• Japanese
  • Korean
  • Chinese
Cover Image

Consumer Attitudes and Online Retail Dynamics in the China, 2013

  • Published:
  • 73 Pages
  • Canadean

Product Synopsis

Provides in-depth analysis of the latest trends in online consumer shopping, covering factors that drive online shopping, consumer insights, market dynamics (covering 25 product categories), and reviews of latest best practice in online retail site design.

Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors that will drive this market in the future.

Introduction and Landscape

Why was the report written?

"Consumer Attitudes and Online Retail Development in China, 2013" is the result of Canadean's extensive market research covering the online retail industry in China. It provides the magnitude, growth, share, and dynamics of the online retail market in China. It is an essential tool for companies active across China's online retail value chain and for new companies considering entry into China's online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to China's online retail environment. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon, whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller retailers, the report provides insights and ideas about how best to approach growing online sales for your business.

What is the current market landscape and what is changing?

Online retailing in China has been dominated by the C2C segment, which achieved a market share of 67.7% by 2012. However, B2C retailers are increasing rapidly. According to IEC tracker, B2C recorded a 74.4% year-on-year increase, which is 2.4 times the rate of increase of C2C. Alibaba group's Tmall lead the B2C segment of the market with a share of more than 50%.

What are the key drivers behind recent market changes?

Major online retailers are working on building better logistics services and are expanding their reach to customers by implementing multi-channel strategies.

Key Features and Benefits

Understand the consumer behaviour and online trends in China.

Understand which products will be the major winners and losers in the coming years.

Learn from best practice approaches outlined in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Book, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of the economic recession and its recovery on market growth.

Key Highlights

In 2012, electrical and electronics was the largest category group sold through the online channel, contributing 59.0% of total sales through this channel, while sports and leisure equipment was the fastest-growing product category, with a CAGR of 59.37% during the review period. By 2017, electrical and electronics is expected to remain the largest category group in the online channel, while sports and leisure equipment is expected to retain its position as the fastest-growing category group.

The mobile shopping market in China is in its augmentation stage, where online shoppers are rapidly increasing in number. Canadean estimates that China will witness a massive conversion of mobile internet users to mobile online shoppers in the near future, which signifies that both existing and new internet users in China will quickly convert to online shopping.

Major online retailers are working on building better logistics services and are expanding their reach to customers by implementing multi-channel strategies.

Table of Contents

1. Introduction

  • 1.1. What is this Report About?

2. Market at a glance

3. Consumer Insight: Online Shopping Attitudes and Behaviors

  • 3.1. Overview of the Chinese Online Shopping Environment
    • 3.1.1. Growing Internet penetration acting as a catalyst for emerging online shopping market
    • 3.1.2. Improved broadband infrastructure will encourage online shopping
    • 3.1.3. Increasing use of mobile Internet will boost mobile shopping
  • 3.2. Consumer Attitudes and Behaviours
    • 3.2.1. Chinese parents' online spending on baby products is on the rise
    • 3.2.2. "Singles' Day" provides immense potential for online retailing
    • 3.2.3. Chinese senior citizens - the new online shoppers
    • 3.2.4. Social Media affecting the purchasing decision of Chinese consumers
    • 3.2.5. Online retailers plunging into shipping and logistics, and some logistics companies signing in as online retailers
    • 3.2.6. Omni channel retailing is gaining ground among major offline retailers
    • 3.2.7. Shopping via mobile has expanded rapidly

4. Online Channel Dynamics

  • 4.1. The Online Channel's Share of Total Retail Sales
    • 4.1.1. China online vs. offline channel forecasts
    • 4.1.2. Online penetration: global and regional comparisons
  • 4.2. Channel Dynamics
    • 4.2.1. China retail channel dynamics - future performance
    • 4.2.2. Channel group share development
    • 4.2.3. Individual channel performance
  • 4.3. Category Dynamics
    • 4.3.1. Online vs. offline retail sales comparison by category group, 2012
    • 4.3.2. Online retail market dynamics by category
    • 4.3.3. Online retail sales share by category group
    • 4.3.4. Online retail sales growth by individual category
    • 4.3.5. Food and grocery categories: market size and forecasts
    • 4.3.6. Electrical and electronics categories: market size and forecasts
    • 4.3.7. Music, video, and entertainment software categories: market size and forecasts
    • 4.3.8. Apparel, accessories, luggage and leather goods categories: size and forecasts
    • 4.3.9. Books, news and stationery categories: market size and forecasts
    • 4.3.10. Sports and leisure equipment categories: market size and forecasts
    • 4.3.11. Furniture and floor coverings categories: market size and forecasts
    • 4.3.12. Home and garden categories: market size and forecasts

5. Case Studies: Leading Online Retailers in China

  • 5.1. Retailer 1: JD.com
    • 5.1.1. Business Description
    • 5.1.2. Site Experience
  • 5.2. Retailer 2: Taobao Mall (Tmall)
    • 5.2.1. Business Description
    • 5.2.2. Site Experience
  • 5.3. Other Innovative Retailers in China
    • 5.3.1. Carrefour China
    • 5.3.2. Vancl China

6. Appendix

  • 6.1. Definitions
  • 6.2. Summary Methodology
    • 6.2.1. Overview
    • 6.2.2. The triangulated market sizing method
    • 6.2.3. Industry surveys in the creation of retail market data
    • 6.2.4. Quality control and standardized processes
  • 6.3. About Canadean
  • 6.4. Disclaimer

List of Tables

  • Table 1: Online Retail Sales in China
  • Table 2: China Online vs. Offline Retail Sales and Forecast (CNY bn), 2007-2017
  • Table 3: China Online vs. Offline Retail Sales and Forecast (USD bn),2007-2017
  • Table 4: China Online vs. Offline Retail Sales and Forecast (% Share), 2007-2017
  • Table 5: China Online Sales vs. Global Average
  • Table 6: China Online Sales vs. Asia-Pacific
  • Table 7: China Overall Retail Segmentation (CNY bn) by Channel Group, 2007-2017
  • Table 8: China Channel Retail Sales and Forecast (CNY bn) by Channel Group, 2007-2017
  • Table 9: China Channel Retail Sales and Forecast (USD bn) by Channel Group, 2007-2017
  • Table 10: China Channel Retail Sales and Forecast (% Share) by Channel Group, 2007-2017
  • Table 11: China Channel Retail Sales and Forecast (CNY bn) by Channel, 2007-2017
  • Table 12: China Channel Retail Sales and Forecast (USD bn) by Channel, 2007-2017
  • Table 13: China Retail Sales Split (CNY bn), Online vs. Offline, 2012
  • Table 14: China Retail Sales Split (USD mn), Online vs. Offline, 2012
  • Table 15: China Online Retailers Market Dynamics by Category Group, 2007-2017
  • Table 16: China Online Retail Sales and Forecast (CNY bn) by Category Group, 2007-2017
  • Table 17: China Online Retail Sales and Forecast (USD mn) by Category Group, 2007-2017
  • Table 18: China Total and Online Retail Sales in Food and Grocery Categories (CNY bn), 2007-2017
  • Table 19: China Total and Online Retail Sales in Food and Grocery Categories (USD mn), 2007-2017
  • Table 20: China Total and Online Retail Sales in Electrical and Electronics Categories (CNY bn), 2007-2017
  • Table 21: China Total and Online Retail Sales in Electrical and Electronics Categories (USD mn), 2007-2017
  • Table 22: China Total and Online Retail Sales in Music, Video and Entertainment Categories (CNY bn), 2007-2017
  • Table 23: China Total and Online Retail Sales in Music, Video and Entertainment Categories (USD mn), 2007-2017
  • Table 24: China Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (CNY bn), 2007-2017
  • Table 25: China Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (USD mn), 2007-2017
  • Table 26: China Total and Online Retail Sales in Books, News and Stationery Categories (CNY bn), 2007-2017
  • Table 27: China Total and Online Retail Sales in Books, News and Stationery Categories (USD mn), 2007-2017
  • Table 28: China Total and Online Retail Sales in Sports and Leisure Equipment Categories (CNY bn), 2007-2017
  • Table 29: China Total and Online Retail Sales in Sports and Leisure Equipment Categories (USD mn), 2007-2017
  • Table 30: China Total and Online Retail Sales in Furniture and Floor Coverings Categories (CNY bn), 2007-2017
  • Table 31: China Total and Online Retail Sales in Furniture and Floor Coverings Categories (USD mn), 2007-2017
  • Table 32: China Total and Online Retail Sales in Home and Garden Products Categories (CNY bn), 2007-2017
  • Table 33: China Total and Online Retail Sales in Home and Garden Products Categories (USD mn), 2007-2017
  • Table 34: China Exchange Rate CNY-USD (Annual Average), 2007-2012
  • Table 35: China Exchange Rate CNY-USD (Annual Average), 2013-2017 Forecasts
  • Table 36: Canadean Retail Channel Definitions
  • Table 37: Canadean Retail Category Definitions
  • Table 38: Canadean Retail Country Coverage

List of Figures

  • Figure 1: Online Retail Sales in China
  • Figure 2: Total Internet Users and Penetration, 2007-2012
  • Figure 3: Total Fixed Broadband Internet Users and Penetration 2007-2012
  • Figure 4: Chinese parent's online shopping on baby products is on the rise
  • Figure 5: "Singles' day" sales crosses Cyber Monday to become the biggest online sales day globally
  • Figure 6: Chinese senior citizen's online shopping insights
  • Figure 7: China Online and Offline Retail Sales and Forecast (USD bn), 2007-2017
  • Figure 8: China Online Sales vs. Global Average (% of Total Retail)
  • Figure 9: China Online Sales vs. Asia-Pacific Countries Average (% of Total Retail)
  • Figure 10: China Overall Retail Market Dynamics by Channel Group, 2007-2017
  • Figure 11: China Retail Sales and Forecast (CNY bn) by Channel Group, 2007-2017
  • Figure 12: China Retail Sales, Online vs. Offline, 2012
  • Figure 13: China Online Retailers Market Dynamics by Category Group, 2007-2017
  • Figure 14: China Online Retail Sales and Forecast (USD mn) by Category Group, 2007-2017
  • Figure 15: JD.com- Usage of Online Space
  • Figure 16: JD.com - Organized Product Page
  • Figure 17: JD.com - Product Image and Zoom-In Tool
  • Figure 18: JD.com - List of Ways Users Can Access the Mobile Website
  • Figure 19: Tmall - Usage of Online Space
  • Figure 20: Tmall - Organized Product Page
  • Figure 21: Tmall - Zoom in tool
  • Figure 22: Tmall - Android Application
  • Figure 23: Carrefour Smart Shopping Application
  • Figure 24: Vancl - Star Blog
  • Figure 25: The Triangulated Market Sizing Methodology
Show More
Pricing