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市場調查報告書

中國的網路零售市場

Online Retailing - China - June 2014

出版商 Mintel China 商品編碼 174916
出版日期 內容資訊 英文 168 Pages
商品交期: 最快1-2個工作天內
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中國的網路零售市場 Online Retailing - China - June 2014
出版日期: 2014年06月30日 內容資訊: 英文 168 Pages
簡介

中國的網路零售市場,在短短幾年,從什麼都沒有開始達成驚異性成長。在許多部門,持續追求非常急速的成長。

本報告提供中國的網路零售市場相關調查分析、問題點和考察、用途、市場規模與預測、市場區隔、市場佔有率、技術創新、企業和品牌驗證、消費者趨勢等相關有系統的資訊。

第1章 簡介

第2章 摘要整理

第3章 問題點和考察

  • 轉變至行動網路購物
  • 當日配送的需求增加
  • 行動 vs. PC為基礎的網路購物
  • 構築對話和信賴的必要性

第4章 用途趨勢

  • 證明
  • 生活駭客
  • 選擇的指南

第5章 市場規模與預測

  • 要點
  • 整體市場規模與預測
  • 網路購物者,逼近線上用戶的半數
  • 行動網路購物者,逼近網路購物者的半數
  • 未來的推動因素 - 擁有智慧型手機
  • 未來的推動因素 - 網路存取
  • 未來的推動因素 - 配送物流
  • 未來的推動因素 - 費用效率
  • 未來的推動因素 - 下個成長部門是線上食品雜貨店?
  • 未來的推動因素 - 線上生活

第6章 市場區隔

  • 要點
  • 線上店主
  • 線上的最大、最快的成長部門

第7章 市場佔有率

  • 要點
  • Alibaba
  • Tmall
  • 專門市場佔有率爭奪

第8章 技術創新

  • 要點
  • 附加價值
  • 全球殘餘中國
  • 行動的協同效應
  • 線上和離線的界線模糊
  • 大活動的行銷
  • QR編碼

第9章 企業和品牌

  • Alibaba (Taobao/Tmall) Group Co., Ltd.
  • JD.com Inc.
  • Tencent Holdings Limited
  • Suning Corporation
  • Yihaodian

第10章 消費者 - 瀏覽器和購買地點

  • 要點
  • 網路購物 vs. in store
  • 網路購物途徑:各人口統計

第11章 消費者 - 線上購買活動:各部門

  • 要點
  • 行動網路購物的重要性
  • 行動禮物的機會
  • 線上部門消費習慣:各人口統計

第12章 消費者 - 利用的發送選擇

  • 要點
  • 當日配送選擇的需求

第13章 消費者 - 利用的零售業者

  • 要點
  • 最經常利用的零售業者
  • 最經常利用的零售業者:各人口統計
  • 網路購物者
  • 網路購物者的技能範圍專攻領域:各人口統計

第14章 消費者 - 網路購物行動

  • 要點
  • 便利性和價格
  • 消費者的網路購物行動:各人口統計

第15章 對消費者 - 網路購物的想法

  • 要點
  • 購物者的信賴增加,利用社群媒體
  • 對網路購物的想法:各人口統計

第16章∼第19章 附錄

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

"China's online retail market has achieved phenomenal growth from nothing in only a few years, and many sectors continue to pursue very rapid growth. There continues to be a strong shift away from the dominance of C2C towards B2C vendors, but many consumers also remain stakeholders in the online retail industry. Mobile online retail has also emerged suddenly, from nothing, to become almost a natural part of people's everyday lives."

-Matthew Crabbe, Director of Research, Asia-Pacific

The impact on bricks-and-mortar retailers has been profound, having been forced to fight competitors both in the malls and via modems. Yet, online has also proven to be an opportunity for those traditional retailers that have embraced it, and meanwhile many of the online-only retailers are still struggling to break into profit.

Because online shopping, including via mobile devices, has been accepted by people as an everyday part of life now, it is creating new opportunities for retailers (online-only and bricks-and-mortar) to achieve even greater penetration into lower tier cities.

Because so many online retailers are still not making profits, they now need to begin providing more value-added benefits. Many are seeking cooperation opportunities, and there is a growing trend towards more online-to-offline coordination between online-only and bricks-and-mortar retailers.

This market covers media, fashion, computer-related products, electrical and electronic equipment, home and garden products, groceries and other products bought online via computer or mobile phone by consumers in the People's Republic of China. It excludes second-hand products, including those bought on eBay, and products bought by mail order/telephone orders. Market value comprises online sales (including sales tax) through all types of retailers.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The Market
    • Figure 1: China - Total online retail market value, 2009-19
  • Companies and Brands
    • Figure 2: China - Leading five companies' shares of total e-commerce*, 2012 and 2013
  • The Consumer
  • Where consumers browse, and where they buy
    • Figure 3: Location of consumer browsing or purchasing activity in the last 12 months, March 2014
  • Online purchasing activity by sector
    • Figure 4: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
  • Delivery options used
    • Figure 5: Delivery methods used when shopping online in the last 12 months, March 2014
  • Retailers used
    • Figure 6: Online retailers bought from in the last 12 months, March 2014
  • Online shopping behaviour
    • Figure 7: Consumer behaviour when shopping online, February 2013 and March 2014
  • Attitudes towards online shopping
    • Figure 8: Consumer attitudes towards shopping online, February 2013 and March 2014
  • Key Issues
  • The shift to mobile online shopping happening fast across all sectors
  • Same-day delivery demand strong across all sectors
  • Different behaviours between mobile and PC-based online shopping
  • The continuing need to build dialogue and trust

3. Issues and Insights

  • The shift to mobile online shopping happening fast across all sectors
  • The facts
  • The implications
  • Same-day delivery demand strong across all sectors
  • The facts
  • The implications
  • Different behaviours between mobile and PC-based online shopping
  • The facts
  • The implications
  • The continuing need to build dialogue and trust
  • The facts
  • The implications

4. Trend Applications

  • Prove It
  • Life Hacking
  • Guiding Choice

5. Market Size and Forecast

  • Key points
  • Total market size and forecast
    • Figure 9: China - Total online retail market value, 2009-19
  • Online shoppers approaching half of all online users
    • Figure 10: China - Total internet users, online shoppers, total and per capita online and B2C online retail sales value, 2009-14
    • Figure 11: China - Online retailing's significance within the total retail market, 2009-14
  • Mobile online shoppers approaching half of all online shoppers
    • Figure 12: China - Total online retail users, and total and per capita mobile online retail spending, 2011-14
  • Future drivers - smartphone ownership
    • Figure 13: Ownership of mobile phones, February 2013
  • Future drivers - Network access
  • Future drivers - Delivery logistics
  • Future drivers - Cost efficiency
  • Future drivers - The race into lower tiers
  • Future drivers - Is online grocery the next big growth sector?
  • Future drivers - Living online

6. Market Segmentation

  • Key points
  • A nation of online shopkeepers
    • Figure 14: China - Total online retail breakdown by B2C and C2C, 2009-14
    • Figure 15: China - Total, B2C and C2C online retail compound annual growth rates, 2009-14
  • The biggest and the fastest-growing online sectors
    • Figure 16: China - Total e-commerce breakdown, by broad sector, 2009-14
    • Figure 17: China - Total e-commerce and B2C online retail significance within total retail sales, 2009-14

7. Market Share

  • Key points
  • Alibaba still dominates the total online retail market
    • Figure 18: China - Leading five companies' shares of total e-commerce*, 2012 and 2013
  • Tmall still represents half of all B2C online retail
    • Figure 19: China - Leading five companies' shares of total B2C online retail, 2012 and 2013
  • Struggle to win share of the specialist market
    • Figure 20: China - Leading 10 companies' shares of total B2C online retail, 2012 and 2013

8. Who's Innovating?

  • Key points
  • Where is the value added?
  • Bringing the rest of the world to China
  • Jumping on the mobile bandwagon
  • Blurring the lines between online and offline shopping
  • Big event marketing
  • China's love of QR codes

9. Companies & Brands

  • Alibaba (Taobao/Tmall) Group Co., Ltd.
    • Figure 21: Alibaba Group Holding Limited financial results, 2012 and 2013
  • JD.com Inc.
    • Figure 22: JD.com Inc. financial results, 2011-13
  • Tencent Holdings Limited
    • Figure 23: Tencent Holdings Limited financial results, 2009-13
  • Suning Corporation
    • Figure 24: Suning Corporation financial results, 2012 and 2013
  • Yihaodian

10. The Consumer - Where Consumers Browse and Where They Buy

  • Key points
  • Online shopping strongly rivalling in-store among internet users
    • Figure 25: Location of consumer browsing or purchasing activity in the last 12 months, March 2014
  • Online shopping channels by demographics
    • Figure 26: Location of consumer browsing or purchasing activity in the last 12 months, by gender and age, March 2014
    • Figure 27: Location of consumer browsing or purchasing activity in the last 12 months, by monthly household income group, March 2014
    • Figure 28: Location of consumer browsing or purchasing activity in the last 12 months, by city tier, March 2014

11. The Consumer - Online Purchasing Activity by Sector

  • Key points
  • Mobile online shopping now too significant to ignore
    • Figure 29: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
  • The opportunity for mobile gifting
  • Online sector shopping habits by demographic group
    • Figure 30: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by gender and age, March 2014
    • Figure 31: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by city tier, March 2014

12. The Consumer - Delivery Options Used

  • Key points
  • Same-day delivery option demand rises with income
    • Figure 32: Delivery methods used when ordering online in the last 12 months, March 2014
    • Figure 33: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by delivery methods used when ordering online in the last 12 months, March 2014
    • Figure 34: Delivery methods used when ordering online in the last 12 months, by gender and age, March 2014
    • Figure 35: Delivery methods used when ordering online in the last 12 months, by marital status and presence of children, March 2014
    • Figure 36: Delivery methods used when ordering online in the last 12 months, by monthly household income group, March 2014
    • Figure 37: Delivery methods used when ordering online in the last 12 months, by online retailers bought from in the last 12 months, March 2014
    • Figure 38: Delivery methods used when ordering online in the last 12 months, by city tier, March 2014

13. The Consumer - Retailers Used

  • Key points
  • Who are the online shoppers' most visited retailers?
    • Figure 39: Online retailers bought from in the last 12 months, March 2014
  • Most visited retailers by demographics
    • Figure 40: Online retailers bought from in the last 12 months, by marital status and presence of children, March 2014
    • Figure 41: Online retailers bought from in the last 12 months, by monthly household income group, March 2014
    • Figure 42: Online retailers bought from in the last 12 months, by city tier, March 2014
  • Online shoppers still cast a wide net
    • Figure 43: Repertoire of online retailers bought from in the last 12 months, March 2014
  • Online shoppers' repertoires by demographics
    • Figure 44: Repertoire of online retailers bought from in the last 12 months, by marital status and presence of children,, March 2014
    • Figure 45: Repertoire of online retailers bought from in the last 12 months, by monthly household income group, March 2014
    • Figure 46: Repertoire of online retailers bought from in the last 12 months, by city tier, March 2014
    • Figure 47: Online retailers bought from in the last 12 months, by repertoire of online retailers bought from in the last 12 months, March 2014

14. The Consumer - Online Shopping Behaviour

  • Key points
  • Convenience and price still dominate online shopping habits
    • Figure 48: Consumer behaviour when shopping online, February 2013 and March 2014
  • Consumer online shopping behaviour by demographic groups
    • Figure 49: Consumer behaviour when shopping online, by gender and age, March 2014
    • Figure 50: Consumer behaviour when shopping online, by monthly household income group, March 2014

15. The Consumer - Attitudes towards Online Shopping

  • Key points
  • Growing shopper confidence and social media review usage
    • Figure 51: Consumer attitudes towards shopping online, March 2014
  • Online shopping attitudes by demographic groups
    • Figure 52: Consumer attitudes towards shopping online, by gender and age, March 2014
    • Figure 53: Consumer attitudes towards shopping online, by marital status and presence of children,, March 2014
    • Figure 54: Consumer attitudes towards shopping online, by monthly household income group, March 2014

16. Appendix - Market Size and Forecast

  • Figure 55: China - Total online retail market value, 2009-19

17. Appendix - Where Consumers Browse or Purchase

  • Figure 56: Location of consumer browsing or purchasing activity in the last 12 months, March 2014
  • Figure 57: Location of consumer browsing or purchasing activity in the last 12 months - Where I have browsed, by demographics, March 2014
  • Figure 58: Location of consumer browsing or purchasing activity in the last 12 months - Where I have purchased, by demographics, March 2014
  • Figure 59: Location of consumer browsing or purchasing activity in the last 12 months, by most popular sectors where consumers have bought online via computer in the last 12 months, March 2014
  • Figure 60: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular sectors where consumers have bought online via computer in the last 12 months, March 2014
  • Figure 61: Location of consumer browsing or purchasing activity in the last 12 months, by other sectors where consumers have bought online via computer in the last 12 months, March 2014
  • Figure 62: Location of consumer browsing or purchasing activity in the last 12 months, by most popular sectors where consumers have bought online via mobile device in the last 12 months, March 2014
  • Figure 63: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular sectors where consumers have bought online via mobile device in the last 12 months, March 2014
  • Figure 64: Location of consumer browsing or purchasing activity in the last 12 months, by other sectors where consumers have bought online via mobile device in the last 12 months, March 2014
  • Figure 65: Location of consumer browsing or purchasing activity in the last 12 months, by online websites of grocery retailers in the last 12 months, March 2014
  • Figure 66: Location of consumer browsing or purchasing activity in the last 12 months, by clothing, footwear and accessories retailers in the last 12 months, March 2014
  • Figure 67: Location of consumer browsing or purchasing activity in the last 12 months, by online malls in the last 12 months, March 2014
  • Figure 68: Location of consumer browsing or purchasing activity in the last 12 months, by most popular consumer behaviour when shopping online, March 2014
  • Figure 69: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular consumer behaviour when shopping online, March 2014
  • Figure 70: Location of consumer browsing or purchasing activity in the last 12 months, by most popular consumer attitudes towards shopping online, March 2014
  • Figure 71: Location of consumer browsing or purchasing activity in the last 12 months, by next most popular consumer attitudes towards shopping online, March 2014

18. Appendix - Sector Purchasing Online

  • Figure 72: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
  • Figure 73: Most popular sectors where consumers have bought online via computer in the last 12 months, by demographics, March 2014
  • Figure 74: Next most popular sectors where consumers have bought online via computer in the last 12 months, by demographics, March 2014
  • Figure 75: Other sectors where consumers have bought online via computer in the last 12 months, by demographics, March 2014
  • Figure 76: Most popular sectors where consumers have bought online via mobile device in the last 12 months, by demographics, March 2014
  • Figure 77: Next most popular sectors where consumers have bought online via mobile device in the last 12 months, by demographics, March 2014
  • Figure 78: Other sectors where consumers have bought online via mobile device in the last 12 months, by demographics, March 2014
  • Figure 79: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by delivery methods used when ordering online in the last 12 months, March 2014
  • Figure 80: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by most popular consumer behaviour when shopping online, March 2014
  • Figure 81: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, by next most popular consumer behaviour when shopping online, March 2014

19. Appendix - Delivery Methods Used

  • Figure 82: Delivery methods used when ordering online in the last 12 months, March 2014
  • Figure 83: Delivery methods used when ordering online in the last 12 months, by demographics, March 2014
  • Figure 84: Delivery methods used when ordering online in the last 12 months, by most popular consumer attitudes towards shopping online, March 2014
  • Figure 85: Delivery methods used when ordering online in the last 12 months, by next most popular consumer attitudes towards shopping online, March 2014

20. Appendix - Online Retailers Used

  • Figure 86: Online retailers bought from in the last 12 months, March 2014
  • Figure 87: Online websites of grocery retailers bought from in the last 12 months, by demographics, March 2014
  • Figure 88: Clothing, footwear and accessories retailers bought from in the last 12 months, by demographics, March 2014
  • Figure 89: Most popular online malls bought from in the last 12 months, by demographics, March 2014
  • Figure 90: Next most popular online malls bought from in the last 12 months, by demographics, March 2014
  • Figure 91: Online retailers bought from in the last 12 months, by most popular consumer behaviour when shopping online, March 2014
  • Figure 92: Online retailers bought from in the last 12 months, by next most popular consumer behaviour when shopping online, March 2014
  • Repertoire analysis
  • Figure 93: Repertoire of online retailers bought from in the last 12 months, March 2014
  • Figure 94: Repertoire of online retailers bought from in the last 12 months, by demographics, March 2014
  • Figure 95: Online retailers bought from in the last 12 months, by repertoire of online retailers bought from in the last 12 months, March 2014

21. Appendix - Consumer Behaviour

  • Figure 96: Consumer behaviour when shopping online, March 2014
  • Figure 97: Most popular consumer behaviour when shopping online, by demographics, March 2014
  • Figure 98: Next most popular consumer behaviour when shopping online, by demographics, March 2014
  • Figure 99: Consumer behaviour when shopping online, by most popular consumer attitudes towards shopping online, March 2014
  • Figure 100: Consumer behaviour when shopping online, by next most popular consumer attitudes towards shopping online, March 2014

22. Appendix - Consumer Attitudes

  • Figure 101: Consumer attitudes towards shopping online, March 2014
  • Figure 102: Most popular consumer attitudes towards shopping online, by demographics, March 2014
  • Figure 103: Next most popular consumer attitudes towards shopping online, by demographics, March 2014
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