

2007

2008

2009

2010

2011

Data Source: CNNIC,“2012 Online Shopping Market in China Research Report”March 2013
,

2012

-2-
1.1.3 Size Forecast of eCommerce Transactions in China
Putting aside inflation into consideration, the size of eCommerce transactions in China will reach a conservative
guess of RMB 2.5 trillion to 4 trillion by 2020, which is 3.5 times of the size in 2011.
Size of online shopping transactions in China, 2003-2020
397

RMB 10 billion
High Case

75

Base Case
Low Case

61
242
23
60

258

74

159

2011

20151

45
0.6

1.2

1.9

3

6.1

2003

2004

2005

2006

2007

13

2008

27

2009

2010

20201

Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s

-3-
1.1.4 Online Shopping in China vs International Markets
China will become the largest online shopping market in the world; its online shopping scale:
- Exceeded Japan’to rank world’No.2 in 2011
s
s
- Is even higher than the sum of UK, Germany and Korea combined
- Is predicted to exceed the United States’ 2015 and become the world’ largest online shopping market
by
s
Scale of online retail market in 2011

United States

119

China

74

Japan

66

United Kingdom

34

Germany

20

Korea

13

France

12

Brazil

7

Russia

6

Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s

-4-
1.1.5 Growth Rate of Online Shopping Scale in
China vs International Markets
The compound growth rate of online shopping in China in 2003-2011 exceeded 100%, with an expansion speed
that was faster than any other country in the world.

200

Online retail market in 2003-2011
RMB 10 billion
CAGR
03-11%
United States

27%

United Kingdom

18%

Germany

22%

Korea

19%

France

35%

Brazil

34%

Russia

39%

Canada

50

120%

Japan
100

17%

China

150

14%

0

2003

2004

2005

2006

2007

2008

2009

2010

2011

Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s

-5-
1.1.6 Share of eCommerce in Total Retail Sales
China’eCommerce penetration has already surpassed the US:
s
- In 2012, China’eCommerce trade sales was 6.3% of total retail amount, while US’was only 5%.
s
s
- It is estimated that by 2020, China’eCommerce trade sales will be 10-16% of the total retail amount.
s
Share of China’ eCommerce in total retail amount in 2008-2013
s

7.4%
6.3%

4.4%
3.5%

2.1%
1.3%

2008

2009

2010

2011

2012

Data Source: CNNIC,“China Online Retail Market Data Analysis Report 2012”February 2013
,

2013e

-6-
1.1.7 Major Factors Pushing the Growth of eCommerce
Factor 1: By 2020, the online spending per capita will reach RMB 1,500 – 2,400 per year, which is 3 to 5 times
the current size.
2011-2020 Online spending per capita
Online spending per capita
RMB / person
High case
Year 2011

Year 2020

Base case

441

Low case

441

2360

5.3x

441

1839

4.3x

1533

3.5x

Factor 2: Expanded 3G and 4G penetration helps boost the no. of online shopping users, while broadband
penetration drives the growth of PC-based online shoppers.
Factor 3: The use of credit cards is increasingly common, which further facilitates online shopping.
Factor 4: By 2020, the affluent class in China (with a minimum annual average household disposable income of
RMB 120,000) will reach 280 million, i.e. 20% of China’ total population. Spending will surpass Japan
s
to be world’ no. 2. 60% will choose online as their major spending channel as they shift to online
s
shopping from other spending channels.
Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s
BCG,“The Affluent Will Be a Major Driver of Consumption Growth in China”November 2012
,

-7-
Table of Contents

1.1 Growth trend of the eCommerce market in China
1.2 Growth trend of online shoppers in China
1.3 New trend of the eCommerce market in China
1.2.1 Key Note – Growth Trend of Online Shoppers
in China

Largest eCommerce population

- No. of eCommerce users in 2012: 240 million

in the world

Vast territory impacts online
shops’
development

Online shop: the best channel
to enter the China Market

- The vast territory and high prices of real estate are
beneficial to online shops’
development
- Consumers from third or fourth tier cities or from rural
areas tend to choose e-tailing as the coverage of actual
shops is inadequate
- Online shop guarantees that brands achieve maximum
penetration to target consumers
- High prices of real estate and increasing salaries eat up a
large proportion of profits of traditional retail business

-8-
1.2.2 Population and Growth Trend of
eCommerce Consumers
Despite the fact that the growth rate of internet users has slowed down, the online shopping population is rapidly
growing. China’online shoppers have reached 242 million people, raising the proportion to 42.9%.
s
China’ online shopping population and penetration in 2006-2012
s
42.9%
37.8%

24202

35.1%

Online shopping population
(ten thousand people)
Online shopping penetration

19395
16051
28.1%
22.1%
24.8%

24.5%

10800

7400

3357

2006.12

4641

2007.12

2008.12

2009.12

2010.12

2011.12

2012.12

Data Source: CNNIC, “2012 Online Shopping Market in China Research Report”March 2013
,

-9-
1.2.3 China’Online Shopping Population Penetration
s
vs Other Countries
In China’retail market, the internet coverage already surpassed the coverage of real retail shops. Due to the vast
s
territory and high prices of real estate, the coverage of real retail shops is limited. For the consumers from third and
fourth tier cities or rural areas who cannot access real retails shops, they will choose online shopping.
A unique factor in China is that internet coverage far exceeds coverage for top retail shops
Retail Consolidation
Internet Coverage

(Proportion of top 20

(Population Proportion, %)

retailers in total retail sales, %)

81

UK

52

76

France
Germany

80

Korea

51

78
30

26
51

China (Cities)
7

… while retail consolidation almost reaches
a developing country’ level.
s

27

33

Brazil

Indiat

44

81

Japan

almost reaches a country’level…
s

49

87

USA

The internet coverage within cities in China

13

China’e-commerce benefits consumers
s
with its ability to offer more products.

3

Data Source: BCG,“The World’Next E-Commerce Superpower: Navigating China’Unique Online-Shopping Ecosystem”
s
s
,
November 2011

-10-
1.2.4 Key Driving Factor for Online Shopping
Population Growth
The penetration of broadband network helps to increase China’internet users, as well as the popularity of
s
online shopping. China had 129 million broadband accounts but broadband penetration only accounted for 30%.
As broadband’popularity and speed increases, we can expect a better online shopper base which will drive the
s
expansion of eCommerce in rural areas.
Broadband users and penetration in 2011
Residential broadband users

Broadband penetration

Million

Percentage
129

China

30
68

81

USA

55

27

Japan
Germany
France

21

UK

18

Russia

18

Korea

15

Brazil

14

Canada

11

Mexico

9

India

8

59

22

77
67
35
81
26
78
33
3

Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s

-11-
Table of Contents

1.1 Growth trend of the eCommerce market in China
1.2 Growth trend of online shoppers in China
1.3 New trend of the eCommerce market in China
1.3.1 Key Note – New Trend of eCommerce Market
in China

Huge growth potential for

- The independent merchants proportion in eCommerce
is 70% in US, while China’is only 10-20%
s

independent merchants

The use of smartphones increase
the online shopper base

Independent merchants have an advantage
for future development

- More than 50% users are influenced by social media when
deciding to make a purchase
- The popularity of smartphones is only 1/4 of those in
developed countries, but mobile shopping penetration
rate is 1/2
- The advantages of independent merchants include high
quality products and brands, integrated after-sales service
and standardized logistic management
- Potential of shopping power driven from social media, as
well as increase in number of traffic and users driven from
smartphones.

-12-
1.3.2 Structure of China eCommerce Market vs
Other Countries
Compared with the independent merchant proportion of 76% in US, there is a huge potential for independent
merchants in China. According to the statistics by McKinsey, independent merchants in China numbered 10% in
2011, while there was 76% in USA at the same period. As there is an increasing need, in addition to maturity of
new brands in the marketplaces, we foresee a great potential for independent merchants.
Comparison of eCommerce Platform and Independent Merchants
RMB billion
China
2

United States
5

16

27

56

128

263

461

774

eCommerce Platforms
24%

Independent Merchants

50%
80%

88%

89%

93%

93%

92%

93%

90%

76%
50%
20%

2003

2004

12%

11%

7%

7%

8%

7%

10%

2005

2006

2007

2008

2009

2010

2011

2011

Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s

-13-
1.3.3 The Growth Trend of Users Driven by SoLoMo
Sharing on social media drives users’
passion in online shopping. Half of its users were stimulated by social media
to shop or choose a brand. The development of social media drives some behaviors such as conformed purchasing,
conspicuous purchasing and advance purchasing – but mostly to help users have better choices in products and
brands.
Social media platforms mainly used by online shoppers

Weibo

62.2%

Mogujie

33.1%

1 - 3 times

Over 10 times
25.9%

Meilishuo

iGuang

Leho

10.1%

7%
6 - 10 times

15%

7.1%
55%

Duitang

5.7%

23%

4 - 5 times

No. of purchases influenced by social media on users over the past 6 months

Data Source: CNNIC,“2012 Online Shopping Market in China Research Report”March 2013
,

-14-
1.3.4 The Growth Trend of Users Driven by SoLoMo
The popularity of smartphones helps the 3rd and 4th tier cities and rural areas to overcome the limitation of fixed
broadband to directly enter the mobile shopping era. Mobile shopping in China was less than 2% in 2011 but
grown to 4% in 2012, expecting an even higher jump in the future.
PC-based online shopping vs mobile shopping in 2010-2016
0.5%

1.5%
4.2%

99.5%

2010

98.5%

2011

95.8%

2012e

8.1%

91.9%

2013e

11.7%

88.3%

2014e

Data Source: iResearch,“China Online Shopping Research Report 2012”

15.1%

PC-based Online Shopping
percentage (%)
17.8%

84.9%

82.2%

2015e

Mobile Shopping percentage
(%)

2016e

-15-
1.3.5 The Proportion of Users Driven by SoLoMo
vs Other Countries
As of 2011, mobile commerce accounted for only 2% of the eCommerce market, while China’smartphone
s
penetration rate was only 10%. Just a year later, China’mobile eCommerce represented about 4% of the total
s
eCommerce market. Research also showed that the smartphone penetration is likely to increase to 23% in 2015,
because of the higher tendency of average Chinese smartphone users to shop online, which brings much potential
to future development.
2011 mobile commerce and smartphone penetration in major eCommerce markets
Share of mobile commerce

Smartphone penetration

% of eCommerce

% of population

USA

5.4

42

UK

4.8

49

Germany

3.6

35

France

3.4

37

China

1.9

10

Korea

0.6

42

Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013
s

-16-
Summary

- eCommerce development in China is yet saturated given the growing number of internet users,
broadband coverage, smartphone coverage, and the rising of average disposable income.
- The affluent consumers in China, especially for those from small cities, are looking for high quality
products and brands. The expansion rate of offline shops is far behind the expectations of these
consumers.
- For brands and retail merchants who want to enter China market, the best way to maximize contact
with target consumers is to set up online shops. This way they can also standardize service levels and
maintain the brand image.
- Compared with the United States’
market structure, and in addition to the users’
increased need
and maturity of new brands in the marketplaces, independent merchants will play an important role
in the future of China’market.
s

-17-
Appendix – Definition of terms
- Internet users : Chinese citizens who have used the internet in the past 6 months
- eCommerce: 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 consumers. Independent merchants comprise of
a full range of services tailored to its consumers, providing a strong channel for sales and marketing
and branding promotions. Example: VANCL and Lefeng
- 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.
- Exchange rate: Based on USD and RMB rate of 6.13 in July 2013

-18-
Table of Contents
1. Industry review and forecast
2. Characteristics and evolution of Chinese eCommerce users
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. Strategies and solutions for Chinese
eCommerce enterprises
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
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

-19-
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
,

-20-
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

73

80

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

-21-
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
,

-22-
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

-23-
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

-24-
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
,

-25-
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
,

-26-
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

-27-
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

-28-
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
,

-29-
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

-30-
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
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

-31-
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

-32-
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
,

-33-
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
,

-34-
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
,

-35-
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
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
-36-
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

-37-
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

-38-
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

-39-
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

-40-
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%

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JD
.co

St
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Pa
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Pa
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ni

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Su

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Su

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11.1% 11.0% 10.6%

2.8%

St
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2.8%

ni
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3.7%

VA
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az

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4.6%

Am

Pa
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6.4%

Pa
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ng
do
ng

l

Do

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Tm

m
JD
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Ta
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ba
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7.1%

12.4% 12.3%

-41-
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

-42-
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

-43-
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%

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Th

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51
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Pa
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Pa
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p.

on

Data Source: CNNIC,
“2012 Online Shopping Market in China Research Report”March 2013
,

Vi

az

Am

N

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op

ew
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m

g.
co

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1.9%

ne
La
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Do
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VA
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JD
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ba
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11.5% 11.0%
8.7%

3.2%

Ta
o

12.5%

6.4%

sh

7.0%

Vi
p

7.0%

-44-
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
,

-45-
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.

-46-
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
-47-
Table of Contents
1. Industry review and forecast
2. Characteristics and evolution of Chinese eCommerce users
3. Strategies and solutions for Chinese eCommerce enterprises
3.1 Operational difficulties for eCommerce
enterprises
3.2 eCommerce strategies and solutions
3.3 About iClick
Table of Contents

3.1 Operational difficulties for eCommerce enterprises
3.2 eCommerce strategies and solutions
3.3 About iClick
3.1.1 Key Note – Operational Difficulties for
eCommerce Enterprises

Severe loss of
eCommerce users

- The user churn rate of top eCommerce enterprises is
around 10%, mainly because users are unable to locate the
goods they desire.
- With the increasing number of websites, the number of
online shopping channels increases, which means the loyalty
towards a single site decreases.

Generally low
conversion rate

New users conversion
cost increases year by year

- The conversion rate of top eCommerce enterprises
remains relatively low at around 1%.

- New users are quickly taken up by top
eCommerce enterprises.
- The cost for acquiring new users has risen
several times in 5 years’
time.

-48-
3.1.2 Trend of User Churn Rate of China’
s
eCommerce websites
The churn rate of China’top eCommerce websites was nearly 10%, while some eCommerce websites have
s
even reached to 37.5%.
User Churn Rate of Major Shopping Websites in 2012
37.5%

14.8%
12.5%

11.5%

11.0%
8.7%

Newegg.com

Amazon

Vipshop.com

VANCL

PaiPai.com

7.2%

51buy.com 1 The Store

Data Source: CNNIC, “2012 Online Shopping Market in China Research Report”March 2013
,

-49-
3.1.3 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:

- From 2009 to 2012, the proportion of online shoppers using only one shopping website 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 for users switching among eCommerce enterprises

is relatively low as well. For eCommerce enterprises, the brand differentiation of their products and price war has
become their core strategies to retain customers

Proportion of Using One Shopping Website Only in 2009-2012

Loyal Users Proportion of Major Shopping Websites in 2012
Taobao
PaiPai.com

2011

2012

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
2010

89.2%

Suning.com
2009

10.8%

VANCL

51.1%

84.8%

Amazon China

61.1%

15.2%

Tmall

72.7%

50.8%

Dongdong.com

80.0%

49.2%

2.7%

97.3%

Single Users

Data Source: CNNIC,“2012 Online Shopping Market in China Research Report”March 2013
,

Non-single users

-50-
3.1.4 Analysis of Chinese eCommerce Websites
Conversion Rate
In a fierce 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 relatively 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 their business. If eCommerce
enterprises are able to attract or direct users which match the characteristics of their potential customers
in terms of their 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
14.9%

4.5%
2.5%
1.3%

51buy.com
20.3%

30.2%

4.8%

23.6%

55.6%

4.7%

97.9%

52.0%

1.4%

29.8%

27.1%
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. The statistics indicator is defined as Visits.

Data Source: China E-Business Research Center, Data Analysis Enhances eCommerce Conversion Rate, September 2012;
Hitwise, Visit Conversion Rate Data of eCommerce Websites, August 2012

-51-
3.1.5 An overview of new users on 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, the independent merchants can implement product differentiation on one hand.
Conversely, they can fill the niche by catering to the users when the top eCommerce enterprise loses.

44.2%

Percentage of New Users Using Various Shopping
Websites in 2012

User Volume Growth Rate of Major Shopping
Websites in 2012
27.6%
22.2%

22.1%
14.3% 13.9%

15.3%

11.1% 11.0% 10.6%

9.9%

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St
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Data Source: CNNIC, “2012 Online Shopping Market in China Research Report”March 2013
,

1

VA
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Pa
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2.8%

Su

St
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2.8%

51

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3.7%

VA
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4.6%

Am

Pa
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6.4%

Pa
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do
ng

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Do

Tm

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JD
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Ta
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ba
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7.1%

12.4% 12.3%

-52-
3.1.6 Cost Change of Chinese Independent
Merchants in Acquiring New Users
The costs for Chinese B2C eCommerce enterprises to acquire new users has largely increased year by year,
with a rise of several times in 5 years:
- The costs for independent merchants to acquire new users has largely increased due to intense competition
and increment of advertising rates. The costs of acquiring a new user rose from around RMB20
in 2009 to over RMB100 in 2012.
- To tackle this problem, independent merchants should refer to existing information to redefine users’
characteristics by means of CRM. With such data available, they can further drive the source of new users
by audience targeting or marketing strategies.

Data source: Interviews with industry professionals, March 2013

-53-
Table of Contents

3.1 Operational difficulties for eCommerce enterprises
3.2 eCommerce strategies and solutions
3.3 About iClick
3.2.1 Key Note – eCommerce Strategies
and Solutions

New entrant

- Challenge: Less popular
- Strategy 1: Search engine marketing
Strategy 2: On-target advertising – audience buy

Independent merchant

- Challenge: Increasing cost of acquiring new users
- Strategy 1: Use search retargeting to search for potential customers
Strategy 2: Use machine learning and CRM data mining

eCommerce platform

- Challenge: Low customer loyalty and conversion rate
- Strategy: Use targeting to reach potential customers

-54-
3.2.2 Challenge for New Entrant – Low Popularity
- Challenge: Low popularity at an early stage and relatively low visitors volume
- Marketing advice: To establish an online store

Firstly: Improve the brand image to create a unique shopping experience
- To improve the brand image, brand owners can have complete control over the designing
process of the shopping experience to create a unique service experience for the brand.
Secondly: To enhance the conversion rate effectively
- By establishing an online store, brand owners can get an in-depth understanding about
their target users so as to increase their loyalty towards the brand and minimize the chance
that users are unable to locate their favourite products.
Thirdly: To collaborate with professional service providers
- More and more professional service providers (such as logistics, payment, etc.)
enter the market and provide cost-effective solution for proprietary online stores

-55-
3.2.3 Marketing Strategies for New Entrant (1)
Marketing strategies for new entrant
Search Marketing + Brand Zone

Display advertising with highly accurate
audience characterization

Product Strengths:

Product Strengths:

- Search Marketing can direct users who are interested in
eCommerce products into the website with exceptionally
good results.

- As the advertising technology becomes more mature,
display advertising allows advertisers to achieve on-target
results with accurate audience targeting.

- Brand Zone effectively enhances the brand image, hence
increase brand awareness rapidly.

- Audience buy relies on the Big Data which categorizes
a number of demographic models according to internet users’
characteristics. Advertisers can choose the model which matches
with their target audience and expose their customized ad to that
particular group of users to attain on-target customized advertising.
- Resolve new entrants’
problem in developing new customer
base and increasing the user growth rate despite a lack of
cumulative CRM data.

-56-
3.2.3 Marketing Strategies for New Entrant (2)
iClick’targeted audience buying solution:
s
- iClick connects to premium media with hundreds of millions of advertising audience,
which is categorized into 22+ audience segments and further classified into 4-6 levels
under each group according to their population attributes. Based on these classified data,
iClick can help advertisers perform audience buy in which customized advertising can form
an audience base that is most relevant and valuable to your business.

Enrich and expand
mass audience

Audience buying seamlessly
integrate into accuracy optimization

Insightful and practical
data analysis

- Unique audience database will break the established
rules of the current market and cover more than 400
million Internet users in Asia.

- Reinforce the exclusive optimization platform and
unleash the power of audience data, allowing marketers
to reach the mass audience and predict their future
purchases accurately.
- A collection of clear KPI reports offer remarkable insights
about advertising campaigns to help brand owners to make
wiser decisions

-57-
3.2.4 Successful Case of iClick’New
s
Brand Promotion (1)
International brand: a world-renowned lifestyle brand
Performance indicators: branding message, enhance brand awareness
Target users:
Sex Ratio

16.73%
83.27%

Age Distribution

Education Level Distribution

Vocation Distribution

Retail
Service
Primary school
Telecommunication /
Junior school
internet
High School
Civil /
Tertiary institution
public service
Undergraduate

Energy / mining

Education /
student

Architecture
Media /
entertainment
Finance /
property development

IT

Aged 10~19
Aged 20~29
Aged 30~39
Aged 40~49

- Women is the dominating gender for luxury fashion brands
- Mainly well-educated working ladies aged 20-39

Aged 50~59

-58-
3.2.4 Successful Case of iClick’New
s
Brand Promotion (2)
Holistic marketing strategy
Phase 2: 2nd – 3rd month
1 Activate all channels of display advertising to expand
customer base, develop regions with potential in
consumption and strengthen brand spectrum.
2 Gradually increase the number of online user registrations
3 Control registration costs – Cost per Click (CPC) and

Phase 1: 1st month

Cost per Action (CPA)

1 Activate all channels of search engine advertising
to exhibit the brand’online image
s

02

2 Direct Unique Visitors (UV) and traffic to website
and stress the quality of traffic – Page Views (PV)
3 Control Cost per Click (CPC)

01

Search engine:
- Brand Zone
- Search Engine Advertising

Search engine:

Display Advertising:

- Brand Zone

- Targeted Audience Buy

- Search Engine Advertising
-59-
3.2.4 Successful Case of iClick’New
s
Brand Promotion (3)
Result evaluation – popularity of website increases
Click rate
Increased by 244%

Page Views (times)
450,000
360,000
270,000
180,000
90,000
0

Phase 2

Phase 1
2012/01/01

2012/01/31

2012/02/28

2012/03/30

Before
After
optimization optimization

Through diversified media placement, specific keyword search optimization and
extensive coverage of comprehensive audience, clients see significant improvement
in brand exposure, brand engagement and sales conversion, leading to a breakthrough
in clients’
internet development in Mainland China.

-60-
3.2.5 Challenge for Independent Merchant –
Increasing Cost of Acquiring New Users
Challenge: Increasing cost for independent merchant to acquire new users
Marketing advice:
- Most new users choose to visit top eCommerce platforms. To solve this problem, client can implement
product differentiation, on the other hand, exploit opportunities from those top eCommerce
platforms which lose its customers
- Use CRM to derive and develop user characteristics from existing user information and implement search
retargeting to expand the source of new users
Promotion recommendations:
- Search retargeting
- Machine Learning

-61-
3.2.6 Marketing Strategies for Independent
Merchant (1)
Marketing strategies for independent merchant
Search retargeting

Machine learning algorithm – recruit potential
target users from CRM data

Consumer behaviours have already changed
Pay
attention

Show
interest

Desire

Memorize

Purchase

Pay
attention

Show
interest

Search

Purchase

Share

Product strengths:

Product strengths:

- Leverage the target users referred by search advertising
and “re-capture” them via display advertising.

- Identify customer characteristics from the loyal customers through
machine learning and search for Internet users who share the same
buying preference, then perform display advertising.

- For users who have already performed search related to
eCommerce products, advertisement will be displayed to
them once again, maximizing the chance of conversion.

- Surpass the traditional search method which focuses on website
attributes and understand customer characteristics more in depth
so as to expand the target customer base.

-62-
3.2.6 Marketing Strategies for Independent
Merchant (2)
Search retargeting technology – search for users with consumption needs:
- Search retargeting technology enables display advertising to be based on users’
previous search history, i.e.
based on users’
previous searched content to place targeting advertising, allowing independent merchants
to locate potential consumers.
- Solve independent merchants’
difficulty in acquiring new users and the respective costs incurred.
User performs
keyword search
(Travel)

When the user revisits the
page, system will match
his/her search history with
cookies and display the most
relevant advertisements.

System will
automatically
record that
particular users’
searching activities
and data.

Strengths of iClick’search retargeting technology are as follows:
s
- Vast user data resources covering users who are interested in different types of products and services.
- iClick’propriety buy-side platform, XMO, covers more than 400 million Internet users in Asia and is able
s
to efficiently locate target customers among a large pool of Internet users.
-63-
3.2.6 Marketing Strategies for Independent
Merchant (3)
- iClick’machine learning algorithm - based on the existing CRM data to expand the potential target user base
s
and deliver on-target advertising:
- Locate new users whose behaviours are similar with those of the existing customers by using independent
merchant’own CRM data and then implement targeting advertising.
s
- Solve independent merchant’budget issue resulted from the mass advertising placement in acquiring new users.
s
Population characteristics:
Male aged 30-39 high income Beijing
Browsing habits and preferences:
Online devices
Browser
Resolution
Online duration
Browsed websites by keyword search
Page views
Sample of business class travelers

…
(More than 600 characteristics)

- Strengths of iClick’machine learning algorithm are as follows:
s
- XMO Direct Technology: locate potential consumers for independent merchants through "XMO Direct", which
integrate our own CRM data and tens of thousands of third-party audience data.
- Sample-based mining prediction feature: XMO algorithm can compare independent merchants’
CRM consumer
- data with third-party audience data to estimate which network users have a particular buying preference.
-64-
3.2.7 Successful Case of iClick’Promotion for
s
Independent Merchant (1)

Independent merchant: a well-known local food online franchise store
Performance indicators: 1. To reinforce and enhance audience reach and brand awareness
2. To ensure ROI is able to decrease the cost of new users and orders in the
most effective way
Target users:

Energy / mining
Primary school

61.33%

Junior school
High School
Tertiary institution

38.67%

Undergraduate

Forestry / chemical industry

Service
Media / entertainment
IT

Architecture
Civil / public service
Telecommunication / internet
Finance / property development

Sex Ratio

Education Level Distribution

Education / student

Vocation Distribution

Aged 10 ~ 19
Aged 20 ~ 29
Aged 30 ~ 39
Aged 40 ~ 49
Aged 50 ~ 59

- Male users are slightly more than female users. The
target user is mainly youth aged 20-39.
- Mainly well-educated professionals and students.

Age Distribution

-65-
3.2.7 Successful Case of iClick’Promotion for
s
Independent Merchant (2)

Holistic marketing strategy:
The whole process of advertising placement is mainly driven by result-oriented. We leverage machine
learning algorithm to develop target user group based on client’own CRM data; and at the same
s
time utilize targeting advertising such as search retargeting to explore potential consumers. Placement
strategy and budget can be adjusted and reallocated flexibly to act against any situation according to
the result and client’needs.
s
Phase 2: Optimize ROI to reduce the cost of new customers
1 Use machine learning algorithm to expand target user group
2 Promotion refinement improves conversion rate, thereby
increasing sales
Phase 1: Reinforce and enhance brand awareness
1 Capture brand’loyal users to convey brand image
s
2 Diversified creative placement to enhance the brand
promotions
3 Use search retargeting technology to explore potential
consumer group

3 Continuous marketing based on CRM data analysis to
increase sales

02

01
-66-
3.2.7 Successful Case of iClick’Promotion for
s
Independent Merchant (3)

Result evaluation – Cost of new users decreases
ROI
Increase by an average of 52%

Before
After
optimization optimization

Cost of new users
Decrease by an average of 244%

Before
After
optimization optimization

-67-
3.2.8 Challenge for eCommerce Platform - Drop in
User Conversion Rate
Challenge: eCommerce platform user loyalty decline and conversion rate remains low over the years
- With the fierce market competition from 2009 to 2012, online shopper loyalty declined continuously, especially
the repeating price wars had caused the users to compare the discount rates prior to their purchase.
Proportion of Using One Shopping Website Only in 2009 - 2012
80.0%

72.7%
61.1%
51.1%

2009

2010

2011

2012

Marketing advice: If eCommerce platforms are able to identify the characteristics of the potential consumers of their
eCommerce products and push the right products to their potential consumers through targeting, the conversion rate
can be enhanced.
Promotion recommendations: Marketing retargeting
Data Source: China E-Business Research Center, Data Analysis Enhances E-Commerce Conversion Rate, September 2012

-68-
3.2.8 Marketing Strategies for eCommerce
Platform (1)
Marketing strategies for eCommerce platform

Implement diversified placement of retargeting
A customer visits your B2C online
store to select handbag

he hasn’found the right one after browsing
t
for a while. On the next day when she is
browsing through a news website, she
suddenly see the ad of your handbags

Purchasing desire is
triggered. She clicks the
ad and enter your website
to see if there are other
products

Suddenly she discovers a bag which looks
quite nice, so she buys it.
“Strange to say,
yesterday I think it’so-so, but today the
s
more I see it, the more I like it!”

Product strengths:
- Retargeting technology is based on various data to track potential consumers who have left the
website.
- Through technical measures, customers are able to see the ad of the eCommerce platform on
other channels, amplifying their impression on the brand and enhance their purchasing desire.
- It is proven that retargeting can improve the conversion rate by 125%.
-69-
3.2.8 Marketing Strategies for eCommerce
Platform (2)
Common types of retargeting:
- Behavioral retargeting: If a user has clicked and visited a certain brand’ad, this user can be traced and this
s
brand’ad will be displayed again on other sites that this user will visit.
s
- Past customer retargeting: Don’overlook the values brought by the past customers. You can combine CRM
t
users’
consumption data and third-party dataset to target the past customers to upsell and cross-sell them.
- Look-alike targeting: The latest data analysis technology can help advertisers identify potential customers
which are imilar to their existing customers on the network.

Strengths of iClick’retargeting technology are as follows:
s
- Accurate targeting with various formats: A wide variety of targeting formats including geographic, time, content,
websites, devices and operating systems, etc.
- Cover quality media resources: Connect to Asia’major quality online media and advertising platform with
s
hundreds of millions of advertising audience, for instance, coverage in China reaches up to 90%.

-70-
3.2.9 Successful Case of iClick’Promotion for
s
eCommerce Platform (1)

eCommerce platform: an eCommerce platform of an international top department store
Performance indicators:

1 Through optimizing the exposure on the search engine, reinforce the
image of eCommerce department store.
2 Through search retargeting, expand consumer group to improve
conversion rate

Target users:
Aged 10 ~ 19
Aged 20 ~ 29

62%

Aged 30 ~ 39

38%

Aged 40 ~ 49
Aged 50 ~ 59

Sex Ratio

Age Distribution
Primary school
Junior school
High School
Tertiary institution
Undergraduate

- Male users are slightly more than female users. The target user
is mainly people aged 20-39.
- Mainly well-educated professionals and students.

Education Level Distribution

-71-
3.2.9 Successful Case of iClick’Promotion for
s
eCommerce Platform (2)

Holistic marketing strategy:
With accurate placement of display advertising, eCommerce platforms can match up with their target
users by targeting to maximize brand exposure and improve sales record. At the same time, they should
optimize their marketing resources on their website to attract the past customers to revisit their site in
order to create sales opportunities.
Phase 2: organize activities to attract past customers
to revisit
1 Based on the characteristics of products which have
been purchased by the past customers to re-market the
product
Phase 1: accurate placement of targeting outside
the website
1 Behavioral retargeting can trace and explore
interested users
2 Identify potential consumers’
characteristics using
its own data

2 analyze user data and continue re-marketing to
increase sales

02

01
-72-
3.2.9 Successful Case of iClick’Promotion for
s
eCommerce Platform (3)

Result evaluation - conversion rate increases
Communication result
4 months of Optimization cycle
Increase by 183%

Prominent
increment

Increase by 2949%

Increase by 50%

Prominent
increment

56

%

Brand search
volume

Average monthly
orders

84

%

Effective order
rate

Increase by 629%

0.07%

0.51%

Order conversion
rate

Conclusion
After implementing optimization for 4 months, brand search volume increases by 183%; average
monthly orders increases by 2949%; effective order rate increases by 50%; order conversion rate
increases by 629%.

-73-
Table of Contents

3.1 Operational difficulties for eCommerce enterprises
3.2 eCommerce strategies and solutions
3.3 About iClick
3.3.1 About iClick

Who We Are…?
Asia’first online buy-side
s
platform that enables real-time,
programmatic media buying and
dynamic optimization through
advanced algorithms and
data technology.
iClick helps marketers to unlock
the value from the complex online
ecosystem by simplifying and
automating the entire online
marketing process.
-74-
3.3.2 Key Clients Portfolio

E-commerce
(5 out of China’TOP 10
s
e-commerce players are using iClick
to make better decisions)

Travel & Hospitality

Banking & Finance

Consumer Products

Others

-75-
3.3.3 Buy-side Platform - XMO

Search
Engines

iClick Propriety
Advertisers

Buy-side Platform

Ad
Exchanges

Online Users

Publishers

1st Party

3st Party

Data

Data

A one-stop shop for aggregating, bidding and optimizing inventory
across different online channels in the most efficient way.
-76-
3.3.3 Buy-side Platform - XMO

Media Aggregator
Access to a variety of digital
channels, biddable inventories and
RTB exchangesto reach the
maximum audience.

Data Analytics

Audience Builder

Sophisticated data-based
empirical analysis yields accurate
insights via a comprehensive set of
performance reports.

Pre-packaged audience segment
and tailor made audience development
tools at your choice to identify the
highest value customers.

Programmatic buy
Suite of targeting options and
advanced attribution model to support
single and cross-channel optimization
according to your own
marketing objectives.

-77-
3.3.4 Media Resources

Media Aggregator

Access to a variety of digital channels, biddable inventories and
RTB-enabled exchanges
Connect to a wide supply sources across search, display, social and
mobile.
Reach the most number of relevant audience in your target markets:
95% reach in Hong Kong
90%* reach in China
80%* reach in Southeast Asia

-78-
3.3.5 Audience Builder

Understand your current customers deeper and expand to a even larger
audience base:
Audience Builder

XMO distinct audience segments:
22+ audience segments classified by industries, interests and
lifestyles
XMO audience data covers over 400 million Internet users in Asia,
with 200 million audience profiles and over 200 million online
transaction cookies.
Custom segment building tools
“XMO Direct” - Combine 1st party CRM data with tens of
thousands of 3rd party segments to form an audience base
that is the most relevant and valuable to your business.
Machine learning to identify online users who exhibit similar
behavioral to your converting users

-79-
3.3.6 Programmatic Buy

One-stop access and manage online inventories across channels in a
data-driven approach
Leading RTB technology that is built on our own cloud-based
infrastructure and featuring the highest queries per second (QPS).
Programmatic Buy

Comprehensive targeting suite base on a broad set of parameters:
Geo-location, Day-parting, Placement, Contextual, Site, Device,
Operating Systems
Advanced attribution model with multiple attribution settings
available right from the platform:
First Event, Weight First More, Evenly Distributed, Weight Last
More and Last Event
Easy, intuitive goal setting to allow marketers to enter their goals
(e.g. lower CPA, maximize conversions or increasing ROI).

-80-
3.3.7 Data Analytics

Robust, intuitive, easy-to-use reporting system

Data Analytics

XMO unique data analytics solution is designed around the purchase
funnel – mapping to user behavior and interaction with a brand.
Sophisticated data-based empirical analysis yields accurate insights
that enable marketers to learn how customer behavior is affected at
the key points along the converting funnel.
Specialized in visualizing performance through a combination of
canned and custom reports:
Cross-channel Dashboard
Post-campaign Cookie Analysis
Top Conversion Paths
Channel Assist Report
And more….
Multi-advertiser interface makes it easy to manage multiple accounts
with clear role-based access control for users and organizations
-81-
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
-82-
China eCommerce Market Analysis Report
END

www.i-click.asia
weibo.com/iclickasia

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China eCommerce Market Analysis: Final Report 2013

  • 1. China eCommerce Market Analysis Final Report 2013 Industry Review | User Characteristics | Solutions Jan 2014
  • 2. Table of Contents 1. Industry review and forecast 1.1 Growth trend of the eCommerce market in China 1.2 Growth trend of online shoppers in China 1.3 New trend of the eCommerce market in China 2. Characteristics and evolution of Chinese eCommerce users 3. Strategies and solutions for Chinese eCommerce enterprises
  • 3. Table of Contents 1.1 Growth trend of the eCommerce market in China 1.2 Growth trend of online shoppers in China 1.3 New trend of the eCommerce market in China
  • 4. 1.1.1 Key Note – China eCommerce Market Largest online shopping market in the world Growing number of online shoppers and more comprehensive peripheral services - Market scale in 2012: RMB 1.2 trillion - CAGR in 2003-2011: >100% - Share of total retail volume: >6% - 3G/4G coverage increases opportunities for consumers to use mobile shopping via handset - Spending from the affluent class increases and is shifting to online channels - Increases in credit card usage together with more developed logistic facilities, both helping to lift the online shopper base China – Emerging retail online development for global brands - The growth rate of online shopping market in China is faster than any other country in the world. - Retail e-channels in China outweigh any other country in the world - New market entrants can expect at least 3 times growth according to the recent forecast about the market volume in 2020 -1-
  • 5. 1.1.2 Growth Trend of the eCommerce Market in China 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 RMB 1,259.4 billion, with an annual growth rate of 66.5%. 2006-2012 Online shopping transaction amount and growth in China 12594 122.9% 110.1% 109.2% Online shopping amount (hundred million dollars) Annual growth rate 107.0% 7566 64.0% 66.5% 5231 44.6% 2500 1208 258 542 2006 2007 2008 2009 2010 2011 Data Source: CNNIC,“2012 Online Shopping Market in China Research Report”March 2013 , 2012 -2-
  • 6. 1.1.3 Size Forecast of eCommerce Transactions in China Putting aside inflation into consideration, the size of eCommerce transactions in China will reach a conservative guess of RMB 2.5 trillion to 4 trillion by 2020, which is 3.5 times of the size in 2011. Size of online shopping transactions in China, 2003-2020 397 RMB 10 billion High Case 75 Base Case Low Case 61 242 23 60 258 74 159 2011 20151 45 0.6 1.2 1.9 3 6.1 2003 2004 2005 2006 2007 13 2008 27 2009 2010 20201 Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s -3-
  • 7. 1.1.4 Online Shopping in China vs International Markets China will become the largest online shopping market in the world; its online shopping scale: - Exceeded Japan’to rank world’No.2 in 2011 s s - Is even higher than the sum of UK, Germany and Korea combined - Is predicted to exceed the United States’ 2015 and become the world’ largest online shopping market by s Scale of online retail market in 2011 United States 119 China 74 Japan 66 United Kingdom 34 Germany 20 Korea 13 France 12 Brazil 7 Russia 6 Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s -4-
  • 8. 1.1.5 Growth Rate of Online Shopping Scale in China vs International Markets The compound growth rate of online shopping in China in 2003-2011 exceeded 100%, with an expansion speed that was faster than any other country in the world. 200 Online retail market in 2003-2011 RMB 10 billion CAGR 03-11% United States 27% United Kingdom 18% Germany 22% Korea 19% France 35% Brazil 34% Russia 39% Canada 50 120% Japan 100 17% China 150 14% 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s -5-
  • 9. 1.1.6 Share of eCommerce in Total Retail Sales China’eCommerce penetration has already surpassed the US: s - In 2012, China’eCommerce trade sales was 6.3% of total retail amount, while US’was only 5%. s s - It is estimated that by 2020, China’eCommerce trade sales will be 10-16% of the total retail amount. s Share of China’ eCommerce in total retail amount in 2008-2013 s 7.4% 6.3% 4.4% 3.5% 2.1% 1.3% 2008 2009 2010 2011 2012 Data Source: CNNIC,“China Online Retail Market Data Analysis Report 2012”February 2013 , 2013e -6-
  • 10. 1.1.7 Major Factors Pushing the Growth of eCommerce Factor 1: By 2020, the online spending per capita will reach RMB 1,500 – 2,400 per year, which is 3 to 5 times the current size. 2011-2020 Online spending per capita Online spending per capita RMB / person High case Year 2011 Year 2020 Base case 441 Low case 441 2360 5.3x 441 1839 4.3x 1533 3.5x Factor 2: Expanded 3G and 4G penetration helps boost the no. of online shopping users, while broadband penetration drives the growth of PC-based online shoppers. Factor 3: The use of credit cards is increasingly common, which further facilitates online shopping. Factor 4: By 2020, the affluent class in China (with a minimum annual average household disposable income of RMB 120,000) will reach 280 million, i.e. 20% of China’ total population. Spending will surpass Japan s to be world’ no. 2. 60% will choose online as their major spending channel as they shift to online s shopping from other spending channels. Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s BCG,“The Affluent Will Be a Major Driver of Consumption Growth in China”November 2012 , -7-
  • 11. Table of Contents 1.1 Growth trend of the eCommerce market in China 1.2 Growth trend of online shoppers in China 1.3 New trend of the eCommerce market in China
  • 12. 1.2.1 Key Note – Growth Trend of Online Shoppers in China Largest eCommerce population - No. of eCommerce users in 2012: 240 million in the world Vast territory impacts online shops’ development Online shop: the best channel to enter the China Market - The vast territory and high prices of real estate are beneficial to online shops’ development - Consumers from third or fourth tier cities or from rural areas tend to choose e-tailing as the coverage of actual shops is inadequate - Online shop guarantees that brands achieve maximum penetration to target consumers - High prices of real estate and increasing salaries eat up a large proportion of profits of traditional retail business -8-
  • 13. 1.2.2 Population and Growth Trend of eCommerce Consumers Despite the fact that the growth rate of internet users has slowed down, the online shopping population is rapidly growing. China’online shoppers have reached 242 million people, raising the proportion to 42.9%. s China’ online shopping population and penetration in 2006-2012 s 42.9% 37.8% 24202 35.1% Online shopping population (ten thousand people) Online shopping penetration 19395 16051 28.1% 22.1% 24.8% 24.5% 10800 7400 3357 2006.12 4641 2007.12 2008.12 2009.12 2010.12 2011.12 2012.12 Data Source: CNNIC, “2012 Online Shopping Market in China Research Report”March 2013 , -9-
  • 14. 1.2.3 China’Online Shopping Population Penetration s vs Other Countries In China’retail market, the internet coverage already surpassed the coverage of real retail shops. Due to the vast s territory and high prices of real estate, the coverage of real retail shops is limited. For the consumers from third and fourth tier cities or rural areas who cannot access real retails shops, they will choose online shopping. A unique factor in China is that internet coverage far exceeds coverage for top retail shops Retail Consolidation Internet Coverage (Proportion of top 20 (Population Proportion, %) retailers in total retail sales, %) 81 UK 52 76 France Germany 80 Korea 51 78 30 26 51 China (Cities) 7 … while retail consolidation almost reaches a developing country’ level. s 27 33 Brazil Indiat 44 81 Japan almost reaches a country’level… s 49 87 USA The internet coverage within cities in China 13 China’e-commerce benefits consumers s with its ability to offer more products. 3 Data Source: BCG,“The World’Next E-Commerce Superpower: Navigating China’Unique Online-Shopping Ecosystem” s s , November 2011 -10-
  • 15. 1.2.4 Key Driving Factor for Online Shopping Population Growth The penetration of broadband network helps to increase China’internet users, as well as the popularity of s online shopping. China had 129 million broadband accounts but broadband penetration only accounted for 30%. As broadband’popularity and speed increases, we can expect a better online shopper base which will drive the s expansion of eCommerce in rural areas. Broadband users and penetration in 2011 Residential broadband users Broadband penetration Million Percentage 129 China 30 68 81 USA 55 27 Japan Germany France 21 UK 18 Russia 18 Korea 15 Brazil 14 Canada 11 Mexico 9 India 8 59 22 77 67 35 81 26 78 33 3 Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s -11-
  • 16. Table of Contents 1.1 Growth trend of the eCommerce market in China 1.2 Growth trend of online shoppers in China 1.3 New trend of the eCommerce market in China
  • 17. 1.3.1 Key Note – New Trend of eCommerce Market in China Huge growth potential for - The independent merchants proportion in eCommerce is 70% in US, while China’is only 10-20% s independent merchants The use of smartphones increase the online shopper base Independent merchants have an advantage for future development - More than 50% users are influenced by social media when deciding to make a purchase - The popularity of smartphones is only 1/4 of those in developed countries, but mobile shopping penetration rate is 1/2 - The advantages of independent merchants include high quality products and brands, integrated after-sales service and standardized logistic management - Potential of shopping power driven from social media, as well as increase in number of traffic and users driven from smartphones. -12-
  • 18. 1.3.2 Structure of China eCommerce Market vs Other Countries Compared with the independent merchant proportion of 76% in US, there is a huge potential for independent merchants in China. According to the statistics by McKinsey, independent merchants in China numbered 10% in 2011, while there was 76% in USA at the same period. As there is an increasing need, in addition to maturity of new brands in the marketplaces, we foresee a great potential for independent merchants. Comparison of eCommerce Platform and Independent Merchants RMB billion China 2 United States 5 16 27 56 128 263 461 774 eCommerce Platforms 24% Independent Merchants 50% 80% 88% 89% 93% 93% 92% 93% 90% 76% 50% 20% 2003 2004 12% 11% 7% 7% 8% 7% 10% 2005 2006 2007 2008 2009 2010 2011 2011 Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s -13-
  • 19. 1.3.3 The Growth Trend of Users Driven by SoLoMo Sharing on social media drives users’ passion in online shopping. Half of its users were stimulated by social media to shop or choose a brand. The development of social media drives some behaviors such as conformed purchasing, conspicuous purchasing and advance purchasing – but mostly to help users have better choices in products and brands. Social media platforms mainly used by online shoppers Weibo 62.2% Mogujie 33.1% 1 - 3 times Over 10 times 25.9% Meilishuo iGuang Leho 10.1% 7% 6 - 10 times 15% 7.1% 55% Duitang 5.7% 23% 4 - 5 times No. of purchases influenced by social media on users over the past 6 months Data Source: CNNIC,“2012 Online Shopping Market in China Research Report”March 2013 , -14-
  • 20. 1.3.4 The Growth Trend of Users Driven by SoLoMo The popularity of smartphones helps the 3rd and 4th tier cities and rural areas to overcome the limitation of fixed broadband to directly enter the mobile shopping era. Mobile shopping in China was less than 2% in 2011 but grown to 4% in 2012, expecting an even higher jump in the future. PC-based online shopping vs mobile shopping in 2010-2016 0.5% 1.5% 4.2% 99.5% 2010 98.5% 2011 95.8% 2012e 8.1% 91.9% 2013e 11.7% 88.3% 2014e Data Source: iResearch,“China Online Shopping Research Report 2012” 15.1% PC-based Online Shopping percentage (%) 17.8% 84.9% 82.2% 2015e Mobile Shopping percentage (%) 2016e -15-
  • 21. 1.3.5 The Proportion of Users Driven by SoLoMo vs Other Countries As of 2011, mobile commerce accounted for only 2% of the eCommerce market, while China’smartphone s penetration rate was only 10%. Just a year later, China’mobile eCommerce represented about 4% of the total s eCommerce market. Research also showed that the smartphone penetration is likely to increase to 23% in 2015, because of the higher tendency of average Chinese smartphone users to shop online, which brings much potential to future development. 2011 mobile commerce and smartphone penetration in major eCommerce markets Share of mobile commerce Smartphone penetration % of eCommerce % of population USA 5.4 42 UK 4.8 49 Germany 3.6 35 France 3.4 37 China 1.9 10 Korea 0.6 42 Data Source: McKinsey Global Institute, China’e-tail revolution: Online shopping as a catalyst for growth, March 2013 s -16-
  • 22. Summary - eCommerce development in China is yet saturated given the growing number of internet users, broadband coverage, smartphone coverage, and the rising of average disposable income. - The affluent consumers in China, especially for those from small cities, are looking for high quality products and brands. The expansion rate of offline shops is far behind the expectations of these consumers. - For brands and retail merchants who want to enter China market, the best way to maximize contact with target consumers is to set up online shops. This way they can also standardize service levels and maintain the brand image. - Compared with the United States’ market structure, and in addition to the users’ increased need and maturity of new brands in the marketplaces, independent merchants will play an important role in the future of China’market. s -17-
  • 23. Appendix – Definition of terms - Internet users : Chinese citizens who have used the internet in the past 6 months - eCommerce: 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 consumers. Independent merchants comprise of a full range of services tailored to its consumers, providing a strong channel for sales and marketing and branding promotions. Example: VANCL and Lefeng - 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. - Exchange rate: Based on USD and RMB rate of 6.13 in July 2013 -18-
  • 24. Table of Contents 1. Industry review and forecast 2. Characteristics and evolution of Chinese eCommerce users 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. Strategies and solutions for Chinese eCommerce enterprises
  • 25. 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
  • 26. 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 -19-
  • 27. 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 , -20-
  • 28. 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 73 80 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 -21-
  • 29. 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 , -22-
  • 30. 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 -23-
  • 31. 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 -24-
  • 32. 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 , -25-
  • 33. 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 , -26-
  • 34. 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 -27-
  • 35. 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 -28-
  • 36. 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 , -29-
  • 37. 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 -30-
  • 38. 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
  • 39. 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 -31-
  • 40. 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 -32-
  • 41. 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 , -33-
  • 42. 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 , -34-
  • 43. 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 , -35-
  • 44. 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
  • 45. 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 -36-
  • 46. 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 -37-
  • 47. 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 -38-
  • 48. 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 -39-
  • 49. 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 -40-
  • 50. 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 bu 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 i ng do ng l Do al Tm m JD .co Ta o ba o 7.1% 12.4% 12.3% -41-
  • 51. 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 -42-
  • 52. 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 -43-
  • 53. 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 e 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% -44-
  • 54. 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 , -45-
  • 55. 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. -46-
  • 56. 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 -47-
  • 57. Table of Contents 1. Industry review and forecast 2. Characteristics and evolution of Chinese eCommerce users 3. Strategies and solutions for Chinese eCommerce enterprises 3.1 Operational difficulties for eCommerce enterprises 3.2 eCommerce strategies and solutions 3.3 About iClick
  • 58. Table of Contents 3.1 Operational difficulties for eCommerce enterprises 3.2 eCommerce strategies and solutions 3.3 About iClick
  • 59. 3.1.1 Key Note – Operational Difficulties for eCommerce Enterprises Severe loss of eCommerce users - The user churn rate of top eCommerce enterprises is around 10%, mainly because users are unable to locate the goods they desire. - With the increasing number of websites, the number of online shopping channels increases, which means the loyalty towards a single site decreases. Generally low conversion rate New users conversion cost increases year by year - The conversion rate of top eCommerce enterprises remains relatively low at around 1%. - New users are quickly taken up by top eCommerce enterprises. - The cost for acquiring new users has risen several times in 5 years’ time. -48-
  • 60. 3.1.2 Trend of User Churn Rate of China’ s eCommerce websites The churn rate of China’top eCommerce websites was nearly 10%, while some eCommerce websites have s even reached to 37.5%. User Churn Rate of Major Shopping Websites in 2012 37.5% 14.8% 12.5% 11.5% 11.0% 8.7% Newegg.com Amazon Vipshop.com VANCL PaiPai.com 7.2% 51buy.com 1 The Store Data Source: CNNIC, “2012 Online Shopping Market in China Research Report”March 2013 , -49-
  • 61. 3.1.3 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: - From 2009 to 2012, the proportion of online shoppers using only one shopping website 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 for users switching among eCommerce enterprises is relatively low as well. For eCommerce enterprises, the brand differentiation of their products and price war has become their core strategies to retain customers Proportion of Using One Shopping Website Only in 2009-2012 Loyal Users Proportion of Major Shopping Websites in 2012 Taobao PaiPai.com 2011 2012 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 2010 89.2% Suning.com 2009 10.8% VANCL 51.1% 84.8% Amazon China 61.1% 15.2% Tmall 72.7% 50.8% Dongdong.com 80.0% 49.2% 2.7% 97.3% Single Users Data Source: CNNIC,“2012 Online Shopping Market in China Research Report”March 2013 , Non-single users -50-
  • 62. 3.1.4 Analysis of Chinese eCommerce Websites Conversion Rate In a fierce 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 relatively 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 their business. If eCommerce enterprises are able to attract or direct users which match the characteristics of their potential customers in terms of their 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 14.9% 4.5% 2.5% 1.3% 51buy.com 20.3% 30.2% 4.8% 23.6% 55.6% 4.7% 97.9% 52.0% 1.4% 29.8% 27.1% 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. The statistics indicator is defined as Visits. Data Source: China E-Business Research Center, Data Analysis Enhances eCommerce Conversion Rate, September 2012; Hitwise, Visit Conversion Rate Data of eCommerce Websites, August 2012 -51-
  • 63. 3.1.5 An overview of new users on 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, the independent merchants can implement product differentiation on one hand. Conversely, they can fill the niche by catering to the users when the top eCommerce enterprise loses. 44.2% Percentage of New Users Using Various Shopping Websites in 2012 User Volume Growth Rate of Major Shopping Websites in 2012 27.6% 22.2% 22.1% 14.3% 13.9% 15.3% 11.1% 11.0% 10.6% 9.9% l al Tm on Am az ng do ng m Do JD .co St or e Th e CL Data Source: CNNIC, “2012 Online Shopping Market in China Research Report”March 2013 , 1 VA N Pa i Pa i Su ni ng m .co m op sh y.c o bu Vi p ni ng 2.8% Su St or e 2.8% 51 1 Th e CL 3.7% VA N az on 4.6% Am Pa i 6.4% Pa i ng do ng al l Do Tm m JD .co Ta o ba o 7.1% 12.4% 12.3% -52-
  • 64. 3.1.6 Cost Change of Chinese Independent Merchants in Acquiring New Users The costs for Chinese B2C eCommerce enterprises to acquire new users has largely increased year by year, with a rise of several times in 5 years: - The costs for independent merchants to acquire new users has largely increased due to intense competition and increment of advertising rates. The costs of acquiring a new user rose from around RMB20 in 2009 to over RMB100 in 2012. - To tackle this problem, independent merchants should refer to existing information to redefine users’ characteristics by means of CRM. With such data available, they can further drive the source of new users by audience targeting or marketing strategies. Data source: Interviews with industry professionals, March 2013 -53-
  • 65. Table of Contents 3.1 Operational difficulties for eCommerce enterprises 3.2 eCommerce strategies and solutions 3.3 About iClick
  • 66. 3.2.1 Key Note – eCommerce Strategies and Solutions New entrant - Challenge: Less popular - Strategy 1: Search engine marketing Strategy 2: On-target advertising – audience buy Independent merchant - Challenge: Increasing cost of acquiring new users - Strategy 1: Use search retargeting to search for potential customers Strategy 2: Use machine learning and CRM data mining eCommerce platform - Challenge: Low customer loyalty and conversion rate - Strategy: Use targeting to reach potential customers -54-
  • 67. 3.2.2 Challenge for New Entrant – Low Popularity - Challenge: Low popularity at an early stage and relatively low visitors volume - Marketing advice: To establish an online store Firstly: Improve the brand image to create a unique shopping experience - To improve the brand image, brand owners can have complete control over the designing process of the shopping experience to create a unique service experience for the brand. Secondly: To enhance the conversion rate effectively - By establishing an online store, brand owners can get an in-depth understanding about their target users so as to increase their loyalty towards the brand and minimize the chance that users are unable to locate their favourite products. Thirdly: To collaborate with professional service providers - More and more professional service providers (such as logistics, payment, etc.) enter the market and provide cost-effective solution for proprietary online stores -55-
  • 68. 3.2.3 Marketing Strategies for New Entrant (1) Marketing strategies for new entrant Search Marketing + Brand Zone Display advertising with highly accurate audience characterization Product Strengths: Product Strengths: - Search Marketing can direct users who are interested in eCommerce products into the website with exceptionally good results. - As the advertising technology becomes more mature, display advertising allows advertisers to achieve on-target results with accurate audience targeting. - Brand Zone effectively enhances the brand image, hence increase brand awareness rapidly. - Audience buy relies on the Big Data which categorizes a number of demographic models according to internet users’ characteristics. Advertisers can choose the model which matches with their target audience and expose their customized ad to that particular group of users to attain on-target customized advertising. - Resolve new entrants’ problem in developing new customer base and increasing the user growth rate despite a lack of cumulative CRM data. -56-
  • 69. 3.2.3 Marketing Strategies for New Entrant (2) iClick’targeted audience buying solution: s - iClick connects to premium media with hundreds of millions of advertising audience, which is categorized into 22+ audience segments and further classified into 4-6 levels under each group according to their population attributes. Based on these classified data, iClick can help advertisers perform audience buy in which customized advertising can form an audience base that is most relevant and valuable to your business. Enrich and expand mass audience Audience buying seamlessly integrate into accuracy optimization Insightful and practical data analysis - Unique audience database will break the established rules of the current market and cover more than 400 million Internet users in Asia. - Reinforce the exclusive optimization platform and unleash the power of audience data, allowing marketers to reach the mass audience and predict their future purchases accurately. - A collection of clear KPI reports offer remarkable insights about advertising campaigns to help brand owners to make wiser decisions -57-
  • 70. 3.2.4 Successful Case of iClick’New s Brand Promotion (1) International brand: a world-renowned lifestyle brand Performance indicators: branding message, enhance brand awareness Target users: Sex Ratio 16.73% 83.27% Age Distribution Education Level Distribution Vocation Distribution Retail Service Primary school Telecommunication / Junior school internet High School Civil / Tertiary institution public service Undergraduate Energy / mining Education / student Architecture Media / entertainment Finance / property development IT Aged 10~19 Aged 20~29 Aged 30~39 Aged 40~49 - Women is the dominating gender for luxury fashion brands - Mainly well-educated working ladies aged 20-39 Aged 50~59 -58-
  • 71. 3.2.4 Successful Case of iClick’New s Brand Promotion (2) Holistic marketing strategy Phase 2: 2nd – 3rd month 1 Activate all channels of display advertising to expand customer base, develop regions with potential in consumption and strengthen brand spectrum. 2 Gradually increase the number of online user registrations 3 Control registration costs – Cost per Click (CPC) and Phase 1: 1st month Cost per Action (CPA) 1 Activate all channels of search engine advertising to exhibit the brand’online image s 02 2 Direct Unique Visitors (UV) and traffic to website and stress the quality of traffic – Page Views (PV) 3 Control Cost per Click (CPC) 01 Search engine: - Brand Zone - Search Engine Advertising Search engine: Display Advertising: - Brand Zone - Targeted Audience Buy - Search Engine Advertising -59-
  • 72. 3.2.4 Successful Case of iClick’New s Brand Promotion (3) Result evaluation – popularity of website increases Click rate Increased by 244% Page Views (times) 450,000 360,000 270,000 180,000 90,000 0 Phase 2 Phase 1 2012/01/01 2012/01/31 2012/02/28 2012/03/30 Before After optimization optimization Through diversified media placement, specific keyword search optimization and extensive coverage of comprehensive audience, clients see significant improvement in brand exposure, brand engagement and sales conversion, leading to a breakthrough in clients’ internet development in Mainland China. -60-
  • 73. 3.2.5 Challenge for Independent Merchant – Increasing Cost of Acquiring New Users Challenge: Increasing cost for independent merchant to acquire new users Marketing advice: - Most new users choose to visit top eCommerce platforms. To solve this problem, client can implement product differentiation, on the other hand, exploit opportunities from those top eCommerce platforms which lose its customers - Use CRM to derive and develop user characteristics from existing user information and implement search retargeting to expand the source of new users Promotion recommendations: - Search retargeting - Machine Learning -61-
  • 74. 3.2.6 Marketing Strategies for Independent Merchant (1) Marketing strategies for independent merchant Search retargeting Machine learning algorithm – recruit potential target users from CRM data Consumer behaviours have already changed Pay attention Show interest Desire Memorize Purchase Pay attention Show interest Search Purchase Share Product strengths: Product strengths: - Leverage the target users referred by search advertising and “re-capture” them via display advertising. - Identify customer characteristics from the loyal customers through machine learning and search for Internet users who share the same buying preference, then perform display advertising. - For users who have already performed search related to eCommerce products, advertisement will be displayed to them once again, maximizing the chance of conversion. - Surpass the traditional search method which focuses on website attributes and understand customer characteristics more in depth so as to expand the target customer base. -62-
  • 75. 3.2.6 Marketing Strategies for Independent Merchant (2) Search retargeting technology – search for users with consumption needs: - Search retargeting technology enables display advertising to be based on users’ previous search history, i.e. based on users’ previous searched content to place targeting advertising, allowing independent merchants to locate potential consumers. - Solve independent merchants’ difficulty in acquiring new users and the respective costs incurred. User performs keyword search (Travel) When the user revisits the page, system will match his/her search history with cookies and display the most relevant advertisements. System will automatically record that particular users’ searching activities and data. Strengths of iClick’search retargeting technology are as follows: s - Vast user data resources covering users who are interested in different types of products and services. - iClick’propriety buy-side platform, XMO, covers more than 400 million Internet users in Asia and is able s to efficiently locate target customers among a large pool of Internet users. -63-
  • 76. 3.2.6 Marketing Strategies for Independent Merchant (3) - iClick’machine learning algorithm - based on the existing CRM data to expand the potential target user base s and deliver on-target advertising: - Locate new users whose behaviours are similar with those of the existing customers by using independent merchant’own CRM data and then implement targeting advertising. s - Solve independent merchant’budget issue resulted from the mass advertising placement in acquiring new users. s Population characteristics: Male aged 30-39 high income Beijing Browsing habits and preferences: Online devices Browser Resolution Online duration Browsed websites by keyword search Page views Sample of business class travelers … (More than 600 characteristics) - Strengths of iClick’machine learning algorithm are as follows: s - XMO Direct Technology: locate potential consumers for independent merchants through "XMO Direct", which integrate our own CRM data and tens of thousands of third-party audience data. - Sample-based mining prediction feature: XMO algorithm can compare independent merchants’ CRM consumer - data with third-party audience data to estimate which network users have a particular buying preference. -64-
  • 77. 3.2.7 Successful Case of iClick’Promotion for s Independent Merchant (1) Independent merchant: a well-known local food online franchise store Performance indicators: 1. To reinforce and enhance audience reach and brand awareness 2. To ensure ROI is able to decrease the cost of new users and orders in the most effective way Target users: Energy / mining Primary school 61.33% Junior school High School Tertiary institution 38.67% Undergraduate Forestry / chemical industry Service Media / entertainment IT Architecture Civil / public service Telecommunication / internet Finance / property development Sex Ratio Education Level Distribution Education / student Vocation Distribution Aged 10 ~ 19 Aged 20 ~ 29 Aged 30 ~ 39 Aged 40 ~ 49 Aged 50 ~ 59 - Male users are slightly more than female users. The target user is mainly youth aged 20-39. - Mainly well-educated professionals and students. Age Distribution -65-
  • 78. 3.2.7 Successful Case of iClick’Promotion for s Independent Merchant (2) Holistic marketing strategy: The whole process of advertising placement is mainly driven by result-oriented. We leverage machine learning algorithm to develop target user group based on client’own CRM data; and at the same s time utilize targeting advertising such as search retargeting to explore potential consumers. Placement strategy and budget can be adjusted and reallocated flexibly to act against any situation according to the result and client’needs. s Phase 2: Optimize ROI to reduce the cost of new customers 1 Use machine learning algorithm to expand target user group 2 Promotion refinement improves conversion rate, thereby increasing sales Phase 1: Reinforce and enhance brand awareness 1 Capture brand’loyal users to convey brand image s 2 Diversified creative placement to enhance the brand promotions 3 Use search retargeting technology to explore potential consumer group 3 Continuous marketing based on CRM data analysis to increase sales 02 01 -66-
  • 79. 3.2.7 Successful Case of iClick’Promotion for s Independent Merchant (3) Result evaluation – Cost of new users decreases ROI Increase by an average of 52% Before After optimization optimization Cost of new users Decrease by an average of 244% Before After optimization optimization -67-
  • 80. 3.2.8 Challenge for eCommerce Platform - Drop in User Conversion Rate Challenge: eCommerce platform user loyalty decline and conversion rate remains low over the years - With the fierce market competition from 2009 to 2012, online shopper loyalty declined continuously, especially the repeating price wars had caused the users to compare the discount rates prior to their purchase. Proportion of Using One Shopping Website Only in 2009 - 2012 80.0% 72.7% 61.1% 51.1% 2009 2010 2011 2012 Marketing advice: If eCommerce platforms are able to identify the characteristics of the potential consumers of their eCommerce products and push the right products to their potential consumers through targeting, the conversion rate can be enhanced. Promotion recommendations: Marketing retargeting Data Source: China E-Business Research Center, Data Analysis Enhances E-Commerce Conversion Rate, September 2012 -68-
  • 81. 3.2.8 Marketing Strategies for eCommerce Platform (1) Marketing strategies for eCommerce platform Implement diversified placement of retargeting A customer visits your B2C online store to select handbag he hasn’found the right one after browsing t for a while. On the next day when she is browsing through a news website, she suddenly see the ad of your handbags Purchasing desire is triggered. She clicks the ad and enter your website to see if there are other products Suddenly she discovers a bag which looks quite nice, so she buys it. “Strange to say, yesterday I think it’so-so, but today the s more I see it, the more I like it!” Product strengths: - Retargeting technology is based on various data to track potential consumers who have left the website. - Through technical measures, customers are able to see the ad of the eCommerce platform on other channels, amplifying their impression on the brand and enhance their purchasing desire. - It is proven that retargeting can improve the conversion rate by 125%. -69-
  • 82. 3.2.8 Marketing Strategies for eCommerce Platform (2) Common types of retargeting: - Behavioral retargeting: If a user has clicked and visited a certain brand’ad, this user can be traced and this s brand’ad will be displayed again on other sites that this user will visit. s - Past customer retargeting: Don’overlook the values brought by the past customers. You can combine CRM t users’ consumption data and third-party dataset to target the past customers to upsell and cross-sell them. - Look-alike targeting: The latest data analysis technology can help advertisers identify potential customers which are imilar to their existing customers on the network. Strengths of iClick’retargeting technology are as follows: s - Accurate targeting with various formats: A wide variety of targeting formats including geographic, time, content, websites, devices and operating systems, etc. - Cover quality media resources: Connect to Asia’major quality online media and advertising platform with s hundreds of millions of advertising audience, for instance, coverage in China reaches up to 90%. -70-
  • 83. 3.2.9 Successful Case of iClick’Promotion for s eCommerce Platform (1) eCommerce platform: an eCommerce platform of an international top department store Performance indicators: 1 Through optimizing the exposure on the search engine, reinforce the image of eCommerce department store. 2 Through search retargeting, expand consumer group to improve conversion rate Target users: Aged 10 ~ 19 Aged 20 ~ 29 62% Aged 30 ~ 39 38% Aged 40 ~ 49 Aged 50 ~ 59 Sex Ratio Age Distribution Primary school Junior school High School Tertiary institution Undergraduate - Male users are slightly more than female users. The target user is mainly people aged 20-39. - Mainly well-educated professionals and students. Education Level Distribution -71-
  • 84. 3.2.9 Successful Case of iClick’Promotion for s eCommerce Platform (2) Holistic marketing strategy: With accurate placement of display advertising, eCommerce platforms can match up with their target users by targeting to maximize brand exposure and improve sales record. At the same time, they should optimize their marketing resources on their website to attract the past customers to revisit their site in order to create sales opportunities. Phase 2: organize activities to attract past customers to revisit 1 Based on the characteristics of products which have been purchased by the past customers to re-market the product Phase 1: accurate placement of targeting outside the website 1 Behavioral retargeting can trace and explore interested users 2 Identify potential consumers’ characteristics using its own data 2 analyze user data and continue re-marketing to increase sales 02 01 -72-
  • 85. 3.2.9 Successful Case of iClick’Promotion for s eCommerce Platform (3) Result evaluation - conversion rate increases Communication result 4 months of Optimization cycle Increase by 183% Prominent increment Increase by 2949% Increase by 50% Prominent increment 56 % Brand search volume Average monthly orders 84 % Effective order rate Increase by 629% 0.07% 0.51% Order conversion rate Conclusion After implementing optimization for 4 months, brand search volume increases by 183%; average monthly orders increases by 2949%; effective order rate increases by 50%; order conversion rate increases by 629%. -73-
  • 86. Table of Contents 3.1 Operational difficulties for eCommerce enterprises 3.2 eCommerce strategies and solutions 3.3 About iClick
  • 87. 3.3.1 About iClick Who We Are…? Asia’first online buy-side s platform that enables real-time, programmatic media buying and dynamic optimization through advanced algorithms and data technology. iClick helps marketers to unlock the value from the complex online ecosystem by simplifying and automating the entire online marketing process. -74-
  • 88. 3.3.2 Key Clients Portfolio E-commerce (5 out of China’TOP 10 s e-commerce players are using iClick to make better decisions) Travel & Hospitality Banking & Finance Consumer Products Others -75-
  • 89. 3.3.3 Buy-side Platform - XMO Search Engines iClick Propriety Advertisers Buy-side Platform Ad Exchanges Online Users Publishers 1st Party 3st Party Data Data A one-stop shop for aggregating, bidding and optimizing inventory across different online channels in the most efficient way. -76-
  • 90. 3.3.3 Buy-side Platform - XMO Media Aggregator Access to a variety of digital channels, biddable inventories and RTB exchangesto reach the maximum audience. Data Analytics Audience Builder Sophisticated data-based empirical analysis yields accurate insights via a comprehensive set of performance reports. Pre-packaged audience segment and tailor made audience development tools at your choice to identify the highest value customers. Programmatic buy Suite of targeting options and advanced attribution model to support single and cross-channel optimization according to your own marketing objectives. -77-
  • 91. 3.3.4 Media Resources Media Aggregator Access to a variety of digital channels, biddable inventories and RTB-enabled exchanges Connect to a wide supply sources across search, display, social and mobile. Reach the most number of relevant audience in your target markets: 95% reach in Hong Kong 90%* reach in China 80%* reach in Southeast Asia -78-
  • 92. 3.3.5 Audience Builder Understand your current customers deeper and expand to a even larger audience base: Audience Builder XMO distinct audience segments: 22+ audience segments classified by industries, interests and lifestyles XMO audience data covers over 400 million Internet users in Asia, with 200 million audience profiles and over 200 million online transaction cookies. Custom segment building tools “XMO Direct” - Combine 1st party CRM data with tens of thousands of 3rd party segments to form an audience base that is the most relevant and valuable to your business. Machine learning to identify online users who exhibit similar behavioral to your converting users -79-
  • 93. 3.3.6 Programmatic Buy One-stop access and manage online inventories across channels in a data-driven approach Leading RTB technology that is built on our own cloud-based infrastructure and featuring the highest queries per second (QPS). Programmatic Buy Comprehensive targeting suite base on a broad set of parameters: Geo-location, Day-parting, Placement, Contextual, Site, Device, Operating Systems Advanced attribution model with multiple attribution settings available right from the platform: First Event, Weight First More, Evenly Distributed, Weight Last More and Last Event Easy, intuitive goal setting to allow marketers to enter their goals (e.g. lower CPA, maximize conversions or increasing ROI). -80-
  • 94. 3.3.7 Data Analytics Robust, intuitive, easy-to-use reporting system Data Analytics XMO unique data analytics solution is designed around the purchase funnel – mapping to user behavior and interaction with a brand. Sophisticated data-based empirical analysis yields accurate insights that enable marketers to learn how customer behavior is affected at the key points along the converting funnel. Specialized in visualizing performance through a combination of canned and custom reports: Cross-channel Dashboard Post-campaign Cookie Analysis Top Conversion Paths Channel Assist Report And more…. Multi-advertiser interface makes it easy to manage multiple accounts with clear role-based access control for users and organizations -81-
  • 95. 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 -82-
  • 96. China eCommerce Market Analysis Report END www.i-click.asia weibo.com/iclickasia