China Online Shopping Industry Report, 2009
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In 2009, China’s online shopping market has seen rapid development so far, and the ratio of online shopping transactions to total retail sales of social consumer goods increased to 1.6% and 1.9% respectively in 2009 Q1 and Q2 from 1.3% in 2008. In addition to consumer’s increasingly preference to online shopping, financial crisis is also in favor of online shopping development.

A growing number of Chinese netizens are accustomed to online shopping due to its apparent price and convenience. Currently, around one in four netizens in China select online shopping, while it is two in three netizens in countries with high Internet penetration such as European countries, the United States and South Korea. Therefore, the potential of China’s online shopping market has not been fully liberated yet.

According to data from authoritative organizations such as CNNIC, the report elaborates the development and influencing factors of China’s online shopping industry, analyzes the market size, layout, regional distribution, and market share of online shopping websites. In addition, it focus on analysis of the 19 websites, in point of market share, acquired venture capital, logistics, performance, and competitiveness, as well as probes into future development trend of China’s online shopping industry.

Taking 360.buy for example, its annual sales respectively reached RMB10 million, RMB30 million, RMB80 million, RMB360 million and RMB1.32 billion from 2004 to 2008.

360.buy Sales Revenue and Growth Rates, 2004-2010
 2009112301.gif
Source: ResearchInChina

360.buy has four major categories, home appliance, mobile phones, computer goods and daily necessities, more than 36,000 varieties in total. Its sales amounted to RMB840 million in 2009Q2, accounting for 28.8% in China’s B2C e-commerce market. Just in June, its sales had broken RMB370 million.

360.buy Revenue Structure, 2008
 2009112302.gif
Source: 360.buy; ResearchInChina

1 Online Shopping
1.1 Definition 
1.2 Classification 
1.3 Market Scale
1.4 Statistical Category 

2 Development Environment of China’s Online Shopping Industry
2.1 Economic Operation, Q1-Q3, 2009 
2.2 Number of Netizens is the Base for Rapid Development of Online Shopping
2.3 Consumption Level and Desire 
2.4 Policies and Regulations 

3 Development Status Quo of China’s Online Shopping Industry, 2009 
3.1 Market Development Size 
3.1.1 User Growth
3.1.2 Transaction Volume
3.1.2.1 C2C, the First Choice for China’s Users Online Shopping 
3.1.2.2 B2C has become the Primary Investment Sector of E-commerce
3.2 Online Shopping Market Patterns
3.3 China’s Online Shopping Market Distribution 
3.3.1 by Region
3.3.2 by Age
3.4 Problems in China’s Online Shopping Market, 2009 
3.4.1 Consumer Rights 
3.4.2 Security 
3.4.3 Payment & Settlement 
3.4.4 Goodwill
3.4.5 Legislation  

4 C2C
4.1 Taobao
4.1.1 Profile
4.1.2 Taobao Mall 
4.1.3 Operation
4.1.4 Advantages & Disadvantages 
4.1.5 Strategy
4.2 EachNet  
4.2.1 Profile
4.3 Paipai.com
4.3.1 Profile
4.3.2 Operation
4.3.3 Advantages & Disadvantages 
4.4 Baidu Youa 
4.4.1 Profile
4.4.2 Advantages & Disadvantages 

5 Comprehensive B2C   
5.1 Dangdang.com
5.1.1 Profile
5.1.2 Operation
5.1.3 Competitiveness 
5.2 Amazon.cn
5.2.1 Profile
5.2.2 Operation
5.2.3 Strategy 
5.3 Redbaby 
5.3.1 Profile
5.3.2 Operation
5.3.3 Competitiveness

6 Clothes B2C
6.1 Market Overview
6.2 VANCL 
6.2.1 Profile
6.2.2 Logistics 
6.2.3 Operation 
6.2.4 Strategy 
6.3 m18 
6.3.1 Profile
6.3.2 Operation 
6.3.3 Strategy 
6.4 Menglu.com
6.4.1 Profile
6.5 MASA MASO
6.5.1 Profile
6.5.2 Operation 
6.5.3 Competitiveness 
6.6 Shishangqiyi 
6.6.1 Profile
6.6.2 Competitiveness

7 Digital Appliance B2C 
7.1 Market Overview 
7.2 360buy
7.2.1 Profile
7.2.2 Operation
7.2.3 Competitiveness
7.2.4 Strategy
7.3 Newegg
7.3.1 Profile
7.3.2 Competitiveness 
7.3.3 Strategy
7.4 51mdq
7.4.1 Profile
7.4.2 Competitiveness
7.4.3 Strategy
7.5 Icson 
7.5.1 Profile
7.5.2 Operation 
7.5.3 Latest Trend 
7.6 139shop 
7.6.1 Profile
7.6.2 Operation 

8 Other B2C
8.1 99read
8.1.1 Profile
8.1.2 Operation 
8.1.3 Strategy 
8.1.4 Competitiveness 
8.2 Zbird 
8.2.1 Profile
8.2.2 Operation 
8.2.3 Competitiveness  

9. Development and Investment Trend of China Online Shopping Industry
9.1 B2C: the Main Trend in Future Online Shopping Market
9.2 Great Room for Online Store Development 
9.3 B2C E-commerce Market Competition has Become Increasingly Dispersed 
9.4 Shopping Research will Play an Important Role in Online Shopping
9.5 Logistics Channel Construction of B2C Companies will Turn Better
C2C Industry Chain
B2C Industry Chain
Statistical Category of Online Shopping Market Scale
China GDP Growth, 2005-2009Q3 
Total Social Consumer Goods Retail Sum in Urban and Rural Areas, Jan, 2008-Sep, 2009 
Netizens Number and Internet Penetration in Mainland China
Internet Penetration Rates in Some Countries
Comparison between Urban and Rural Netizen Structure 
Comparison between Urban and Rural Internet Penetration Rates, 2005-2008 
Regional Distribution of Rural Netizens, 2007-2008 
Rank and Classification of Network Application Utilization Rate 
Ratio of China’s Online Shopping to Total Social Consumption Retails, 2008Q2-2009Q2 
Overall User Size and Growth Rate of China’s Online Shopping Market, Dec 2003-Jun, 2009 
Transaction Volume of China’s Online Shopping Market, 2008-2009 
China’s Online Shopping Trade Sum Structure, 2009H1 
Trading Volumes of B2C and C2C Websites, 2008-2009H1 
Market Share of Platform Shopping Websites, 2009Q3 
Market Share of Independent-sale B2C Shopping Websites, 2009Q3 
Taobao Turnover by Province, 2009H1 
Taobao User Distribution by Age Group, 2009H1 
Netizen’s Trade Trust 
Number of Taobao Registered Users, 2006-2009 
Taobao C2C Market Share in Online Shopping, 2003-2009Q3 
Taobao Sales and Growth Rates, 2005-2009 
Ranking of Taobao Goods by Sales, 2009H1 
Eachnet C2C Market Share in Online Shopping, 2003-2009Q3 
Comparison of EBay, Eachnet, and Paipai in Overseas Purchasing
Paipai C2C Market Share in Online Shopping, 2007-2009Q3

Shopping Websites that User Had Purchased Goods in Recent One Year 
Venture Capital in Redbaby
Redbaby Sales and Growth Rates, 2005-2009 
Trading Share of China's Independent-sales B2C Clothes Online Shopping Market, 2009H1 
China’s Top Ten Men Clothes B2C Websites 
Venture Capital in VANCL
VANCL Revenue, 2007-2009 
VANCL Operating Revenue by Region 
Menglu Brands by Product
Venture Capital in 360buy
360buy Revenue Structure, 2008 
360buy B2C Market Share in Online Shopping, 2007-2009Q3 
360buy Sales and Growth Rates, 2004-2010 
360buy Logistics Centers in China 
51mdq Sales and Growth Rates, 2007-2009 
139shop Strategic Partners 
139shop Cell Phone Sales Centers in China 
139shop Sales Revenue and Growth Rates, 2006-2009 
Venture Capital in Zbird
Zbird Sales and Growth Growth Rates, 2006-2008 
Comparison of Sales, Gross Profit Margin and Profit of Twelve B2C Companies 
Total Warehouse Area and Logistics Center Distribution of Top Nine B2C Companies 

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