"e-Commerce Insider" is a monthly report dedicated to the Chinese e-Commerce market. In this issue we focus on: - The big bang of Chinese online luxury market - CCTV involved in e-Commerce market as well - Kaixin cooperate with FTuan to sophisticate its group buying business - Google launched a group buying aggregator - Sina micro-blog, social networking go deeper in e-Commerce - Shiseido bypassed China's e-commerce platforms to set up its own store - Flash sale on Gaojie, flashy, fashionable with fabulous price 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
September, 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
SEPTEMBER, 2011
Index
Page
Graph /Table Content
Number
Chinese online luxury market by revenue 2
List of “state owned companies” go online 3
Snapshot of CNTV Mall 4
Snapshot of Kaixin Tuangou 5
Snapshot of Google Shihui 7
Aggregator comparison among Google, Baidu and Shanda 8
Snapshot of 360buy page on Sina micro-blog 10
Part of cosmetics brands go online alone 11
Snapshot of Pure&Mild Soi 12
Screenshot of Gaojie’s Sina micro-blog 13
Snapshot of Gaojie.com 14
Quoted brand Page Quoted brand Page Page Quoted Page
Quoted platform
/enterprise Number /enterprise Number Number platform Number
Alibaba 1 Kaixin 5 360buy.com 1,3,9 meituan.com 6,7
Alipay 1 Kiehl's 11
500ccc.com 1 nuomi.com 7
Baidu 8 Lancome 11
benefitcosmetics.co
Benefit 11 L'Oreal 11 11 okbuy.com 6
m.cn
Calvin Klein 13 LVMH 11 puremild-soi.co
dianping.com 6 11
CCTV 3 Oncard 1 m
China Central esteelauder.com.cn 11 QQ.com 1
1 Renren 8
Bank etao.com 1 sephora.cn 11
China Post 3 Sephora 11 Gaojie.com 13 stylenanda.com 1
CNTV 3 Shanda 8 gaopeng.com 7 Taobao.com 1
Coach 13 Shihui 7,8 Groupon.cn 7 tuan.baidu.com 8
COFOC 3 Shiseido 11 tuan.kaixin001.
kiehls.com.cn 11 5
Douban 8 Sina 9,13 com
tuanyouhui.
Estee Lauder 11 Soi 11 lancome.com.cn 11 8
com
Ftuan 5 Suning 3 lashou.com 7 ule.com.cn 3
Google 7,8 Taobao 1,3 Weibo.com/jing
lorealparis.com.cn 11 9
Guess 14 Tencent 1,8 dong
HOLA 13 Union Pay 1 luxurybeauty.com 11
womai.com 3
mall.cntv.cn 3
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3. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
SEPTEMBER, 2011
Digital Strategy Advisory
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