Abstract China’s e-commerce transaction volume will reach US$1.3 trillion by the end of 2012 – is your company ready to benefit? Companies focused exclusively on selling products to Chinese consumers through brick and mortar stores are missing out on a tremendous new channel to reach hundreds of millions of Chinese consumers who reside outside of major cities like Beijing, Shanghai and Guangzhou. Establishing an online sales presence in China requires varying levels of investment depending on your strategy. Some companies can benefit from partnering with established Chinese players like Alibaba Group’s Tmall or 360Buy.com, while other companies face significantly higher upfront costs to build their own online storefronts in order to have more control of their brand. Regardless of which path you choose, this report arms you with critical information to better understand China’s e-commerce landscape and inform your China e-commerce strategy going into 2013. This research provides China’s roadmap for ecommerce and is particularly focused on online shopping. Forecasts are provided for China’s ecommerce market transaction volume, the changing distribution of China’s ecommerce market segments, China’s online shopping market transaction volume (compared with the US), and online shoppers in China. Also presented are market shares for major Chinese B2C and C2C players, demographics on China’s online shoppers, channels and case studies.

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CHINA’S E-COMMERCE LANDSCAPE:
WHAT YOU NEED TO KNOW ABOUT SELLING ONLINE IN CHINA
December 2012
By JULIA Q. ZHU

2. CONTENTS
1.Overview of Ecommerce in China
2.China’s Online Shopping Boom
3. Understanding Chinese Online Consumers
4.How To Sell Online in China
5.Case Studies
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3. CONTENTS
1.Overview of Ecommerce in China
 China's 14-Year Roadmap for Ecommerce
 China's Ecommerce Market Growth
 China's Ecommerce Market Breakdown
 Find The Focus — China’s Online Shopping Boom
2.China’s Online Shopping Boom
3.Understanding Chinese Online Consumers
4.How To Sell Online in China
5.Case Studies
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4. CONTENTS
1.Overview of Ecommerce in China
2.China’s Online Shopping Boom
 How Big is China’s Online Shopping Market?
 Market Breakdown: the Rising B2C Curve
 Major Players in B2C & C2C
3.Understanding Chinese Online Consumers
4.How To Sell Online in China
5.Case Studies
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5. CONTENTS
1.Overview of Ecommerce in China
2.China’s Online Shopping Boom
3.Understanding Chinese Online Consumers
 How many Chinese are buying online?
 Who are China’s Online Consumers?
 How Chinese Online Consumers Buy?
 Two Key Facts to Keep in Mind to Win Chinese Online Shoppers
4.How To Sell Online in China
5.Case Studies
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6. CONTENTS
1.Overview of Ecommerce in China
2.China’s Online Shopping Boom
3.Understanding Chinese Online Consumers
4.How TO Sell Online in China
 Understanding the 3 Types of Online Channels in China
 Choose The Right Online Channels By Your Role
 Choose The Right Online Channels By Featured Category
5.Case Studies
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7. CONTENTS
1.Overview of Ecommerce in China
2.China’s Online Shopping Boom
3.Understanding Chinese Online Consumers
 Understanding the 3 Types of Online Channels in China
 Choose The Right Online Channels By Your Role
 Choose The Right Online Channels By Featured Category
5.Case Studies
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8. CONTENTS
1.Overview of Ecommerce in China
2.China’s Online Shopping Boom
3.Understanding Chinese Online Consumers
4.How To Sell Online in China
 [Premier Product] Estée Lauder: Optimize Customer Experience By Ecommerce Channel
 [Clothing, Shoes & Accessories] Forever21:Spread Brand and Attract New
Customers Rapidly by Exploiting Tmall’s Huge User Base
 [Computers & Electronics] Samsung: Reach the Most Chinese Consumers by
Collaborating with A Wide Range of Mainstream B2Cers in China
 [Beauty & Cosmetics] L’Oreal: Converting Sales while Building Brand by Integrating
Branded Website & Tmall Store
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Author Sales Manager/Global Report Sales
Julia Q. ZHU Elaine Potter
Email: julia.zhu.dc@gmail.com Direct: 1.480.685.4933
Email: norm@mrgco.com
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