Mail-Order and Online Shopping in China - Industry Report.pdf
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1、CONTENTS Error! No text of specified style in document. April 2012 | 1-800-330-3772 | IBISWorld Industry Report 6592 Mail-Order this number represents 38.3% of the population. The number of internet users is forecast to surpass 550 million in 2013. Greater government assistance and strengthened re
2、gulations will help the industrys development in the next five years. However, the industry faces competition from many other industries, such as online secondhand trading (e.g. eBay), and online retailing by existing retailers and manufacturers. Industry revenue is forecast to grow at at the slower
3、 annualized rate of 23.9% over the next five years to total $18.0 billion in 2017. Key External Drivers The key sensitivities affecting the performance of the Mail-Order online sales currently generate 73.0% of industry revenue. Over the five years through 2012, industry revenue has been increasing
4、at an annualized rate of 58.6% per year. Over the same period, the number of online consumers has been growing 48.0% per year. As online payment systems and customer service improve, online shopping will continue to attract consumers. Chinas online shopping market will continue to expand at high rat
5、es. In 2012, industry revenue is expected to increase 43.5% to $6.2 billion. In February 2008, a cold snap in South China forced online retailers whose delivery establishments are concentrated this area (i.e Joyo Amazon and D) to find alternative delivery methods. In May, a devastating earthquake st
6、ruck Wenchuan, Sichuan province, killing tens of thousands of people and destroying most of the infrastructure in the area. During this period, online purchases were low in many parts of China. Additionally, delivery to, and online ordering from, disaster areas was severely affected, negatively affe
7、cting industry performance in some markets and regions. Despite these problems, however, industry revenue totaled $1.3 billion, up 109.6% from 2007. The industry was also unaffected by the global recession in 2009. Due to greater convenience and better pricing, more households shifted to online purc
8、hases. In 2010, the internet shopping market developed rapidly due to improved internet shopping services and higher numbers of consumers shopping online. Mecoxlane and D, two leading internet shopping operators, were listed on the New York Stock Exchange that year. Differentiation Through product s
9、pecialization, industry operators can avoid direct competition with major players that retail general merchandise, such as D and Joyo Amazon. For example, HongHaiZi retails mother- and baby-related products online, while PPG sells clothing. Websites such as also have arrangements with writers and p
10、ublishers to provide direct online book sales. WWW.IBISWORLD.COM.CN Mail-Order this number represents 38.3% of the population. The potential market of Chinese online shoppers is huge. The government has released suggestions and plans on developing electronic commerce, which will benefit this industr
11、y over the next five years. WWW.IBISWORLD.COM.CN Mail-Order 73.0% of industry revenue is generated from sales via websites. Growth in the e-commerce segment is driven by the rising economy and the WWW.IBISWORLD.COM.CN Mail-Order however, larger companies will be more profitable due to economies of s
12、cale. Depreciation Operators in this industry are faced with depreciating assets, commonly on fixed assets such as computers, servers, furniture, fixtures, technology infrastructure, internal-use software and website development. The cost of depreciation varies among operators depending on their siz
13、e and the number of assets involved. The average depreciation expense for this industry is about 1.5%. Purchases Purchases (i.e. cost of goods sold) consist of products purchased from suppliers for resale to consumers via the internet, telephone, or mail-order catalogs. This category makes up the la
14、rgest component of the industrys cost structure, accounting for about 80.0% of industry revenue. Rent and utilities Operators of traditional stores require physical locations from which to operate their businesses, incurring costs for rent and utilities. However, in the case of remote retailing, the
15、se costs are reduced significantly. Wages Unlike traditional retailers, wages are a relatively small component of the cost structure for players in this industry, representing approximately 1.9% of revenue in 2012. Few people are needed to fill orders that are placed remotely. Furthermore, labor in
16、this industry usually requires low levels of specialization and training on unified platforms. Other costs WWW.IBISWORLD.COM.CN Mail-Order however, these businesses generate approximately 20.0% of industry revenue. Foreign investment has brought advanced management into the China market. China opene
17、d the retail market to foreign investment in December 2004 as a result of joining the WTO (World Trade Organization) in December 2001. This enabled foreign retailers to enter China more easily. Foreign capital enters the industry by investing in existing domestic companies. More foreign players are
18、expected to enter the industry in the next five years, increasing the globalization level. WWW.IBISWORLD.COM.CN Mail-Order & Online Shopping in China April 2012 24 Major Companies Major Player Market Share Beijing Science and Culture Book Information Co., Ltd. 15.1% (2012) Happi Go Co., Ltd. 13.3% (
19、2012) Shanghai Mecoxlane International Mailorder Co., Ltd. 10.7% (2012) Best One Home Shopping Co., Ltd. 9.1% (2012) Beijing Century Joyo Information Technology Co., Ltd. 8.5% (2012) Other 43.3% (2012) Beijing Science and Culture Book Information Co., Ltd. Industry Brand Names:D Market Share: 15.1%
20、D was established in November 1999 in Beijing. It is one of the largest book retailing websites in China with very competitive prices. In 2001, Dangdang began selling audio and video products in addition to book. In 2004, Dangdang began retailing other types of products, although books remain its pr
21、imary focus. In 2004, Amazon tried to acquire Dangdang for $150 million before negotiating with Joyo. However, Dangdang refused the acquisition deal as it wanted to retain autonomy. Amazon acquired Joyo at a much lower price. With 20,000 square meters of warehouses in Beijing, East China and South C
22、hina, Dangdang has implemented cash-on-delivery systems in over 180 cities. It delivers products to consumers across mainland China, Hong Kong, Macau, Taiwan, and several foreign countries. Its product categories include furnishings, cosmetics, digital appliances, jewelry and leisure products, books
23、 and audio and video products. Additionally, Dangdang allows suppliers to open dedicated shops on its website, providing integrated product search and payment services, while keeping warehousing and delivery independent. In 2011, Dangdang generated $575 million, up 59.0% over 2010. However, gross pr
24、ofit decreased 8.4%, due to its large investment in advertising and marketing promotions.In December 2010, Dangdang was listed on the New York Stock Exchange with a total financing value of $313.0 million. Happi Go Co., Ltd. Market Share: 13.3% WWW.IBISWORLD.COM.CN Mail-Order & Online Shopping in Ch
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