In May, China e-commerce has been immersed in the smoke of price war on electronics. Any major B2C player could join this fight is already in, and it seemed the heat has not died down so far. In this issue, we questioned the purpose of the ferocious price war and have a close look at each participnt. Other focuses in this issue: - Dynamics for Chinese group buying market in 2012 Q1 - China’s social media exploding - Silver lining of second-hand luxury consignment - Macy’s invested in Vipstore to tap into China - Taobao bribery scandal exposes flaws in China’s e-commerce regulations This report is issued by L'Atelier BNP Paribas www.atelier.net

1. e-Commerce Insider I May
Deep anatomy of online price war for
electronics in China

2. Article from e-Commerce Insider, the monthly report monitoring market trends in China
Roles played by all B2Cs in the price war
Trigger Followers
More like herd behavior
Strategic alliance between
Dangdang and Gome, put
pressure on 360buy
Intimidator
Tmall would like to strengthen its position as the true Recently invested by Tencent
Intimidator
B2C king in China, while its biggest enemy is always
Intimidator
Intimidator Threw in RMB500 million into the game
Followers
360buy. Proclaim to collaborate with 800 electronics
Intimidator
brands on its mall
Gave away RMB200 million for discount sale
Followers
Followers
Followers
Common foe
Followers
Powered by Gome. Recently
implemented steep discounts
Common foe
Common foe foe
Common
Common foe
360buy was dragged into this to be defensive. In order
Accelerator
to hold its ground, 360buy decided to fight back;
counteracting by spending RMB500 million
Ran a 30% price slash on electronics
Accelerator
Accelerator
Accelerator
Accelerator
The first move after the Suning has a burning ambition to take down 360buy
alliance was to launch series and cannot stay calm for its peer Gome’s alliance. So
of special promotion and far it has claimed it would devote RMB3 billion to this Claimed to forfeit RMb300 million to join
discount sale on electronics price war, while forfeiting RMB 400 million profit the war

3. What else are within e-Commerce Insider this month?
Get the full report
 This report will give you… asia@mail.atelier.net
Up-To-Date Market Data – List of graphs & charts on e-commerce Internet company insights
360buy.com Jiapin.com
 Market share of Chinese key group buying website
51buy.com Kaixin001.com
 Glimpse of main local social media players Amazon.cn Newegg.com
Buykee.com Nuomi.com
 Overview of Secoo.com
Coo8.com Omei.com
 Overview of Omei.com, run by Jiapin.com Dangdang.com Qzone.qq.com
 What does Taobao bribery scandal mean for e-commerce industry Dianping.com Renren.com
Didatuan.com Secoo.com
 Background introduction of key B2C player in online electronics sale
Ftuan.com Suning.com
 Deep Anatomy of online price war for electronics in China Gome.com Tmall.com
Brands & Retailers Strategy Updates
 Topics covered in this report
Group Online Online Social
Social Media B2C Market
Buying Luxury Shopping Commerce

4. Get the full report
asia@mail.atelier.net
More articles, More analysis
with e-Commerce Insider,
your monthly report dedicated to the Chinese market
￥4 500 per month
(excluding business tax, for a 1 year subscription plan)
Each month
Exclusive market news
Latest available market data
New consumers trends
Brands' strategy
Review of new players

5. How to subscribe?
Request more information by email
asia@mail.atelier.net

6. Who we are?
Paris Headquarter
16, rue de Hanovre
75002 Paris – France
Asia Regional Office:
Cloud Nine Plaza, 9/F
1118, West Yan'an Road
L’Atelier is an independent consulting firm, part of
200052 Shanghai - China Shanghai
BNP Paribas Group. (8621) 62818533
Other available products US Regional Office:
2415, 3rd street - suite 231
 Research  Advisory  Workshops San Francisco, CA 94107 - USA
- Customized reports - e-Commerce Advisory - Promotional events 1(415) 8745525
- Case studies reports - Market Entry Advisory - Learning Expeditions
- Markets studies - Investment Advisory
Download corporate presentation San Francisco