Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total China online retail market value and forecast, 2007-17
- Companies and brands
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- Figure 2: China leading B2C online retail company market share, by value (%), 2010-12
- The consumer
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- Figure 3: Online shopping habits, February 2013
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- Figure 4: Consumer attitudes towards online shopping, February 2013
- Key trends
- Rapid growth of online retailing has surprised even the retailers
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- Figure 5: Products bought via online channels in the last 12 months, February 2013
- Competition between the leading e-commerce sites
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- Figure 6: Leading online retailers that consumers have bought from in the last 12 months, February 2013
- Payment systems and delivery running to catch up
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- Figure 7: Delivery methods used when shopping online for food and non-food products in the last 12 months, February 2013
- Online retail shifts quickly to mobile access
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- Figure 8: Products bought via mobile online channels in the last 12 months, February 2013
The Market
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- Key points
- The rapid emergence of online retail
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- Figure 9: Total China online retail market value and forecast, 2007-17
- Figure 10: Total China number of online retail purchasers and forecast, 2007-17
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- Figure 11: Total online users, purchasers and per capita spending, 2007-12
- The market is still dominated by C2C, but B2C is growing fast
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- Figure 12: China e-commerce market value split, by C2C and B2C, 2007-12
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- Figure 13: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
- Figure 14: Percentage of online shoppers who have made purchases, by sector, 2010 and 2011
- TV shopping faces image problems
- Group buying emerges as a significant consumer trend
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- Figure 15: Total number of group buying online purchasers and % of total online purchasers, 2010-12
- Figure 16: Percentage of online group purchasers shopping, by sector, 2011
- Online retail innovations
Companies and Brands
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- Key points
- Online retailers increasingly competing across sectors
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- Figure 17: China leading B2C online retail company market share, by value (%), 2010-12
- Figure 18: Leading e-commerce sites, ranked by number of users, H1 2011-H1 2012
- Online fashion retailers
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- Figure 19: Online apparel retailing total market value and % of total apparel retail market in China, 2008-12
- Figure 20: Leading apparel e-commerce sites, ranked by number of users, 2011
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- Figure 21: Major reasons for online purchasers to choose online apparel retail sites, December 2011
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- Figure 22: Vipshop IPO prospectus financial results, 2009-12
- Department stores
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- Figure 23: Frequency of consumers browsing online department stores, December 2012
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- Figure 24: Frequency of consumers buying at online department stores, December 2012
- Online supermarkets
- Online convenience stores
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- Figure 25: Consumer attitudes towards convenience stores home delivery, October 2012
- Online pharmacies
- New online retail market entrants
- Mergers, acquisitions and alliances
- Market departures
The Consumer – Attitudinal Statements
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- Key points
- Price and convenience are the key factors consumers look for.
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- Figure 26: Online shopping habits, February 2013
- Online shopping habits by demographics
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- Figure 27: Online shopping habits, by gender and age group, February 2013
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- Figure 28: Online shopping habits, by monthly household income group, February 2013
- Online shopping habits by region
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- Figure 29: Online shopping habits, by city tier level, February 2013
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- Figure 30: Online shopping habits, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
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- Figure 31: Consumer online shopping habits, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
- Online shopping habits by leading retailers
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- Figure 32: Online shopping habits, by online grocery retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 33: Online shopping habits, by online clothing, footwear & accessory retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 34: Online shopping habits, by online mall retailers that consumers have bought from in the last 12 months, February 2013
- Online shopping attitudes shaped by peer reviews
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- Figure 35: Consumer attitudes towards online shopping, February 2013
- Online shopping attitudes by demographics
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- Figure 36: Consumer attitudes towards online shopping, by gender and age group, February 2013
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- Figure 37: Consumer attitudes towards online shopping, by monthly household income group, February 2013
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- Figure 38: Consumer attitudes towards online shopping, by marital status, February 2013
- Online shopping attitudes by region
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- Figure 39: Consumer attitudes towards online shopping, by city tier level, February 2013
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- Figure 40: Consumer attitudes towards online shopping, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
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- Figure 41: Consumer attitudes towards online shopping, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
- Online shopping attitudes by leading retailers
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- Figure 42: Consumer attitudes towards online shopping, by online grocery retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 43: Consumer attitudes towards online shopping, by online clothing, footwear & accessory retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 44: Consumer attitudes towards online shopping, by online mall retailers that consumers have bought from in the last 12 months, February 2013
- Online shopping attitudes by shopping habits
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- Figure 45: Consumer attitudes towards online shopping, by liking to read online customer reviews before deciding what to buy, February 2013
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- Figure 46: Consumer attitudes towards online shopping, by having posted reviews of my purchases online, February 2013
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- Figure 47: Consumer attitudes towards online shopping, by trusting customer reviews on retailers’ websites, February 2013
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- Figure 48: Consumer attitudes towards online shopping, by receiving discount vouchers/notifications online to update on special offers, February 2013
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- Figure 49: Consumer attitudes towards online shopping, by having bought a product seen recommended on social media websites, February 2013
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- Figure 50: Consumer attitudes towards online shopping, by following brands/retailers on social media websites for the latest news/special offers, February 2013
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- Figure 51: Consumer attitudes towards online shopping, by having clicked on voucher codes or coupons posted on social media networks, February 2013
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- Figure 52: Consumer attitudes towards online shopping, by having sent links to items to my friends to get opinions online before deciding what to buy, February 2013
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- Figure 53: Consumer attitudes towards online shopping, by being worried about the security of using online retail sites, February 2013
Rapid Growth of Online Retailing Surprised even the Retailers
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- Key points
- Rapid growth of online retailing surprised even the retailers
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- Figure 54: Total online retail market value, online shopping population and per capita spending, 2007-12
- Consumers mix online and in-store shopping
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- Figure 55: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, February 2013
- How demographics affect online and in-store shopping
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- Figure 56: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by gender and age group, February 2013
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- Figure 57: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by monthly household income group, February 2013
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- Figure 58: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by marital status, February 2013
- Regional differences affect online and in-store shopping
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- Figure 59: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by city tier level, February 2013
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- Figure 60: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by city, February 2013
- Online shopping by product sector
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- Figure 61: Products bought via online channels in the last 12 months, February 2013
- Online shopping by product sector and demographics
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- Figure 62: Products bought via online channels in the last 12 months, by gender and age group, February 2013
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- Figure 63: Products bought via online channels in the last 12 months, by monthly household income group, February 2013
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- Figure 64: Products bought via online channels in the last 12 months, by marital status, February 2013
- Online shopping by product sector and region
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- Figure 65: Products bought via online channels in the last 12 months, by city tier level, February 2013
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- Figure 66: Products bought via online channels in the last 12 months, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
- Figure 67: Products bought via online channels in the last 12 months, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
- What it means
Competition between the Leading e-Commerce Sites
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- Key points
- Strong leaders begin to emerge in each sector
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- Figure 68: Online retailers that consumers have bought from in the last 12 months, February 2013
- Leading e-tailers’ shopping success by demographics
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- Figure 69: Online retailers that consumers have bought from in the last 12 months, by gender and age group, February 2013
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- Figure 70: Online retailers that consumers have bought from in the last 12 months, by monthly household income group, February 2013
- Figure 71: Online retailers that consumers have bought from in the last 12 months, by marital status, February 2013
- Leading e-tailers’ shopping success by region
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- Figure 72: Online retailers that consumers have bought from in the last 12 months, by city tier level, February 2013
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- Figure 73: Online retailers that consumers have bought from in the last 12 months, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
- Figure 74: Online retailers that consumers have bought from in the last 12 months, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
- Leading e-tailers’ shopping success by product sector
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- Figure 75: Online grocery retailers that consumers have bought from in the last 12 months, by products bought via online channels in the last 12 months, February 2013
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- Figure 76: Online clothing, accessory or footwear retailers that consumers have bought from in the last 12 months, by products bought via online channels in the last 12 months, February 2013
- Figure 77: Online mall retailers that consumers have bought from in the last 12 months, by products bought via online channels in the last 12 months, February 2013
- What it means
Payment Systems and Delivery Running to Catch Up
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- Key points
- Online payments are a matter of consumer trust
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- Figure 78: Number of credit and debit cards in circulation and value of transactions, 2007-11
- Development of secure payment systems major factor in growth of online retail
- Delivery bottlenecks due to lack of logistics development
- Improving consumer interface
- Home delivery becoming the delivery method of choice among consumers
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- Figure 79: Delivery methods used when shopping online, February 2013
- Delivery method preference by demographics
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- Figure 80: Delivery methods used when shopping online, by gender and age group, February 2013
- Delivery method preference by region
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- Figure 81: Delivery methods used when shopping online, by city tier level, February 2013
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- Figure 82: Delivery methods used when shopping online, by city, February 2013
- Delivery method preference by product sector
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- Figure 83: Delivery methods used when shopping online, by products bought via online channels in the last 12 months, February 2013
- Figure 84: Delivery methods used when shopping online, by products bought via mobile online channels in the last 12 months, February 2013
- Delivery method preference by product retailer
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- Figure 85: Delivery methods used when shopping online, by online retailers that consumers have bought from in the last 12 months, February 2013
- What it means
Online Retail Shifts Quickly to Mobile Access
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- Key points
- Online retailing goes mobile
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- Figure 86: Number of Chinese people shopping online by type of device used, December 2009-June 2012
- Most popular products bought via online mobile retail
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- Figure 87: Products bought via mobile online channels in the last 12 months, February 2013 why is TV shopping also included
- Products bought via online mobile retail by demographics
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- Figure 88: Products bought via mobile online channels in the last 12 months, by gender and age group, February 2013
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- Figure 89: Products bought via mobile online channels in the last 12 months, by income group, February 2013
- Figure 90: Products bought via mobile online channels in the last 12 months, by marital status, February 2013
- Products bought via online mobile retail by region
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- Figure 91: Products bought via mobile online channels in the last 12 months, by city tier level, February 2013
- Figure 92: Products bought via mobile online channels in the last 12 months, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
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- Figure 93: Products bought via mobile online channels in the last 12 months, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
- Products bought via online mobile retail by leading retailer
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- Figure 94: Online grocery retailers that consumers have bought from in the last 12 months, by products bought via mobile online channels in the last 12 months, February 2013
- Figure 95: Online clothing, footwear & accessories retailers that consumers have bought from in the last 12 months, by products bought via mobile online channels in the last 12 months, February 2013
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- Figure 96: Online mall retailers that consumers have bought from in the last 12 months, by products bought via mobile online channels in the last 12 months, February 2013
- What it means
Appendix – Consumer Browsing and Purchasing In-Store, Online and Via TV Shopping Channels in the Last 12 Months
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- Figure 97: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, February 2013
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- Figure 98: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by most popular products bought via online channels in the last 12 months, February 2013
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- Figure 99: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by next most popular products bought via online channels in the last 12 months, February 2013
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- Figure 100: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by other products bought via online channels in the last 12 months, February 2013
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- Figure 101: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by most popular products bought via mobile online channels in the last 12 months, February 2013
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- Figure 102: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by next most popular products bought via mobile online channels in the last 12 months, February 2013
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- Figure 103: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by other products bought via mobile online channels in the last 12 months, February 2013
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- Figure 104: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by most popular products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 105: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by next most popular products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 106: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by other products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 107: Most popular consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by demographics, February 2013
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- Figure 108: Next most popular consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by demographics, February 2013
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Appendix – Products Bought Via Online Channels in the Last 12 Months
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- Figure 109: Products bought via online channels in the last 12 months, February 2013
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Appendix – Products Bought Via Mobile Online Channels in the Last 12 Months
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- Figure 110: Products bought via mobile online channels in the last 12 months, February 2013
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Appendix – Products Bought Via TV Shopping Channels in the Last 12 Months
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- Figure 111: Products bought via TV shopping channels in the last 12 months, February 2013
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Appendix – Delivery Methods Used When Shopping Online
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- Figure 112: Delivery methods used when shopping online, February 2013
- Figure 113: Delivery methods used when shopping online, by most popular products bought via online channels in the last 12 months, February 2013
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- Figure 114: Delivery methods used when shopping online, by next most popular products bought via online channels in the last 12 months, February 2013
- Figure 115: Delivery methods used when shopping online, by other products bought via online channels in the last 12 months, February 2013
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- Figure 116: Delivery methods used when shopping online, by most popular products bought via mobile online channels in the last 12 months, February 2013
- Figure 117: Delivery methods used when shopping online, by next most popular products bought via mobile online channels in the last 12 months, February 2013
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- Figure 118: Delivery methods used when shopping online, by other products bought via mobile online channels in the last 12 months, February 2013
- Figure 119: Delivery methods used when shopping online, by most popular products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 120: Delivery methods used when shopping online, by next most popular products bought via TV shopping channels in the last 12 months, February 2013
- Figure 121: Delivery methods used when shopping online, by other products bought via TV shopping channels in the last 12 months, February 2013
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Appendix – Online Retailers that Consumers Have Bought from in the Last 12 Months
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- Figure 122: Online retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 123: Online retailers that consumers have bought from in the last 12 months, by most popular products bought via online channels in the last 12 months, February 2013
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- Figure 124: Online retailers that consumers have bought from in the last 12 months, by next most popular products bought via online channels in the last 12 months, February 2013
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- Figure 125: Online retailers that consumers have bought from in the last 12 months, by other products bought via online channels in the last 12 months, February 2013
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- Figure 126: Online retailers that consumers have bought from in the last 12 months, by most popular products bought via mobile online channels in the last 12 months, February 2013
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- Figure 127: Online retailers that consumers have bought from in the last 12 months, by next most popular products bought via mobile online channels in the last 12 months, February 2013
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- Figure 128: Online retailers that consumers have bought from in the last 12 months, by other products bought via mobile online channels in the last 12 months, February 2013
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- Figure 129: Online retailers that consumers have bought from in the last 12 months, by most popular products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 130: Online retailers that consumers have bought from in the last 12 months, by next most popular products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 131: Online retailers that consumers have bought from in the last 12 months, by other products bought via TV shopping channels in the last 12 months, February 2013
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- Figure 132: Online retailers that consumers have bought from in the last 12 months, by delivery methods used when shopping online, February 2013
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- Figure 133: Most popular grocery retailers that consumers have bought from in the last 12 months, by demographics, February 2013
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- Figure 134: Next most popular grocery retailers that consumers have bought from in the last 12 months, by demographics, February 2013
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- Figure 135: Clothing, footwear and accessories retailers that consumers have bought from in the last 12 months, by demographics, February 2013
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- Figure 136: Online malls that consumers have bought from in the last 12 months, by demographics, February 2013
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Appendix – Consumer Online Shopping Habits
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- Figure 137: Consumer online shopping habits, February 2013
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- Figure 138: Consumer online shopping habits, by most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 139: Consumer online shopping habits, by next most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 140: Consumer online shopping habits, by clothing, footwear and accessories retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 141: Consumer online shopping habits, by online malls that consumers have bought from in the last 12 months, February 2013
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- Figure 142: Most popular consumer online shopping habits, by demographics, February 2013
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- Figure 143: Next most popular consumer online shopping habits, by demographics, February 2013
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Appendix – Consumer Attitudes Towards Online Shopping
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- Figure 144: Consumer attitudes towards online shopping, February 2013
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- Figure 145: Consumer attitudes towards online shopping, by most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 146: Consumer attitudes towards online shopping, by next most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 147: Consumer attitudes towards online shopping, by clothing, footwear and accessories retailers that consumers have bought from in the last 12 months, February 2013
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- Figure 148: Consumer attitudes towards online shopping, by online malls that consumers have bought from in the last 12 months, February 2013
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- Figure 149: Consumer attitudes towards online shopping, by most popular consumer online shopping habits, February 2013
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- Figure 150: Consumer attitudes towards online shopping, by next most popular consumer online shopping habits, February 2013
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- Figure 151: Most popular consumer attitudes towards online shopping, by demographics, February 2013
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- Figure 152: Next most popular consumer attitudes to online shopping, by demographics, February 2013
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