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China e-commerce GMV increased by 25.8% YoY, to 1.76 trillion RMB in Q1 2012. B2B e-commerce GMV rose by 24.9% YoY, to 3.71 billion RMB. Online shopping GMV amounted to 228.2 billion RMB in Q1 2012, an increase of 40.9% YoY. Online travel GMV reached 44 billion RMB in Q1 2012, growing 16.9% YoY.
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Beijing • Shanghai • Guangzhou • Shenzhen • Tokyo •
Silicon Valley • Hong Kong
www.iresearchchina.com
Quarterly Report on China E-commerce
Q1 2012
Crucial Data on E-commerce in Q1 2012
China e-commerce GMV increased by 25.8% YoY, to 1.76 trillion RMB in Q1 2012.
B2B e-commerce GMV rose by 24.9% YoY, to 3.71 billion RMB.
Online shopping GMV amounted to 228.2 billion RMB in Q1 2012, an increase of
40.9% YoY.
Online travel GMV reached 44 billion RMB in Q1 2012, growing 16.9% YoY.
2
China e-commerce GMV reached 1.76 trillion RMB in Q1 2012, growing 25.8% YoY, while
decreasing by 4.2% QoQ.
B2B is dominant, the proportion of online shopping is increasing to 13%
GMV of China E-commerce in Q1 2012
Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch
statistical forecast model. It is for your reference only.
3
Small and
medium-
sized B2B
businesses
55.1% Large B2B
businesses
29.4%
Online
shopping
13.0%
Online
travel 2.5%
Composition of E-commerce GMV 12Q1
1.40 1.51
1.64
1.83 1.76
8.3% 8.6% 11.6% -4.2%
35.6% 34.3% 35.0% 28.6%
25.8%
0
1
2
3
2011Q1 2011Q2 2011Q3 2011Q4 2012Q1e
China E-commerce GMV from Q1 2011 to Q1 2012
Chine e-commerce market size(tn yuan)
QoQ growth(%)
YoY growth(%)
China B2B Revenue being 3.71 bn. RMB in
12Q1, Growth Slowing Down
Transaction volume of B2B SMEs was 3.71 bn. RMB, up 24.9%YoY, increasing 2.2% QoQ.
The growth is slowing down
Alibaba decreased slightly to 43.1% although it still ranked first; Global Sources, Mysteel
and Hc360 ranked the second the third and the fourth.
Note:The revenue of China’s B2B e-commerce operators refers to the total income of ecommerce platforms through B2B business. Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch statistical forecast model. It is for your reference only.
4
3.0
3.3 3.3
3.6 3.7 9.4% 3.0% 8.5% 2.2%
42.9% 34.2% 35.0% 33.7% 24.9%
0
1
2
3
4
5
2011Q1 2011Q2 2011Q3 2011Q4 2012Q1e
Revenue of China B2B SME in Q1 2012
Market revenue (bn yuan) QoQ growth rate(%)
YoY growth rate(%)
Alibaba
43.1%
GlobalSource
8.0% Mysteel
4.0%
HC360
3.8% Made-in-China
2.6%
Dhgate
2.4%
GlobalMarket
1.2%
Netsun
1.0%
Others
33.7%
Market Share of China's Major B2B Websites in Q1 2012
China Online Shopping GMV Being 228.2 bn.
RMB 12Q1
Note: Online Shopping GMV refers to the total GMV of platform websites and independent shopping websites, not including the GMV of paid
digital products, air ticket transaction and online payment services.
Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch
statistical forecast model. It is for your reference only.
5
162 177
198
230 228
9.3% 11.5% 16.4%
-0.8%
91.5% 74.6% 73.4% 42.8% 40.9%
0
50
100
150
200
250
300
350
2011Q1 2011Q2 2011Q3 2011Q4 2012Q1e
China Online Shopping GMV from Q1 2011 to Q1 2012
Online shopping GMV (bn yuan) QoQ growth rate (%) YoY growth rate (%)
China's online shopping GMV was 228.2 bn. RMB in Q1 2012, an increase of 40.9%
YoY, while a decrease of 0.8% QoQ.
China B2C accounted for 27.2% in 12Q1
Note:The revenue of C2C (not including B2C malls of C2C) is estimated to be 166 billion yuan in Q1 2012 and that of B2C (including B2C
malls of C2C) is estimated to be 62.2 billion yuan.
Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch
statistical forecast model. It is for your reference only.
6
C2C
72.8%
B2C
27.2%
Structure of Online Shopping GMV by Websites in Q1 2012
In 12Q1, China C2C grew modestly while B2C took 27.2%
Apparel, shoes and bags still top the list. food, cosmetics, and 3C & home
appliances, grew fastest over the same period last year.
Clothings,
shoes & bags
26.8%
3C & home
appliances
18.1% Cosmetics
4.9% Books &
Videotapes
3.0%
Others
47.2%
China Online Shopping Market Shares by Goods Categories in Q1 2012
Online Shopping Enjoying a Boom
Taobao accounted for 95.2% of the total China C2C (excluding B2C malls launched by C2C) online shopping GMV.
Therefore, Taobao established absolute dominance in the market.
Tmall remained its 50% market share in B2C, and 360buy occupied half of the total GMV in self-operating-sales
B2C.
Tencent B2C (including buy.qq.com and shop.qq.com) is included in the rankings for the first time, accounting for
3.2% in the B2C market in 12Q1.
Note:1. The revenue of C2C (not including B2C malls of C2C) is estimated to be 166 billion yuan in Q1 2012 and that of B2C (including B2C
malls of C2C) is estimated to be 62.2 billion yuan. The revenue of B2C platform selling is 34 billion yuan and that of B2C independent selling
28.2 billion yuan. 2. Tencent B2C includes shop.qq.com and buy.qq.com
Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch
statistical forecast model. It is for your reference only.
7
Taobao
95.17%
Paipai
4.82%
Eachnet
0.01%
Market Share of China C2C Websites in Q1 2012
Tmall
51.5%
360buy
22.7%
Amazon
3.5%
Tencent
B2C
3.2%
Suning.com
3.1%
Dangdang
1.8%
51buy
1.5%
VANCL
1.3%
Coo8
1.2%
Newegg
0.8% Others
9.4%
China B2C Market Share in Q1 2012(include Tmall)
360buy
50.1%
Amazon
7.8%
Suning.com
6.8%
Dangdang
3.9%
51buy
3.4%
VANCL
2.8%
Coo8
2.7%
Newegg
1.7%
Others
20.8%
China Self-running B2C Market Share in Q1 2012
Analysis on Open Platform
Question: Did Tmall, 360buy grow rapidly in Q1 because platform-based B2C has advantages
in site traffic?
Advantages in site traffic is one reason, the other is that traditional enterprises accelerates their expansion in B2C,
logistics, warehousing and payments and others gradually linked with each other, and jointly promote the rapid
development of online shopping sites.
Question: Will Dangdang settle in Tmall or shop.qq.com?
The merge of major shopping sites , inviting quarlity vertical B2C and major merchants will facilitate the exchange of
advantageous resources, and help achieve win-win between enterprises.
Question: Major open platform sites have broadened the opening up, how to be perfect?
Mainly in two aspects:(1) to enhance the management on goods and pricing; (2) to generate scale effect and improve
the efficiency in resources utilization.
8
Online Travel GMV being 44 bn. RMB in 12Q1
Note: GMV refers to the total value of all tourism products including air tickets and hotels which are provided by online travel service providers
through online or Call Center booking, including online direct selling of upstream providers and distribution or third-party online agents.
Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch
statistical forecast model. It is for your reference only.
37.6
41.1
49.3 44.9
44.0
9.2% 20.0%
-8.9% -2.1%
80.0% 73.4% 66.6% 52.2% 16.9%
0
10
20
30
40
50
60
70
2011Q1 2011Q2 2011Q3 2011Q4 2012Q1e
China Online Travel GMV from Q1 2011 to Q1 2012
Online travel GMV(bn. yuan) QoQ growth rate (%) YoY growth rate (%)
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In 12Q1, China's online travel maintained a stable YoY growth, the GMV reached 44 bn.
RMB, an increase of 16.9% YoY.
In 12Q1, China‘s online air ticket buying GMV was 31.51 bn. RMB, hotel booking 8.87
bn. RMB, holiday-related products and others 3.61 bn. RMB, accounting
for 71.6%, 20.2% and 8.2% respectively.
Air ticket
booking
71.6%
Hotel
reservation
20.2%
Tourism-
related
products
8.2%
Structure of China Online Travel GMV in 12Q1
OTA Revenue Reached 2.3 bn. RMB in Q1 2012
Note: OTA revenue refers to the total income of third-party online agents. As now booking through calling is still the main channel, it also
includes the revenue of telecom companies like 118114 and 12580.
Source: The data is estimated according to the financial statements published by enterprises, interviews related to the industry, and iResearch
statistical forecast model. It is for your reference only 10
Statistics from iResearch show that China’s OTA revenue reached 2.3 billion RMB in Q1
2012, an increase of 20.4%
Ctrip accounts for over 40% of OTA market shares with eLong, 17u and 118114 ranking
the 2nd to 4th.
1.91
2.08
2.50
2.31 2.30
9.1% 20.3% -7.8% -0.5%
52.7% 38.8% 30.5%
10.5% 20.4%
0
1
2
3
4
2011Q1 2011Q2 2011Q3 2011Q4 2012Q1e
China's OTA Revenue from Q1 2011 to Q1 2012
OTA revenue (bn yuan) QoQ growth(%) YoY growth(%)
Ctrip
41.8%
Elong
7.4% 17u.net
4.4%
118114
4.4%
Mangocity
2.4%
12580
1.8%
Others
37.9%
OTA Market Share in Q1 2012
Hot Topics in Online Travel
Enhancing Opening up and cooperation
Mango announced its opening strategy, cooperating with companies including 360buy, Tianya,
go.qq.com, Huawei and Rovio.
17u and 118114 declared their strategic cooperation and establish partnership with Suning.com,
Yihaodian and other e-commerce wesites.
Strengthening the integration of back-end resources
Ctrip bought Hong Kong Angecy Wing On Travel to enhance its layout in vacation market. It also
upgrades the international air ticket booking system to improve its service.
ELong announced to set up a call center in Hefei with 5000 employees, so as to enhance its
customer service quality.
Uzai successful merged an international travel agency to improve its outbound tourism products.
Lvmama’s acquisition of Shanghai Synwalk Travel can help to expand its outbound market share.
11
Legal Notices
The report is produced by iResearch Co., Ltd. All sentences, charts, tables and etc. in this report
are under the protection of relative law and constitution on property rights in Peoples‘ Republic of
China. The report may be used for informational purposes only. Without iResearch‘s written
authorization, any organization or individual is not allowed to use the information in this report for
any business purpose. Some sentences and data in this report are collected from public
publications and their copyrights are owned by the original publishers. Without written
authorizations from the original publisher and iResearch, no part of this report may be used for
any business purpose.
Statistics related to operators‘ revenue and market prediction are mainly obtained through
interview, marketing survey, secondary sources and etc., some of which have not been
confirmed
by the related operators. In addition, statistics resulting from sample research in this report are
influenced by sample structure. Due to the limitation of research method, limited sample and
research sample, part of the result may not precisely reflect the situation. Customers should use
this report as only a reference material in making business decisions. iResearch does not
guarantee the accuracy of all data in this report.
12
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