ChinaOnlineShoppingReports2009

ChinaInternetWatch.com

26%(87.88million)ofChinaInternetusersshoppedonlineduringthefirsthalfof2009,with

anincreaseof38.9%comparedwiththesameperiodoflastyear.

ChinaInternetWatch

Over85.7%Chinane:zenshadsearchedforproductinforma:onduringthefirsthalf(53.5%onB2C,32.5%onC2C).

ChinaInternetWatch

OnlineshoppingthemostpopularinTierOneCi:es

•  Beijing:51.3%•  Shanghai:52.6%•  Guangzhou:35.2%

ChinaInternetWatch

Theonlineshoppingspendduringthefirsthalf

of2009totaled119.52billionyuan(aboutUSD$17.5billion)

•  C2C:106.37billionyuan($15.58b)•  B2C:13.15billionyuan($1.93b)

ChinaInternetWatch

32.3%onlineshoppersmadenomorethantwiceonlinetransacTonsduringthefirsthalfof2009;30.5%between5to10Tmes;10.9%overtenTmes.

ChinaInternetWatch

ApparelandHomeAccessoriesarethemostpopularproductcategorypurchasedonline(over50%onlineshoppersmadepurchase),followedbycosmeTcsandjewelry.

ChinaInternetWatch

C2Cwebsitesarethefirstchoiceamong85%onlineshoppers

•  Taobao:76.5%•  Paipai(underTencent):6.1%•  Dangdang(B2C):5.8%•  AmazonChina(B2C):2.2%

•  360buy.com:2.2%

ChinaInternetWatch

RedBaby,AmazonChina,andBaiduYouaarethefastestgrowingonlineshoppingsitesinthefirsthalfof2009withincreasednewusersof61.9%,44.9%,and42.3%respecTvely.

ChinaInternetWatch

FemaleInternetusersbecomemoreacTveonlineshoppingcrowdthanmaleneTzensandthetrendconTnues.

ChinaInternetWatch

Mostonlineshoppersareintheageof18to30yearsoldwhitecollarworkersandstudents,withmonthlyincomebetween1000~3000yuan.

ChinaInternetWatch

ThehigherincomeInternetuserstendtospendmoremoneyinonlineshoppingandbuyonlinemorefrequently.

ChinaInternetWatch

30to40yearoldinternetusersmade

largestpurchasesonlineandpurchasedonlinethemostfrequently.Amonglargeamountonlinepurchases,thereweremoremaleinternetusersthanfemale.

ChinaInternetWatch

Wordofmouthmarke:ngandsearchenginemarke:ngarethemosteffec:veonlineshoppingmarke:ngtac:cs.

ChinaInternetWatch

48.7%becameawareofonlineshopping

websitesthroughrelaTvesandfriends;43.3%onlineshoppersaremostlyinfluenced

bycommentsmadebyotheronlineshoppers.27.1%foundtheirproductsthrough

searchengine;20.6%byon‐sitesearches.

ChinaInternetWatch

MobilepaymentstartstoshowitspotenTal.10.3%transacTonsweremadebymobilepayment.

ChinaInternetWatch

45.3%Chinainternetusers,whoaren’tonline

shoppers,didnotpurchaseonlinebecausetheywerenotusedto.ThetopreasononB2Csiteswaslackofonlinepaymenttools(18%);thenumberone

reasononC2Csiteswaslackofonlineshoppingknowledge.

ChinaInternetWatch

Overall,onlineshoppingusersexperienceda

highsa:sfac:onwith54.4%havingexpressedsaTsfacTonand25%greatsaTsfacTon.

ChinaInternetWatch

Onlineshoppersaremoresa:sfiedwithB2CwebsitesthanC2ConesasproductsonB2Csitesshowedbederqualityandbedercustomerservice.

ChinaInternetWatch

Thetotalonlineshoppingspendinyear2009isesTmatedtoreach250billionyuan($36.62b).

ChinaInternetWatch

DataSource:CNNIC