China Online Shopping (B2C) Market Report, 2011-2012
  • Mar.2012
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With the expanding of Chinese economy and the growing number of netizens, online shopping sees significant growth in market size and increasing investment activities. The number of online shoppers in China registered 158 million in 2010 and 198 million in 2011.

It is in the report that covers the followings:
20120114.gif?Characteristics and status quo of B2C market and relevant policies in China;

20120114.gif?Investment analysis of Chinese B2C market;

20120114.gif?Status quo and development trend of 6 kinds of B2C websites including general merchandise, food & gift, clothing & bags, digital & home appliances, health care and beauty supplies, maternal & child care.

20120114.gif?Operation, development, investment and sales of 23 B2C businesses covering Tmall, 360buy, Yihaodian, Xiu.com, Vancl, Newegg China and Suning Yigou.


Since 2010, investment activities intensively have arisen in Chinese e-commerce industry, which can be attributed to the following aspects. On the one hand, the Internet is increasingly used in business field more than in entertainment area; and on the other hand, e-commerce serves as the optimal medium to combine the Internet and traditional consumption.

In China, e-commerce firms usually thrive from vertical B2C, that is, focusing on one or two market segments in order to grow big and strong. However, some vertical websites have started to commit themselves to becoming big and all-embracing platform since 2010. The shift from vertical type to comprehensive platform can utilize market resources to the maximum and accelerate the process to become competitive. So Dangdang and 360buy, featuring books and electronics, spared no efforts in diversifying its product categories and in entering the fields of clothing and daily necessities.


The rapidly expanding market size of Chinese food e-commerce industry suggests that the demand is extremely large in China. But the industry access requirement is higher than expected, so the industry practitioners that lack advantages in product supply chain and are unfamiliar with the e-commerce service system are easily driven out of the market. On October 26, 2011, casual snacks B2C Ximi.com announced the closure and the CEO revealed that the website was overburdened by high logistics costs.

After the clothing and bag online shopping boomed in China in 2010, it tends to grow stable and is expected to break RMB100 billion in 2012.

According to the data from Tmall.com, the largest B2C portal in China, from January to November of 2011, the total online retail sales of large home appliances was nearly quintupled over the same period of the previous year, with growth rate far exceeding that of traditional retailing market, of which, the online transaction for home appliances in the second and third-tier cities saw the fastest growth rate. Consumers in the second and third-tier cities may not be able to purchase the latest products in local shopping mall, and the online shopping breaks through geographical boundaries, so the consumers can easily buy the latest electrical products as long as they can be reached by express delivery service. More manufacturers choose Tmall.com to release their new products, which also helps boost the sales in the second and third-tier cities.

In 2010, the drug retail market size in China approximated RMB173.9 billion, with online sales of just over RMB100 million, while the sales of online drug stores in the United States accounted for nearly 30% of the entire drug distribution industry, from which it can be seen the Chinese drug B2C market enjoys great development potential.

1 Overview of Chinese B2C Market
1.1 Definition of B2C
1.2 Integrated B2C and Vertical B2C
1.3 Market Features

2. Development Environment of Chinese B2C Market
2.1 Large Number of Internet Users Help B2C Market Development
2.2 Logistics Distribution being a Hindrance to B2C Market Development
2.3 Related Policies

3 Current Development of Chinese B2C Market
3.1 Development Scale
3.2 Competition Pattern
3.3 Market Layout
3.4 Investments

4 Integrated B2C Portals
4.1 Overview
4.2 Tmall.com
4.2.1 Profile
4.2.2 Operation
4.3 Dangdang.com
4.3.1 Profile
4.3.2 Operation
4.3.3 Logistics
4.4 360buy.com
4.4.1 Profile
4.4.2 Operation
4.4.3 Logistics
4.5 Amazon.cn
4.5.1 Profile
4.5.2 Operation
4.5.3 Logistics
4.5.4 Open Platform
4.6 Yihaodian.com
4.6.1 Profile
4.6.2 Operation
4.7 Xiu.com
4.7.1 Profile
4.7.2 Operation
4.8 M18.com
4.8.1 Profile
4.8.2 Operation

5 Food and Gift B2C Portals
5.1 Overview
5.2 Womai.com
5.2.1 Profile
5.2.2 Operation
5.3 Yesmywine.com
5.3.1 Profile
5.3.2 Operation
5.4 Kadang.com
5.4.1 Profile
5.4.2 Operation

6 Clothing and Bag B2C Portals
6.1 Overview
6.2 VANCL.com
6.2.1 Profile
6.2.2 Operation
6.2.3 Logistics
6.2.4 Promotion Strategy
6.3 Mbaobao.com
6.3.1 Profile
6.3.2 Operation
6.4 Zbird.com
6.4.1 Profile
6.4.2 Operation
6.5 Vipshop.com
6.5.1 Profile
6.5.2 Operation
6.5.3 Logistics
6.5.4 Profit Model

7 Digital and Home Appliance B2C Portals
7.1 Overview
7.2 Newegg.com.cn
7.2.1 Profile
7.2.2 Operation
7.3 Lusen.com
7.3.1 Profile
7.3.2 Operation
7.4 139shop.com
7.4.1 Profile
7.4.2 Operation
7.5 Coo8.com
7.5.1 Profile
7.5.2 Operation
7.6 Suning.com
7.6.1 Profile
7.6.2 Operation

8 Health and Beauty B2C Portals
8.1 Overview
8.2 Jxdyf.com
8.2.1 Profile
8.2.2 Operation
8.3 Lafaso.com
8.3.1 Profile
8.3.2 Operation

9 Infant Supplies B2C Portals
9.1 Overview
9.2 Redbaby.com.cn
9.2.1 Profile
9.2.2 Operation
9.3 Lvhezi.com
9.3.1 Profile
9.3.2 Operation
Industrial Chain of B2C
Subscribers of Online Shopping in China, 2007-2014E
Penetration of Online Shopping Subscribers in China, 2009-2014E
Revenue of Online Shopping Express Delivery Market in China, 2007-2012E
Policies concerning Online Shopping 
Transaction Size of B2C Market in China, 2009-2011
Number of Online Retail Businesses in China, 2007-2012E
B2C Market Share Distribution in China, H1 2011
Top 10 B2C Portals by Subscribers in China, 2011
Penetration of B2C Portals in China, 2010
Geographical Distribution of E-commerce Firms in China, 2011
Investments in E-commerce Market in China, 2005-2011
Investment Cases in E-commerce Market in China, 2005-2011
Financing of B2C Companies in China, H1 2011
Sales Comparison of Platform and Integrated B2C Portals, 2004-2011
Sales of Tmall.com, 2008-2011
Sales of Tmall.com by Month, 2010-2011
Sales of Tmall.com by Sector, 2011
Sales Breakdown of Tmall.com by Sector, 2011
Sales of Clothing and Bags of Tmall.com by Month, 2011
Sales of Household Goods of Tmall.com by Month, 2011
Sales of Automotive and Sports Articles of Tmall.com by Month, 2011
Sales of Skincare and Cosmetics of Tmall.com by Month, 2011
Sales of Food and Health Products of Tmall.com by Month, 2011
Sales of Digital and Home Appliances of Tmall.com by Month, 2011
Sales of Maternal and Baby Products of Tmall.com by Month, 2011
Venture Capital Obtained by Dangdang.com
Sales of Dangdang.com, 2008-2011
Operating Revenue Breakdown of Dangdang.com, 2010-2011
Operating Expenses of Dangdang.com, 2010-2011
Gross Profit of Dangdang.com, 2008-2011
Gross Margin of Dangdang.com, 2010-2011
Net Income of Dangdang.com, 2008-2011
Growth Rate of General Merchandise Business of Dangdang.com, 2010-2011
Number of Digital Goods of Dangdang.com, 2011
Range of E-book Prices of Dangdang.com, 2011
Distribution of E-book Discount of Dangdang.com, 2011
Sales of 360buy.com, 2004-2011
Daily Order Volume of 360buy.com, 2005-2011
Overview of Operation Center of Amazon.cn
Development History of Yihaodian.com
Sales of Yihaodian.com, 2008-2011
Sales of Xiu.com, 2009-2011
Sales of M18.com,2006-2011
Sales Comparison of Food and Gift B2C Portals, 2004-2011
Venture Capital Obtained by Yesmywine.com
Sales of Yesmywine.com, 2008-2011
Sales of Kadang.com, 2006-2010
Sales Comparison of Clothing and Bag B2C Portals, 2004-2011
Sales of VANCL.com, 2008-2011
Sales of Mbaobao.com, 2008-2011
Sales of Zbird.com, 2006-2011
Number of Registered Users of Vipshop.com, 2009-2011
Number of Active Users of Vipshop.com, 2009-2011
Number of Repeat Users of Vipshop.com, 2009-2011
Sales of Vipshop.com, 2008-2011
Gross Profit of Vipshop.com, 2008-2011
Gross Margin of Vipshop.com, 2009-2011
Sales Comparison of Digital and Home Appliance B2C Portals, 2004-2011
Sales of Newegg.com.cn, 2004-2011
Sales of Lusen.com, 2006-2011
Partners of 139shop.com
Sales of 139shop.com, 2006-2011
Sales of Coo8.com, 2007-2011
Sales of Suning.com, 2010-2012E
Sales of Jxdyf.com, 2008-2011
Sales of Lafaso.com, 2009-2011
Venture Capital Obtained by Redbaby.com.cn
Sales of Redbaby.com.cn, 2005-2011
Sales of Lvhezi.com, 2009-2011

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