china ecommerce market growth trends 2013 - characteristics and evolution of chinese ecommerce users
DESCRIPTION
There continues to be an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amounts continue to increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. As the age group and income level of the users as well as the proportion of affluent consumers from the third and fourth tier cities increase, Chinese online shoppers desire luxury brands which enhance the quality of life, resulting in a trend of overseas online shopping through purchasing agent. International brands should seize this opportunity. The increasing number of Chinese eCommerce enterprises gives rise to fierce competition in the market as companies fight for users and traffic. eCommerce enterprises are facing common challenges such as increasing costs of acquiring new users and churn rate of existing users. To solve more fundamental management problems, different types of eCommerce enterprises need to establish the right direction of running the business and implement appropriate strategic solutions.TRANSCRIPT
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