文本描述
ABOUTTHISRESEARCHREPORT China is now the world’s largest online shopping market.Driven by risinglevels of personal wealth and high Internet connectivity, Chineseconsumers are on track to spend over US$1 trillion online in 2018.A notable trend is the strong preference of many Chinese online shoppersto buy from overseas brands and retailers through cross-border onlineshopping-knownas haitaoor CBEC (cross-border E-commerce).Simply, itinvolves a Chinese consumer placing an order online with an overseas- based online retailer, who ships the product from outside the Chinese.Typically, overseas brands and retailers have sold cross-border into Chinathrough online marketplaces offered by China’s E-commerce giants, suchas Alibaba and JD. While this is the best-known model, there is no “onesize fits all” approach for brands and retailers.Increasingly, Chinese cross-border shoppers are looking beyondmarketplaces, and are shopping on retailer or brand owner standalonedirect-to-consumer (D2C) online stores, which offer them a greater level ofpersonal engagement and a more authentic online shopping experience.The complexities and challenges involved in selling into China mean the“one size fits all” approach is no longer appropriate to meet marketdemands.As a result, individual retailers and brand owners need tocarefully determine which model is likely to work best for them. In this , we review how online shopping in China isevolving, and the attitudes of brands and retailers selling online intoChina. We analyse the alternative cross-border sales models available tobrands and retailers, and indicate how the use of a marketplace may notalways be the best solution for international companies in engagingwith Chinese online buyers.We undertook research with a sample of 1,000 individuals in China whoregularly shop online cross-border (the Consumer Survey), as well asinterviewing 100 international brand owners and retailers withrevenue over50millionUSDperyear,in Australia, New Zealand, the US,Canada, and the European Union (the Retailer Survey) to understandtheir strategies, expectations and experiences of online sales into China.Respondents were drawn from a range of categories, including mumand baby, beauty, cosmetics and personal care, health and wellness,food and grocery, and fashion. The Appendix provides further details ofthe study samples. Youarenowreadingthepreviewversion x DownloadtheFullVersion $199 FullFrost&Sullivan20pageresearchreport,detailedmarketinsight,full strategyinterpretation Completeaccesstoover50chartstoanalyze1,000cross-border shoppersabouthowtheymakepurchasedecision,topinfluencers, requirementforinternationalretailers Fullgapanalysisof100internationalretailersontheircapacity,strategy andplans SupportfromAzoyaConsultingondataanalysis,policy®ulation,& strategy Takemethere SHOP.AZOYAGROUP CHINAHASTHEWORLD’SLARGESTE-COMMERCEECOSYSTEM 733 245 62 21 500 217 43 12 0100200300400500600700800 CN US UK AU INTERNET USERSONLINE SHOPPERS(MILLION) Source:ITU;Ericsson;Invesp;Wearesocial;Frost&Sullivan 16.6%8.9% 18.0%7.5% ChinaUS UKAustralia China’sInternetUsersandOnlineShoppers ComparedtoselectedCountries Onlinesalesaspercentagein China,US,UK&Australia China has more online shoppers than the US, United Kingdom, and Australia combined, and with online sales now at over 16% of total retail sales, China is second only to the UK in online shopping penetration. x 。。。。。。