中国网购者爆炸式增长

emarketer的数据显示,今年我国网购人数将达到2.2亿,超过美国的1.5亿,成为全球网购者最多的国家。emarketer预测,到2016年,我国将有超过4亿的网购者。与西方消费者不同的是,国外的消费者网购的目的主要是方便,中国消费者网购的目的则是为了性价比。
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Online sales in China are flourishing. According to a new eMarketer report, “China Ecommerce: A Developing Market Begins to Boom,” consumers are embracing the internet’s ability to offer comparison shopping and product research, and marketers are eager to expand operations beyond flagship stores in established markets like Shanghai and Beijing.

As consumers in China become more comfortable buying goods online, the number of online buyers on the mainland will rise to nearly 220 million this year, further outpacing the US total of approximately 150 million, eMarketer estimates. No other country even approaches this size. By 2016, eMarketer forecasts, 423.4 million people in China ages 14 and older will make an online purchase at least annually.

Stilll there are plenty of nuances to the ecommerce market in China. Westerners mostly shop online for convenience, but in China the kick for the click is driven much more by availability and value. Shopping online means access to brands and goods otherwise not available beyond Tier 2 cities. “Try buying the latest Sony camera or a limited-edition Louis Vuitton bag somewhere like Datong without going online,” said Tim Schlick, senior vice president of strategy and market development for Asia-Pacific at Thoughtful Media Group in Shanghai.

And foreign internet brands face hurdles entering China. The country’s ecommerce market, like its search, social networking, instant messaging and gaming sectors, is currently dominated by a handful of local giants. And while online shopping certainly is on the rise, China still faces rampant piracy and counterfeiting problems. Other challenges include ruthless competition and price wars, marketing and supply-chain costs, and uncertain taxation policies.
文章名称:Online buyers in China are driven by availability and value
文章来源:emarketer
文章链接:http://www.emarketer.com/Article.aspx?R=1009466


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