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贝恩：中国的电子商务(英文 12页)

2013-10-30

贝恩：中国的电子商务(英文 12页)

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China's e-commerce prize

They are what we describe as “repertoire” shoppers. Instead of showing exclusive loyalty to a single brand, in most categories they tend to choose from multiple brands for the same need or occasion. They not only tend to buy multiple brands, but they also buy from different e-commerce stores. (See the Bain report “What Chinese shoppers really do but will never tell you.”)
They are bargain hunters. In fact, half of those surveyed say price is the No. 1 reason for going online, where they compare prices among an array of e-commerce sites as well as physical stores. On average, they look at two to three websites prior to making each purchase. They also are motivated by promotions, whether or not the promotion actually is the lowest price. Their determination to find the best deal explains why Tmall’s annual sales event, “11.11,” on each November 11, has become the largest digital retailing day of the year (see below, “The Tmall phenomenon”). In 2012, the sales event lured 213 million shoppers to Tmall, according to company reports, enticed by up to 50% discounts.
They have so embraced the technology that they are now addicted to using their smartphones as part of their shopping ritual. We found that a majority of those surveyed—more than 60%—rely on smartphones to browse or buy products. And the number is higher—about 75%—for upper-income consumers, those with monthly household incomes of more than RMB 50,000. The lightning-fast penetration of smartphones in China has accelerated adoption of digital retailing. (Smartphone penetration among mobile phone users in China is growing faster than in the US. In 2012, smartphones had penetrated 66% of China’s mobile phone users, compared with 53% of those in the US.)
They are purchasing massive amounts of products on overseas sites. Overseas digital purchases have skyrocketed in the past three years, with the amount doubling annually. In addition to searching for lower prices, consumers turn to overseas purchasing agents (stores on Taobao or Tmall that source merchandise from outside of China) when they have health concerns or want to ensure that a product is genuine. For example, Chinese consumers buy 10% of all infant formula and 7% of all cosmetics and skincare products through overseas purchasing agents. For baby formula, some overseas markets such as Hong Kong and Australia limit the number of cans purchased per-person, per-transaction— they don’t want Chinese orders to cause them to run out of products too quickly.
They usually start shopping online with inexpensive apparel like t-shirts and then move on to bigger-ticket categories. Once online, Chinese shoppers soon increase their spending—and most survey respondents are satisfied with their digital experience and are willing to recommend it to others.

20% of the online SKUs are special products— these SKUs are the same price in stores but they’re not available to pure plays.
30% of the online SKUs are the same price in stores but with different SKU coding—the different coding limits price comparisons.
30% of the online SKUs are the same—the in-store price and coding are identical, enabling comparisons with the competition.

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[报告关键词]：电子商务

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所属专题： 贝恩咨询电商

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