In 2012, China'S Online Shopping Market Conjectures &Nbsp; The Sales Promotion Card Is Still The Main Theme.
In 2011, it was an exciting year for the online shopping market in China. In November 11th last year, the "singles day" shopping Carnival created by Taobao mall attracted 21 million collectives, more than 2000 brands and millions of goods, creating a Alipay paction volume of 3 billion 360 million yuan per day.
This is a miracle of the retail industry as well as the Internet.
Miracle
。
In 2012, people still have endless reverie for this market performance, and expect that this market will have a better development prospect.
"Promotion card" is still the main theme.
Ari's latest online economic data show that in 2011, the scale of China's online shopping market reached 773 billion 560 million yuan, of which the B2C market paction scale reached 179 billion 110 million yuan, accounting for more than 20%.
Data also showed that the scale of online shopping pactions reached 236 billion 980 million yuan in the fourth quarter of 2011, an increase of 47.1% over the same period last year, and online shopping showed a rapid growth trend.
The online shopping market can maintain a high level.
increase
Mainly comes from several aspects: first, the large-scale shopping websites continue to expand the product line and try to enhance the comprehensive service level through open platform, such as Taobao, excellent network, etc. Two, the expansion of the scale of the online shopping industry such as clothing, home appliances, cosmetics, books, mother and infant, and the development of new fields such as pharmaceutical B2C and so on, have led to the rapid development of the whole online shopping market.
In addition, due to the lack of Internet market experience and high cost, traditional electricity providers and small sellers have outsourced the Internet's underlying technology architecture, warehousing and logistics, express delivery, call center, marketing and other aspects. The third party service providers have become catalysts and have achieved their own development.
In 2011, e-commerce websites launched various promotional cards to attract consumers. Sales promotion of shopping websites became more frequent.
However, such competition has brought enough benefits to consumers, but it is easy to lead consumers to only recognize the price and not be loyal to the brand. The original way of price competition can easily lead to the competition of the major e-commerce websites, leading to vicious competition.
In the short term, this competition based on price advantage is hard to change quickly.
Online retailers
Websites should seriously tap the added value and provide consumers with comprehensive, unique and innovative products and services.
Because the development of China's e-commerce industry is still in its early stage, from the perspective of the development of online shopping, personalized service will be the core of future competition, and the proportion of traditional price war will gradually decline.
In 2012, the "promotion card" will also become the main theme of online shopping.
Some people think that 2012 is not a "listing year", but a "elimination year", a "life and death year".
In this e-commerce knockout competition, competitive core products, good shopping experience, better brand image, perfect supply chain, and industrial chain management will all become a living weight.
B2C enterprises must establish core values. They must start from consumers and trace back to the source, and win the hearts of the people.
Group buying industry shuffle acceleration
In the field of electronic commerce, group buying is undoubtedly the fastest growing form of network in the past two years.
In the first half of 2011, the number of group buying enterprises in January was 2630, 2700 in February, 2940 in March, 3248 in April, and 4500 in May, and 5320 in May.
With the rapid increase in the number of group buying enterprises, the proportion of group buying websites with the top ten market share has declined, and the number of more than 5300 enterprises has diluted the market share of the group buying industry.
After a sharp decline in October, it was affected by
online shopping
As the market rose, the group buying market finally came to good news in November.
According to the statistics of a Panxi network, the growth rate of China's group buying market pactions reached 39% in November, and the total paction volume also ushered in the highest point in the second half of the year.
From the overall volume of trade, it was affected by the online shopping peak season in 11 and December last year. In November last year, the group purchase market rose by 39% in October, and the overall paction amount was close to 2 billion 400 million yuan, reaching the peak of the group purchase and consumption.
Since last November is the traditional peak season of online shopping in China, the "B2C eleven" promotion campaign, represented by Taobao mall, has activated the consumption enthusiasm of online shoppers in China.
According to a panning network monitoring, in November last year, the turnover of more than 500 million yuan is still only 1 Juhuasuan, with a turnover of 100 million yuan to 500 million yuan website has 6, the number of pactions between 10 million yuan to 100 million yuan reached 15.
Data show that the 22 websites that sell more than ten million yuan account for more than 96% of the market share. That is to say, at least 3800 websites are currently under 10 million yuan, and they are fighting for less than 4% of the market share.
Although the total sales volume of the group buying market has risen sharply in November, the market share has moved closer to the top group buying giants. It also shows from the side that the shuffling of our group buying industry is accelerating now. The vast majority of group buying websites have reached the point of life and death, and the future of Chinese group buying industry is going to be more and more, and the survival and death of thousands of group buying websites will also gradually emerge.
Affected by the overall growth of China's online shopping market in December last year, the market volume of group buying industry is likely to continue to rise. However, during the next Spring Festival holiday, the group buying market is coming down to a cruel test.
In 2012, the group buying market competition is white hot, and the bubble will be squeezed. The growth rate of the group buying website will be greatly slowed down, and some small and medium-sized group buying websites will be eliminated.
Luxury squeeze bubble to usher in a bottleneck period
Since 2011, the sales figures of luxury brands LV, BURBERRY and TOD have exceeded the market expectations. Chinese people are more inclined to make good purchases through online shopping. Online shopping has made great achievements. Chinese consumers have already surpassed Korea, Japan and the United States, and become one of the top customers of LV.
According to the financial data from the global top luxury luxury group, Chinese luxury goods account for 40% of its global sales.
Data show that in 2011 luxury online shopping paction scale is expected to reach 10 billion 730 million yuan, achieving an annual growth of 68.8%.
The luxury market is bright, but because of the source of supply,
Sincerity
The crisis, the low market size and the lack of user habits have led to the reshuffle in the industry. Some of the poor, poorly performing luxury websites have been closed. For example, at the end of last year, two luxury websites such as NetEase and Hohhot were closed down.
On the whole, in the current luxury online shopping market, the comprehensive B2C platform is still dominated by several websites that rely on portal and e-commerce giants. Luxury websites such as vip.com, Xiu Xiu and Jiapin are also in the development stage.
Other small and medium luxury websites have no chance to get ahead.
In the vertical field, diamonds, birds, diamonds, fashion and extravagant products have developed well.
After a short period of explosive growth, luxury online shopping is bound to usher in a bottleneck period. There are bound to be some websites closed down under the shuffle.
Although there will be challenges, luxury is still an important market for e-commerce providers and capital investment.
In November 2011, Jingdong's luxury website 360top launched the luxury B2C platform.
The early 360 also launched luxury online shopping navigation.
All of this shows that the industry is still optimistic about the luxury online shopping industry, so that you can sing my debut.
In 2012, the bottleneck of the development of luxury online shopping is slowly emerging, and many websites are already in urgent need of pformation.
Online shopping market issues regulatory stress
According to the State Administration of industry and commerce, as of November 30, 2011, there were 948057 online inspection websites at all levels of the industry and commerce, and 4853 cases of illegal pactions in online commodities and related services were investigated.
In 2011, although consumers complained about product falsehood and tedious after-sales service, the scale of online shopping and online shopping market continued to expand.
According to AI, it is estimated that the size of the online shopping market may reach 750 billion yuan in 2011.
At present, the online shopping market is chaotic, and complaints about online shopping are showing explosive growth.
Therefore, strengthening the supervision and management of online shopping market can not only create a good consumption environment, protect consumers' legitimate rights and interests, but also accelerate the development of the market.
Taobao released its rights in December last year
data
It shows that from January 2011 to November, Taobao handled a total of 62 million pieces of information about infringing goods, of which 820 received more than 820 pieces of merchandise handled by complaints, and Taobao took the initiative to deal with more than 53 million items through special attacks and mysterious purchase and appraisal, and punished 57.3 million members.
Among them, in the first quarter Taobao launched the "suspected counterfeiting and infringement of intellectual property rights goods" action, the processing of relevant information about 25 million.
As of December last year, Taobao continued to carry out a total of 8 violations of intellectual property rights and counterfeit and shoddy products. It focused on clothing, shoes, hats, bags, mother and baby, medicine, cosmetics, audio-visual, software, watches, books, food and other categories. Altogether, thousands of members were involved in the sampling inspection, and 179 brands were involved in the process.
Spring Festival is approaching, online shopping consumption is also more prosperous.
In December 26th last year, the Ministry of Commerce issued a request that all localities should strengthen the management of the Spring Festival online retailing industry. It was stipulated that the online retailers and the third party trading platform could not cancel the order without any reason. SAIC also requested the website to strengthen network management in January 3rd.
There is no doubt that the Ministry of Commerce and the State Administration for Industry and commerce at the beginning of the year issued a strong supervision on the online shopping market, which will have a positive impact on the development of the online shopping industry in 2012.
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