Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
中国市场概览 China Market Overview
Cross-border Business
© 2016 Beyond Summits
Summary:
• China’s total import and export volume in 2014 reached USD 4.303 trillion, which was up 2.3%
from 2013. Trade surplus saw a substantial growth of 45.9%, reaching USD 0.382 trillion to
mark a new record.
• China’s e-commerce showed strong growth in 2008-2014, and its market scale nearly doubled
over the 6 years, ranging from USD 3.2 trillion in 2008 to USD 12.3 trillion in 2014. Cross-
border e-commerce has seen an even rapid growth, rising from USD 0.8 trillion in 2008 to USD
4 trillion in 2014.
• It can be expected that the volume of cross-border e-commerce in year 2017 could account for
about 20% of China’s total volume of export and import, thanks to the publicity of industrial
policies, the promotion from industrial participants as well as the optimization of cross-border e-
commerce’s industrial chain.
© 2016 Beyond Summits
3
Summary:
• With the increasing domestic demand, the import quota of cross-border e-commerce will
continuously rise in the next few years. However, affected by the government policies, the
import quota of cross-border e-commerce will go up steadily.
• In the light of transaction pattern of Chinese cross-border e-commerce in year 2014, B2B
dominated the market. With the changes of the subjects of cross-border trades, cross-border
trade orders appeared to be more fragmentation and be smaller amount. Hence, the volume of
B2C transaction will be promoted.
• The three most popular categories of overseas products are apparel & footwear, cosmetics and
baby products. Nowadays, Chinese online shoppers have great demand for overseas
medium/high-end products. This trend can be attributed to the increased income of Chinese
online shoppers as well as their great demand for the products which are cheaper, quality-
guaranteed and hard to get in domestic websites. Overseas shopping by Chinese online
shoppers is a chance for overseas brands.
© 2016 Beyond Summits
4
762 969
1,218 1,429
1,202 1,578
1,899 2,049 2,210 2,343 660
792
956
1,133
1,006
1,395
1,743 1,818
1,950 1,960
102
177
262
295
196 183
155
231
260
382
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
450.00
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
China’s Import & Export Value(2005-2014)(Billion USD)
Total Import
Total Export
Balance
Source:General Administration of Customs of the People’s Republic of China
China’s total import and export volume in 2014 reached USD 4.303 trillion, which was up 2.3%
from 2013. Amongst it, export increased 4.9% to USD 2.343 trillion; import dropped 0.6% to USD
1.96 trillion; trade surplus saw a substantial growth of 45.9%, reaching USD 0.382 trillion to mark a
new record.
© 2016 Beyond Summits
5
3.2 3.7
4.5
6.0
7.9
9.4
12.3
0.8 0.9 1.3
1.8 2.3
3.1
4.0
15.6%
21.6%
33.3%31.7%
19.0%
30.0%
12.5%
44.4%
38.5%
27.8%
34.8%
29.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
2
4
6
8
10
12
14
2008 2009 2010 2011 2012 2013 2014
China’s Import & Export Value(2005-2014)(Trillion USD)
E-commerce Market Scale(Trillion)
Cross-border E-commerce Market Scale(Trillion)
Growth Rate of E-commerce Market
Growth Rate of Cross-border E-commerce Market
Source:Ministry of Commerce of the People’s Republic of China
China’s e-commerce showed strong growth in 2008-2014, and its market scale nearly doubled
over the 6 years, ranging from USD 3.2 trillion in 2008 to USD 12.3 trillion in 2014. Cross-border e-
commerce has seen an even rapid growth, rising from USD 0.8 trillion in 2008 to USD 4 trillion in
2014.
© 2016 Beyond Summits
6
75% 76% 71% 70% 71% 67% 68%
25% 24% 29% 30% 29% 33% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014
Share of Cross-border E-commerce in Overall E-commerce(2008-2014)
Cross-border E-commerce
Non-cross border E-commerce
Source: Ministry of Commerce of the People’s Republic of China
From 2008 to 2014, cross-border e-commerce had a larger share in overall e-commerce, with an
increase of 25% in 2008 to 32.5% in 2014. It is estimated that share of cross-border e-commerce
will continue to go up in the coming years.
© 2016 Beyond Summits
7
20.2
23.6 24.3 25.8
27.1
29.5
32.0
34.6
1.3 1.8 2.3 3.1
4.0 5.2
6.5 8.0
41.0% 40.1%
32.0% 31.3% 30.6%29.3%
25.9%
22.2%
6.3%7.5%
9.6%11.9%
14.8%
17.6%
20.5%23.1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0
5
10
15
20
25
30
35
40
2010 2011 2012 2013 2014 2015f 2016f 2017f
China’s Import & Export Trade and Total Volume of Cross-border E-commerce Transaction Since 2010
Total Volume of Imports & Exports(Trillion CNY) Transaction Size of Cross-border E-commerce(Trillion CNY)
Growth Rate of Transaction Size of Cross-border E-commerce Share of Cross-border E-commerce in Import & Export Volume
Source:National Bureau of Statistics of the People's Republic of China
China’s total transactions of cross-border e-commerce in 2014 reached 4 trillion RMB, taking
14.8% of total export trade. Along with the launch of policies, active promotion of participants and
improvement of cross-border e-commerce chain, cross-border e-commerce is expected to
constitute 20% of the total import and export trades.
© 2016 Beyond Summits
8
93.5% 92.4% 90.4% 88.2% 86.7% 85.4% 84.4% 83.8%
6.5% 7.6% 9.6% 11.8% 13.3% 14.6% 15.6% 16.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015f 2016f 2017f
Import & Export in China’s Cross-border E-commerce Since 2010
Import Export
Source:National Bureau of Statistics of the People's Republic of China
As per the import structure of China’s cross-border e-commerce in 2014, export represented
86.7% of the total. Despite the late start of China’s cross-border e-commerce, import share in the
total is estimated to keep rising in the near future. Yet influenced by policies, import share of cross-
border e-commerce will gradually grow.
© 2016 Beyond Summits
9
97.7% 96.8% 95.4% 93.9% 92.4% 90.8% 89.6% 88.9%
2.3% 3.2% 4.6% 6.1% 7.6% 9.2% 10.4% 11.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015f 2016f 2017f
B2B & B2C of China’s Cross-border E-commerce Structure since 2010
B2C
B2B
Source:National Bureau of Statistics of the People's Republic of China
In terms of transaction mode of China’s Cross-border E-commerce, B2B holds dominant position.
As players of cross-border trade have changed, the cross-border transactions become increasingly
fragmented and favor small sum. Therefore, B2C will see a growth and is expected to reach 11% of
China’s total cross-border transactions in 2017.
© 2016 Beyond Summits
10
Under 18(Inclusive), 0.6%
19-24, 15.7%
25-30, 39.7%
31-35, 25.3%
36-40, 10.9%
41-50, 6.8%
Under 51(Inclusive), 1.1%
China’s Cross-border Online Shoppers’ Age Structure(2014)
Source: Data from Internet Research
In 2014, over 80% of China’s cross-border online shoppers were 19-35 years old. On the one hand,
65% of online shoppers looking for foreign goods are 25-35; on the other hand, overall users tend
to be younger, with users below 35 exceeding 80% of the cross-border online shoppers.
© 2016 Beyond Summits
11
50.0%
27.0%
15.0%
12.0%
7.0%
6.0%
5.0%
3.0%
8.0%
Apparel & Accessories(clothes, bags)
Beauty Products
Formula & Baby Products
PC, Digital Products & Accessories
Furnitures
Health Care Products
Jewels & Watches
Books & CDs
Others
Commodity Category of Online Overseas Purchasing(2014)
Source:Data from Internet Research
Users’ favorite foreign goods include clothing, cosmetics and baby products. As online shoppers’
income increase, they will have a stronger demand for mid-premium brands. For overseas brands,
overseas consumption is a chance to enter into China market.
© 2016 Beyond Summits
12
53.0%
52.0%
50.0%
35.0%
33.0%
30.0%
27.0%
25.0%
23.0%
18.0%
4.0%
21.0%
23.0%
20.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.5%
3.0%
3.0%
Not Available on Domestic Websites
Good Quality
Cheap Price
Friends' Recommendation
Diversified Styles
Good Service
Security
Fast Commodity Delivery
Easy to Operate
Easy to Change or Refund
Others
Reasons of Chinese Online Shoppers’ Preference for Oversea Goods(2014)
Significant Reasons
Primary Reasons
The main reasons for Chinese online shoppers to purchase goods overseas: not available on
domestic websites; good quality; cheap price.
Source: Data from Internet Research
© 2016 Beyond Summits
13
Official WeChat Account:BSL思为跨境营销Contact Beyond Summits
Add: RM.701, Jing’An Modern Industrial Park, No. 68 Changping
Rd., Shanghai, China
Tel: +86 021 - 6199 2660
Fax: +86 021 - 3100 1328
Email: [email protected]
Add: 1st Floor East Side, Building 8, Andingmen East Binhe
Road No. 1, Hangxing Industrial Park, Dongcheng District,
Beijing, China
Tel: +86 010 - 5619 2032
Fax: +86 010 - 5166 7658
Email: [email protected]
Beijing Office
Shanghai Office
2015 China Overview, covering Chinese economy, media and markets, is a set of yearly research report conducted and
published by Beyond Summits Ltd, a leading all-media total solution provider focused on cross-border brand building &
destination marketing in China. This report aims to summarize domestic industries’ status in 2015, introduce Chinese market
knowledge to overseas stakeholders, and propose Chinese market insights. The whole set of China Overview includes 20 sub-
topics including economy, city, people, the rich, luxury, investment, auto, tourism, immigration and cross-border business, as well
as Chinese all media, internet, mobile internet, social media, TV, radio, print, OOH, movie and airport.
This report is the full version of 2014-2015 China Overview Cross-Border Business Market Report. More reports can be
downloaded from Beyond Summits’ official website link: http://www.beyondsummits.com/reports_downloading
We have collaborating offices in
· SH · BJ · HK · TYO · SEL · SYD · MOS · BER · LON · PAR · ROM · NYC · SF ·
Visit our website to learn more: www.beyondsummits.com
Your Global All-media Marketer