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G L O B A L M A R K E T I N G B U S I N E S S T O C O N S U M E R
B2C !
B2C
-
B2C !
B2C
-
B2C Road Map
5
-
CONTENTS
Chap.1 Challenge B2C!
Chap.3 How To B2C!
B2C Success Story
Chap.2 Review B2C!
ROAD-1
ROAD-2
ROAD-3
ROAD-4
ROAD-5
B2C Hot Information 5 B2C 100
B2C SolutionLevel-1 &
Kmall24
Level-2 () B2C
| G | 11 |
Level-3
Level-4 B2C ,
() | ()
() | () | ()
Review1
5 &
Review2
E-
B2BC Camp
()
()
B2BC 24
| 08
| 36
| 64
| 88
| 114
| 130
| 176
| 179
| 188
| 194
| 202
| 208
| 220
| 224
| 228
| 232
| 236
| 240
| 244
| 248
| 252
| 144
| 158
| 163
-
, B2C
(BRICs)
.
. ,
.
, ,
.
.
1 , , ,
5 , .
,
. 5
.
2 5 ,
.
.
3 .
, B2C
. 1 , ,
,
.
B2C
,
.
.
1,553 , 154,492
() 105,400
2,809
15 1,683
(16,000)
.
.
. 330
9
.
.
(Cross Border Internet Shopping)
,
. (B2B)
B2C B2B B2C,
C2C
.
-
3
, , !
!
5 B2C .
Challenge
B2C!
-
ROAD 1
INFOGRAPHIC
AMERICA
|
|
|
|
|
|
3()
89.2%
45%
1 2 65.7%
15%3
-
E- 01America
10 9
' '
,
/
PC
(%)
55.7
29.9
14.4
(%)
75.1
11.2
13.7
:
: (2014 )
2009 5 13.2%
2014 2,974 ..
2018 B2C C2C
4,140 .
14 2
1,940 89.2% 1 9,660
.
2014 6.4% 5 2009
4.0% 2.4% . .
5 5.1% 3
15.4%
.
PC,
.
2014 55.7% ,
29.9% , 14.4% PC .
75.1% PC
11.2%, 13.7% . $133.17
PC($131.07), ($120.19) .
.
51% '
' , 41% ' ' 47%
' ' .
. 2014
522 2016 869 .
,
. 2011
2012 PC 50% 2016 70%
.
63% ' '
' '(52%), ' '(48%), ' '(41%)
.
(Cross-Border Trade) .
2013 3,410 ,
! B2C 13B2C 12
-
406 . " 30%
" 2%
.
(49%), (39%),
(34%), (20%), (18%) . 1
1,190 .
2018 4,180 802 .
(49%), (39%), (34%),
(20%), (18%) .
1
1,190 .
E- 02America
1 Amazon
25%
FBA
1994
. 2007 Tivo
Amazon
MP3 .
Amazon 2015 4 9
4 1 . 5
2014 889
2015 1,000 . ,
, 2014 225 25%
.
. .
40 40
. ,
Tex ID
.
FBA(Fullfillment By Amazon) 5
! B2C 15B2C 14
-
.
. , , ,
, , , , , , ,
.
.
(: USD)
(: USD)
2012
61,903
2012
14,072
2013
74,452
2013
16,407
2014
88,988
2014
17,902
: Amazon annual report 2014
: eBay annual report 2014
eBay
Newegg
1995 39 3
200
,
. (up4sale.com),
(mercadoLibre), (Paypal)
2001
2009 G
.
3 17% 2014
9% . 47% .
Newegg Inc 2001
2,500
. 2011 27
.
2010
.
Newegg Fulfillment
.
,
, , ,
200 . Newegg
vendorportal.newegg.com, Newegg
sellerportal.newegg.com .
First from Asia .
12% .
eBay Amazon .
eBay . 3
$500 .
eBay 25
.
.
. eBay , ,
, , .
39 3
2,500 ,
! B2C 17B2C 16
-
Etsy 2005
.
, ,
.
.
140 2,900 , 1,980
(active buyer) . 2014 10 9,000
30.9% .
Etsy
. 4
$0.20 3.5%
. .
B2B C2C Alibaba.
com
.
. Boutique 11main.com
.
Alibaba.com
.
Alibaba
ASOS
Overstock
Etsy
ASOS 6
. ,
, , , , ,
. 2013
56% .
ASOS ,
. 40
LIP by LIP .
.
.
2014 90%
. .
B2B
1
30%
(: , %)
284,920
32%
79,134
56%
225,422
35%
179,920
54%
484,476
44%
: ASOS annual report 2014
Etsy .
, , .
.
! B2C 19B2C 18
-
03America
G
G, 11,
.
.
G
,
.
.
G
,
. G 4
5%
. 103 2014
3 72
G 307 .
50 .
11,
Kmall24
11 G
11
. G
.
G , 11
.
2014 Kmall24
(12.4%). 1
.
1 G 4
5% .
.
: Global Gmarket : english.11st.co.kr
! B2C 21B2C 20
-
. K-POP
,
.
(: USD)
1
2
3
4
5
Amazon
eBay
Alibaba
Etsy
Asos
G
11
Amazon
eBay
Alibaba
Etsy
Asos
G
11
1
(71.02%)
(63.52%)
(9.60%)
(61.75%)
(27.71%)
(54.72%)
(64.09%)
(28.49%)
2
(2.31%)
(3.07%)
(7.45%)
(6.49%)
(18.72%)
(12.27%)
(11.55%)
(27.95%)
3
(1.97%)
(2.71%)
(4.40%)
(5.11%)
(7.48%)
(5.71%)
(4.10%)
(6.41%)
4
(1.69%)
(2.60%)
(4.37%)
(2.89%)
(4.05%)
(5.65%)
(3.25%)
(6.07%)
5
(1.26%)
(1.39%)
(4.26%)
(2.68%)
(3.36%)
(4.60%)
(1.81%)
(5.79%)
(2015.04 )
941,000,000
549,000,000
983,000,000
75,000,000
26,900,000
1,600,000
55,000
520,000
7 36
9 49
3 7
8 14
10
3 50
7 5
5 53
8.9
10.92
1.75
10.49
16.62
2.3
6.85
5.85
1
3
8
7
50
N/A
N/A
N/A
203
38
33
32
23:
: G, 11 , : similarweb
1 : 2015 2~4 2 : 3 : G, 11 : similarweb
'' 50
B2B Kgoods
OKDGG
''( ) '24'(
)
. '' '
' ''
' ' .
'' , ,
.
52 G(160 ) .
'' .
1 '(domeggook.com)'
1,400 . Kgoods
. LA
.
.
() 2011
. OKDGG 2014 5
,
! B2C 23B2C 22
-
OKDGG , , .
OKDGG , , LG 1,300 100
.
OKDGG
.
OKdgg ''
''
1
2
" "
" "
2000 . ''
2007, .
.
LA .
2007 CEO ,
.
.
.
2008 .
. .
.
''.
, , ,
. 3
. 1 20,000
. 1,000
20% .
.
.
.
. 2012
'' 2013
OKDGG .
19% OKDGG .
OKDGG 1,300 100
. 2014 3 80
.
OKdgg,
! B2C 25B2C 24
-
. 200
. 2008
5 2012 600% 30
.
2011
. .
1 .
FBA(Fulfillment By Amazon)
. 2011 DOUBLJU_USA INC
.
"
" . "
,
" .
E- 04America
1
Amazon 2015 4 9 4
1 . eBay
5 5 Amazon
Amazon .
Alibaba 9 8
8 .
Amazon, eBay
Alibaba.com 60.95%
. Etsy
G, 11,
.
.
(: %)
Amazon
eBay
Alibaba
Etsy
Asos
G
11
35.65
41.47
10.09
30.86
36.99
37.53
26.59
23.92
29.56
28.15
19.58
24.88
28.42
37.12
43.82
32.11
25.87
22.79
7.26
24.85
25.10
21.81
25.10
35.99
4.43
3.83
1.55
12.80
5.12
1.11
2.43
3.77
4.50
3.77
60.95
6.60
4.37
2.43
2.06
4.21
1 : 2015 2~4 2 : G, 11 ,
! B2C 27B2C 26
-
''
'1 ' 70%
' ' ' '
'
' . '
' .
,
.
'Craiglist' 'Groupon' .
' , '
.
2014 60%
(69%), (67%), (63%) .
664 520 , 316
, 272 .
2013 2018 5
14.8% .
30~40
. ' '
33% 40%
.
70% 1 2,785
86% '' .
' ' 83% 82% .
(32%)
(60%) . ' 5~7
'
.
'',
' ' ' '
. ''
,
,
,
,
: PwC
! B2C 29B2C 28
-
Amazon
Amazon .
" "
, 5
, 20 .
20%~30% .
,
.
,
.
05America
14 Amazon Tax
, ( )
. 2,500
HS Code( 6 )
. FTA KR .
DC
. Groupon, Cafepress,
Eventbrite, Living Social .
2008
, 1
Amazon Tax .
Amazon Tax 30 .
Amazon Tax 14 Amazon Amazon Tax
. (Amazon Tax -
, , , , , ,
, , , , , , )
* http://hts.usitc.gov/hts_search.asp ''
Amazon
.
Amazon .
Tax
! B2C 31B2C 30
-
''
,
(Dropship)
(Fullfillment) .
Amazon FBA .
.
.
.
UPS, FEDEX, USPS . UPS, FEDEX
USPS USPS
, USPS . USPS
0.9% 2.3% , 6~20
30~50% .
USPS
.
() (paypal).
(51.2%), (32.7%), (9.7%), (6.4%)
(Payment gateway)
/(Debit)
Pay Pal
/
(e.g, Western Unioin)
(Voucher)
(Secure Vault)
Click & Buy
(: %)
: Datamonitor
Logistic
Delivery
Payment
! B2C 33B2C 32
-
B2C 06America
Amazon eBay
Etsy, Asos
,
.
,
Amazon eBay
. eBay 39
. Amazon Fresh
.
Etsy Asos
.
.
Etsy 75 ,
7(2015 4 ) . Etsy
.
Asos , ,
.
' '
Amazon
.
,
Joy System Jimmy Lee "
" "
, " .
.
.
.
.
. 11
.
! B2C 35B2C 34
-
B2C !
Go! K-Biz!
- ,
EMS
5
-
3 .
,
30~50% .
.
, X-ray
100%
.
,
.
(DHL), (FEDEX)
, EMS (EMS)
.
(B2C)
, .
.
.
EMS (EMS e-, http://www.e-shipping.
go.kr) (HS) 17 .
200(FOB) , (
226 ) .
*
http://www.trass.or.kr :
, 7 B2C
.
5 .
( '' ) .
.
9 .
( UNI-PASS) .
-
CHINA
INFOGRAPHIC
|
93.5%
|
13|
72.4%|
(Tmall)
|
|
ROAD 2
!
3()
62% 50%
(JD)
1 2
-
E- 01China
2014 ( )
B2B
B2B
O2O
2014
( )
61,358.6
28,782.6
28,145.1
9,297.1
2,669.9
1,756.9
(2014~18)
(%)
17.4
10.0
26.9
48.4
25.8
26.7
2018
( )
116,627.3
42,140.1
73,000.0
45,039.7
6,156.7
4,100.5
(%)
50.0
23.4
22.9
7.6
2.3
1.4
: iResearch.
GDP 3
. 2014
12 2,713 21.3% . B2B
73.4% , (B2C, C2C) 22.9%
.
2014 (3,057 )
40% 4,263 (331 ) 13
10%
35%
.
2011 52.6%
.
2018 7
3,000 .
2015 1 10.6% 7 1,000
6,310 41% .
()
.
, , ,
.
,
. 2020 11 , 3GLTE 12
. 1 2015 2
1(2013) 4(2020) , 3GLTE 3 3 12(2020)
18 (2015) .
. 3 1 1,300
. 2015
100 , 30 2016
.
TOP 10(2014) : eMarketer.
! B2C 41B2C 40
-
B2C Tmall JD
2016
16.3%
2014 B2C 1 2,777
45.8% . B2C(68.7%) C2C(35.2%)
. C2C
B2C
.
B2C .
B2C
(Tmall) 62.4%
(JD) 49.9% . B2C
(Tmall) (JD) 80% .
Tmall
(C2C) .
(Tmall)
.
2014 9,297.1 239.3% .
(49.8%) .
2018 4
. 2014
86.2% (JD), 4.2%, 2.1%
.
1 27.3% 1
50~200
. (81.7%)
, , 32.5% .
93.5% . 83.7%
16.3%
.
,
.
'' 51.4% (48.6%)
26~35 65.3% .
.
72.5% .
'' , 1
. 2
25% . , .
B2C (2014)
(2014)
: iResearch.
: iResearch. (2015)
B2C B2C
! B2C 43B2C 42
-
E- 02China
1 (Tmall)
1 (, JD.COM)
5
4
C2C
B2C
(Tmall) .
B2C
(Tmall) 4
5 7
.
2009 (,11 11)
2014 571.1 .
10 G 1
.
2014 2 ( Tmall)
. (
), (), Bluenile(), Kenko(), Nissen(), Ansgo()
, ,
.
, 2014 B2C 18.6% 2
, 49% 1 .
2014 (3,057 ) 40% 4,263 .
10%
35%
.
TOP 10
! B2C 45B2C 44
-
4,740
3,000 .
(JD Worldwide)
.
, ,
. 2015 3
7 43 3,539
. 300 , ,
3 , .
(, SUNING)
(1, yhd)
B2C 7,
(, VIP)
. 2014 B2C
3.2% 3 ,
8.5% 2
.
3C(, , )
, , , .
.
, 75% B2C
.
9,000
. , , ,
75%
. 40%
.
30 (60 )
52 25 . 1 2
5 15 .
2, 5 2014
B2C 3.4% 7
. , ,
12 , , ,
,
. 2, 5 . 2014 8
, , , , 3
8 .
.
,
3 .
1 2014 B2C
7.7% 3 . 9,000
,
, , 11,000
.
.
10 8 90% .
, , .
! B2C 47B2C 46
-
03China
( Tmall)
''
''
''
Tmall .
100 .
.
2015 3
, IT , , . 2014 380
, IT 302 , 200
.
.
' '
B2B B2C
.
.
.
, , , ,
. 40% .
. 70
B2B ,
2014
1 , 2
, 3 , 4 .
2011 .
3~7
. , , ,
, ,
3% .
! B2C 49B2C 48
-
Advise / 1
() Advise / 2
()
" "" "
.
4
' ' .
ICP( )
.
,
. ,
.
, , G,
.
() .
() ,
SNS .
.
. 3 - FTA
.
.
. ,
.
(Tmall.hk)
.
.
.
.
. MD
, .
e-
.
.
,
.
. sns '' ''
, . ''
,
.
.
.
.
,
! B2C 51B2C 50
-
E- 04China
'' ' '
, ,
. ' '
30% ' '
16% .
9.9% .
'' ,
, , . '' 53% '
' ,
. 10
.
10
. , , ,
.
'' .
1,600 2
80 90 ,
, , , ,
.
'' (35.8%)
2 13% . 12.4% 3
(7.4%), (4.8%) .
42.3% '' 1,000 , 3,000
5,000 14.7% .
''
65.1% 61.0% .
. , SNS .
10
TOP 10
: iResearch.
: iResearch.
: iResearch.
! B2C 53B2C 52
-
: iResearch.
10
.
, , ,
.
5 , , 600( 200) '
' . 50 50 ,
20~40 .
(Tmall 86.5%) (84.8%),
(JD 77.8%) , ,
92.2% . (69%), (67.8%)
.
' 4 ' 2~3 33.2% 86.4%
2~3 . 1
500~999 54.8% 1,000~2,999
28.7% .
70.2% ' '
Focus
600 421 70.2% .
(66.1%) (74%) . 20
82.8% 30(77.3%), 10(75%) .
( ) (331)
78.6% . () 299,
() 143 .
! B2C 55B2C 54
-
( )
40.2% 33.7%. G, 11
13.8% .
(68.2%) ,
(58.8%), (29.7%) .
84.7% .
.
.
' ' (61.7%)
(59.3%) .
(56.5%) SNS
.
63.7% ' '
. (61.8%)
(54.4%) (52.6%)
.
(60%)
(57.7%) (55.6%) (49.9%) . ''
.
G, 11 13.8%
,
()
.
( )
(85.5%)
(55.1%), (53.9%) .
75.5% , , (72.7%), (56.3%) .
1 50.3% , 2~3
38.5% 88.8% 2 . 4
11.2% .
1 1,000~2,999 (50.8%) 3,000
24% .
! B2C 57B2C 56
-
05China
1,000
,
, .
.
,
.
7 . , ,
.
(), (), () 3
.
.
, Hmall (Mall in Mall) .
, 50
.
.
15~30 , , .
1,000( 18)
() .
, , , , , , 7 .
(x-) 1,000
.
. 1 1,000 1
1,000 .
2015 6
.
.
Tax
2012.8
2013.10
, , , ,
,
5
7
10%
20%
30%
50%
, , , , , , , ,
, , , , , ( )
, ( 10,000 )
, ,
.
'' '' .
. 5,000 , 2,000
50
. 10~50%
10% .
| ()?
! B2C 59B2C 58
-
* , : 14~23% 7~10%
* , : 22~24% 12%
* : 7.5% 2%( 70%)
* : 5% 2%
Logistic
Patent
Delivery
3
2014 ,
80% .
2010 50% . 2010
23 2014 139 6 .
.
(35.4%) (35%),
(17.3%) .
, . (), (), (),
(), (), ZJS (), ()
.
EMX ,
(37.9%).
() 37.3% .
(EMS) 2
2 .
3
3 .
3 ()
.
(Escrow Platform)
(CASH) .
94% IT
8 , 1120 ,
450 .
Tmall , (
Juhuansuan),
.(ChinaPay),
(Tenpay), 88bills
.
(41%)
,
.2015 4 . ( )
.
,
.
,
( )
.
' ' , , .
.
Payment
3
! B2C 61B2C 60
-
B2C 06China
2, 3
''
, ''
. , 35 80%
, 25 35% .
90% . ''
.
. 2, 3
. , , 2, 3
65% .
, , , , 5 , 2013
1 4 2014 4 1 .
'' ,
. '' ''
.
''
, .
''
60% .
'1 1' 1
.
.
2008 1.17 2014 5.57 5 .
2008 39.5% 2014 85.8% .
. 2013
8 11 .
11 1 .
.
. .
. PC
. ,
, .
: iResearch(2015).
PC
! B2C 63B2C 62
-
, ,
(B2C) 2014 2 .
,
. 25,000( 2,660), 5,000~1
(532~1,064) 3,000
. .
. .
, , , YG, , SBS, , LG,
.
.
, , !
.
' ' .
. 5~15 ( 866~2,600) . 8
( 1,388) . . 3
10 .
' ' .
. ' ' .
. .
!
Go! K-Biz!
C2C
(C2C) . . . .
. .
.
. .
' ' .
.
8, 1 .
40 , 100
.
,
.
15 (2,600 )
8 (1,400)
5%
AS
5~15( 850~2,600)
3~6 . 600~1,100
5%
-
ROAD 3
INFOGRAPHIC
JAPAN
|
|
|
|
|
|
32%
63.7%
1 2 56.5%
43.8% 12 COD()
-
E- 01Japan
2020 20
''
.
2013 B2C 111,600 17.4% .
(EC) 3.7%
0.6 (, 2013).
2020 20 , EC 57%
( 2014).
B2C , 2013
. 26,970
(24.2%), 22,000 (19.7%), 18,260
(14.4%). (125.8%),
(122.1%) (120.4%) 20%
.
1990
2014 0.98% . 2013
135 1294 , 58 .
201113 , 4% , 8%
.
(79%), (12%), TV (9%) .
(020) .
,
. ''
, , .
.
' '
.
. 2012 2 3
(http://
www.cbec.co.jp) . , ,
, , .
ICA-Net(International Consumer Advisory
Network) .
(Cross-Border Consumer Center Japan,
CCJ) .
EC
EC
OFF-LINE
: 129.4
: 0.98%
- -
- -
- -
ON-LINE
: 5.8
: 8.3%
-
- TV
-
! B2C 69B2C 68
-
5 B2C
2014 ''
B2B 269C2C 1
1 1,736
EMI(Economist Intelligence Unit) 2014 7 `'G20 '
6(49.2%), 5(69.8%), 3(66.2%),
6(68.5%), 5(52.5%) 5(62) . (66.4, 3)
, (6) (6) ( 8, 12) .
2013 62.6% . 65.2%
, 10 80.3% ( 2013). `' 1
' 24.2%, ` 19.6% . `
, , , ` , ` .
(B2C) 2013 1 3,469 . 159.4%
. 2014 `' ' .
3/4 ` 43% `
.
2014 ` . ,
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1,064,040
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1,195,663
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1,346,189
22,216
1,368,405
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