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: China – Total online retail market value, 2009-19
- Companies and Brands
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- Figure 2: China – Leading five companies’ shares of total e-commerce*, 2012 and 2013
- The Consumer
- Where consumers browse, and where they buy
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- Figure 3: Location of consumer browsing or purchasing activity in the last 12 months, March 2014
- Online purchasing activity by sector
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- Figure 4: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
- Delivery options used
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- Figure 5: Delivery methods used when shopping online in the last 12 months, March 2014
- Retailers used
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- Figure 6: Online retailers bought from in the last 12 months, March 2014
- Online shopping behaviour
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- Figure 7: Consumer behaviour when shopping online, February 2013 and March 2014
- Attitudes towards online shopping
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- Figure 8: Consumer attitudes towards shopping online, February 2013 and March 2014
- Key Issues
- The shift to mobile online shopping happening fast across all sectors
- Same-day delivery demand strong across all sectors
- Different behaviours between mobile and PC-based online shopping
- The continuing need to build dialogue and trust
Issues and Insights
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- The shift to mobile online shopping happening fast across all sectors
- The facts
- The implications
- Same-day delivery demand strong across all sectors
- The facts
- The implications
- Different behaviours between mobile and PC-based online shopping
- The facts
- The implications
- The continuing need to build dialogue and trust
- The facts
- The implications
Trend Applications
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- Prove It
- Life Hacking
- Guiding Choice
Market Size and Forecast
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- Key points
- Total market size and forecast
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- Figure 9: China – Total online retail market value, 2009-19
- Online shoppers approaching half of all online users
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- Figure 10: China – Total internet users, online shoppers, total and per capita online and B2C online retail sales value, 2009-14
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- Figure 11: China – Online retailing’s significance within the total retail market, 2009-14
- Mobile online shoppers approaching half of all online shoppers
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- Figure 12: China – Total online retail users, and total and per capita mobile online retail spending, 2011-14
- Future drivers – smartphone ownership
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- Figure 13: Ownership of mobile phones, February 2013
- Future drivers – Network access
- Future drivers – Delivery logistics
- Future drivers – Cost efficiency
- Future drivers – The race into lower tiers
- Future drivers – Is online grocery the next big growth sector?
- Future drivers – Living online
Market Segmentation
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- Key points
- A nation of online shopkeepers
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- Figure 14: China – Total online retail breakdown by B2C and C2C, 2009-14
- Figure 15: China – Total, B2C and C2C online retail compound annual growth rates, 2009-14
- The biggest and the fastest-growing online sectors
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- Figure 16: China – Total e-commerce breakdown, by broad sector, 2009-14
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- Figure 17: China – Total e-commerce and B2C online retail significance within total retail sales, 2009-14
Market Share
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- Key points
- Alibaba still dominates the total online retail market
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- Figure 18: China – Leading five companies’ shares of total e-commerce*, 2012 and 2013
- Tmall still represents half of all B2C online retail
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- Figure 19: China – Leading five companies’ shares of total B2C online retail, 2012 and 2013
- Struggle to win share of the specialist market
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- Figure 20: China – Leading 10 companies’ shares of total B2C online retail, 2012 and 2013
Who’s Innovating?
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- Key points
- Where is the value added?
- Bringing the rest of the world to China
- Jumping on the mobile bandwagon
- Blurring the lines between online and offline shopping
- Big event marketing
- China’s love of QR codes
Companies & Brands
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- Alibaba (Taobao/Tmall) Group Co., Ltd.
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- Figure 21: Alibaba Group Holding Limited financial results, 2012 and 2013
- JD.com Inc.
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- Figure 22: JD.com Inc. financial results, 2011-13
- Tencent Holdings Limited
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- Figure 23: Tencent Holdings Limited financial results, 2009-13
- Suning Corporation
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- Figure 24: Suning Corporation financial results, 2012 and 2013
- Yihaodian
The Consumer – Where Consumers Browse and Where They Buy
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- Key points
- Online shopping strongly rivalling in-store among internet users
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- Figure 25: Location of consumer browsing or purchasing activity in the last 12 months, March 2014
- Online shopping channels by demographics
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- Figure 26: Location of consumer browsing or purchasing activity in the last 12 months, by gender and age, March 2014
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- Figure 27: Location of consumer browsing or purchasing activity in the last 12 months, by monthly household income group, March 2014
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- Figure 28: Location of consumer browsing or purchasing activity in the last 12 months, by city tier, March 2014
The Consumer – Online Purchasing Activity by Sector
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- Key points
- Mobile online shopping now too significant to ignore
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- Figure 29: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
- The opportunity for mobile gifting
- Online sector shopping habits by demographic group
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- Figure 30: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by gender and age, March 2014
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- Figure 31: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by city tier, March 2014
The Consumer – Delivery Options Used
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- Key points
- Same-day delivery option demand rises with income
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- Figure 32: Delivery methods used when ordering online in the last 12 months, March 2014
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- Figure 33: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by delivery methods used when ordering online in the last 12 months, March 2014
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- Figure 34: Delivery methods used when ordering online in the last 12 months, by gender and age, March 2014
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- Figure 35: Delivery methods used when ordering online in the last 12 months, by marital status and presence of children, March 2014
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- Figure 36: Delivery methods used when ordering online in the last 12 months, by monthly household income group, March 2014
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- Figure 37: Delivery methods used when ordering online in the last 12 months, by online retailers bought from in the last 12 months, March 2014
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- Figure 38: Delivery methods used when ordering online in the last 12 months, by city tier, March 2014
The Consumer – Retailers Used
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- Key points
- Who are the online shoppers’ most visited retailers?
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- Figure 39: Online retailers bought from in the last 12 months, March 2014
- Most visited retailers by demographics
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- Figure 40: Online retailers bought from in the last 12 months, by marital status and presence of children, March 2014
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- Figure 41: Online retailers bought from in the last 12 months, by monthly household income group, March 2014
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- Figure 42: Online retailers bought from in the last 12 months, by city tier, March 2014
- Online shoppers still cast a wide net
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- Figure 43: Repertoire of online retailers bought from in the last 12 months, March 2014
- Online shoppers’ repertoires by demographics
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- Figure 44: Repertoire of online retailers bought from in the last 12 months, by marital status and presence of children,, March 2014
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- Figure 45: Repertoire of online retailers bought from in the last 12 months, by monthly household income group, March 2014
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- Figure 46: Repertoire of online retailers bought from in the last 12 months, by city tier, March 2014
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- Figure 47: Online retailers bought from in the last 12 months, by repertoire of online retailers bought from in the last 12 months, March 2014
The Consumer – Online Shopping Behaviour
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- Key points
- Convenience and price still dominate online shopping habits
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- Figure 48: Consumer behaviour when shopping online, February 2013 and March 2014
- Consumer online shopping behaviour by demographic groups
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- Figure 49: Consumer behaviour when shopping online, by gender and age, March 2014
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- Figure 50: Consumer behaviour when shopping online, by monthly household income group, March 2014
The Consumer – Attitudes towards Online Shopping
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- Key points
- Growing shopper confidence and social media review usage
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- Figure 51: Consumer attitudes towards shopping online, March 2014
- Online shopping attitudes by demographic groups
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- Figure 52: Consumer attitudes towards shopping online, by gender and age, March 2014
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- Figure 53: Consumer attitudes towards shopping online, by marital status and presence of children,, March 2014
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- Figure 54: Consumer attitudes towards shopping online, by monthly household income group, March 2014
Appendix – Market Size and Forecast
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- Figure 55: China – Total online retail market value, 2009-19
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Appendix – Where Consumers Browse or Purchase
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- Figure 56: Location of consumer browsing or purchasing activity in the last 12 months, March 2014
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- Figure 57: Location of consumer browsing or purchasing activity in the last 12 months – Where I have browsed, by demographics, March 2014
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- Figure 58: Location of consumer browsing or purchasing activity in the last 12 months – Where I have purchased, by demographics, March 2014
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- Figure 59: Location of consumer browsing or purchasing activity in the last 12 months, by most popular sectors where consumers have bought online via computer in the last 12 months, March 2014
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- Figure 60: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular sectors where consumers have bought online via computer in the last 12 months, March 2014
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- Figure 61: Location of consumer browsing or purchasing activity in the last 12 months, by other sectors where consumers have bought online via computer in the last 12 months, March 2014
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- Figure 62: Location of consumer browsing or purchasing activity in the last 12 months, by most popular sectors where consumers have bought online via mobile device in the last 12 months, March 2014
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- Figure 63: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular sectors where consumers have bought online via mobile device in the last 12 months, March 2014
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- Figure 64: Location of consumer browsing or purchasing activity in the last 12 months, by other sectors where consumers have bought online via mobile device in the last 12 months, March 2014
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- Figure 65: Location of consumer browsing or purchasing activity in the last 12 months, by online websites of grocery retailers in the last 12 months, March 2014
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- Figure 66: Location of consumer browsing or purchasing activity in the last 12 months, by clothing, footwear and accessories retailers in the last 12 months, March 2014
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- Figure 67: Location of consumer browsing or purchasing activity in the last 12 months, by online malls in the last 12 months, March 2014
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- Figure 68: Location of consumer browsing or purchasing activity in the last 12 months, by most popular consumer behaviour when shopping online, March 2014
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- Figure 69: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular consumer behaviour when shopping online, March 2014
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- Figure 70: Location of consumer browsing or purchasing activity in the last 12 months, by most popular consumer attitudes towards shopping online, March 2014
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- Figure 71: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular consumer attitudes towards shopping online, March 2014
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Appendix – Sector Purchasing Online
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- Figure 72: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
- Figure 73: Most popular sectors where consumers have bought online via computer in the last 12 months, by demographics, March 2014
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- Figure 74: Next most popular sectors where consumers have bought online via computer in the last 12 months, by demographics, March 2014
- Figure 75: Other sectors where consumers have bought online via computer in the last 12 months, by demographics, March 2014
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- Figure 76: Most popular sectors where consumers have bought online via mobile device in the last 12 months, by demographics, March 2014
- Figure 77: Next most popular sectors where consumers have bought online via mobile device in the last 12 months, by demographics, March 2014
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- Figure 78: Other sectors where consumers have bought online via mobile device in the last 12 months, by demographics, March 2014
- Figure 79: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by delivery methods used when ordering online in the last 12 months, March 2014
- Figure 80: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by most popular consumer behaviour when shopping online, March 2014
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- Figure 81: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by next most popular consumer behaviour when shopping online, March 2014
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Appendix – Delivery Methods Used
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- Figure 82: Delivery methods used when ordering online in the last 12 months, March 2014
- Figure 83: Delivery methods used when ordering online in the last 12 months, by demographics, March 2014
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- Figure 84: Delivery methods used when ordering online in the last 12 months, by most popular consumer attitudes towards shopping online, March 2014
- Figure 85: Delivery methods used when ordering online in the last 12 months, by next most popular consumer attitudes towards shopping online, March 2014
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Appendix – Online Retailers Used
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- Figure 86: Online retailers bought from in the last 12 months, March 2014
- Figure 87: Online websites of grocery retailers bought from in the last 12 months, by demographics, March 2014
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- Figure 88: Clothing, footwear and accessories retailers bought from in the last 12 months, by demographics, March 2014
- Figure 89: Most popular online malls bought from in the last 12 months, by demographics, March 2014
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- Figure 90: Next most popular online malls bought from in the last 12 months, by demographics, March 2014
- Figure 91: Online retailers bought from in the last 12 months, by most popular consumer behaviour when shopping online, March 2014
- Figure 92: Online retailers bought from in the last 12 months, by next most popular consumer behaviour when shopping online, March 2014
- Repertoire analysis
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- Figure 93: Repertoire of online retailers bought from in the last 12 months, March 2014
- Figure 94: Repertoire of online retailers bought from in the last 12 months, by demographics, March 2014
- Figure 95: Online retailers bought from in the last 12 months, by repertoire of online retailers bought from in the last 12 months, March 2014
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Appendix – Consumer Behaviour
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- Figure 96: Consumer behaviour when shopping online, March 2014
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- Figure 97: Most popular consumer behaviour when shopping online, by demographics, March 2014
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- Figure 98: Next most popular consumer behaviour when shopping online, by demographics, March 2014
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- Figure 99: Consumer behaviour when shopping online, by most popular consumer attitudes towards shopping online, March 2014
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- Figure 100: Consumer behaviour when shopping online, by next most popular consumer attitudes towards shopping online, March 2014
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Appendix – Consumer Attitudes
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- Figure 101: Consumer attitudes towards shopping online, March 2014
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- Figure 102: Most popular consumer attitudes towards shopping online, by demographics, March 2014
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- Figure 103: Next most popular consumer attitudes towards shopping online, by demographics, March 2014
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