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Online to Offline Retailing - China - July 2015

“The online retail market in China has grown very rapidly, and has caught many retailers off guard. Yet the online retail market still struggles to be profitable, and continues to be regarded as a means to get cheap products.

The online retail advantage of lower prices, more choice and more convenience vie with the in-store advantage of intimate product contact, direct staff advice and the immediate thrill of direct purchase. Stores can also provide a pleasant shopping environment and entertainments that websites cannot.

Yet multi-channel can bring the best of both online and offline together, and provide real competitive advantages to retailers and consumers. Online retail sites can become more appealing, entertaining and with faster home delivery. Physical stores can provide online more product information and use location-based marketing through mobile devices.

Integrating the benefits of the online and offline worlds can also foster better engagement with their shoppers, to build trust and loyalty, and to learn from and respond to shoppers’ changing needs.”

– Matthew Crabbe, Director of Research, Asia-Pacific

This report looks at the following areas:

  • Make it fun!
  • Interact with me!
  • Seeing is believing
Although online retailing has grown fast, it still struggles to be profitable, and there needs to be more of a value-added to the business model. This can be achieved by combining the best of the online and offline shopping experiences into an integrated multi-channel model.
 
This can not only benefit retailers, but also consumers, by becoming more responsive to the rising demands for better quality products and services amid rapidly changing consumer needs.

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: China – Total value of online retail sales, 2010-20
              • Companies and brands
                • Figure 2: China – Top-10 B2C online retailer websites’ market share by value, Q1, 2015
              • The consumer
                • Key consumer groups
                  • Figure 3: Target Groups, April 2015
                • Products bought online
                  • Figure 4: Categories of products bought online, April 2015
                • Factors in choosing where to buy product categories
                  • Figure 5: Factors in consumer choice of online retailer, by product category, April 2015
                • Factors in choosing online retailers
                  • Figure 6: Factors affecting consumer choice of online retailer, April 2015
                • Key areas of service quality
                  • Figure 7: Service factors sought by consumers when choosing online retailers, April 2015
                • Drivers of consumer retailer choice
                  • Figure 8: Key factors driving consumer retailer choice, April 2015
                • Attitudes to online/offline shopping
                  • Figure 9: Consumer attitudes to online/offline shopping, April 2015
                • Key issues
                  • Make it fun!
                    • Interact with me!
                      • Seeing is believing
                        • What we think
                        • Issues and Insights

                          • Make it fun!
                            • The facts
                              • The implications
                                • Interact with me!
                                  • The facts
                                    • The implications
                                      • Seeing is believing
                                        • The facts
                                          • The implications
                                          • Trend Applications

                                            • Prove it!
                                              • Experience is all
                                                • Influentials
                                                • Market Size and Forecast

                                                  • Key points
                                                    • No end in sight for super-rapid online retail growth
                                                      • Figure 10: China – Total value of online retailing, 2010-20
                                                    • The world’s biggest online shopping market
                                                      • Figure 11: China – ecommerce total value, annual growth and % share, by B2C/C2C split, 2011-15
                                                      • Figure 12: China – online retail total value as a proportion of total retail sales, 2011-15
                                                      • Figure 13: China – Internet users and online shoppers as a proportion of the total population, and per capita total and B2C online spending, 2011-15
                                                      • Figure 14: China – The growth of mobile online shopping as a proportion of total online retail, 2011-15
                                                      • Figure 15: China – Total online retail compared to US total online retail, 2011-15
                                                    • The paradigm shift
                                                      • The “Big Data” of online retail
                                                        • The blurring of lines
                                                          • Government and the O2O “revolution”
                                                          • Market Segmentation

                                                            • Key points
                                                              • B2C overtakes C2C
                                                                • Figure 16: China – Total consumer-to-consumer (C2C) online retail sales value, 2010-20
                                                                • Figure 17: China – Total business-to-consumer (B2C) online retail sales value, 2010-20
                                                              • Fashion still dominates but the market is changing fast
                                                                • Figure 18: China – Total online retail by broad sector value share, and period growth rates, 2011-15
                                                              • O2O and Big Data
                                                              • Market Share

                                                                • Key points
                                                                  • Tmall still dominates but competitors rising
                                                                    • Figure 19: China – Top-10 B2C online retailers’ market share by value, Q1, 2015
                                                                    • Figure 20: China – Top-5 B2C online retailers’ market share by value, 2014
                                                                    • Figure 21: Guangzhou Vipshop Information and Technology Co. & JD.com Inc., Ltd. key financial results compared, 2011-14
                                                                  • Rise of the specialists
                                                                    • Figure 22: China – Leading B2C online retailers’ market share by value, Q3, 2014-Q1, 2015
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • O2O and the rise of bricks-to-clicks
                                                                      • Convenience store O2O
                                                                        • Shopping mall O2O
                                                                          • Supermarket O2O
                                                                            • The O2O of fashion
                                                                              • Amazon partners Shanghai FTZ to open-up cross-border e-commerce
                                                                                • Wanda JV with Tencent and Baidu challenges Alibaba
                                                                                  • JD.com redefines online retail logistics in Shanghai
                                                                                    • Alibaba still innovating to keep ahead
                                                                                    • Companies and Brands

                                                                                      • Alibaba (Taobao/Tmall) Group Co., Ltd.
                                                                                          • Figure 23: Alibaba Group Holding Limited financial results, 2012-15
                                                                                        • JD.com Inc.
                                                                                            • Figure 24: JD.com Inc. financial results, 2011-14
                                                                                          • Suning Corporation
                                                                                              • Figure 25: Suning Corporation financial results, 2012-14
                                                                                            • Guangzhou Vipshop Information and Technology Co., Ltd.
                                                                                                • Figure 26: Guangzhou Vipshop Information and Technology Co., Ltd. financial results, 2011-14
                                                                                              • Tencent Holdings Limited
                                                                                                  • Figure 27: Tencent Holdings Limited financial results, 2011-14
                                                                                              • The Consumer – Meet the Mintropolitans

                                                                                                • Key points
                                                                                                  • Why Mintropolitans?
                                                                                                    • Who are they?
                                                                                                        • Figure 28: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                                        • Figure 29: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                                      • The Mintropolitans and online shopping
                                                                                                          • Figure 30: Categories of products bought online, by consumer category, April 2015
                                                                                                          • Figure 31: Factors affecting consumer choice of online retailer, by demographics, April 2015
                                                                                                          • Figure 32: Key factors driving consumer retailer choice, by demographics, April 2015
                                                                                                          • Figure 33: Consumer attitudes to online/offline shopping, by demographics, April 2015
                                                                                                      • The Consumer – Key Consumer Groups

                                                                                                        • Key points
                                                                                                          • The key O2O consumer groups
                                                                                                            • Figure 34: Target Groups, April 2015
                                                                                                          • The “social media addicts”
                                                                                                            • Who they are
                                                                                                              • What they like
                                                                                                                • How to market to them
                                                                                                                  • The “leave me be!” consumers
                                                                                                                    • Who they are
                                                                                                                      • What they like
                                                                                                                        • How to market to them
                                                                                                                          • The “give me reality!” consumers
                                                                                                                            • Who they are
                                                                                                                              • What they like
                                                                                                                                • How to market to them
                                                                                                                                  • The “O2O converts”
                                                                                                                                    • Who they are
                                                                                                                                      • What they like
                                                                                                                                        • How to market to them
                                                                                                                                        • The Consumer – Products Bought Online

                                                                                                                                          • Key points
                                                                                                                                            • Online retail expanding into new sectors
                                                                                                                                              • Figure 35: Categories of products bought online, April 2015
                                                                                                                                              • Figure 36: Sectors where consumers have bought online using either a computer or mobile device in the last 12 months, March 2014
                                                                                                                                            • Gender and life-stage redefined by online shopping
                                                                                                                                                • Figure 37: Categories of products bought online, by gender and age group, April 2015
                                                                                                                                                • Figure 38: Categories of products bought online, by marital status and children in home, April 2015
                                                                                                                                            • The Consumer – Factors in Choosing Where to Buy Product Categories

                                                                                                                                              • Key points
                                                                                                                                                • Variety and price promotions remain biggest lures
                                                                                                                                                  • Figure 39: Factors in consumer choice of online retailer, by product category, April 2015
                                                                                                                                                • In-home food and drink
                                                                                                                                                    • Figure 40: Factors in consumer choice of online retailer for in-home food and drinks, by gender and age group, April 2015
                                                                                                                                                    • Figure 41: Factors in consumer choice of online retailer for in-home food and drinks, by monthly household income group, marital status and children in home, April 2015
                                                                                                                                                  • Clothing
                                                                                                                                                      • Figure 42: Factors in consumer choice of online retailer for clothing, by monthly household income group, April 2015
                                                                                                                                                    • Beauty and personal care products
                                                                                                                                                        • Figure 43: Factors in consumer choice of online retailer for beauty and personal care products, by gender and age group, April 2015
                                                                                                                                                      • Personal electronics
                                                                                                                                                        • Figure 44: Factors in consumer choice of online retailer for personal electronics, by gender and age group, April 2015
                                                                                                                                                      • Household electronic appliances
                                                                                                                                                        • Figure 45: Factors in consumer choice of online retailer for household electronic appliances, by gender and age group, April 2015
                                                                                                                                                      • Alcoholic drinks at home
                                                                                                                                                        • Figure 46: Factors in consumer choice of online retailer for alcoholic drinks at home, by gender and age group, April 2015
                                                                                                                                                    • The Consumer – Factors in Choosing Online Retailers

                                                                                                                                                      • Key points
                                                                                                                                                        • Customer service rises up the online shopping priorities
                                                                                                                                                          • Figure 47: Factors affecting consumer choice of online retailer, April 2015
                                                                                                                                                        • Raising online retail’s appeal by consumer income…
                                                                                                                                                            • Figure 48: Factors affecting consumer choice of online retailer, by monthly household income group, April 2015
                                                                                                                                                        • The Consumer – Key Areas of Service Quality

                                                                                                                                                          • Key points
                                                                                                                                                            • Value and variety remain the online advantage
                                                                                                                                                              • Figure 49: Service factors sought by consumers when choosing online retailers, April 2015
                                                                                                                                                            • Gender and age group significantly influence shopping satisfaction
                                                                                                                                                                • Figure 50: Service factors sought by consumers when choosing online retailers, who felt physical stores perform better, by gender and age group, April 2015
                                                                                                                                                                • Figure 51: Service factors sought by consumers when choosing online retailers, who felt online retailers perform better, by gender and age group, April 2015
                                                                                                                                                                • Figure 52: Service factors sought by consumers when choosing online retailers, who felt there was no difference between the performance of physical stores and online retailers, by gender and age group, April 2015
                                                                                                                                                            • The Consumer – Drivers of Consumer Retailer Choice

                                                                                                                                                              • Key points
                                                                                                                                                                • More focused information to assure consumers of product quality
                                                                                                                                                                  • Figure 53: Key factors driving consumer retailer choice, April 2015
                                                                                                                                                                • Choice factors driven by life stage
                                                                                                                                                                    • Figure 54: Selected key factors driving consumer retailer choice, by gender and age group, April 2015
                                                                                                                                                                  • The influence of income
                                                                                                                                                                    • Figure 55: Key factors driving consumer retailer choice, by monthly household income group, April 2015
                                                                                                                                                                • The Consumer – Attitudes to Online/Offline Shopping

                                                                                                                                                                  • Key points
                                                                                                                                                                    • The growing importance of image
                                                                                                                                                                      • Figure 56: Consumer attitudes to online/offline shopping, April 2015
                                                                                                                                                                    • The younger people are, the more they want to be engaged and entertained
                                                                                                                                                                        • Figure 57: Consumer attitudes to online/offline shopping, by gender and age group, April 2015
                                                                                                                                                                      • Attitudes differ by sector
                                                                                                                                                                          • Figure 58: Consumer attitudes to online/offline shopping, by categories of products bought online (A), April 2015
                                                                                                                                                                          • Figure 59: Consumer attitudes to online/offline shopping, by categories of products bought online (B), April 2015
                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                          • Figure 60: China – Total value of online retail sales, 2010-20
                                                                                                                                                                      • Appendix – Market Segmentation

                                                                                                                                                                          • Figure 61: China – Total consumer-to-consumer (C2C) & business-to-consumer (B2C) online retail sales value, 2010-20

                                                                                                                                                                      Companies Covered

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                                                                                                                                                                      Online to Offline Retailing - China - July 2015

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