2 RISING TIDE: THE NEW FORCES FUELING CHINA’S ECOMMERCE GROWTH TRANSFORMATIVE ROLE OF ECOMMERCE: INFORMATION, ENTERTAINMENT & SOCIAL ALWAYS EXPECTING MORE: CUSTOMIZATION, FUN & INTERACTION IMPLICATIONS FOR BRANDS 03 56 28 42 TABLE OF CONTENT目录 中国电商发展【新】动能 电商角色聚变：从销售渠道到信息、娱乐与社交平台的转变 消费者对电商的期待升级：定制、趣味及互动性 启示RISING TIDE: THE NEW FORCES FUELINGCHINA’S ECOMMERCE GROWTH 中国电商发展【新】动能 3 4 PENETRATION CONTINUES TO RISE AND PLATFORMS CONTINUE TOINNOVATE 各电商平台渗透率持续攀升，新类型层出不穷 69%69% 49% 45% 37% 31% 21% USAGE RATE OF PLATFORM | 各类平台使用率 2014201520162017 SOURCE: CNNIC Online Shopping 网络购物 Online Payment 网上支付 Travel Booking 旅行预订 Food Delivery 网上订外卖 Online Taxi-hailing 网约出租车 Premium orExpress Car-hailing 网约专车/快车 Ridesharing 共享单车 。。。。。。