China Online Shopping Market Survey Report, 2010
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In August 2010, ResearchInChina teamed up with www.1diaocha.com to conduct an online questionnaire survey on online shopping. Among the 600 samples, the respondents included both males and females aged from 20 to 50, with the gender proportion of 46.8% and 53.2% respectively. The questionnaire was carried out in 21 first-tier, second-tier and third-tier cities including Shanghai, Shenzhen, Beijing, Guangzhou and Chengdu, targeting groups all walks of life like civil servants, teachers, soldiers, business executives as well as staff members, self-employed entrepreneurs, blue-collar workers and students.

According to the survey, 45.8% of the respondents do shopping online twice to four times every month, 19.2% five to nine times, 16% even more than 10 times, 15.2% less than once, and only 3.8% never try to go shopping this way.

Frequency of Consumers’ Online Shopping
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Source: ResearchInChina; www.1diaocha.com

The survey showed that consumers choose to go shopping online mainly on account of its time saving and convenience, followed by the advantages as affordable price and abundant commodity varieties. Moreover, there are other contributing reasons that attract more and more consumers to do shopping online. For instance, they can buy commodities that are not available in local places or they can buy what they want up to date.

Reasons to Choose Online Shopping
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Source: ResearchInChina;1diaocha.com

With the evolution of e-commerce in China, B2C, with smaller trading volume at present, will develop rapidly by virtue of legitimate product supply channels and perfect after-sales service, while C2C growth will drop year by year.

Currently, China’s B2C websites are experiencing cut-throat competition, and striving for more shares through promotion, category expansion and service improvement. Apart from 360buy, Joyo Amazon and Dangdang, C2C companies such as Taobao and Baidu Youa are shifting to the B2C field.

In the meantime, many independent-sales B2C shopping websites are vigorously expanding their commodity varieties. For example, Redbaby has expanded from a store purely selling maternity and baby products to a general merchandise shopping mall selling cosmetics, household items , and health supplies; 360buy, originally a 3C digital products seller, also began to sell daily necessities and household supplies in early 2009. Therefore, commodity diversification is likely to be a way out for B2B websites in the future.   

Traditional giants have also speeded up the B2C deployment through their own advantages. Taking advantages of their manufacturing strength, Foxconn COFCO invested in efeihu.com and womai.com respectively. State Post and Suning Appliance, making full use of their channel or logistics advantages, respectively invested in Ule.tom.com and Suning.cn.

In 2010, the rise of group purchase websites has brought a new way of online shopping for Chinese citizens. Mostly providing service-type products, such websites have become popular among consumers, and experienced explosive growth in H1 2010.
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, H1 2010
2.2 Development of Online Shopping Supported by A Huge Netizen Population
2.3 Online Shopping in Rapid Growth 
2.4 Policies and Regulations 

3. Development Status Quo of China’s Online Shopping Industry, 2009-2010  
3.1 Market Development Size 
3.1.1 User Scale 
3.1.2 Transaction Volume
3.2 Online Shopping Market Pattern 
3.3 China’s Online Shopping Market Distribution 
3.3.1 by Region
3.3.2 by Age
3.3.3 by Gender 
3.3.4 by Income 
3.4 Problems in China’s Online Shopping Market  
3.4.1 Consumer Rights 
3.4.2 Trading Trust
3.4.3 Payment & Settlement 
3.4.4 Merchant’s Credit  
3.4.5 Legislation

4. China’s Online Shopping Consumer Group, 2010
4.1 Survey Background
4.1.1 By Age
4.1.2 By Education 
4.1.3 By Profession
4.1.4 By Income
4.1.5 By City
4.2 Net Ages of Consumers 
4.3 Frequency of Online Shopping
4.4 Expenditure of Online Shopping
4.5 Reasons to Choose Online Shopping
4.6 Commodity Varieties of Online Shopping
4.7 Standards for Commodity Selection during Online Shopping 
4.8 Standards for Merchants Selection during Online Shopping
4.9 Insufficiencies of Online Shopping
4.10 Options for Payment Methods 
4.11 Opinions on Security of Online Payment
4.12 Attention on Credit Standing of Online Merchants
4.13 Attention on Service Content of Online Merchants
4.14 Infringement Cases of Online Shopping
4.15 Return Cycle of Online Shopping
4.16 Logistics Mode of Online Shopping
4.17 Acceptable Commodity Delivery Time
4.18 Attitudes Towards Promotion Information 
4.19 Participation of Online Group Purchase
4.20 Reasons to Choose Online Group Purchase
4.21 Price Satisfaction with Online Group Purchased Commodities 
4.22 Disadvantages of Online Group Purchase
4.23 Reasons Not to Choose Online Group Purchase
4.24 Survey Findings

5. C2C Shopping Websites
5.1 Taobao
5.1.1 Profile
5.1.2 Taobao Mall 
5.1.3 Operation
5.1.4 Advantages & Disadvantages 
5.1.5 Strategy
5.2 EachNet  
5.2.1 Profile
5.3 Paipai 
5.3.1 Profile
5.3.2 Operation
5.3.3 Advantages & Disadvantages 
5.4 Baidu Youa 
5.4.1 Profile
5.4.2 Advantages & Disadvantages

6. Book and Software B2C Websites 
6.1 Dangdang 
6.1.1 Profile
6.1.2 Operation
6.1.3 Competitiveness 
6.2 Joyo Amazon
6.2.1 Profile
6.2.2 Operation
6.2.3 Development Strategy 
6.3 99read  
6.3.1 Profile
6.3.2 Operation
6.3.3 Development Strategy
6.3.4 Competitiveness

7. Clothes B2C Websites
7.1 Market Overview 
7.2 VANCL 
7.2.1 Profile
7.2.2 Logistics 
7.2.3 Operation
7.2.4 Development Strategy
7.3 m18 
7.3.1 Profile
7.3.2 Operation
7.3.3 Development Strategy
7.4 Menglu  
7.4.1 Profile
7.5 Masa Maso  
7.5.1 Profile
7.5.2 Operation
7.5.3 Competitiveness
7.6 Shishangqiyi 
7.6.1 Profile
7.6.2 Competitiveness
7.7 Moonbasa  
7.7.1 Profile
7.7.2 Operation

8. Digital Appliance B2C Websites
8.1 Market Overview 
8.2 360buy 
8.2.1 Profile
8.2.2 Operation
8.2.3 Competitiveness
8.2.4 Development Strategy
8.3 Newegg 
8.3.1 Profile
8.3.2 Competitiveness
8.3.3 Development Strategy
8.4 51mdq 
8.4.1 Profile
8.4.2 Operation
8.4.3 Development Strategy
8.5 Icson 
8.5.1 Profile
8.5.2 Operation
8.5.3 Latest Trend 
8.6 139shop
8.6.1 Profile
8.6.2 Operation
8.7 Efeihu 
8.7.1 Profile
8.7.2 Competitiveness
8.8 Lusen  
8.8.1 Profile
8.8.2 Operation
8.9 Suning.cn
8.9.1 Profile
8.9.2 Competitiveness

9. Other B2C Shopping Websites
9.1 Redbaby 
9.1.1 Profile
9.1.2 Operation
9.1.3 Competitiveness
9.2 Zbird 
9.2.1 Profile
9.2.2 Operation
9.2.3 Competitiveness
9.3 Womai.com 
9.3.1 Profile
9.3.2 Development Strategy
9.4 Ule.tom 
9.4.1 Profile
9.4.2 Competitiveness
9.5 Leyou 
9.6 VIPstore 
9.7 Mbaobao 
9.7.1 Profile
9.7.2 Operation
9.8 Yesmynet 
9.9 Letao 
9.10 Okaybuy 
9.11 Piao 

10. Group Purchase Websites 
10.1 Rapid Expansion 
10.2 Model
10.3 Financing 
10.4 Problems 

11. Development & Investment of China’s Online Shopping Industry, 2009-2012 
11.1 B2C will Surpass C2C to Lead the Online Shopping Market
11.2 Large Online Shopping Malls are Becoming more Comprehensive  
11.3 Wireless E-commerce will be a New Growth Point 
11.4 Search Engine will Play an Important Role in Online Shopping  
11.5 B2C Companies are Expanding Logistics Channels
11.6 Group Purchase has Become a Hot Topic of Online Shopping 
11.7 Traditional Companies Successively Set Foot in Online Shopping
C2C Industry Chain
B2C Industry Chain
Online Shopping Market Scale by Index 
Statistical Category of Online Shopping Market Scale 
Total Social Consumer Goods Retail Sales & Ratio of Online Shopping, 2005-H1 2010 
Netizen Population & Internet Penetration Rate in Mainland China, Dec, 2005-Jun, 2010 
Internet Penetration Rates in Some Countries, 2010 
Internet Application Utilization Rate, Dec, 2009-Jun, 2010 
Users & Growth Rate of China’s Online Shopping Market, 2003-H1 2010 
Transaction Volume of China’s Online Shopping Market, 2007-H1 2010
China’s Online Shopping Trading Volume, 2009 
Market Share of Platform Shopping Websites, H1 2010 
Market Shares of China’s Independent-sale B2C Shopping Websites, H1 2010 
Total Netizen Population and Online Shopping Netizen Population in Beijing, Guangzhou & Shanghai, 2009 
Online Shopping Penetration Rates in Some Cities, 2009 
Users of Some B2C Shopping Websites by Age, 2009 
Users of Some B2C Shopping Websites by Gender, 2009 
Users of Some B2C Shopping Websites by Monthly Salary, 2009 
Survey of Netizens’ Trust in Online Shopping Transaction
Age Structure of Respondents, 2010
Education Background of Respondents, 2010
Profession Distribution of Respondents, 2010
Salary Distribution of Respondents, 2010
Net Ages of Consumers 
Frequency of Consumers’ Online Shopping
Frequency of Consumers’ Online Shopping by Gender
Frequency of Consumers’ Online Shopping by Age
Consumers’ Average Monthly Expenditure of Online Shopping
Consumers’ Average Monthly Expenditure of Online Shopping by Gender
Consumers’ Average Monthly Expenditure of Online Shopping by Age
Consumers’ Average Monthly Expenditure of Online Shopping by Education Background 
Reasons for Consumers to Choose Online Shopping
Reasons for Consumers to Choose Online Shopping by Salary 
Commodity Varieties Being Bought through Online Shopping 
Commodity Varieties Being Bought through Online Shopping by the Gender of Consumers
Standards for Commodity Selection during Online Shopping
Standards for Commodity Selection during Online Shopping by Gender
Standards for Merchants Selection during Online Shopping
Insufficiencies of Online Shopping in the Heart of Consumers
Payment Methods of Online shopping
Consumers’ View on Security of Online Payment
Consumers’ View on Security of Online Payment by Age
Consumers’ Concern about the Trust of Online Merchants 
Consumers’ Concern about the Trust of Online Merchants by Age
Consumers’ Concern about the Service Content of Online Merchants 
Infringement Cases of Online Shopping
Return Cycle of Online Shopping
Logistics Method of Online Shopping
Acceptable Commodity Delivery Time
Consumers’ Attitudes towards Promotion Information
Participation of Online Group Purchase
Participation of Online Group Purchase by Education background 
Participation of Online Group Purchase by Salary
Consumers’ Participation of Online Group Purchase by Average Monthly Online Shopping Expenditure
Reasons to Choose Online Group Purchase
Price Satisfaction with Online Group Purchased Commodities
Insufficiencies of Online Group Purchase
Reasons Not to Choose Online Group Purchase
Registered Users of Taobao, 2006-Q2 2010
Taobao’s Share in C2C Online Transaction Volume, 2003-Q2 2010 
Taobao Sales & Growth Rate, 2005-2009 
Taobao Commodity Rank by Sales, H1 2009 
EachNet’s Share in C2C Online Transaction Volume, 2003-Q2 2010 
Comparison of Eachnet, Taobao and Paipai in Overseas Purchasing 
Paipai’s Share in C2C Online Transaction Volume, 2007-Q2 2010 
Venture Capital Obtained by Dangdang  
Shopping Websites that Users Had Purchased Goods in Recent One Year, 2009 
Joyo Amazon’s Share in B2C Online Transaction Volume, 2006-Q2 2010
Trading Share of China's Independent-sale B2C Clothes Online Shopping Market, 2009 
China’s Top Ten Men’s Clothes B2C Websites
Venture Capital Obtained by VANCL 
VANCL Sales, 2007-2009 
VANCL Operating Income by Region 
Menglu Brands by Product 
Venture Capital Obtained by Moonbasa 
Moonbasa Sales, 2008-2010 
Venture Capital Obtained by 360buy 
360buy’s Share in B2C Online Transaction Volume, 2007-H1 2010
360buy Sales & Growth Rate, 2004-2010 
360buy Logistics Center Distribution all over China 
51mdq Sales, 2007-2010 
Strategic Partners of 139shop
139shop Cell Phone Sales Center Distribution in China 
139shop Sales & Growth Rate, 2006-2009 
Lusen Sales & Growth Rate, 2006-2010 
Venture Capital Obtained by Redbaby 
Redbaby Sales & Growth Rate, 2005-2009 
Venture Capital Obtained by Zbird 
Zbird Sales & Growth Rate, 2006-2009 
Venture Capital Obtained by Leyou 
Mbaobao Sales & Growth Rate, 2007-2010
Venture Capital Obtained by Yesmynet 
Venture Capital Obtained by Letao 
Operation Mode Comparison between Okaybuy and Letao
Venture Capital Obtained by Okaybuy 
Venture Capital Obtained by Piao 
Financing of Some Group Purchase Websites, Jul, 2009-Jul, 2010 
Sales, Gross Margin and Profitability of Twelve B2C Companies 
Total Warehouse Area and Logistics Center Distribution of Top Nine B2C Companies

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