Civil Engineering Reference
In-Depth Information
3
The Characteristics of China e-Retail Market
3.1
Size of China e-Retail Market
3.1.1
The Size of China e-Retail Market E-Retail Sales
The e-retail sale is the total value of the Internet channel trading commodities.
The emerging markets gradually prospered, such as China and India; however,
Europe and North America remains the regions of highest proportion and frequency
in global e-retail market. US e-retail sales are in the first place in the global market
of e-retail; the UK is Europe's largest online retail market. From 2009-2011, the
average annual growth rate of China's e-retail transaction volume is 78.6 %. Despite
the rapid growth of online retail transaction volume in China and India, their
proportions in total social retail sales are still far below the developed countries.
In 2011, China e-retail sale's contribution to total social retail is 4.3 %, compared to
17 % in the US 12 % in the UK (see Table
2
).
Supply and demand are thriving in Chinese e-retail market. On the one hand,
the number of people shopping online keeps fast growth, which shows the huge
market demand; on the other hand, the traditional retailers begin to accelerate into
the online retail market, which shows the rich market supply. India is the country
with the highest-growing number of Internet users.
3.1.2
User Scale of the e-Retail Market
Internet user penetration rate refers to the number of internet users divided by
number of the number of people in one country. e-Retail penetration rate refers
to the number of online customers divided by number of Internet users. iResearch
Research Center released data showing that, as of the end of June 2011, the number
of Chinese Internet users reached 485 million, representing an increase of 27.7
million over the end of 2010. In addition, the number of online shoppers will reach
about 350 million in 2014. The shopping online penetration rate will approach 50 %.
However, this ratio is not high; we considered that e-retail penetration rate of 70 %
is a relatively mature structure.
The United Kingdom and the United States are in the leading position in the e-
retail market. Their shopping online penetration rate and Internet user penetration
rate are far greater than India and China's (see Table
3
). With the economic rise
of China, the Internet population continues to increase, the scale of China's e-retail
market users is booming.
3.2
Product Category
Product category refers to the retail business industry type. Usually, business is
divided into several categories according to the business goods. Chinese government
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