E-COMMERCE
电子商务
Singles' Days have broken consecutive world sales records for a single day.
shows that the number of Chinese consumers who report making daily or weekly online purchases is double and triple the global average, respectively.
FREQUENCY OF KEYWORD SEARCHES ON TAOBAO FOR A SELECTION OF 6 PRODUCTS
6种产品在淘宝上被以关键词 搜寻的频率
WHAT IMPORTED PRODUCTS ARE ONLINE SHOPPERS LOOKING FOR?
female, younger than 30 and with an income of more than RMB 11,000 per month (A$2,150 a month or A$25,800 a year). Frequently cited reasons for shopping online include: • Accessibility: online shopping is available anywhere, any time. • Convenience: most major sites offer free delivery, which helps to avoid crowded traffic and public transport. • Low prices: online prices are typically 10-20 per cent lower than in-store, with sales events like Singles’ Day offering even bigger savings. • Greater choice: a typical Chinese supermarket carries upwards of 15,000 stock keeping units (SKUs), whereas online supermarket Yihaodian stocked up to eight million SKUs by the end of 2014. • Detailed product information: online stores are rich in the type of details sought by consumers, such as country of origin, production method and customer reviews. • Confidence: consumers place higher levels of trust in the authenticity of purchases made on major B2C platforms such as Tmall, JD.com and Yihaodian. Given these factors, it is of little surprise that Chinese users are some of the most regular online shoppers in the world. A global online commerce survey conducted by PwC
Nielsen research estimated Chinese online shoppers would spend RMB 100 billion (approximately US$16.3 billion) in 2014 on imported products. Apparel, accessories and handbags are the most popular imported items sold in China, followed by cosmetics and personal care products, and mother-andbaby products. In 2014, Austrade analysed the average daily frequency of Taobao shopper keyword searches performed over three months for 25 types of product which could be supplied by Australian companies. The most sought-after categories were packaged snacks, children’s toys, beer and honey. The figures also revealed significant buyer interest in furniture and home improvement products - categories where Australian products are under-represented in China. In November 2014, Ben Sun of ThinkChina, a Sydney-based e-commerce data analytics company, studied the product categories of Tmall and Taobao searches where the keyword ‘Australia’ was part of the search terms. The results in Figure 4 show that skincare, food and wine, and milk powder were the Australian products most sought after by China’s online shoppers.
Packaged snacks
70000
50000 Toys
20000 Honey
20000 Beer
18000
18000 Fruit & Veg
玩具
包装零食
蜂蜜
啤酒
Beauty & personal care 美容及个人护理
水果及蔬菜
SOURCE: AUSTRALIA/TAOBAO, NOVEMBER 2014
This article is an edited excerpt from Austrade’s e-Commerce in China guide for Australian business. The original guide is far more comprehensive and contains detailed sections on distribution, regulations, marketing and intellectual property. It can be accessed at www.austrade.gov.au
本文摘自澳大利亚贸易委员会面向澳大利亚企业 推出的《中国电子商务》指南。原指南更为全 面，并且包含了与配送、法规、营销以及知识产 权相关的详细信息。请访问www.austrade. gov.au查阅详细指南。
RMB
RMB
3亿人
19.7%
年增长速度
116m
100b
根据中国互联网络信息中心的估算，截至 2014年6月中国的网购人数已突破3亿。
中国在线B2B市场的销售额同比 增长了19.7%。
天猫商城的销售额在当天头一分钟内 达到1.16亿元人民币。
2014年中国的网购消费者在各种进口 商品上大约花费了1000亿元人民币。
300m
人民币
CNNIC estimated in June 2014 more than Sales in China's online B2B market show a Sales on Tmall reached RMB116 million in 300 million Chinese were shopping online. year-on-year growth rate of 19.7%. the first minute of Singles' Day, Nov 2014. 商道
1000亿
Chinese online shoppers spent an estimated RMB100 billion in 2014 on imported products. H I G H E R V I EW B U SINE SS | 67