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 FUELING
CHINA’S ECOMMERCE GROWTH
中国电商发展【新】动能
3PENETRATION CONTINUES TO RISE AND PLATFORMS CONTINUE TO
INNOVATE
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 or
Express Car-hailing
网约专车/快车
Ridesharing
共享单车。