Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast value of combined cross-border B2B and B2C e-commerce, China 2011-21
- Companies and brands
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- Figure 2: Value market share of B2C online retail among all B2C shopping websites, 2016
- The consumer
- Imported products shopping location
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- Figure 3: Channels of buying imported products in the past 6 months, November 2016
- Countries products bought from
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- Figure 4: Countries consumers have bought imported products from, November 2016
- Factors influencing haitao shopping
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- Figure 5: Factors important to consumers when buying imported products online, November 2016
- Overseas versus domestic websites
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- Figure 6: Consumer perceptions of online shopping website performance when buying imported products, November 2016
- Consumer experience
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- Figure 7: Key levels of trust, interest and service in consumer experience when buying imported products online, November 2016
- Consumer attitudes
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- Figure 8: Consumer attitudes to shopping for imported products online, November 2016
- Key consumer groups
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- Figure 9: Key consumer group attitudes to shopping for imported products online, November 2016
- What we think
Issues and Insights
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- Citizens of the Global Village
- The facts
- The implications
- Shoppertainment
- The facts
- The implications
- Making it easier for Chinese shoppers
- The facts
- The implications
The Market – What You Need to Know
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- Cross-border e-commerce set to double
- Is Haitao reaching peak penetration?
- New sector, mobile and travel opportunities
Market Size and Forecast
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- Introduction
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- Figure 10: Best- and worst-case forecast value of combined cross-border B2B and B2C e-commerce, China, 2011-21
Market Segmentation
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- B2B cross-border e-commerce peaked already
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- Figure 11: Best- and worst-case forecast value of cross-border B2B e-commerce, China 2011-21
- Figure 12: China – Cross-border and domestic B2B e-commerce, 2011-21
- B2C cross-border e-commerce to peak soon
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- Figure 13: China – Cross-border B2C e-commerce, 2011-21
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- Figure 14: China – Cross-border and domestic B2C e-commerce, 2011-21
Market Drivers
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- Reaching peak Haitao?
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- Figure 15: China – Total and B2C cross-border online retail compared with total retail sales, 2012-17
- Key growth online sectors
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- Figure 16: China – Total online retail sales value by key sectors, 2012-17
- “Hot” new Haitao products
- Smartphone penetration
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- Figure 17: China – Mobile online users and revenues within total online retail, 2012-20
- Online payment systems
- Overseas travel and duty-free shopping
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- Figure 18: China – Outbound tourism % of total person times by country travelled to, first three quarters 2016
- Regulation
Key Players – What You Need to Know
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- Tmall still dominates the Haitao market
- Foreign websites becoming more local
- More mobile, more entertaining and more premium
Market Share
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- China’s leading B2C online shopping portals
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- Figure 19: Value market share of B2C online retail among all B2C shopping websites, 2015/16
Competitive Strategies
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- Foreign retailers joining domestic portals
- Live streaming
- Building on online events
Who’s Innovating?
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- Gamifying retail
- Online Shopping – the mini series
- Going “prime”
The Consumer – What You Need to Know
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- Domestic outshines overseas retailers
- Different countries renowned for different products
- Quality and convenience are key choice factors
- Foreign websites lag domestic ones on service
- Building quality image through WOM recommendation
- Over half of consumers are Haitao or overseas travel advocates
Channels of Shopping Imported Products
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- Domestic sales still trump Haitao
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- Figure 20: Channels of buying imported products in the past 6 months, November 2016
- Evidence that “peak Haitao” is coming
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- Figure 21: Channels of buying imported products in the past 6 months, November 2015 & November 2016
- Older men more Haitao-prone
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- Figure 22: Changes in channels of buying imported products in the past 6 months, by marital status, November 2015 & November 2016
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- Figure 23: Changes in channels of buying imported products in the past 6 months, by gender and age group, November 2015 & November 2016
Countries Products Bought From
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- Adjacent territories dominate Haitao
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- Figure 24: Countries consumers have bought imported products from, November 2016
- French products and food see strongest growth
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- Figure 25: Average across countries and imported products consumers have bought, November 2015 & November 2016
- Food
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- Figure 26: Countries consumers have bought imported food products from, November 2016
- Alcoholic drinks
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- Figure 27: Countries consumers have bought imported alcoholic drinks products from, November 2016
- Clothing and footwear
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- Figure 28: Countries consumers have bought imported clothing and footwear products from, November 2016
- Beauty and personal care products
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- Figure 29: Countries consumers have bought imported beauty and personal care products from, November 2016
- Personal electronics
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- Figure 30: Countries consumers have bought imported personal electronics products from, November 2016
- Household electronic appliances
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- Figure 31: Countries consumers have bought imported household electronic appliances from, November 2016
- Baby food and products
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- Figure 32: Countries consumers have bought imported baby food and products from, November 2016
Factors Influencing Haitao Shopping
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- Quality, ease of payment and information key influencers
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- Figure 33: Factors important to consumers when buying imported products online, November 2016
- Importance of factors by channel
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- Figure 34: Factors important to consumers when buying imported products online, by location imported products bought by consumers in the past 6 months, November 2016
- Importance of factors by demographic
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- Figure 35: Factors important to consumers when buying imported products online, by gender and age group, November 2016
Overseas Versus Domestic Websites
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- Overseas = quality of products; domestic = delivery of service
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- Figure 36: Consumer perceptions of online shopping website performance when buying imported products, November 2016
- How foreign/domestic site performance has changed since 2015
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- Figure 37: Consumer perceptions of overseas online shopping websites performing better when buying imported products, November 2015 & November 2016
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- Figure 38: Consumer perceptions of domestic online shopping websites performing better when buying imported products, November 2015 & November 2016
- Perceived performance by gender and age
Consumer Experience
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- Building trust, offering convenience
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- Figure 39: Levels of trust in consumer experience when buying imported products online, November 2016
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- Figure 40: Levels of interest in consumer experience when buying imported products online, November 2016
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- Figure 41: Levels of service in consumer experience when buying imported products online, November 2016
- Consumer experience differences by gender and age group
- The Mintropolitan consumer experience
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- Figure 42: Consumer experience when buying imported products online, by consumer classification, November 2016
Attitudes towards Haitao
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- Focus on country specialities
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- Figure 43: Consumer attitudes to shopping for imported products online, November 2016
- Consumer attitude differences by age group
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- Figure 44: Consumer attitudes to shopping for imported products online, by age group, November 2016
- Mintropolitan consumer attitudes
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- Figure 45: Consumer attitudes to shopping for imported products online, by consumer classification, November 2016
Key Consumer Groups
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- The key consumer groups
- The Overseas Travel Advocates
- Who they are
- What they like
- How to market to them
- The Haitao Detractors
- Who they are
- What they like
- How to market to them
- The Localisers
- Who they are
- What they like
- How to market to them
- The Haitao Advocates
- Who they are
- What they like
- How to market to them
Appendix – Market Size and Forecast
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- Figure 46: China – Combined cross-border B2B and B2C e-commerce, 2011-21
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Appendix – Market Segmentation
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- Figure 47: China – Cross-border e-commerce by B2B and B2C sector, 2011-21
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Fan chart forecast
- Abbreviations
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