"e-Commerce Insider" is a monthly report dedicated to the Chinese e-Commerce market. In this issue we focus on : - ECPI, a new dimension to value e-commerce - The winter goes deeper for china e-commerce - Waterloo of redcat e-commerce in china - How to rank high on taobao - Alibaba's social ambitions - War of price, war of mouth? - Communication bank on taobao This report is issued by L'Atelier BNP Paribas www.atelier.net

1. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
Report compiled by:
Emily ZHOU (Shanghai)
Market Research Analyst
Cecilia WU (Shanghai)
Market Research Analyst
August, 2012
Scott SI (Shanghai)
Market Research Analyst
 E-COMMERCE INSIDER
YOUR CHINA MONTHLY REPORT, BY L’ATELIER
In this issue
Disclaimer
The analysts mentioned above hereby certify that their
views about the companies discussed in this report are
accurately expressed and that they have not received
and will not receive direct or indirect compensation in
exchange for expressing specific recommendations or
views in this report.
The information and opinions in this report were
prepared by L’Atelier BNP Paribas, a wholly owned
company of BNP Paribas Group.
Usage of this document request license agreement.

2. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
August, 2012
Index
Page
Graph /Table Content
Number
CPI vs eCPI 2
Online price trend in July 3
Incomplete list of B2C platforms having layoff scandal 4
LaRedoute’s online presence in China 5
Five ranking factors and their specific parameters 6
Laiwang Social Network: Alibaba vs Sina 7
Wangxin Mobile Instant Messaging: Alibaba vs Tencent 8
Key statistics for price war of “8.15” 9
Glimpse of Communication Bank’s Taobao Store 11
Quoted Page
Quoted platform Page Number
brand/enterprise Number
Suning 1,9,10 Dangdang.com 1,10
Jiapin.com 1,3
Walmart 1
Gaopeng.com 1,3
Redcat 5 Dianping.com 1
PPR 5 Ftuan.com 1,3
LaRedoute 5 Yihaodian.com 1
eTao.com 2
Alipay 6,12 Xiu.com 4
Sina 7 Vcotton.com 4
Shangpin.com 4
Tencent 7
OKBuy.com 4
Alibaba 7,8 Rakuten.cn 4
Gome 9,10 Alibaba.com 4
Communication Bank 11 Qunar.com 4
Dazhe.com 4
l.sina.com.cn 4
58.com 4
Taobao.com 5,6,7,8,11,12
360Buy.com 5,9,10
Tmall.com 6
C008.com 10
51Buy.com 10
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3. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
August, 2012
Digital Strategy Advisory
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