Online Retailing in China 2011: A Market Analysis
Access Asia
February 22, 2011 71 Pages - SKU: ACS6142741
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Countries covered: China
This report covers the existence and development of private label (otherwise known as own brand and store brand) goods within the retailing industry in the People’s Republic of China, and includes coverage of both food and non-food products offered as private label by leading retail chains in China.
KEY REPORT FEATURES
This new report includes:
- An historical analysis of the development of online retailing in China to date by sector up to 2010;
- Case studies and examples of key online retailing developments and retailers within the key retail sectors;
- An historical timeline of key recent developments in the online retailing market over the past two and a half years.
- Analysis of the developments in logistics and payment methods helping the online retail market to grow and spread;
- Data on the growth of the online advertising industry up to 2010;
- Consideration of key trends among online consumers, including demographics, socio-economic status, as well as shopping habits and spending patterns;
- Analysis of market shares in the C2C and B2C segments, and comparative performance among the leading online retailers;
- Forecast analysis of the total online retail market up 2015;
- Profiles of the leading B2C online retailers in China;
- Overview of China’s demographics and macroeconomics
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Additional InformationExecutive Summary
Having failed to really take off during the early part of the century, China’s online retailing market value has been roughly doubling in value each year for several recent years, and continues to show a rapid pace of growth. Meanwhile, every six months the population of China’s cyberspace increases by about a third. China’s Internet has suddenly become a viable means of selling things, but its current rapid growth potential is impaired by a stifling lack of necessary logistics infrastructure in the background.
In 2007, China’s online retail market reached a milestone in its B2C (business-to-consumer) retail sector outgrew its C2C (consumer-to-consumer) sector for the first time, and began to take away overall market share from the C2C market, and this trend is continuing. The online retail market in China is therefore starting to be organised under structured businesses, both virtual and bricks-and-mortar retailers.
Compound annual growth rate for the 2004 to 2010 period were 95.9% for the total online sales market, including C2C, compared to 87.4% for B2C over the same period, but B2C has now accelerated to become the fastest growing segment of total internet transactions volume. Increasingly the issue of trust in suppliers and payment methods, as well as privacy of information are driving more consumers to buy from online retailers, especially those identifiable as bone fide companies.
For existing bricks-and-mortar retail companies, online sales are creating new avenues to new consumers in regions of China they have not yet managed to cover without the need to invest in the building physical store chains or management of franchisees. What does lag, and stalls the more rapid growth of retailer penetration across more of the country via the Internet, is the lack of product delivery infrastructure and on-going weaknesses in the transaction clearing infrastructure.
For emerging online-only retailers, there is the prospect of creating the kind of strong competition with the traditional retailers that can act as a strong lever for increasing capital investment, or negotiating into partnerships with the traditional retailers, where established online retail expertise and technologies are hugely valuable.
The now very rapid pace of online B2C sales means that there has been a sudden focus by many participants in the retail market in China, and the Chinese Internet, on quickly establishing some kind of active Internet retail platform and online market share. The current rush to market will most benefit the technology developers and infrastructure providers to begin with. Drawbacks will be a failure of regulation to keep a lid on widespread bad practices.
Based on even a strong slowdown in annual growth rates, compared to the past few years, the B2C online retail market will continue to grow faster than the C2C sector, and have an expected compound annual forecast growth rate for 2011 to 2015 at about 73% per annum, compared to about 40% per annum for total Internet transaction volume over the same period. By 2015, total Internet transactions are forecast to reach over RMB2.5trn (or about 20% of total national retail sales in China), while B2C online retail sales are likely to reach RMB950bn, or about 9%+ of total retail sales.
It is therefore little surprise that the retail industry is currently very rapidly investing large sums of money in the Internet technology, delivery infrastructure and transaction systems that will allow them to secure a significant slice of this market into the future.
- INTRODUCTION
- Report Coverage
- Other Relevant Reports from Access Asia
- Abbreviations Used
- China Retail Quarterly
- 1 CHINA'S ONLINE RETAILING MARKET
- 1.1 Overview
- 1.2 The Total Market Size
- 1.2.1 Total Market Size: The Big Picture
- Table 1.1 DISPARITY OF OPINION ON THE SIZE OF CHINA¡¯S ONLINE SHOPPING MARKET, 2006-2009
- Table 1.2 THE TOTAL ONLINE RETAIL (COMBINED C2C & B2C) MARKET AS A PROPORTION OF TOTAL RETAIL SALES IN CHINA, 2004-2010
- 1.2.2 Total Market Size: C2C Versus B2C
- Table 1.3 THE TOTAL ONLINE RETAIL MARKET IN CHINA BY C2C & B2C, 2004-2010
- 1.2.3 Total Market Size: Online User Population
- Table 1.4 THE TOTAL NUMBER OF INTERNET USERS AS A PROPORTION OF TOTAL POPULATION IN CHINA, 2005-2013
- 1.2.4 Total Market Size: Per Capita Spending
- Table 1.5 PER CAPITA RETAIL SPENDING ONLINE IN CHINA BY C2C & B2C, 2005-2010
- 1.3 Sector Breakdown
- 1.3.1 Sector Breakdown: Value
- Table 1.6 TOTAL B2C RETAIL MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2004-2010
- 1.3.2 Sector Breakdown: Annual Growth Rates
- Table 1.7 % ANNUAL GROWTH RATES OF TOTAL B2C RETAIL MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2004-2010
- 1.3.3 Sector Breakdown: Sector Shares
- Table 1.8 % VALUE BREAKDOWN OF TOTAL B2C RETAIL MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2005-2010
- 1.4 Sector Developments
- 1.4.1 Sector Developments: Online Only Websites
- 1.4.2 Sector Developments: Appliances & 3C
- Table 1.9 B2C RETAIL 3C/APPLIANCES MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2004-2010
- 1.4.3 Sector Developments: Apparel
- Table 1.10 ONLINE APPAREL & FASHION SHOPPER NUMBERS AND % OF TOTAL ONLINE SHOPPERS COHORT, 2005-2008
- Online Apparel Brands
- Table 1.11 TOP-10 ONLINE CLOTHING RETAILERS¡¯ BRAND AWARENESS AMONG MALE AND FEMALE INTERNET SHOPPERS, 2008
- Table 1.12 TOP-10 ONLINE CLOTHING RETAILERS¡¯ RANKING BY ACTUAL SALES TO MALE AND FEMALE INTERNET SHOPPERS, 2008
- Table 1.13 DIRECT INDEPENDENT ONLINE BRANDED FASHION RETAIL BRAND SHARES, H1 2009
- 1.4.4 Sector Developments: Publications
- Table 1.14 CHINA'S BOOK MARKET SIZE (EXCLUDING NEWSPAPER, MAGAZINES AND TEXTBOOKS), 2005-2009
- Table 1.15 LEADING ONLINE PUBLICATIONS RETAILERS KEY DATA, 2009
- 1.4.5 Sector Developments: Cosmetics
- Table 1.16 CHINA¡¯S COSMESTICS & FASHION ONLINE RETAIL MARKET, 2006-2010
- Table 1.17 B2C RETAIL COSMETICS MARKET VALUE IN CHINA, 2004-2010
- Table 1.18 TOP COSMETICS ONLINE TRANSACTIONS, 2007
- 1.4.6 Sector Developments: Supermarkets
- Table 1.19 LIST OF KEY ONLINE SUPERMARKETS, HYPERMARKETS AND E-SUPERMARKETS, FEBRUARY 2011
- 1.4.7 Sector Developments: Department Stores
- Table 1.20 LIST OF KEY ONLINE DEPARTMENT STORES, FEBRUARY 2011
- 1.4.8 Sector Developments: Pharmacies
- Table 1.21 GOVERNMENT-APPROVED ONLINE PHARMACIES, AS OF 16 JUNE 2010
- Table 1.22 ILLEGAL DRUG SELLING WEBSITES IN CHINA, 2008-2010
- 1.5 Recent Developments
- 1.5.1 Recent Developments: Q3 2008
- Bertelsmann Backs Out
- New Online Profits Rule
- Baidu Tested E-Commerce Beta Site
- Japan Post to open online shopping mall for China
- Letao.com; China's Largest Online Toy Store
- Xinhua Bookstore Online Retail Network
- 1.5.2 Recent Developments: Q4 2008
- Baidu enters online C2C with Baidu Youa
- TV direct sales sector rose 55.6% in 2007
- 1.5.3 Recent Developments: Q1 2009
- Baidu Agriculture Revenue Climbs 200% YoY
- 1.5.4 Recent Developments: Q2 2009
- 1.5.5 Recent Developments: Q3 2009
- 1.5.6 Recent Developments: Q4 2009
- 1.5.7 Recent Developments: Q1 2010
- 1.5.8 Recent Developments: Q2 2010
- 1.5.9 Recent Developments: Q3 2010
- 1.5.10 Recent Developments: Q4 2010
- 1.6 Logistics & Payments
- 1.6.1 Logistics & Payments: The Fundamental Problem Facing The Online Retail Industry
- 1.6.2 Logistics & Payments: Processing Money
- 1.7 Online Advertising
- Table 1.23 TOTAL ONLINE ADVERTISING EXPENDITURE IN CHINA, 2004-2013
- Table 1.24 BREAKDOWN OF ONLINE ADVERTISING EXPENDITURE IN CHINA BY TYPE OF WEBSITE, 2004-2010*
- 1.8 Consumer Trends
- 1.8.1 Consumer Trends: The Online Population
- Table 1.25 INTERNET POPULATION ANALYSIS, 12/2008-2013
- Table 1.26 % BREAKDOWN INTERNET POPULATION BY SOCIO-DEMOGRAPHICS, 12/2008-2013
- 1.8.2 Consumer Trends: Per Capita Spending
- Table 1.27 PER CAPITA RETAIL SPENDING ONLINE IN CHINA BY C2C & B2C, 2005-2010
- 1.8.3 Consumer Trends: Surfing Habits
- Table 1.28 SITES PREFERRED BY ONLINE SHOPPERS, 2008
- 1.8.4 Consumer Trends: Online Shopping Habits
- Table 1.29 PERCENTAGE OF INTERNET USERS USING SERVICES IN PAST 12 MONTHS IN CHINA, 2009
- Table 1.30 PERCENTAGE OF INTERNET USERS WITH ONLINE PURCHASE EXPERIENCE IN PAST 12 MONTHS IN CHINA, 2008
- 1.8.5 Consumer Trends: Regional Hotpots
- Table 1.31 TOP ONLINE SHOPPING TRANSACTION BY REGION, 2007
- 1.8.6 Consumer Trends: Fears Remain
- Table 1.32 TOP REASONS FOR NOT SHOPPING ONLINE, 2007
- 1.9 Market Shares
- 1.9.1 Market Shares: Total Online Spending
- Table 1.33 CHINA TOTAL (C2C+B2C) ONLINE SPENDING MARKET SHARE, 2009
- Table 1.34 CHINA INTERNET (C2C) CONSUMER TRADE MARKET VALUE SHARES OF LEADING ONLINE RETAILERS, 2007-2009
- 1.7.1 Market Shares: B2C Online Spending
- Table 1.35 CHINA¡¯S B2C MARKET SHARE, 2006-2010
- Table 1.36 TOP-30 ONLINE B2C RETAIL COMPANIES¡¯ CORE STATISTICS, 2009
- 1.8 Outlook
- 1.8.1 Outlook: Total Market Forecast
- Table 1.37 TOTAL INTERNET USERS & PER CAPITA B2C SPENDING IN CHINA, 2005-2010
- Table 1.37 TOTAL FORECAST B2C RETAIL MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2011-2015
- Table 1.37 TOTAL FORECAST B2C RETAIL MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2011-2015
- Table 1.38 TOTAL FORECAST B2C RETAIL MARKET VALUE ANNUAL GROWTH RATES BY BROAD PRODUCT SECTOR IN CHINA, 2011-2015
- Table 1.39 TOTAL FORECAST SECTOR % BREAKDOWN B2C RETAIL MARKET VALUE BY BROAD PRODUCT SECTOR IN CHINA, 2011-2015
- 2 COMPANY PROFILES
- 2.1 E-Commerce China Dangdang Inc.
- 2.1.1 Dangdang: Company Details
- 2.1.2 Dangdang: Company Background
- Table 2.1 E-COMMERCE CHINA DANGDANG INC. FACILITIES
- Table 2.2 E-COMMERCE CHINA DANGDANG INC. NUMBER OF CUSTOMERS & ORDERS, 2007-2009 & FIRST NINE MONTHS 2009-2010
- 2.1.3 Dangdang: Financial Summary
- Table 2.3 E-COMMERCE CHINA DANGDANG INC.: FINANCIAL RESULTS, 2007-2009 & FIRST NINE MONTHS 2009-2010*
- Table 2.4 E-COMMERCE CHINA DANGDANG INC.: AS A % OF TOTAL REVENUE, 2007-2009 & FIRST NINE MONTHS OF 2009-2010*
- 2.2 Mecox Lane Inc.
- 2.2.1 Mecox Lane: Company Details
- 2.2.2 Mecox Lane: Company Background
- Table 2.5 MECOX LANE INC.: M18.COM AVERAGE DAILY UNIQUE VISITORS & NUMBER OF ORDERS, 2007-2009 & JUNE 2010
- Table 2.6 MECOX LANE INC.: NUMBER & GEOGRAPHICAL DISTRIBUTION OF OUTLETS, JUNE 2010
- Table 2.7 MECOX LANE INC.: STORE INFORMATION, 2007-2009 & FIRST SIX MONTHS OF 2009-2010*
- 2.2.3 Mecox Lane: Financial Summary
- Table 2.8 MECOX LANE INC.: GROSS PROFIT MARGINS, 2007-2009 & FIRST NINE MONTHS OF 2009-2010*
- Table 2.9 MECOX LANE INC.: FINANCIAL RESULTS, 2007-2009 & FIRST NINE MONTHS 2009-2010*
- Table 2.10 MECOX LANE INC.: AS A % OF TOTAL REVENUE, 2007-2009 & FIRST NINE MONTHS OF 2009-2010*
- Table 2.11 MECOX LANE INC.: BREAKDOWN OF COST OF GOODS SOLD, 2007-2009 & 1H2009-2010*
- 2.3 Newegg Inc.
- 2.3.1 Newegg: Company Details
- 2.3.2 Newegg: China Operations
- Table 2.12 NEWEGG INC.: REVENUE BREAKDOWN, 2006-2008 & 1H2008-2009*
- 2.3.3 Newegg: Financial Summary
- Table 2.13 NEWEGG INC.: FINANCIAL RESULTS, 2006-2008 & 1H2008-2009*
- Table 2.14 NEWEGG INC.: AS A % OF TOTAL REVENUE, 2006-2008 & 1H2008-2009*
- 2.4 360buy Jingdong Mall
- 2.4.1 360buy Jingdong Mall: Company Details
- 2.4.2 360buy Jingdong Mall: Company Background
- 2.4.3 360buy Jingdong Mall: Financial Summary
- Table 2.15 360BUY JINGDONG MALL: FINANCIAL RESULTS, 2004-2010 & 2011 FORECAST*
- 2.5 Vancl (Beijing) Technology Co., Ltd.
- 2.5.1 Vancl: Company Details
- 2.5.2 Vancl: Company Background
- 2.5.3 Vancl: Financial Summary
- Table 2.16 VANCL (BEIJING) TECHNOLOGY CO. LTD.: FINANCIAL RESULTS, 2007-2010 & 2011 FORECAST
- 2.6 Yihaodian
- 2.6.1 Yihaodian: Company Details
- 2.6.2 Yihaodian: Company Background
- 2.6.3 Yihaodian: Financial Summary
- 2.7 Beijing Redbaby Information Technology Co., Ltd.
- 2.7.1 Redbaby: Company Details
- 2.7.2 Redbaby: Company Background
- 2.7.3 Redbaby: Financial Summary
- Table 2.17 BEIJING REDBABY INFORMATION TECHNOLOGY CO. LTD.: FINANCIAL RESULTS, 2006-2009
- 3 CONTACTS
- 3.1 Trade Organisations
- China International Franchisers Association (CIFA)
- China Advertising Association
- China Chain Store & Franchise Association (CCFA)
- 3.2 Government Departments
- Ministry of Commerce (MOFCOM)
- Ministry of Finance
- China Internet Network Informatin Centre (CNNIC)
- APPENDIX: MARKET BACKGROUND
- A.1 Fast Facts
- A.2 Population
- A.2.1 Population: By Age Group & Gender
- Table A.1 POPULATION BY AGE GROUP & GENDER, 2003¨C2009*
- A.2.2 Population: By Province
- Table A.2 POPULATION BY PROVINCE, 2003¨C2009*
- A.3 Exchange Rates
- A.3.1 Exchange Rates: China
- Table A.4 AVERAGE ANNUAL RENMINBI EXCHANGE RATES AGAINST A VARIETY OF CURRENCIES, 2002¨C2010
- A.3.2 Exchange Rates: Hong Kong
- Table A.5 AVERAGE ANNUAL HONG KONG DOLLAR EXCHANGE RATES AGAINST THE UNITED STATES DOLLAR AND RENMINBI, 2002¨C2010
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