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    CHINA’S E-COMMERCE LANDSCAPE:
WHAT YOU NEED TO KNOW ABOUT SELLING ONLINE IN CHINA

                December 2012

                                     By JULIA Q. ZHU
CONTENTS
         1.Overview of Ecommerce in China

         2.China’s Online Shopping Boom

         3. Understanding Chinese Online Consumers

         4.How To Sell Online in China

         5.Case Studies



Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com   2
CONTENTS
         1.Overview of Ecommerce in China
               China's 14-Year Roadmap for Ecommerce
               China's Ecommerce Market Growth
               China's Ecommerce Market Breakdown
               Find The Focus — China’s Online Shopping Boom

           2.China’s Online Shopping Boom
           3.Understanding Chinese Online Consumers
           4.How To Sell Online in China
           5.Case Studies


Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com   3
CONTENTS

           1.Overview of Ecommerce in China

          2.China’s Online Shopping Boom

               How Big is China’s Online Shopping Market?
               Market Breakdown: the Rising B2C Curve
               Major Players in B2C & C2C

           3.Understanding Chinese Online Consumers

           4.How To Sell Online in China

           5.Case Studies

Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com   4
CONTENTS
           1.Overview of Ecommerce in China
           2.China’s Online Shopping Boom

         3.Understanding Chinese Online Consumers
               How many Chinese are buying online?
               Who are China’s Online Consumers?
               How Chinese Online Consumers Buy?
               Two Key Facts to Keep in Mind to Win Chinese Online Shoppers

           4.How To Sell Online in China

           5.Case Studies


Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com           5
CONTENTS
           1.Overview of Ecommerce in China
           2.China’s Online Shopping Boom
           3.Understanding Chinese Online Consumers

         4.How TO Sell Online in China

               Understanding the 3 Types of Online Channels in China
               Choose The Right Online Channels By Your Role
               Choose The Right Online Channels By Featured Category


           5.Case Studies

Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com    6
CONTENTS
           1.Overview of Ecommerce in China
           2.China’s Online Shopping Boom
           3.Understanding Chinese Online Consumers




               Understanding the 3 Types of Online Channels in China
               Choose The Right Online Channels By Your Role
               Choose The Right Online Channels By Featured Category


           5.Case Studies

Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com    7
CONTENTS
           1.Overview of Ecommerce in China
           2.China’s Online Shopping Boom
           3.Understanding Chinese Online Consumers
           4.How To Sell Online in China



               [Premier Product]             Estée Lauder: Optimize Customer Experience By Ecommerce Channel

               [Clothing, Shoes & Accessories]              Forever21:Spread Brand and Attract New
          Customers Rapidly by Exploiting Tmall’s Huge User Base

               [Computers & Electronics] Samsung: Reach the Most Chinese Consumers by
          Collaborating with A Wide Range of Mainstream B2Cers in China

               [Beauty & Cosmetics] L’Oreal: Converting Sales while Building Brand by Integrating
          Branded Website & Tmall Store


Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com                                       8
multimedia
       research
       group, inc.


        Click Here To Download Sample!
                Or
        Request Briefing Here.


        Author                                               Sales Manager/Global Report Sales
        Julia Q. ZHU                                         Elaine Potter
        Email: julia.zhu.dc@gmail.com                        Direct: 1.480.685.4933
                                                             Email: norm@mrgco.com
        Copyright © 2012 Multimedia Research Group, Inc.
        This report is the property of Multimedia Research Group, Inc. All rights are reserved. Except as permitted
        under the United States Copyright Act, no parts of this publication may be reproduced or distributed in any
        form or by any means, or stored in a database or retrieval system, without the prior written permission of the
        publisher. Company information herein does not constitute an endorsement or recommendation. Multimedia
        Research Group, Inc. expends the highest level of professional research and resources to discover the highest
        level of accuracy. Yet it cannot assume responsibility for incorrect information supplied to us by manufacturers
        or other third-party sources.

Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com                                                 9

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China's E-Commerce Landscape

  • 1. multimedia research group, inc. CHINA’S E-COMMERCE LANDSCAPE: WHAT YOU NEED TO KNOW ABOUT SELLING ONLINE IN CHINA December 2012 By JULIA Q. ZHU
  • 2. CONTENTS 1.Overview of Ecommerce in China 2.China’s Online Shopping Boom 3. Understanding Chinese Online Consumers 4.How To Sell Online in China 5.Case Studies Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 2
  • 3. CONTENTS 1.Overview of Ecommerce in China  China's 14-Year Roadmap for Ecommerce  China's Ecommerce Market Growth  China's Ecommerce Market Breakdown  Find The Focus — China’s Online Shopping Boom 2.China’s Online Shopping Boom 3.Understanding Chinese Online Consumers 4.How To Sell Online in China 5.Case Studies Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 3
  • 4. CONTENTS 1.Overview of Ecommerce in China 2.China’s Online Shopping Boom  How Big is China’s Online Shopping Market?  Market Breakdown: the Rising B2C Curve  Major Players in B2C & C2C 3.Understanding Chinese Online Consumers 4.How To Sell Online in China 5.Case Studies Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 4
  • 5. CONTENTS 1.Overview of Ecommerce in China 2.China’s Online Shopping Boom 3.Understanding Chinese Online Consumers  How many Chinese are buying online?  Who are China’s Online Consumers?  How Chinese Online Consumers Buy?  Two Key Facts to Keep in Mind to Win Chinese Online Shoppers 4.How To Sell Online in China 5.Case Studies Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 5
  • 6. CONTENTS 1.Overview of Ecommerce in China 2.China’s Online Shopping Boom 3.Understanding Chinese Online Consumers 4.How TO Sell Online in China  Understanding the 3 Types of Online Channels in China  Choose The Right Online Channels By Your Role  Choose The Right Online Channels By Featured Category 5.Case Studies Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 6
  • 7. CONTENTS 1.Overview of Ecommerce in China 2.China’s Online Shopping Boom 3.Understanding Chinese Online Consumers  Understanding the 3 Types of Online Channels in China  Choose The Right Online Channels By Your Role  Choose The Right Online Channels By Featured Category 5.Case Studies Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 7
  • 8. CONTENTS 1.Overview of Ecommerce in China 2.China’s Online Shopping Boom 3.Understanding Chinese Online Consumers 4.How To Sell Online in China  [Premier Product] Estée Lauder: Optimize Customer Experience By Ecommerce Channel  [Clothing, Shoes & Accessories] Forever21:Spread Brand and Attract New Customers Rapidly by Exploiting Tmall’s Huge User Base  [Computers & Electronics] Samsung: Reach the Most Chinese Consumers by Collaborating with A Wide Range of Mainstream B2Cers in China  [Beauty & Cosmetics] L’Oreal: Converting Sales while Building Brand by Integrating Branded Website & Tmall Store Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 8
  • 9. multimedia research group, inc. Click Here To Download Sample! Or Request Briefing Here. Author Sales Manager/Global Report Sales Julia Q. ZHU Elaine Potter Email: julia.zhu.dc@gmail.com Direct: 1.480.685.4933 Email: norm@mrgco.com Copyright © 2012 Multimedia Research Group, Inc. This report is the property of Multimedia Research Group, Inc. All rights are reserved. Except as permitted under the United States Copyright Act, no parts of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. Company information herein does not constitute an endorsement or recommendation. Multimedia Research Group, Inc. expends the highest level of professional research and resources to discover the highest level of accuracy. Yet it cannot assume responsibility for incorrect information supplied to us by manufacturers or other third-party sources. Copyright ©MRG, Inc. Worldwide — All Rights Reserved.| www.mrgco.com 9