With China’s eCommerce market emerges rapidly in recent years, 2013 will mark watershed moment when China surpasses the US to become the top e-shopping market in the world. The size of online shopping transactions in China continues to grow rapidly, with 10 times the increase over 5 years. In 2012, the online shopping transactions hit RMB1,259.4 billion, with an annual growth rate of 66.5%. In this report, we aim to provide you with a wider scope of the current China eCommerce market. What’s more, Chinese e-tailing is not just replacing traditional retail transactions but also stimulating consumption that would not otherwise take place.
2014 China Online Retail Market Study Part 1 Concur
Nearly half of the China internet population are online shoppers, they do not only shop via PC, but mobile devices; and there are more than 30,000 e-commerce enterprises exist in China at the moment, the competition of China online retail market seems to be vigorous than ever. Check out this whitepaper to have a clearer picture of what’s happening in the market.
In iClick's last chapter, we have explicitly focused on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites. In this final chapter, we provide strategies and solutions that help Chinese eCommerce practitioners to face the challenges today's digital landscape.
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...GLG (Gerson Lehrman Group)
China has become the world's largest e-commerce marketplace and will soon be home to more ad spending than any other country. With e-commerce representing about 20% of all retail sales in China it's to be expected that this market segment will draw significant attention by government regulators. How do global brands and their advertising agency partners navigate this complex and ever-changing landscape? What patterns have begun to emerge that will help increase the effectiveness of their advertising? How, when and where do we engage this large and growing base of online consumers? Answering these questions correctly will be the difference between gaining market share or seeing diminishing ROI performance. This survey, while far from exhaustive, brings together research from a large number of sources in an effort to educate, challenge and stimulate. A special THANK YOU to companies like We Are Social, McKinsey, Bain, CIC and the many others from whom this data was obtained. China's digital and e-commerce landscape is still being defined and it's not a market to enter unprepared. It is big, complex, changing and unique. But it can be won with the right combination of talent, resources and strategy. Good luck to all who would enter!
China eCommerce Market Analysis Report 2013 – Chapter 2: Characteristics and ...GLG (Gerson Lehrman Group)
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
2014 Digital Marketing Midyear Review - Mobile is the keywordConcur
The rise of mobile brings drastic changes on China’s internet, and becomes the new opportunity and inspiration for marketers to get in touch with the target audience. iClick reviewed some significant changes and concluded with a few practical recommendations for marketers to ride on the emerging digital trends in China.
2014 China Online Retail Market Study Part 1 Concur
Nearly half of the China internet population are online shoppers, they do not only shop via PC, but mobile devices; and there are more than 30,000 e-commerce enterprises exist in China at the moment, the competition of China online retail market seems to be vigorous than ever. Check out this whitepaper to have a clearer picture of what’s happening in the market.
In iClick's last chapter, we have explicitly focused on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites. In this final chapter, we provide strategies and solutions that help Chinese eCommerce practitioners to face the challenges today's digital landscape.
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...GLG (Gerson Lehrman Group)
China has become the world's largest e-commerce marketplace and will soon be home to more ad spending than any other country. With e-commerce representing about 20% of all retail sales in China it's to be expected that this market segment will draw significant attention by government regulators. How do global brands and their advertising agency partners navigate this complex and ever-changing landscape? What patterns have begun to emerge that will help increase the effectiveness of their advertising? How, when and where do we engage this large and growing base of online consumers? Answering these questions correctly will be the difference between gaining market share or seeing diminishing ROI performance. This survey, while far from exhaustive, brings together research from a large number of sources in an effort to educate, challenge and stimulate. A special THANK YOU to companies like We Are Social, McKinsey, Bain, CIC and the many others from whom this data was obtained. China's digital and e-commerce landscape is still being defined and it's not a market to enter unprepared. It is big, complex, changing and unique. But it can be won with the right combination of talent, resources and strategy. Good luck to all who would enter!
China eCommerce Market Analysis Report 2013 – Chapter 2: Characteristics and ...GLG (Gerson Lehrman Group)
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
2014 Digital Marketing Midyear Review - Mobile is the keywordConcur
The rise of mobile brings drastic changes on China’s internet, and becomes the new opportunity and inspiration for marketers to get in touch with the target audience. iClick reviewed some significant changes and concluded with a few practical recommendations for marketers to ride on the emerging digital trends in China.
We ran a virtual seminar, alongside Maxoptra, for business owners and marketers predicting how the retail and eCommerce industry is changing in this COVID/post-COVID world.
The presentation is focused on the UK and was hosted by Kayo Digital: https://kayo.digital/
Intro to E-commerce in South East Asia - CitibankDavid Jou
Pomelo Fashion presents at 2014 Citibank ASEAN stars of the next decade! Includes, e-commerce growth trends in south east asia and sectors most likely to benefit from emerging mobile and social media trends.
Offline vs. Online Retail: Development - Comparisons - Consumer View; Whitepa...Statista
This whitepaper shows how well traditional retail truly fares against online retail, and provides information on the barriers and chances for both offline retail and e-Commerce.
More information: statista.com
Tofugear’s Digital Consumer in Asia 2020 report is based on a survey among 6,000 consumers across 12 markets in Asia. Conducted in mid-February, the research was undertaken when many countries in the region had already begun to be affected by the outbreak.
Fong Lau: Fast-tracking into China with cross border e-commerce @AustCham Acc...Fong Lau
Fast-tracking into China with cross border e-commerce
1. Types of cross-border e-commerce
2. Size of the market
3. Reaching the consumers
4. Challenges
5. Key takeaways
Product Brochure: Indonesia B2C E-Commerce Market 2017yStats.com
Product Brochure with summarized information of our publication "Indonesia B2C E-Commerce Market 2017".
Find more here: https://www.ystats.com/product/indonesia-b2c-e-commerce-market-2017-3/
8 key facts about Mobile e-commerce in China like: China retail m-commerce sales, mobile internet buyers vs the US, spend per mobile buyer etc... (data from eMarketer updated 2015)
The Future of eCommerce en FMCG (Fast Moving Consumer Goods) 2017Marcos Pueyrredon
In 2025, online FMCG will have grown from 4.6% to 10%. The fourth edition of the Kantar Worldpanel e-commerce report con rms that online grocery remains the hottest topic in FMCG retail. It is no longer a question of whether it is here to stay; the digital world is now so ubiquitous that it has become a normal part of consumer shopping behaviour.
Festive shopping digital commerce research-WATInsights Report 2021Social Samosa
The report ‘Digital Commerce in India - Festive season shopping’ provides consumer and business insights to its audience and explores the components of digital commerce in India.
Global eCommerce now accounts for more than 10% of total retail sales and is growing at 19% annually.
Read our 2018 handbook to get the most relevant industry insights focusing on Mexico and Latin America.
We ran a virtual seminar, alongside Maxoptra, for business owners and marketers predicting how the retail and eCommerce industry is changing in this COVID/post-COVID world.
The presentation is focused on the UK and was hosted by Kayo Digital: https://kayo.digital/
Intro to E-commerce in South East Asia - CitibankDavid Jou
Pomelo Fashion presents at 2014 Citibank ASEAN stars of the next decade! Includes, e-commerce growth trends in south east asia and sectors most likely to benefit from emerging mobile and social media trends.
Offline vs. Online Retail: Development - Comparisons - Consumer View; Whitepa...Statista
This whitepaper shows how well traditional retail truly fares against online retail, and provides information on the barriers and chances for both offline retail and e-Commerce.
More information: statista.com
Tofugear’s Digital Consumer in Asia 2020 report is based on a survey among 6,000 consumers across 12 markets in Asia. Conducted in mid-February, the research was undertaken when many countries in the region had already begun to be affected by the outbreak.
Fong Lau: Fast-tracking into China with cross border e-commerce @AustCham Acc...Fong Lau
Fast-tracking into China with cross border e-commerce
1. Types of cross-border e-commerce
2. Size of the market
3. Reaching the consumers
4. Challenges
5. Key takeaways
Product Brochure: Indonesia B2C E-Commerce Market 2017yStats.com
Product Brochure with summarized information of our publication "Indonesia B2C E-Commerce Market 2017".
Find more here: https://www.ystats.com/product/indonesia-b2c-e-commerce-market-2017-3/
8 key facts about Mobile e-commerce in China like: China retail m-commerce sales, mobile internet buyers vs the US, spend per mobile buyer etc... (data from eMarketer updated 2015)
The Future of eCommerce en FMCG (Fast Moving Consumer Goods) 2017Marcos Pueyrredon
In 2025, online FMCG will have grown from 4.6% to 10%. The fourth edition of the Kantar Worldpanel e-commerce report con rms that online grocery remains the hottest topic in FMCG retail. It is no longer a question of whether it is here to stay; the digital world is now so ubiquitous that it has become a normal part of consumer shopping behaviour.
Festive shopping digital commerce research-WATInsights Report 2021Social Samosa
The report ‘Digital Commerce in India - Festive season shopping’ provides consumer and business insights to its audience and explores the components of digital commerce in India.
Global eCommerce now accounts for more than 10% of total retail sales and is growing at 19% annually.
Read our 2018 handbook to get the most relevant industry insights focusing on Mexico and Latin America.
Op 8 oktober 2015 organiseerde DRV Accountants & Adviseurs en Moore Stephens Belgium het kenniscongres E-commerce in het Belgische Brasschaat. Keynote speaker was Gino van Ossel. Hij gaf zijn visie op e-commerce business modellen.
E-commerce in China : decoding & opportunities Equancy Paris
To celebrate its entry on the European market, Alibaba, the Chinese giant of e-commerce and Equancy Shanghai have collaborated to offer its clients a sharp analyze of Chinese e-commerce during a dynamic breakfast. We are glad to welcome Aline Guo-Haefele, Qunkai Liu and Morgan Bonnard who will adress four main topics:
1. Local stakes & specificities: key figures about a Chinese society based on mobiles, and the multiplicity of its digital platforms
2. Particularities of the Chinese consumers
3. Winning strategies of European companies in China, including Axa’s testimony
4. Focus on Alibaba’s ambitions in Europe
Continuing our series of studies into Digital, Social and Mobile use around the world, this report explores the connected landscape in China in August 2015. It shares the latest active user figures for fixed and mobile internet; shares details of the most active social media platforms, and outlines user behaviour across mobile devices and e-commerce. For more info, please visit http://bit.ly/DSMCN15
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
Online shopping is common now a day. Both
traditional and online shopping are happening side by side.
However, online shopping is getting more and more
popularity year after year. In this context, this conceptual
and secondary data-based paper aims at understanding
growth and status of online shopping in the world and in
particular to India. The growth, and participating
companies and future of online shopping were studied
along with their problems based on the data collected from
various secondary sources.
E-commerce boom triggers transformation in retail logisticsJLL
Are you ready to enter the global e-commerce markets? It’s not as easy as translating your bricks and mortar strategy to an online platform. Nor can you simply upgrade your existing e-tail model. To learn more visit:
To learn more, please visit http://bit.ly/1giilxU
The retail industry has transformed itself decade after decade. Know how it is riding the change wave majorly at the technological front, and consumer behaviour.
From our local office at Beijing, we are glad to release an introduction to the Chinese Internet Market.
With the chinese economy still growing fast, the internet market has experimented an incredible growth in recent years. And what is more promising, every analysis foresee what is seems to be an unprecedented boom for the years to come.
Most promising current and future payment technologies | SG AnalyticsSG Analytics
The decades-long debate over the evolution of payment technology continues in the age of mobile wallets, EMV, blockchain, etc.
The evolutionary disruptive technologies in the payment landscape are poised to redefine businesses with increased automation and connectivity.
In this presentation, SG Analytics highlights the evolution of the 9 most important payment technologies that will transform the world’s financial ecosystem!
As the Internet continues its rapid development in China, digital marketing here is beginning to adopt many of the same marketing strategies and services used in other parts of the world to help advertisers to attain their marketing objectives effectively. Display ads, when purchased and analyzed through RTB and other systems, are once again playing a vital role in digital marketing. When tied to search through retargeting, the overall effectiveness of display ads increase exponentially.
This white paper specially reviews the growth of China’s online ad exchanges that now help advertisers understand, monitor an react to changes in the ad environment. This helps them conceive and manage promotional strategies in real time that engage consumers and deliver meaningful marketing results.
iClick: Maximizing campaign performance and cross‐channel delivery through a...GLG (Gerson Lehrman Group)
Presentation to be given at SES Singapore on 3 December 2014. Session is entitled "Advanced / Analytics - Maximizing campaign performance and cross-channel delivery through analytics." Sounds technical, right? Although the subject can get VERY technical I try to present a practitioner's guide to help marketers understand what, how and why they should be measuring campaign performance across digital media channels (search, display, mobile, video, email). iClick has an amazing platform that delivers these cross-channel marketing campaigns in China and around the world. I highlight a couple of case studies in this presentation.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
Retargeting is one of the most commonly used marketing tactics as it is able to bring back the 98% of site visitors who leave without converting. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. The beauty to this technology is that it is only serving ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user. However, retargeting alone often end up a smaller size of target audience pool, meaning less traffic and sales opportunities.
In this real case study, we will demonstrate how the use of the different data together with the targeting techniques can assist the different stages along a business’ customer buying cycle.
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2. 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
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
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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
,
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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
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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.
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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
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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
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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
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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
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24. China eCommerce Market Analysis Report
Chapter One
Industry Review and Forecast
END
Stay tuned for
Chapter Two
Characteristics and evolution of China eCommerce users
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