China'S E-Commerce Has Ranked Second In The World And Has Seen An Explosive Growth.

Boston consulting yesterday released the latest research report in Beijing, China. Electronic Commerce The scale is now ranked second in the world and has seen explosive growth. By 2015, the number of Chinese Internet consumers will surge to 329 million, accounting for 44% of the urban population, and become the world's largest e-commerce. market 。

At present, the number of Internet consumers in China is 145 million, and is increasing rapidly at the rate of more than 3000 new Internet consumers every year.

Ye Yonghui, partner and managing director of Boston, said that most of China's existing five years network The annual consumption of shoppers will double, and the per capita consumption will reach 6220 yuan per year. In addition, the proportion of e-commerce in China's total retail sales will increase from 3.3% to 7.4%.

BCG Guo Youqi, the head of China's consumer insight and think tank, said that the explosive growth of the e-commerce market could be seen through a set of data. In 2006, less than 10% of the Chinese urban population was shopping online. By 2010, this proportion had risen to 23%. By 2015, the figure will increase nearly to 44%, indicating that nearly half of consumers begin to choose online shopping, and the growth rate of online shopping is much higher than that of traditional retailing. This means that enterprises must increase investment and penetration in the field of e-commerce to catch up with the development of the market. If brand businesses belong to the fastest growing category, such as tourism, electronics, casual wear and skin care products, action is needed.

Guo Youqi believes that compared with the United States, China's e-commerce has obvious local characteristics: first, because of the vast territory of China, shoppers can search for special products and special products that are not available in the shops on the Internet. Secondly, Chinese consumers pay more attention to the word of mouth effect, which is largely determined by Chinese consumers' cautious attitude towards online shopping and distrust of online merchants. Besides, China's e-commerce market is less concentrated than other countries. The top five categories account for only half of the total market value, while in the United States, Japan and the United Kingdom, the proportion of commodities in the top five categories is close to 70%.

However, the development of e-commerce in China is currently facing various kinds of chaos and bottlenecks that impede the development of the industry. According to the survey in Boston, the issue of logistics and delivery in e-commerce has become the most worrying problem for consumers at present. Over 45% of consumers worry about the use of counterfeit goods in the course of delivery. Besides, consumers are worried about the uncontrollable delivery time and the damage of goods in spanit. Consumers are also worried about the quality of online products, after-sales service and network payment.

"With the rise of China's two or three tier cities, there is bound to be a group of wealthy consumers outside the big cities, which means that enterprises must expand their coverage to reach these consumers, and the Internet seems to be the most rapid and effective means for the future development of enterprises." Ye Yonghui explained, in his view, due to management and spanportation restrictions, traditional retail enterprises can not achieve full coverage.

At present, China has 306 million fixed telephone users and 796 million mobile phone users. The sales mode based on mobile phones will grow sooner or later. Ye Yonghui also believes that e-commerce in China will probably skip the development cycle of traditional physical retail industry in the future and directly enter a different end-point depending on e-commerce.