The Scale Of Online Shopping Market Exceeded 800 Billion, And The Per Capita Amount Of Shopping Increased Significantly

Beijing Zhengwang Consulting Co., Ltd. today released the 2012 online shopping consumer survey report in China. The report shows that China's online shopping continued to develop at a high speed in 2011, with the annual online shopping scale reaching 809 billion yuan, accounting for 4.4% of the total retail sales of social goods nationwide, the number of online shoppers reaching 212 million, and the penetration rate of online shopping among Internet users increased to 41.5%. Tradition clothing Manufacturers have made efforts to influence e-commerce, and China's apparel online shopping continues to develop at a high speed. In 2011, the scale of China's apparel online shopping market reached 267 billion yuan, with an annual growth rate of 20.6 percentage points higher than the overall online shopping market.

Zhengwang Consulting selected 30 cities with the most developed economy, the largest online shopping scale, the highest penetration rate of Internet and online shopping and the most representative cities as the target areas for this survey, including Beijing, Shanghai, Guangzhou and Shenzhen; Dalian, Tianjin, Qingdao, Jinan, Nanjing, Suzhou, Wuxi, Hangzhou, Wenzhou, Ningbo, Fuzhou, Xiamen, Dongguan, Foshan and other 14 eastern coastal cities; Harbin, Shenyang, Shijiazhuang, Zhengzhou, Wuhan, Changsha, Hefei, Nanchang and other eight central provincial capitals; Chengdu, Chongqing, Xi'an, Kunming and other four central cities in the western region. It is hoped that the sample areas and survey methods of this survey will be consistent with those of the previous similar surveys.

The scale of online shopping market exceeded 800 billion, and the per capita amount of shopping increased significantly

Online shopping in China continues to develop at a high speed. In 2011, the amount of online shopping in China reached 809 billion yuan, an increase of 72.9% over 2010, accounting for 4.4% of the total retail sales of social goods in China. In 2011, 212 million users had at least one online shopping experience, accounting for 41.5% of all Internet users.

From the growth rate of online shopping scale, the growth rate of cities in central and western China is higher than that of Beijing, Shanghai, Guangzhou, Shenzhen and eastern cities. From the perspective of growth factors, the contribution of the growth of average online shopping amount has exceeded the contribution of the growth of the number of online shopping consumers, contributing more than two-thirds of the growth of online shopping.

According to the amount of online shopping, among the 30 cities surveyed, Taobao's market share in 2011 was 68.1%, of which Tmall (Taobao Mall), as a separate website, accounted for 14.2% of the market share, while Jingdong Mall and Paipai (including QQ Mall) accounted for 5.4% and 3.5% respectively. Compared with a year ago, the market shares of Jingdong Mall and Vanke increased by 1.1 percentage points and 0.6 percentage points respectively.

Because online shoppers in Beijing, Shanghai, Guangzhou and Shenzhen have more possibilities to choose shopping platforms, Taobao's market share in Beijing, Shanghai, Guangzhou and Shenzhen is significantly lower than other cities. Jingdong Mall's market share in Beijing, Shanghai, Guangzhou and Shenzhen grew rapidly, and its market share in central and western cities also increased significantly compared with the previous year.

The growth rate of online clothing shopping far exceeds the overall level of online shopping

Clothing is the commodity category with the largest number and amount of online shoppers. In 2011, the scale of China's online clothing shopping market was 267 billion yuan, with an annual growth rate of 93.5%, 20.6 percentage points higher than the overall online shopping market growth rate.

The continuous and rapid growth of clothing online shopping scale benefits from the tradition Brand clothing The large-scale "Internet access" of enterprises, they have opened flagship stores on e-commerce platforms represented by Tmall (Taobao Mall), and carried out online marketing on a number of B2C platforms such as Jingdong Mall, Vipshop, Vanke V+, so that Chinese online shoppers can buy more clothing brands and styles at lower prices.

Among the 30 cities surveyed, Taobao's market share in the online clothing shopping market continued to dominate, at 83.9%, the market share of Fanke was 3.3%, and the market shares of Paipai and Jingdong Mall were 3.2% and 2.9% respectively. Compared with last year, Vanke surpassed Paipai to become the second largest online clothing shopping platform, and the market share of Jingdong Mall has also increased significantly.

Online shopping fun is recognized by consumers

When asked which is the most fun, 32.5% think online shopping is the most fun, which is about the same as that of shopping (32.9%). However, the comparative evaluation of online shopping consumers' satisfaction with online and offline shopping has diverged. The proportion of online shopping consumers whose satisfaction with online shopping is lower than that of offline shopping has increased, which may be related to the soaring online shopping complaint rate caused by group buying and other emerging shopping websites.