"e-Commerce Insider" is a monthly report dedicated to the Chinese e-Commerce market. In this issue we focus on: - Additional data for 2010 online shopping market - Believe or not, China enterprises are leading the e-Commerce tide - Taobao is split into trinity - Taobao Mall's very first furniture showroom debut offline in Beijing - China merchant bank's credit card is getting deeply in social functionality - The cute version of Sina Weibo you do not want to miss - Second-hand property now can be added into your online shopping cart - A B2B player jumped into B2C market 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
June, 2011
 E-COMMERCE INSIDER
YOUR CHINA MONTHLY REPORT, BY L’ATELIER
In this issue
MARKET
STRATEGY
NEW PLAYERS
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
JUNE, 2011
Index
Page
Graph /Table Content
Number
2010 Market share of various online categories by turnover 2
2010 Top B2C platforms by turnover 3
2010 Top C2C platforms by turnover 4
The comparison of adopting e-Commerce as part of selling channel between MNC and Chinese companies 5
The comparison of using internet/mobile as part of communication channel between MNC and Chinese companies 6
Taobao’s new frame after restructuring 7
Pros and cons comparison for Taobao Malls’ first and offline furniture showroom center (ifengchao.com) 8
General overview of Taobao Mall’s first and offline furniture showroom center (ifengchao.com) 9
Image of cobranded credit card between Kaixin001 and CMB, the preface of upcoming cobranded “RenRen CMB 10
credit card”
General overview of Q version of Sina Weibo 11
Snapshot of shopping mall on Q Sina Weibo 12
Clip view of 6 selected second-hand apartments auctioned on the online platform Leju, powered by Sina House 13
The public reactions for selling second-hand properties online 14
Product comparison process on Boogle 15
Frontier of B2B platforms entering online retail market 16
Page Page
Quoted Page Quoted platform Quoted platform
Number Number
brand/enterprise Number
139 shop.com 3 New egg.com 3
Alibaba Group 1
360buy.com 1,2,3 Paipai.com 4
Android 1
Alibaba.com 1,16 QQ mall.com 3
Casio 1
Alipay.com 1,7 qweibo.sina.com 11
China Merchant Bank 10
Baiduc.com 4 Redbaby.com 3
Ebay China 4
Boogle.cn 15 Renren.com 10
iPhone 1
CN card.com 3 sh.esf.ejuc.com 13
Softbank Japan 1
Coo8.com 3 sh.esf.sina.com 13
Suning 1
corp.netsun.com 15,16 Suning.com 1
Symbian 1
Dangdang.com 1,3 t.sina.com 11
Tencent 4
Eachnet.com 4 Taobao.com 4,7
Yahoo 1,7
Etao.com 7 TaobaoMall.com 1,2,3,7,8
Ifengchao.com 8 tuan.hc360.com 16
Joyo Amazon.com 1,3 Vancl.com 3
Kaixin001.com 10 Yahoo.com 1
Lijia Baby.com 3 Yao.tmall.com 1
M18.com 3 Youa.com 4
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3. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
JUNE, 2011
Digital Strategy Advisory
About L’Atelier BNP Paribas Headquarter
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75002 Paris – France
For more than 30 years, L’Atelier has
been working as an “innovation
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major upcoming trends related to the
digital economy.
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