ciw china online shopping insights 2014
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China Online shopping Insights
2014China Internet Watch.com
CIW
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China Internet WatchSource: CNNIC, Dec 2014
87.0%
69.7%
45.3%
18.8% 16.2% 14.2% 12.9% 12.6% 11.7%
Taobao Tmall JD Vipshop Dangdang Suning Yihaodian Amazon Jumei
China Online Shopping Websites by Penetration RateIn 2014
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China Internet WatchSource: CNNIC, Dec 2014
301.89
361.42
144.40
236.09
48.9%
55.7%
28.9%
42.4%
2013 2014
China Online Shopping Users in 2014
Number of online shopping users (million) Number of mobile shopping users (million)
Ratio of online shopping users Ratio of mobile shopping users
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East, 31.5%
South, 18.5%Northeast, 16.7%
North, 16.6%
Southwest,
10.1%
Northwest, 6.7%
China Online Shopping Users by Location in 2014
Source: CNNIC, Dec 2014
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China Internet WatchSource: CNNIC, Dec 2014
12.2%
12.9%
15.4%
16.3%
16.6%
18.0%
22.4%
22.7%
25.7%
30.6%
32.7%
34.9%
43.3%
45.1%
75.6%
7.3%
16.8%
15.3%
12.7%
18.7%
14.5%
25.4%
26.6%
24.1%
25.9%
24.9%
33.1%
37.5%
34.4%
75.3%
Jewelry & accessory
Cinema & show tickets
Food & restaurant
Mothercare products
Air tickets & hotel booking
Recreation & sports goods
Food & healthcare products
Household appliance
Book, audio & video products
Cosmestics
Bags
Virtual cards
Computer & digital products
General merchandise
Clothes
China Online Shopping Goods by Category in 2014
2014 2013
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China Internet WatchSource: Deloitte, Oct 2015
25.9%30.4% 34.0%
40.0%47.8%
74.1%69.6% 66.0%
60.0%52.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
Chinese Online Shopping Market by Device Type in 2014
Mobile PC
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China Internet WatchSource: CNNIC, Dec 2014
509.10
782.60
1,311.00
1,863.60
2,789.80
96.90%
53.70%
67.50%
40.50% 49.70%
2010 2011 2012 2013 2014
China Online Retail Market in 2014
Transaction value (billion RMB) % of growth
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China Internet WatchSource: Deloitte, Oct 2015
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
2010 2011 2012 2013 2014 2015e 2016e
Chinese Chain Retailers Online Shopping Market by Transaction Values in 2014
Chain retailers transaction values (billion yuan) % of penetration rate
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China Internet WatchSource: CNNIC, Dec 2014
3.20
5.60
8.70
17.50 17.30
20.00
29.00
36.00
58.00
48.00
2010 2011 2012 2013 2014
Usage Frequency of China Online Shopping Users in 2014
Total transaction volume (billion) Annual per capita volume
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China Internet WatchSource: Bain, Oct 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Skin-care products Milk Infant formula
Chinese Online Shopping Market by Market Share in 2014
Taobao Tmall Jingdong Jumei Yihaodian Other
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China Internet WatchSource: Deloitte, Oct 2015
0.00
1.00
2.00
3.00
4.00
5.00
6.00
2011 2012 2013 2014 2015e
Chinese Cross-border E-commerce Market by Transaction Values (Trillion RMB) in 2014
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China Internet WatchSource: Deloitte, Oct 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015e
Chinese Cross-border E-commerce Market by Business Pattern in 2014
Import Export
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China Internet WatchSource: Deloitte, Oct 2015
2.2% 2.8% 4.1% 4.6% 6.5% 8.7%
97.8% 97.2% 95.9% 95.4% 93.5% 91.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015e
Chinese Cross-border E-commerce Market by Platform in 2014
B2C B2B
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Tmall, 61.4%
Jingdong, 18.6%
Suning, 3.2%
Vipshop, 2.9%
Gome, 1.7%
Yihaodian, 1.4%
Dangdang, 1.3%
Amazon China, 1.3%Jumei, 0.7%
Other, 7.6%
Transaction Values of Chinese B2C Online Shopping Market by Market Share in 2014
Source: Deloitte, Oct 2015
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China Internet WatchSource: Deloitte, Oct 2015
87.4% 86.5%84.5%
86.0%84.5%
3.3% 4.5%
4.6%
4.5%5.2%
4.6% 4.8%
5.7%5.3%
5.7%
4.7% 4.2% 5.2% 4.2% 4.6%
75%
80%
85%
90%
95%
100%
2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
Chinese Mobile Shopping Market by Market Share in 2014
Other Vipshop, Suning, Gome, Yihaodian, Jumei, Dangdang and Amazon Jingdong Alibaba
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China Internet WatchSource: Deloitte, Oct 2015
496.0%
295.0%
240.0%
84.3%
42.1%
0.00
500.00
1,000.00
1,500.00
2,000.00
2,500.00
3,000.00
2011 2012 2013 2014 2015e 2016e
Chinese Mobile Shopping Market in 2014
Transaction values (billion yuan) % of growth rate
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China Internet WatchSource: CNNIC, Dec 2014
71.1%
62.3%
58.1%57.3%
44.8%
38.4%
29.4%26.9% 26.8%
6.8%
Product
reputation
Business
fame
Product
price
Delivery
speed
Public
praise
Level of
promotions
Delivery
cost
Logistics
company
fame
Website
experience
Other
Top Concerns of China Online Shopping Users in 2014
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62.0%
56.0%54.0%
49.0%
43.0%
35.0% 34.0%32.0%
Low price Various
categories
Save time Home delivery
service
Current trend Personal habit Convenient High
experience
Reasons For Chinese Consumers to Spend More Online in 2015
Source: McKinsey, Nov 2015
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China Internet Watch
Price, 11.6%
Quality, 37.4%Both, 51.0%
“What are you looking for when buying products online?”
Source: CNNIC, Dec 2014
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China Internet WatchSource: CNNIC, Dec 2014
82.9%
65.3%
53.8%52.6% 49.7%
14.4%
9.0%
0.6%
Third party
payment
Online banking
payment
Quick payment Mobile
payment
Pay on delivery Remit by the
post/bank
Gift/shopping
card
Other
Online Payment Method of China Internet Users In 2014
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China Internet WatchSource: CNNIC, Dec 2014
12.5%
26.8%
24.1%
12.7%
9.0%9.7%
4.3%
0.9%
< 1% 1% - 5% 6% - 10% 11% - 20% 21% - 30% 31% - 50% 51% - 80% 81% - 100%
China Online Shopping Expense of Total Daily Expenditure In 2014
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Yes, 29.4%
No, 70.6%
“Have you ever returned goods without a reason in seven days after receiving?”
Source: CNNIC, Dec 2014
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51% - 81%, 5.8%
< 20%, 6.1%
20% - 50%, 6.5%
81% - 99%, 6.6%
100%, 75.0%
Ratio of Successful Refund in 7 Days in 2014
Source: CNNIC, Dec 2014
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Never, 58.1%
< 5%, 11.9%
Each time, 11.9%
20% - 50%, 6.8%
5% - 20%, 6.2%
> 50%, 5.0%
“Would you ask for invoices when purchasing online?”
Source: CNNIC, Dec 2014
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China Internet WatchSource: CNNIC, Dec 2014
74.7%
22.2%
16.8%14.5%
2.5%
Repair, rerturn &
exchange
Reimbursement Company to pay
taxes
Purchasing agent Other
Major Usage of Online Shopping Invoices In 2014
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Yes, 57.6%
No, 42.4%
“Have you seen ads based on your online browsing history while buying online?”
Source: CNNIC, Dec 2014
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Unacceptable,
21.9%
Acceptable , 34.9%
Neutral, 43.1%
Other, 0.2%
“How do you think of the ads based on your online browsing history?”
Source: CNNIC, Dec 2014
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Generic online shoppers,
87.1%
Very frequent online
shoppers, 12.9%
China Online Shopping Users by Usage Frequency in 2014
Source: CNNIC, Dec 2014
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China Internet WatchSource: CNNIC, Dec 2014
2.8%
9.7%
42.2%
30.3%
5.9% 5.3%3.8%
53.2%
28.2%
17.4%
1.2%
< 10 11 - 20 21 - 50 51 - 100 101 - 150 151 - 199 > 200
China Online Shopping Users by Usage Frequency in Half of 2014
Very frequent online shoppers Generic online shoppers
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China Internet WatchSource: CNNIC, Dec 2014
0.3%
5.6%
45.9%
25.9%
22.2%
2.7%
15.4%
22.2%
47.1%
12.4%
0.2%
< 100 101 - 500 501 - 1000 1001 - 5000 5001 - 10000 10001 - 19999 > 20000
China Online Shopping Users by Total Spend in Half of 2014
Very frequent online shoppers Generic online shoppers
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China Internet WatchSource: CNNIC, Dec 2014
3.5%
10.5%
24.4%23.0%
34.3%
4.2%
1.3%
6.0%
18.6%
26.4%
38.7%
9.1%
Primary or below Junior High Senior
High/Technical/Skill
Juonir College College Doctor
China Online Shopping Users by Education Background in Half of 2014
Generic online shoppers Very frequent online shoppers
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China Internet WatchSource: CNNIC, Dec 2014
70.6%
55.2%
39.7%
36.5%32.1%
13.8%
8.6% 7.6% 7.0%5.4%
8.9%
WeChat Qzone Sina Baidu
Post Bar
Tencent
Renren Douban Tianya Zhihu Kaixin Other
China Online Shopping Users in Social Media In 2014
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Unacceptable, 53.4%
Acceptable, 46.6%
“How do you think of the product promotions on social websites?”
Source: CNNIC, Dec 2014
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No, 72.2%
Yes, 27.8%
“Have you ever forwarded message or consumer experience of those websites?”
Source: CNNIC, Dec 2014
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China Internet WatchSource: CNNIC, Dec 2014
1216
7719
6.00
48.00
Social media shopping Total online shopping
China Social Media Shopping Users in 2014
Average transaction value (RMB) Annual per capita volume in 2014
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No, 95.2%
Yes, 4.8%
“Have you ever purchased overseas goods online?”
Source: CNNIC, Dec 2014
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China Internet WatchSource: CNNIC, Dec 2014
5.2%
8.2%
8.2%
9.0%
9.7%
11.9%
17.2%
20.1%
23.1%
35.8%
45.5%
Other
Jewelry & accessory
General merchandise
Luxury goods
Gifts
Book, audio & video products
Healthcare products
Cinema & show tickets
Mothercare products
Cosmestics
Clothes
China Overseas Online Shopping Goods by Category in 2014
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China Internet WatchSource: CNNIC, Dec 2014
58.2%
34.3%
30.6%
17.9%
11.2% 10.4% 9.7% 9.0% 8.2%
3.7%
12.7%
Major Online Overseas Shopping Countries in 2014
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China Internet WatchSource: CNNIC, Dec 2014
59.7%56.7%
26.9%
16.4% 15.7%
3.0%
Overseas
shopping website
Domestic
overseas
shopping website
WeChat friend Rebate website or
paypal
Domestic
overseas
shopping forum
Other
Major Online Overseas Shopping Channels in 2014
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China Internet WatchSource: CNNIC, Dec 2014
66.4%
60.4%
50.0%46.3%
34.3%
4.5%
High quality Too many fake
goods in China
Lower price Not available in
China
More categories Other
Major Reasons for Online Shopping Overseas in 2014
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China Internet WatchSource: CNNIC, Dec 2014
1.2%
1.8%
2.2%
4.5%
4.5%
4.5%
5.2%
32.1%
55.5%
Expiry date
Miscommunication
Unauthorized charges of credit card
Quality problem
Damage or loss during delivery
Unable to return
Hard to examine good
Long delivery time
None
Problems During Online Shopping Overseas in 2014
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