Table of Contents
Executive Summary
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- The market
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- Figure 1: China – Total historical and forecast cross-border online retail sales, 2010-20
- Companies and brands
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- Figure 2: China – Leading self-operated B2C retail websites estimated market share, 2015
- The consumer
- Key consumer groups
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- Figure 3: Target groups of Consumer attitudes to shopping for foreign products online, November 2015
- Purchasing of foreign products
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- Figure 4: Consumer purchasing of foreign products by location of retail channel type, November 2015
- Type of products by country
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- Figure 5: Type of imported products bought online by country of origin, November 2015
- Factors affecting channel choice
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- Figure 6: Factors influencing consumers when choosing which website to buy imported products from, November 2015
- Overseas versus domestic websites
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- Figure 7: Channel choice factors compared between overseas and domestic shopping websites, November 2015
- Influences on Haitao behaviour
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- Figure 8: Influences on consumer thinking when shopping for foreign products online, November 2015
- Attitudes to Haitao shopping
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- Figure 9: Consumer attitudes to shopping for foreign products online, November 2015
- What we think
Issues and Insights
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- Is Haitao just a flash-in-the-pan?
- The facts
- The implications
- Chinese tourists are potential domestic customers
- The facts
- The implications
- Going mobile to stick with Chinese shoppers
- The facts
- The implications
- The ‘Three Fs’ and the ‘Three Rs’
- The facts
- The implications
The Market – What You Need to Know
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- Haitao catching up with B2C online retail
- Market driven by online retail and overseas travel growth
Market Size and Forecast
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- Introduction
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- Figure 10: China – Total historical and forecast retail sales, 2010-20
- Figure 11: China – Total historical and forecast online retail sales, 2010-20
- Figure 12: China – Total historical and forecast cross-border online retail sales, 2010-20
Market Drivers
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- Online growth fuels cross-border expansion
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- Figure 13: China – Total online retail compared to US total online retail, 2011-15
- Cross-border sales plateau within total online
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- Figure 14: China – Total retail sales, total online retail sales and total cross-border online retail sales compared, 2011-15
- Overseas travel boom
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- Figure 15: Consumer purchasing of foreign products by location of retail channel type, November 2015
- National online product ‘marquees’ work!
- China’s Government promotes Internet+
- Sectors of the online retail market
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- Figure 16: China – Total online retail sales by sector, 2011-15
- Relative significance of online retail sectors
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- Figure 17: China – Percentage breakdown of total online retail sales by sector, 2013-15
- Rising significance of m-commerce
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- Figure 18: China – Mobile online retail as a proportion of total B2C online retail, 2011-15
- Haitao sectors differ from total market
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- Figure 19: Type of imported products bought online by country of origin, November 2015
- Online payment uptake key to online retail growth
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- Figure 20: China – Electronic payment volume and value via banking institutions, by type of channel, 2013/14
Key Players – What You Need to Know
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- The big portal shares have plateaued
- Specialist online retailers gaining consumer interest
- Quickly shifting, staged strategies
Market Share
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- Overall B2C websites dominated by Tmall
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- Figure 21: China – Leading B2C retail websites estimated market share, 2015
- Figure 22: China – Leading B2C retail websites estimated market share change, 2014/15
- Self-operated B2C websites dominated by JD.com
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- Figure 23: China – Leading self-operated B2C retail websites estimated market share, 2015
- Figure 24: China – Leading self-operated B2C retail websites estimated market share change, 2014/15
- Rise of the specialists
Competitive Strategies
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- Do country ‘pavilions’ still have relevance?
- Combining physical stores with overseas online (O-O2O)
- Can more new platforms lure shoppers away from Tmall?
- Online as a test laboratory for China market entry
- Cross-border online potential for established physical chains
The Consumer – What You Need to Know
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- Key consumer groups
- Purchasing of foreign products
- Type of products by country
- Factors affecting channel choice
- Overseas versus domestic websites
- Influences on Haitao behaviour
- Attitudes to Haitao shopping
Mintropolitan Shoppers
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- Mintropolitans make the best shoppers!
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- Figure 25: Percentage of survey respondents, by consumer classification, November 2015
- Figure 26: Reasons for shopping at supermarkets/hypermarkets in the past 6 months, by consumer classification, July 2015
Key Consumer Groups
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- Many consumers still need more convincing about Haitao
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- Figure 27: Target groups of Consumer attitudes to shopping for foreign products online, November 2015
- The Home Market Conservative consumers
- Who they are
- What they like
- How to market to them
- The Trend Avoider consumers
- Who they are
- What they like
- How to market to them
- The Seeing is Believing Shopper consumers
- Who they are
- What they like
- How to market to them
- The Haitao Enthusiast consumers
- Who they are
- What they like
- How to market to them
Purchasing of Foreign Products
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- Overseas still lags domestic online shopping
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- Figure 28: Consumer purchasing of foreign products by location of retail channel type, November 2015
- Overseas still lags domestic online shopping
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- Figure 29: Consumer purchasing of foreign products by location of retail channel type, by age group and gender, November 2015
- Figure 30: Consumer purchasing of foreign products by location of retail channel type, by monthly personal income group, November 2015
Type of Products by Country
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- Country significance varies greatly by sector
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- Figure 31: Type of imported products bought online by country of origin, November 2015
- Food and drinks
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- Figure 32: Food and drinks products bought online by country of origin, November 2015
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- Figure 33: Consumers who had bought food and drinks products online by country of origin, November 2015
- Clothing and footwear
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- Figure 34: Clothing and footwear products bought online by country of origin, November 2015
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- Figure 35: Consumers who had bought clothing and footwear products online by country of origin, November 2015
- Beauty and personal care products
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- Figure 36: Beauty and personal care products bought online by country of origin, November 2015
- Figure 37: Consumers who had bought beauty and personal care products online by country of origin, November 2015
- Personal electronics
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- Figure 38: Personal electronics products bought online by country of origin, November 2015
- Figure 39: Consumers who had bought personal electronics products online by country of origin, November 2015
- Household electronic appliances
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- Figure 40: Household electronic appliances bought online by country of origin, November 2015
- Figure 41: Consumers who had bought household electronic appliances online by country of origin, November 2015
- Baby food and products
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- Figure 42: Baby food and products bought online by country of origin, November 2015
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- Figure 43: Consumers who had bought baby food and products online by country of origin, November 2015
Factors Affecting Channel Choice
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- Quality and price dominate channel choice
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- Figure 44: Factors influencing consumers when choosing which website to buy imported products from, November 2015
- Demographic differences in channel choice factors
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- Figure 45: Factors influencing consumers when choosing which website to buy imported products from, by gender and age group, November 2015
- What this section should include
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- Figure 46: Factors influencing consumers when choosing which website to buy imported products from, by monthly personal income group, November 2015
Overseas versus Domestic Websites
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- Narrowing differences of perception between foreign/domestic websites
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- Figure 47: Channel choice factors compared between overseas and domestic shopping websites, November 2015
- Demographic differences in foreign/domestic websites
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- Figure 48: Channel choice factors compared between overseas and domestic shopping websites, by age group, November 2015
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- Figure 49: Channel choice factors compared between overseas and domestic shopping websites, by monthly personal income group, November 2015
Influences on Haitao behaviour
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- Trust through familiarity helps lure consumers
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- Figure 50: Influences on consumer thinking when shopping for foreign products online, November 2015
- Familiarity
- The excitement of the exotic
- The foreign experience factor
- Overseas travel a key influencing factor
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- Figure 51: Influences on consumer thinking when shopping for foreign products online, by gender and age group, November 2015
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- Figure 52: Influences on consumer thinking when shopping for foreign products online, by monthly personal income group, November 2015
Attitudes to Haitao shopping
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- The importance of the ‘3 Rs’: reputation, reviews and recommendation
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- Figure 53: Consumer attitudes to shopping for foreign products online, November 2015
- Reputation
- Reviews
- Recommendation
- The excitement of the foreign
- Income shapes consumer attitudes
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- Figure 54: Consumer attitudes to shopping for foreign products online, by monthly personal income group, November 2015
Appendix – Market Size and Forecast
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- Figure 55: China – Total historical and forecast cross-border online retail sales, 2010-20
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Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Mintropolitans
- Abbreviations
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