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Online Retailing - China - May 2013

“Online retailing has recently become the fastest growing channel within the retail market in China. Because it is growing so fast, with so many new entrants coming into the market all the time, it is still in a highly dynamic stage of development and will continue to see a great deal of new innovation as companies attempt to build a lasting presence in the market.”

– Matthew Crabbe, Director of Research, Asia-Pacific

Some questions answered in this report include:

  • How did the rapid growth of online retailing surprise the retailers?
  • How can online retailers compete in the retail market?
  • Are current payment systems and delivery sufficient enough to keep up with demand?
  • How are online retailers utilising consumers' mobile access?


Report Introduction:

The rapid recent growth in online retailing in China has begun to fundamentally reshape the country’s entire retail market, profoundly affecting the way all retailers are having to plan their business strategies The situation is also changing the way product manufacturers, service providers and brands approach their engagement with their consumers, with an online presence having quickly gone from being a “nice to have” to a “must have”.

Continued rapid growth in the online market has also been marked by a great deal of innovation as online retailers vie with each other to attract consumer attention. Being competitive in pricing and providing wide product ranges and shopping convenience has become expected, and online retailers are increasingly having to improve their payment and delivery options and service quality in order to stand out from the rapidly increasing mass of competitors in the market.

The competition for consumers in the online retail market is also quickly becoming fought in the mobile internet sphere, with online retailers having to adapt quickly to new ways of accessing the internet and online consumer behaviours via smartphones and mobile apps and websites. Success in the market will therefore increasingly come down to how well companies learn to adapt to the rapidly changing needs and demands of online shoppers.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                  • Figure 1: Total China online retail market value and forecast, 2007-17
                • Companies and brands
                  • Figure 2: China leading B2C online retail company market share, by value (%), 2010-12
                • The consumer
                  • Figure 3: Online shopping habits, February 2013
                  • Figure 4: Consumer attitudes towards online shopping, February 2013
                • Key trends
                  • Rapid growth of online retailing has surprised even the retailers
                    • Figure 5: Products bought via online channels in the last 12 months, February 2013
                  • Competition between the leading e-commerce sites
                    • Figure 6: Leading online retailers that consumers have bought from in the last 12 months, February 2013
                  • Payment systems and delivery running to catch up
                    • Figure 7: Delivery methods used when shopping online for food and non-food products in the last 12 months, February 2013
                  • Online retail shifts quickly to mobile access
                    • Figure 8: Products bought via mobile online channels in the last 12 months, February 2013
                • The Market

                  • Key points
                    • The rapid emergence of online retail
                      • Figure 9: Total China online retail market value and forecast, 2007-17
                      • Figure 10: Total China number of online retail purchasers and forecast, 2007-17
                      • Figure 11: Total online users, purchasers and per capita spending, 2007-12
                    • The market is still dominated by C2C, but B2C is growing fast
                      • Figure 12: China e-commerce market value split, by C2C and B2C, 2007-12
                      • Figure 13: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
                      • Figure 14: Percentage of online shoppers who have made purchases, by sector, 2010 and 2011
                    • TV shopping faces image problems
                      • Group buying emerges as a significant consumer trend
                        • Figure 15: Total number of group buying online purchasers and % of total online purchasers, 2010-12
                        • Figure 16: Percentage of online group purchasers shopping, by sector, 2011
                      • Online retail innovations
                      • Companies and Brands

                        • Key points
                          • Online retailers increasingly competing across sectors
                              • Figure 17: China leading B2C online retail company market share, by value (%), 2010-12
                              • Figure 18: Leading e-commerce sites, ranked by number of users, H1 2011-H1 2012
                            • Online fashion retailers
                              • Figure 19: Online apparel retailing total market value and % of total apparel retail market in China, 2008-12
                              • Figure 20: Leading apparel e-commerce sites, ranked by number of users, 2011
                              • Figure 21: Major reasons for online purchasers to choose online apparel retail sites, December 2011
                              • Figure 22: Vipshop IPO prospectus financial results, 2009-12
                            • Department stores
                              • Figure 23: Frequency of consumers browsing online department stores, December 2012
                              • Figure 24: Frequency of consumers buying at online department stores, December 2012
                            • Online supermarkets
                              • Online convenience stores
                                • Figure 25: Consumer attitudes towards convenience stores home delivery, October 2012
                              • Online pharmacies
                                • New online retail market entrants
                                  • Mergers, acquisitions and alliances
                                    • Market departures
                                    • The Consumer – Attitudinal Statements

                                      • Key points
                                        • Price and convenience are the key factors consumers look for.
                                            • Figure 26: Online shopping habits, February 2013
                                          • Online shopping habits by demographics
                                              • Figure 27: Online shopping habits, by gender and age group, February 2013
                                              • Figure 28: Online shopping habits, by monthly household income group, February 2013
                                            • Online shopping habits by region
                                              • Figure 29: Online shopping habits, by city tier level, February 2013
                                              • Figure 30: Online shopping habits, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
                                              • Figure 31: Consumer online shopping habits, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
                                            • Online shopping habits by leading retailers
                                                • Figure 32: Online shopping habits, by online grocery retailers that consumers have bought from in the last 12 months, February 2013
                                                • Figure 33: Online shopping habits, by online clothing, footwear & accessory retailers that consumers have bought from in the last 12 months, February 2013
                                                • Figure 34: Online shopping habits, by online mall retailers that consumers have bought from in the last 12 months, February 2013
                                              • Online shopping attitudes shaped by peer reviews
                                                  • Figure 35: Consumer attitudes towards online shopping, February 2013
                                                • Online shopping attitudes by demographics
                                                  • Figure 36: Consumer attitudes towards online shopping, by gender and age group, February 2013
                                                  • Figure 37: Consumer attitudes towards online shopping, by monthly household income group, February 2013
                                                  • Figure 38: Consumer attitudes towards online shopping, by marital status, February 2013
                                                • Online shopping attitudes by region
                                                  • Figure 39: Consumer attitudes towards online shopping, by city tier level, February 2013
                                                  • Figure 40: Consumer attitudes towards online shopping, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
                                                  • Figure 41: Consumer attitudes towards online shopping, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
                                                • Online shopping attitudes by leading retailers
                                                    • Figure 42: Consumer attitudes towards online shopping, by online grocery retailers that consumers have bought from in the last 12 months, February 2013
                                                    • Figure 43: Consumer attitudes towards online shopping, by online clothing, footwear & accessory retailers that consumers have bought from in the last 12 months, February 2013
                                                    • Figure 44: Consumer attitudes towards online shopping, by online mall retailers that consumers have bought from in the last 12 months, February 2013
                                                  • Online shopping attitudes by shopping habits
                                                      • Figure 45: Consumer attitudes towards online shopping, by liking to read online customer reviews before deciding what to buy, February 2013
                                                      • Figure 46: Consumer attitudes towards online shopping, by having posted reviews of my purchases online, February 2013
                                                      • Figure 47: Consumer attitudes towards online shopping, by trusting customer reviews on retailers’ websites, February 2013
                                                      • Figure 48: Consumer attitudes towards online shopping, by receiving discount vouchers/notifications online to update on special offers, February 2013
                                                      • Figure 49: Consumer attitudes towards online shopping, by having bought a product seen recommended on social media websites, February 2013
                                                      • Figure 50: Consumer attitudes towards online shopping, by following brands/retailers on social media websites for the latest news/special offers, February 2013
                                                      • Figure 51: Consumer attitudes towards online shopping, by having clicked on voucher codes or coupons posted on social media networks, February 2013
                                                      • Figure 52: Consumer attitudes towards online shopping, by having sent links to items to my friends to get opinions online before deciding what to buy, February 2013
                                                      • Figure 53: Consumer attitudes towards online shopping, by being worried about the security of using online retail sites, February 2013
                                                  • Rapid Growth of Online Retailing Surprised even the Retailers

                                                    • Key points
                                                      • Rapid growth of online retailing surprised even the retailers
                                                        • Figure 54: Total online retail market value, online shopping population and per capita spending, 2007-12
                                                      • Consumers mix online and in-store shopping
                                                        • Figure 55: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, February 2013
                                                      • How demographics affect online and in-store shopping
                                                        • Figure 56: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by gender and age group, February 2013
                                                        • Figure 57: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by monthly household income group, February 2013
                                                        • Figure 58: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by marital status, February 2013
                                                      • Regional differences affect online and in-store shopping
                                                        • Figure 59: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by city tier level, February 2013
                                                        • Figure 60: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by city, February 2013
                                                      • Online shopping by product sector
                                                        • Figure 61: Products bought via online channels in the last 12 months, February 2013
                                                      • Online shopping by product sector and demographics
                                                          • Figure 62: Products bought via online channels in the last 12 months, by gender and age group, February 2013
                                                          • Figure 63: Products bought via online channels in the last 12 months, by monthly household income group, February 2013
                                                          • Figure 64: Products bought via online channels in the last 12 months, by marital status, February 2013
                                                        • Online shopping by product sector and region
                                                          • Figure 65: Products bought via online channels in the last 12 months, by city tier level, February 2013
                                                          • Figure 66: Products bought via online channels in the last 12 months, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
                                                          • Figure 67: Products bought via online channels in the last 12 months, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
                                                        • What it means
                                                        • Competition between the Leading e-Commerce Sites

                                                          • Key points
                                                            • Strong leaders begin to emerge in each sector
                                                                • Figure 68: Online retailers that consumers have bought from in the last 12 months, February 2013
                                                              • Leading e-tailers’ shopping success by demographics
                                                                • Figure 69: Online retailers that consumers have bought from in the last 12 months, by gender and age group, February 2013
                                                                • Figure 70: Online retailers that consumers have bought from in the last 12 months, by monthly household income group, February 2013
                                                                • Figure 71: Online retailers that consumers have bought from in the last 12 months, by marital status, February 2013
                                                              • Leading e-tailers’ shopping success by region
                                                                • Figure 72: Online retailers that consumers have bought from in the last 12 months, by city tier level, February 2013
                                                                • Figure 73: Online retailers that consumers have bought from in the last 12 months, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
                                                                • Figure 74: Online retailers that consumers have bought from in the last 12 months, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
                                                              • Leading e-tailers’ shopping success by product sector
                                                                • Figure 75: Online grocery retailers that consumers have bought from in the last 12 months, by products bought via online channels in the last 12 months, February 2013
                                                                • Figure 76: Online clothing, accessory or footwear retailers that consumers have bought from in the last 12 months, by products bought via online channels in the last 12 months, February 2013
                                                                • Figure 77: Online mall retailers that consumers have bought from in the last 12 months, by products bought via online channels in the last 12 months, February 2013
                                                              • What it means
                                                              • Payment Systems and Delivery Running to Catch Up

                                                                • Key points
                                                                  • Online payments are a matter of consumer trust
                                                                      • Figure 78: Number of credit and debit cards in circulation and value of transactions, 2007-11
                                                                    • Development of secure payment systems major factor in growth of online retail
                                                                      • Delivery bottlenecks due to lack of logistics development
                                                                        • Improving consumer interface
                                                                          • Home delivery becoming the delivery method of choice among consumers
                                                                            • Figure 79: Delivery methods used when shopping online, February 2013
                                                                          • Delivery method preference by demographics
                                                                            • Figure 80: Delivery methods used when shopping online, by gender and age group, February 2013
                                                                          • Delivery method preference by region
                                                                            • Figure 81: Delivery methods used when shopping online, by city tier level, February 2013
                                                                            • Figure 82: Delivery methods used when shopping online, by city, February 2013
                                                                          • Delivery method preference by product sector
                                                                            • Figure 83: Delivery methods used when shopping online, by products bought via online channels in the last 12 months, February 2013
                                                                            • Figure 84: Delivery methods used when shopping online, by products bought via mobile online channels in the last 12 months, February 2013
                                                                          • Delivery method preference by product retailer
                                                                            • Figure 85: Delivery methods used when shopping online, by online retailers that consumers have bought from in the last 12 months, February 2013
                                                                          • What it means
                                                                          • Online Retail Shifts Quickly to Mobile Access

                                                                            • Key points
                                                                              • Online retailing goes mobile
                                                                                • Figure 86: Number of Chinese people shopping online by type of device used, December 2009-June 2012
                                                                              • Most popular products bought via online mobile retail
                                                                                • Figure 87: Products bought via mobile online channels in the last 12 months, February 2013 why is TV shopping also included
                                                                              • Products bought via online mobile retail by demographics
                                                                                • Figure 88: Products bought via mobile online channels in the last 12 months, by gender and age group, February 2013
                                                                                • Figure 89: Products bought via mobile online channels in the last 12 months, by income group, February 2013
                                                                                • Figure 90: Products bought via mobile online channels in the last 12 months, by marital status, February 2013
                                                                              • Products bought via online mobile retail by region
                                                                                • Figure 91: Products bought via mobile online channels in the last 12 months, by city tier level, February 2013
                                                                                • Figure 92: Products bought via mobile online channels in the last 12 months, by city (Shanghai, Beijing, Guangzhou, Chengdu and Shenyang), February 2013
                                                                                • Figure 93: Products bought via mobile online channels in the last 12 months, by city (Changsha, Xi’an, Wenzhou, Wuxi and Qingdao), February 2013
                                                                              • Products bought via online mobile retail by leading retailer
                                                                                • Figure 94: Online grocery retailers that consumers have bought from in the last 12 months, by products bought via mobile online channels in the last 12 months, February 2013
                                                                                • Figure 95: Online clothing, footwear & accessories retailers that consumers have bought from in the last 12 months, by products bought via mobile online channels in the last 12 months, February 2013
                                                                                • Figure 96: Online mall retailers that consumers have bought from in the last 12 months, by products bought via mobile online channels in the last 12 months, February 2013
                                                                              • What it means
                                                                              • Appendix – Consumer Browsing and Purchasing In-Store, Online and Via TV Shopping Channels in the Last 12 Months

                                                                                  • Figure 97: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 98: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by most popular products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 99: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by next most popular products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 100: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by other products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 101: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by most popular products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 102: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by next most popular products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 103: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by other products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 104: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by most popular products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 105: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by next most popular products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 106: Consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by other products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 107: Most popular consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by demographics, February 2013
                                                                                  • Figure 108: Next most popular consumer browsing and purchasing in-store, online and via TV shopping channels in the last 12 months, by demographics, February 2013
                                                                              • Appendix – Products Bought Via Online Channels in the Last 12 Months

                                                                                  • Figure 109: Products bought via online channels in the last 12 months, February 2013
                                                                              • Appendix – Products Bought Via Mobile Online Channels in the Last 12 Months

                                                                                  • Figure 110: Products bought via mobile online channels in the last 12 months, February 2013
                                                                              • Appendix – Products Bought Via TV Shopping Channels in the Last 12 Months

                                                                                  • Figure 111: Products bought via TV shopping channels in the last 12 months, February 2013
                                                                              • Appendix – Delivery Methods Used When Shopping Online

                                                                                  • Figure 112: Delivery methods used when shopping online, February 2013
                                                                                  • Figure 113: Delivery methods used when shopping online, by most popular products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 114: Delivery methods used when shopping online, by next most popular products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 115: Delivery methods used when shopping online, by other products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 116: Delivery methods used when shopping online, by most popular products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 117: Delivery methods used when shopping online, by next most popular products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 118: Delivery methods used when shopping online, by other products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 119: Delivery methods used when shopping online, by most popular products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 120: Delivery methods used when shopping online, by next most popular products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 121: Delivery methods used when shopping online, by other products bought via TV shopping channels in the last 12 months, February 2013
                                                                              • Appendix – Online Retailers that Consumers Have Bought from in the Last 12 Months

                                                                                  • Figure 122: Online retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 123: Online retailers that consumers have bought from in the last 12 months, by most popular products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 124: Online retailers that consumers have bought from in the last 12 months, by next most popular products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 125: Online retailers that consumers have bought from in the last 12 months, by other products bought via online channels in the last 12 months, February 2013
                                                                                  • Figure 126: Online retailers that consumers have bought from in the last 12 months, by most popular products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 127: Online retailers that consumers have bought from in the last 12 months, by next most popular products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 128: Online retailers that consumers have bought from in the last 12 months, by other products bought via mobile online channels in the last 12 months, February 2013
                                                                                  • Figure 129: Online retailers that consumers have bought from in the last 12 months, by most popular products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 130: Online retailers that consumers have bought from in the last 12 months, by next most popular products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 131: Online retailers that consumers have bought from in the last 12 months, by other products bought via TV shopping channels in the last 12 months, February 2013
                                                                                  • Figure 132: Online retailers that consumers have bought from in the last 12 months, by delivery methods used when shopping online, February 2013
                                                                                  • Figure 133: Most popular grocery retailers that consumers have bought from in the last 12 months, by demographics, February 2013
                                                                                  • Figure 134: Next most popular grocery retailers that consumers have bought from in the last 12 months, by demographics, February 2013
                                                                                  • Figure 135: Clothing, footwear and accessories retailers that consumers have bought from in the last 12 months, by demographics, February 2013
                                                                                  • Figure 136: Online malls that consumers have bought from in the last 12 months, by demographics, February 2013
                                                                              • Appendix – Consumer Online Shopping Habits

                                                                                  • Figure 137: Consumer online shopping habits, February 2013
                                                                                  • Figure 138: Consumer online shopping habits, by most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 139: Consumer online shopping habits, by next most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 140: Consumer online shopping habits, by clothing, footwear and accessories retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 141: Consumer online shopping habits, by online malls that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 142: Most popular consumer online shopping habits, by demographics, February 2013
                                                                                  • Figure 143: Next most popular consumer online shopping habits, by demographics, February 2013
                                                                              • Appendix – Consumer Attitudes Towards Online Shopping

                                                                                  • Figure 144: Consumer attitudes towards online shopping, February 2013
                                                                                  • Figure 145: Consumer attitudes towards online shopping, by most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 146: Consumer attitudes towards online shopping, by next most popular grocery retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 147: Consumer attitudes towards online shopping, by clothing, footwear and accessories retailers that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 148: Consumer attitudes towards online shopping, by online malls that consumers have bought from in the last 12 months, February 2013
                                                                                  • Figure 149: Consumer attitudes towards online shopping, by most popular consumer online shopping habits, February 2013
                                                                                  • Figure 150: Consumer attitudes towards online shopping, by next most popular consumer online shopping habits, February 2013
                                                                                  • Figure 151: Most popular consumer attitudes towards online shopping, by demographics, February 2013
                                                                                  • Figure 152: Next most popular consumer attitudes to online shopping, by demographics, February 2013

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                                                                              Online Retailing - China - May 2013

                                                                              £3,195.84 (Excl.Tax)