Unprecedented Growth of Online Shopping among Chinese Consumers

Consumption Demand of Chinese Online Shoppers

Analysis of Demographics and Purchasing Behaviour of Online Shoppers

Characteristics and Purchasing Behaviour Analysis of Mobile Online Shoppers

Purchasing Behaviour of Chinese online shoppers on eCommerce websites

31.8%Unable to goonline via PC

In 2012, Chinese online shoppers’ per capita consumption reached RMB5,203 with YOY growth of 25%#

shop online at least once a week

Only 29% shop online at least once a week

With their spending power increase gradually, they prefer goods which enhance their quality of life such as clothing, personal care products, skincare products /cosmetics, health care products and electrical appliances.

The personal income of IOS and Android users are relatively high, mainly work in office with various break time in between. Before and after work, lunch time as well as night time are relatively the peak hours for browsing online.

In 2012, the proportion of online shoppers using only one shopping website accounted for 51.1%. It has dropped significantly by 10% as compared with 2011 and by 21.6%# with 2010.

It is inevitable that the costs for independent merchants to acquire new users increase significantly due to intense competition and increment of advertising rates. The cost of acquiring a new user rose from around RMB20 in 2009 to over RMB100 in 2012. †

Top 3# Commodities Mostly Purchased by Internet Users

33.1% of online shoppers are between age 25 to 30; In China, online shoppers lean towards the middle-age group of 31 above#.

Purchasing Time of Mobile Shoppers&

The increased number of eCommerce websites has led internet users to be less loyal to a specific website.

Cost for Independent merchants to acquire new users increase year by year

The major reason is mainly due to incomplete product range, leading to user loss of 47.1%#.

Around 10% Churn Rate of Top eCommerce Websites

Online shoppers’ personal monthly income continued to grow#

Purchasing Behaviour of Men vs Women∞

Top 3^ Commodities with Largest Transaction Proportion

In China, nearly 50% of online shoppers purchase at least 1 time in a week, surpassing the average level of the world#

81% 31.6% 29.6%

Clothing, footwear& accessories

Clothing, footwear, luggage& outdoor products

Mobile phone prepaid package

Books & audio-visual publications

Clothing Entertainment /Education

Home productsDaily necessities 3C products

35% 20% 15%

Users’ Age

GLOBAL

50%

44%Under RMB1,000

6.8%Over RMB10,000

29.7%RMB3,001-5,000

12.6%RMB1,001-2,000

26.2%During work/

school

47.3%

11.7%

11.4%

30.9%

21.2%

7.6%

12.6%RMB5,001-8,000

6.2%Under RMB5007%

RMB501-1,000

12.9%Above RMB8,000

19.2%RMB2,001-3,00033.1%

25-30 years old

53.3%At Home

20122009

RMB100

RMB20

47.1%Unable to locategoods they want

24.2%Poor quality

of goods17.8%

Expensive pricingof goods

8.3%Deceive

consumers4.5%

Dissatisfactoryafter-sales

service4.5%

Poor deliveryservice

2.5%Unable to open

the website

13.9%During public

transport

10.6%Queuing up/

Waiting

1%Others

30.3%18-24 years old

1%Under 18years old

7.1%36-40 years old

18.4%31-35 years old

10.2%Over 40 years old

12.1%RMB5,001-10,000

37.1%RMB1,001-5,000

CHINA

Clothing, footwear, luggage& outdoor products

Cosmetics & personal care

Mobile phone prepaid package

When do the Mobile Shoppers Purchase?#

51.1%2012

61.1%2011

72.7%2010

Low Peak Hrs

Morning Afternoon/Evening

High Peak Hrs

PersonalMonthly Income

Reasons for Users to StopUsing Specific WebsiteConclusion