Market Analysis and Development Strategy of E-Commerce in China May 2015

Chapter 1 Overview of E-Commerce Industry in China 1
1.1 Introduction to E-Commerce 1
1.1.1 Definition 1
1.1.2 Key Characteristics 1
1.1.3 Types of E-Commerce 2
1.1.4 Functions 3
1.1.5 Business Model 4
1.2. The Ecosystem of E-Commerce 5
1.2.1 Ecosystem from Technical Perspective 5
1.2.2 Ecosystem from Commercial Perspective 6
1.2.3 Ecosystem from Social Perspective 7
1.3. SWOT Analysis of E-Commerce 8
1.3.1 Strengths 8
1.3.2 Weaknesses 9
1.3.3 Opportunities 9
1.3.4 Threats 10
Chapter 2 Development Environment Analysis of E-Commerce in China 12
2.1 Policy Environment Analysis 12
2.2 Consumption Environment Analysis 13
2.2.1 The Influence of Residents’ Income Level on E-commerce 13
2.2.2 The Influence of Urbanization on E-Commerce 14
2.3 Network Environment Analysis 14
2.3.1 Netizen Scale 14
2.3.2 Structure Characteristics of Netizen 17
Chapter 3 Research on Online Shopping Users in China 21
3.1 Analysis of Online Shoppers by Region 21
3.1.1 Basic Information of Users 21
3.1.2. Characterless of Users 24
3.2 Analysis of Online Shoppers by Age 28
3.2.1 Online Shop Frequency of Use by Age 28
3.2.2 Time Period for Online Shop Browsing by Age 29
3.2.3 Major Criteria for Products Choosing by Age 30
3.2.4 Monthly Average Number of Transaction by Age 31
3.2.5 Attitudes to Mobile Shopping by Age 32
3.2.6 Ratio of Online Shopping Spending to Daily Consumption 32
3.3 Analysis of Non Online Shoppers 33
3.3.1 Non Online Shoppers 33
3.3.2 Light Users of Online Shopping 35
3.3.3 Improving Repurchase Rate 38
3.3.4 Reducing Loss of Online Shoppers 44
3.4 Social Marketing 47
3.4.1 Social Shopping Guide Websites 47
3.4.2 Social Shopping on Weibo 48
3.4.3 Browse of Social Websites before Purchase 49
3.4.4 Purchase through Social Shopping on Weibo 50
3.4.5 Spending on Social Shopping versus Online Shopping 51
3.5 User Behavior in Key Areas 51
3.5.1 Mobile Shopping 51
3.5.2 Overseas Online Purchasing 55
3.5.3 Group Purchase 57
Chapter 4 Operation Status of Global E-Commerce Industry 60
4.1 General Development of Global E-Commerce 60
4.1.1 Development of E-Commerce 60
4.1.2 Characteristics of Global E-Commerce 60
4.1.3 Development Characteristic of Global E-Commerce 61
4.2 Operation of Global E-Commerce Industry 61
4.2.1 Current Development 61
4.2.2 Analysis of E-Commerce Legislation in Europe and America 61
4.2.3 Drivers for the Rapid Development of E-Commerce in Europe and America 62
4.2.4 Specialization and Industrialization of E-Commerce in Europe 62
4.2.5 Rapid Development of E-Commerce in Latin America 63
Chapter 5 Operation Status of Chinese E-Commerce Industry 65
5.1 Profit Model of E-Commerce in China 65
5.1.1 Profit Model 65
5.1.3 Elements that Influence Profit Model 65
5.2 General Development of E-Commerce Industry in China 66
5.2.1 Stage of Development for E-Commerce 66
5.2.2 Current Situation of E-Commerce in China 67
5.2.3 Transaction Scale of E-Commerce Market 67
5.2.4 Market Analysis of Online Shopping 68
5.2.5 Market Analysis of Group Purchase 70
5.3 Development of E-Commerce in Major Areas 73
5.3.1 Distribution of E-Commerce in China 73
5.3.2 Development of E-Commerce in Zhejiang 73
5.3.3 Development of E-Commerce in Guangdong 73
5.3.4 Development of E-Commerce in Beijing 74
5.3.5 Development of E-Commerce in Shanghai 74
5.3.6 Development of E-Commerce in Jiangsu 74
Chapter 6 Current Development of E-Commerce in China 75
6.1 Introduction to M-Commerce 75
6.1.1 Definition 75
6.1.2 Application of M-Commerce 75
6.2 Development of M-Commerce Market 75
6.2.1 Characteristics of M-Commerce Industry 75
6.2.2 Current Situation of M-Commerce 76
6.2.3 Transaction Scale of M-Commerce 76
6.2.4 Market Share of M-Commerce 77
Chapter 7 Analysis of Supporting Industry for E-Commerce in China 78
7.1 Development and Trend of E-Commerce 78
7.1.1 Internet Resource Scale 78
7.1.2 Internet Economic Development Analysis 78
7.1.3 Application Usage 79
7.2 Development and Trend of Online Payment 80
7.2.1 Development of Online Payment 80
7.2.2 Current Situation of Online Payment 81
7.2.3 Key Players of Online Payment 83
7.3 Development and Trend of E-Commerce Logistics Industry 85
7.3.1 Logistics Operation of E-Commerce in China 85
7.3.2 Advantages and Disadvantages of Logistics Mode 86
Advantages 86
Disadvantages 86
Chapter 8 Chinese E-Commerce Promotion Pattern and Cases Analysis 87
8.1 Search Engine Marketing (SEM) 87
8.1.1 Current Search Engine Marketing 87
8.1.2 Search Engine Promotion Pattern 87
8.1.2 Analysis of Search Engines Promotional 88
8.2 Weibo Promotion 88
8.2.1 Advantages and Disadvantages of Weibo Promotion 88
8.2.2 Analysis of Weibo Promotion 89
8.3 WeChat Promotion 89
8.3.1 WeChat Promotion Introduction 89
8.3.2 WeChat Promotion Application 90
8.4 Video Promotion 90
8.4.1 Advantages of Video Promotion 90
8.4.2 Analysis of Video Marketing 91
8.5 Q&A Promotion 91
8.5.1 Q&A Promotion Operation Pattern 91
8.5.2 Analysis of Q&A Promotion 92
8.6 Enterprise News Marketing 92
8.6.2 Enterprise News Marketing Pattern 92
8.6.3 Strategies of Enterprise News Marketing 93
8.6.3 Analysis of News Marketing 93
Chapter 9 Analysis of Chinese B2B E-Commerce Pattern 94
9.1 Introduction to B2B E-Commerce 94
9.1.1 Classification of B2B 94
9.1.2 Industrial Chain Structure 95
9.2 Development of B2B E-Commerce 95
9.2.1 Stage of Development 95
9.2.2 Business Model 96
9.2.3 Market Scale of B2B E-Commerce 96
9.2.4 B2B Industry News 97
9.2.5 Development Trend 98
9.3 Competitive Analysis of B2B E-Commerce 98
9.3.1 Main Competition Means 98
9.3.2 Key Players Overview 99
Chapter 10 Analysis of Chinese B2C E-Commerce Pattern 100
10.1 Introduction to B2C E-Commerce 100
10.1.1 Business Model 100
10.1.2 Industrial Chain Structure 101
10.2 Market Scale and Competitive Analysis of B2C E-Commerce 101
10.2.1 Market Scale of B2C E-Commerce 101
10.2.2 Key Players Overview 102
Chapter 11 Analysis of Chinese O2O E-Commerce Pattern 104
11.1 Introduction to O2O E-Commerce 104
11.1.2 O2O E-Commerce Application Domains 104
11.1.3 Analysis of O2O E-Commerce Operation Model 104
11.1.4 Chinese O2O E-Commerce Market size 104
11.2 Analysis of O2O E-Commerce Application Domain 105
11.2.1 O2O Restaurants 105
11.2.2 O2O Retails 105
11.2.3 O2O Travels 105
11.2.4 O2O Education 106
11.2.5 O2O Automobile 106
Chapter 12 Analysis of Other E-Commerce Patterns 107
12.1 Analysis of Chinese C2C E-Commerce Pattern 107
12.2 Analysis of Chinese C2B E-Commerce Pattern 107
12.2.1 Stage of Development 107
12.1.2 Application of C2B 108
Chapter 13 Analysis of Chinese E-Commerce Implement In Various Industries 109
13.1 Clothing Ecommerce 109
13.2 Cosmetics Ecommerce 109
13.3 Food Industry Ecommerce 110
13.4 Household Appliances Ecommerce 110
13.5 Insurances Ecommerce 111
13.6 Agriculture Ecommerce 111
13.7 Pharmaceutical Ecommerce 111
13.8 Tourism Ecommerce 112
13.9 Foreign Trade Ecommerce 113
Chapter 14 Analysis of Major E-Commerce Companies in China 114
14.1 Analysis on Apparel E-Commerce Businesses 114
14.1.1 Vancl 114
14.1.2 Moonbasa 116
14.1.3. MecoxLane 117
14.2 Analysis on Cosmetics E-Commerce Businesses 119
14.2.1 Jumei 119
14.2.2 Lafaso 121
14.3 Analysis on Food E-Commerce Businesses 123
14.3.1 Yihaodian 123
14.3.2. Womai.com 124
14.4 Analysis on Home Appliance E-Commerce Businesses 125
14.4.1 JD.com 125
14.4.2 Suning.com 127
14.4.3 Gome Online 130
14.5 Analysis on Comprehensive E-Commerce Businesses 131
14.5.1 Taobao 131
14.5.2 Dangdang 132
14.5.3 Eachnet 135
Chapter 15 2015-2020 Chinese Ecommerce Prospection and Forecast 137
15.1 Drivers and Barriers for the Development Chinese E-Commerce Industry 137
15.1.1 Drivers 137
15.1.2 Barriers 137
15.2 Trends for Chinese E-Commerce Industry 2015-2020 138
15.3 Forecast of the Chinese E-Commerce Market Scale 2015-2020 138
15.3.1 Ecommerce Transaction Scale Forecast 138
15.3.2 B2B E-commerce Transaction Scale Forecast 139
15.3.3 B2C E-commerce Transaction Scale Forecast 140
15.3.4 C2C E-commerce Transaction Scale Forecast 140
Chapter 16 2015-2020 Chinese E-commerce Investment Opportunity Strategic Analysis 142
16.1 Chinese Ecommerce Investment Introduction 142
16.2 Analysis of Chinese E-commerce Investment Opportunity 2015-2020 142
16.2.1 E-commerce Investment Opportunity Analysis 142
16.2.2 Investment Opportunities in Cross-Border E-Commerce 143
16.2.3 Investment Opportunities in Derived Industry 143
ASKCI’s legal disclaimer 144