This document summarizes a report on mobile e-commerce in China from January to May 2015. Some key findings include: - E-commerce monthly active users reached 352 million in May 2015, over 50% of which were women. - Taobao's monthly user coverage was over six times that of the next six largest e-commerce sites combined. - Taobao and Work.taobao.com (Taobao's merchant app) had the highest levels of user stickiness. - Emerging areas like live/fresh food, overseas purchases ("Haitao"), and maternity/baby grew rapidly, led by companies like Beequick.com and Xiaohongshu.com.

1. Jan – May 2015
CHINA MOBILE E-COMMERCE REPORT
Source: TrustData

2. Introduction
Research Subject: China mobile Internet users
Data Source: TrustData big data sample from 30 million monthly active users
Data Collecting Period: Jan-May 2015
Notes:
• DAU - Daily Active users
• MAU – Monthly active users
• Monthly Coverage - % of Monthly active users of App to total number of mobile Internet users
• % Loyal Daily Users – Users using App for avg. 3 Mins+ per use per day/number of daily users
• Fast Company – Apps with fastest DAU growth

3. 1. E-commerce MAU Reached 352M Yuan in May 2015, 50%+ Users are Women
% of Gender
in E-commerce Market
Female Male

4. 2. Number of E-commerce Market Users Stablilized with DAU Over 100M
E-commerce Market DAU (Unit: 10k)
• E-commerce market includes e-marketplaces, vertical e-commerce, group purchase and takeout
• The dip around Feb is due to the Chinese New Year

5. 3. Taobao Monthly Coverage > 6 Other E-commerce Sites Combined
Taoba.comMeituan.com
JD.om
Vip.com
Tmall.comDianping.com
muogujie.com
Wochacha.com
Meilishuo.comJumei.comNuomi.comV.vdian.comZhe800.com
Mi.com
0yuanmail.comMizhe.com
Yhd.com
Vmall.com
Work.taobao.comSuning.com
E-commerce Monthly Coverage Top 20

6. 4. Taobao.com and Work.taobao.com Have the Highest User Stickiness
E-commerce DAU/MAU Top 20
Taoba.com
Meituan.com
JD.om
Vip.com
Tmall.com
Dianping.com
muogujie.com
Wochacha.com
Meilishuo.com
Jumei.com
Nuomi.com
V.vdian.com
Zhe800.com
Mi.com
0yuanmail.com
Mizhe.com
Yhd.com
Vmall.com
Work.taobao.com
Suning.com
• Mi.com and Vmall have entered top 20 but are yet to increase user stickiness
• Work.taobao.com is a Taobao merchant app

7. 5. V.vdian.com Does Better on MAU, but only Half That of Work.taobao.com
V.vdian.com DAU/Work.taobao.com DAU Monthly Active User (Unit: 10k)
Monthly Active User
W
ork.taobao.com
V.vdian.com

8. 6. Taobao.com and Vip.com Have the Best User Quality
Number of Daily Loyal Visitor Top 20
Taoba.com
Meituan.com
JD.om
Vip.com
Tmall.com
Dianping.com
muogujie.com
Wochacha.com
Meilishuo.com
Jumei.com
Nuomi.com
V.vdian.com
Zhe800.com
Mi.com
0yuanmail.com
Mizhe.com
Yhd.com
Vmall.com
Work.taobao.com
Suning.com
• Daily Visits from Meilishuo.com, V.vdian.com, Vmall.com, Mi.com and Wochacha.com loyal visitors
are less than 50%
• % of daily loyal visitors: Users visiting more than Avg. 3 mins. per visit per day/Total daily visitors

9. 7. JD.com Continued to improve, DAU Reaching 10% That of Taobao.com
JD.com DAU/Taobao.com DAU

10. 8. Jumei Promotion Campaign Worked Well
Jumei.com DAU (Unit: 10k)
• March 1 - Jumei.com 5 anniversary promotion
• May 20 – Jumei.com maternity and baby “Haitao” (Purchased from overseas) promotion

11. 9. Vip.com Did Less Promotion Compared with April 2015
Vip.com DAU (Unit: 10k)
• March 8 - Vip.com promotion
• March 15 - Negative news on CCTV
• April 19 - Vip.com global promotion
• May 20 - Vip.com promotion

12. 10. Tmall.com Users Decreased, Equaling 1/20 That of Taobao.com in May
• Taobao.com DAU stabilized before May
• Tmall.com sent out more “red packets” than Taobao.com during the Chinese New Year

13. 11. Live & Fresh Food, Haitao and Maternity & Baby Grew Fast, Live & Fresh
E-commerce Beekquick.cn Achieved 30X Growth
Beequick.cn
Momoso.com
52shangou.com
Mengbaby.com
Kaola.com
Dianyadian.com
Miyabaobei.com
Benlai.com
Xiaohongshu.com
Mishi.cn
E-commerce Jan - May Fast Company

14. 12. Meituan.com Tops Group Purchasing, Monthly Coverage 3.2X Dianping.com
Meituan.com Dianping.com Nuomi.com 55tuan.com Lashou.com
Monthly coverage for top group purchase

15. 13. Meituan.com and Ele.me Tops Takeout Market, Followed by Waimai.baidu.com
and Dd.taobao.com
Meituan.com Ele.me Waimai.baidu.com Dd.taobao.com 4008823823.com Daojia.com.cn
Monthly coverage for top takeout

16. 14. Beijing Took 10% Takeaway Market, Followed by Shanghai, Nanjing
and Hangzhou
Beijing
Shanghai
Nanjing
Hangzhou
Guangzhou
Haerbin
Tianjin
Qingdao
Chengdu
Shenyang
W
uhan
Changchun
Xi’anChongqing
Monthly coverage for top takeout

17. 15. Ele.me Led in Beijing and Shanghai, Meituan Performed Better in Other Cities
Beijing Shanghai Nanjing
Meituan.com
Ele.me
Waimai.baidu.com
Daojia.com
Top takeout cities DAU

18. Maternity and Baby E-commerce
• Unlike traditional e-commerce, merchants selling maternity and baby products can
manage user demand by predicting future demand based on users’ past purchase.
• This market is very competitive with every e-commerce marketplace launching its own
maternity and baby section, which led to vertical e-commerce specializing in this sector.

19. 16. Beibei.com Led the Market with More Monthly Coverage Than
the Next 4 Combined
Monthly coverage for top maternity and baby e-commerce
Beibei.com Q.mama.cn Lamabang.com Mengbaby.com Miyabaobei.com

20. “Haitao” (Buying from Overseas)
• Haitao market is huge. 100M overseas visits were made in 2014 with average shopping
spend of 2,000Yuan. The total market size is 200B Yuan.
• During the first 5 months of 2015, existing and new e-commerce companies started to
deploy “Haitao” strategy. Jumei.com launched duty-free store and Xiaohongshu.com
have increased its customer base rapidly. However no clear market leader emerged.
• Net-a-porter and Shopbop entered China, both being popular among overseas returnees.

21. 17. Xiaohongshu.com Led “Haitao” Market
Xiaohongshu.com
M
etao.comHigo.m
eilishuo.com
Ym
atou.com
Shihuo.cn
M
om
oso.com
W
eidian.com
Kaola.com
Haim
i.com
Monthly coverage fro top “Haitao” app

22. 18. Taqu Led Sex Toy Market with Monthly Coverage 3.7X Chunshuitang
Monthly coverage for top sex toy app
Taqu.cn
Chunshuitang
W
eixing
Xingduoduo.com
Jiaoxiu

23. 19. Live & Fresh Food Market Grew Fast, Beequick.com and 52shangou.com
Gaining Lead over Traditional Players
Monthly coverage for top live & fresh food e-commerce
Beequick.com52shangou.com
W
om
ai.com
Sfbest.com
Fruitday.com
Dianyadian.com
M
ishi.cn
Benlai.com
Daojia.jd.com
Yiguo.com

24. 20. Beijing Takes Nearly 40% Live & Fresh Food Market, More than Guangzhou,
Shanghai and Tianjin Combined
Beijing
Monthly coverage for top live & fresh food e-commerce
Guangzhou Shanghai Tianjin Shenzhen

25. 21. Beequick Led in Beijing, 51shangou.com Dominated Guangzhou and Shanghai
Beijing Guangzhou Shanghai
Beequick.com52shangou.com
W
om
ai.com
Sfbest.com
Monthly coverage for top live & fresh food app

26. A digital link to your business in China

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