Report of Chinese online retail in change 【Free Download】

The report summary

Upgrade: change of China’s online retail alibaba in 2009 for the first time to open a “double” shopping carnival, the 50 million transactions of the day today, full of enterprise created “section” cold and cheerless, but nobody would have thought a few years later, the commercial festival behavior will become China and even the global business community. This report goes back to the development process of Chinese e-commerce in the past few years and carries out in-depth analysis and interpretation to find the development laws behind it. The report revolves around four themes: (1) upgrade of tool attributes; (2) construction of infrastructure and value-added services; (3) abundant flow operation means; (4) extension of shopping scene.


Reported in this paper,

1. Structural new opportunities: consumption upgrades

1.1 the consumption subject is from the state to the individual

1.2 growth of per capita income and structural changes bring new opportunities for consumption upgrading

1.3 intergenerational change, the post-80s become the main consumption

1.4 the consumption of the identity representational type is weakened and the consumption demotion paradox

1.5 exclusive to the Shared concept of new consumption

1.6 women consumption rises

2. The development status of China’s online retail industry: middle-aged people, such as the sun

2.1 China’s online retail development is at the world’s leading level

2.2 China’s online retail market penetration rate continues to rise but the growth rate begins to cool

2.3 the comprehensive e-commerce pattern has been determined, and some vertical areas have opportunities

2.4 China’s online retail users are huge, and the average annual online shopping amount is over 10,000 yuan

2.5 China’s online retail infrastructure is constantly improved and channels mature

2.6 changes in the business mode of “new retail”

3. Development and change of China’s online retail industry: user growth drives to traffic value driven

3.1 the dividend of China’s online retail traffic is gradually lost and the new driving force is gradually formed

3.2 variety: increasingly diverse category structure

3.3 supply chain: the consumption promotion effect of infrastructure construction

3.4 user loyalty program: the mining of traffic value

3.5 evaluation system: the evaluation system’s guiding role for consumers

3.6 consumer finance: interest-free and phased consumption stimulus

3.7 marketing: strong interaction, real time, stereoscopic feeling and substituting type

3.8 recommendation mechanism: accurate recommendation and continuous user experience

4. Development path of typical enterprises in China’s online retail industry

4.1 ali: from channel to ecosystem construction

4.2 jd: the road of infrastructure construction of the self-operated e-commerce company

4.3 Vipshop: the development of special selling mode

4.4 suning: the offline channel extends to the online channel

4.5 gome: category expansion of appliance giants

4.6 netease koala: a cross – border black horse

4.7 xiaomi ecological chain: the quality upgrade of retail supply chain

Conclusion: the sky is the end of the road

The chart directory

Figure 1-1 history of Chinese consumption since 1949

Figure 1-2 2011-2016 China’s per capita disposable income

FIG. 1-3 China gini coefficient from 2001 to 2016

Figure 1-4: China’s birth rate in 1949 and 2015

Figure 1-5. The scale of China’s middle-income families in 2010, 2015 and 2020

Figure 1-6 the proportion of people of different age groups in China in 2010

Figure 1-7 consumption characteristics of different intergenerational consumers in China

Figure 1-2013-2017 Coach’s net sales and growth rate in each district

FIG. 1-9 the objective index of urban living cost in China in 2016

Figure 1-10 2016.1-2017.9 the number of monthly independent equipment of China’s secondary e-commerce companies

Figure 1-11 the number of unicorns sharing economic unicorns in 2016

Figure 1-12 women’s labor force participation rate in the world from 1990 to 2016

Figure 1-13 female executives in different regions of the world in 2015

Figure 2-1 the market size and growth rate of shopping market in China in 2011-2016

Figure 2-2, 2011-2016, the proportion of shopping in the total retail sales of consumer goods

FIG. 2-3 consumption scene diagram of the bino box

Figure 2-4: the size and growth rate of shopping market in China in 2011-2021

Figure 2-5. Sales compound growth rate of retail channel of China’s fast consumer goods and towns from 2013 to 2015

Figure 2-6: the growth rate of the main vertical industry market of Chinese network retail in 2011-2017

Figure 2-7: Chinese network shopping user scale and forecast from 2009 to 2021

Figure 2-8, 2009-2021 Chinese network shopping user per capita net consumption

Figure 2-9 the map of China’s online retail industry in 2017

Figure 2-10. Revenue scale of China’s e-commerce procurement industry in 2012-2019

Figure 2-11 2012-2021 China express business volume and growth rate

Figure 2-12 the number of China express outlets from 2007 to 2015

Figure 2-13 the driving effect of China’s logistics network construction on express delivery business in remote areas in 2017

Figure 2-14 2011-2019 market transaction scale of Chinese brand e-commerce service industry

Figure 2-15 list of listed financing situation of Chinese brand service providers in 2017 (part)

FIG. 2-16 accelerated fusion of offline and offline retail industry

Figure 2-17 the shopping process of consumers in China’s new retail mode in 2017

Figure 3-1: the scale of China’s Internet users and mobile users in 2011-2019

Figure 3-2: change of Chinese Internet users’ scale and e-commerce traffic flow from 2005 to 2021

FIG. 3-3-2019 Chinese network shopping single user is carrying the cost of e-commerce advertising

Figure 3-4 changes of China’s online retail channels in 2017

FIG. 3-5 the impact of detailed logistics data analysis on online shopping business model

Figure 3-6 China network shopping paid member inventory in 2017

Figure 3-7 2011-2019 transaction scale of China’s Internet consumer financial market

Figure 3-8 the layout of China’s online retail enterprises in consumer finance in 2017

Figure 3-9 2011Q1-2017Q2: the major business transaction scale of China’s online retail market

Figure 4-1. The composition of alibaba operating income in fiscal year 2015-2017

Figure 4-2 alibaba business layout in 2017

Figure 4-3. The proportion of taobao and Tmall GMV in alibaba’s China retail business in fiscal year 2015-2017

FIG. 4-4 2014-2016 cainbird network operating income and growth rate

Figure 4-5 alibaba’s new retail investment layout in 2017

Figure 4-6 2012-2016 jingdong online proprietary business income and its proportion in total net revenue

Figure 4-7. The transaction size and proportion of’s third-party platforms in 2014-2016

Figure 4-8. Scale and growth rate of jingdong platform appliances and other general merchandise in 2014-2016

Figure 4-9. The structure proportion of the self-run and third-party merchants in jingdong home appliances and other products in 2014-2016

Figure 4-10. The core competitive advantage of jingdong logistics in 2017

Figure 4-11 the coverage and operation data of jingdong logistics as at December 31, 2016

FIG. 4-12 “seven operational centers” of jingdong logistics as at December 31, 2016

Figure 4-13 2012-2016 jd warehouse logistics cost and its proportion in total net revenue

Figure 4-14, 2014 h1-2017 H1 Vipshop net operating income and growth rate

Figure 4-15. Q1-2017 Q2 Vipshop completion order volume

Figure 4-16 Q1-2017 Q2 Vipshop active users

FIG. 4-17 Vipshop “troika” in 2017

Figure 4-18, 2012 Q1-2017 Q2 Vipshop logistics performance fee

Figure 4-19 2011-2016 suning cloud business revenue and growth rate

Figure 4-20. The proportion of product revenue of each category of the H1 suning in 2017

Figure 4-21. The scale of online business transactions of H1 suning in 2014-2017

FIG. 4-22 suning business transformation chart

Figure 4-23 suning 2016 business department architecture chart

FIG. 4-24 in 2017 H1 suning store surface type quantity distribution map

FIG. 4-25 2016 suning cloud logistics network layout

FIG. 4-26 suning and ali cooperation areas and contents

Figure 4-27 2012-2016 gome group sales revenue and growth rate

FIG. 4-28 2017H1 gome group products revenue ratio

Figure 4-29, 2016H1 and 2017H1: comparison of the gross profit margin of each category of gome group

Figure 4-30 2008-2017 H1 gome group offline store number

Figure 4-31 the proportion of the total purchase amount of gome’s top five suppliers (by brand) in 2008 and 2016

Figure 4-32 gome’s new retail ecosystem in 2016

Figure 4-33 logistics distribution mode of gome’s products

Figure 4-34 2016 gome logistics network layout

Figure 4-35 gome housekeeping website interface

Figure 4-36 gome’s new retail strategy in 2017

FIG. 4-37 netease e-commerce business development course in 2002-2017

Figure 4-38 2007-2016 netease net income and net profit

Figure 4-39 2014 Q1-2017 Q2 netease email, e-commerce and other business revenue and growth rate

FIG. 4-40 business layout of netease in 2017

FIG. 4-41 competitive advantage of netease koala in 2017

Figure 4-42 comparison between platform class and self-supporting cross-border e-commerce in 2017

Figure 4-43 sample marketing of netease koala in 2017

FIG. 4-44 member profile of netease koala black card in 2017

FIG. 4-45 netease koala overseas warehouse layout in 2017

FIG. 4-46. Netease koala sea purchase of China bonded warehouse layout in 2017

Figure 4-47. Netease koala sea purchase cross-border logistics cloud platform in 2017

FIG. 4-48 netease selection supply chain in 2017

Figure 4-49 xiaomi business portfolio chart

Figure 4-50 March of xiaomi international market

Figure 4-51 typical eco-chain enterprises and their products

Figure 4-52 logic diagram of xiaomi investment

FIG. 4-53 product introduction of xiaomi eco-chain

Figure 4-54. Classification and introduction of millet related products

Figure 4-55 sales channels of xiaomi

FIG. 4-56 modification of mi ping effect formula

FIG. 4-57 investment profile of xiaomi in 2016

Figure 4-58 the time map of xiaomi’s financial sector

FIG. 4-59 content ecological layout of xiaomi

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