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TABLE OF CONTENTS
I /........................ Introduction
II/.........................E-commerce in China
1/.........................Chinese e-market overview
2/...................... Chinese consumer features
3 /........................Differences between Chinese and
western purchasing behaviors.
I) Introduction
The aim of this modest assignment is to analyse and explain the
recent trends and changes that appeared within the Chinese emarket.
Indeed, during decades, China was stuck in its communist
period. However, for many years now and thanks to many
reforms, China changed completely its landscape. One of the
main points that shows best the Chinese change concerns the
boom of the E-commerce in China.
From a small access to Internet decades ago to a massive
presence on the web today, China showed its ability to move
quickly, much faster than the western countries, despite the
common ideas that the western countries have about China.
This trend follows decades of power concerning the Chinese
manufacture, where China manufactured goods for the whole
world. Now, the boom of the Chinese e-commerce allows the
Chinese manufacturers to sell faster, either it concerns Chinese
consumers or the rest of the world.
This rapid expansion of the Chinese e-market was realised by
the emergence of a local company, known as Alibaba. From the
garage to thousands of warehouses, the success story of this
Chinese company shows how China is capable to expand
rapidly, to learn quickly, and to move much faster than the
western world. Alibaba helped Chinese small and medium
companies to sell their goods to the world, and consequently to
increase the power of the Chinese e-commerce market.
Finally, the singles day is the ultimate evidence of the Chinese
leadership on the e-market, showing its ability to overcome the
best e-commerce companies in the world in terms of volume of
sales.
Consumption
among
the
young
generation is growing twice the pace
(14%) of consumers older than 35. By
2020, the portion of total consumption
of the young generation is expected to
increase from 45% to 53%.
(The
World Economic Forum)
nuanced (annex 2). In fact, they are willing to pay for better
value and quality (annex 3) and spend more time researching
and are exploring product and brands. On average, they verify
two to three websites before making a purchase.
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2) Alibabas competitors
a) The Chinese competitor.
Jingdong Mall (JD.com) is the second biggest e-commerce
company in China after Alibaba (Bloomberg, 2015).
Both companies Alibaba and JD.com tend to expand their
activities, especially in the financial sector (JD finance and
Alipay).
Moreover, they have partnerships with overseas companies (JD
has a partnership with the US start-up Zest Finance) (Fortune,
2016).
b) Two international competitors: Amazon and EBay.
If you compare Alibabas sales with its main international
competitors, they serve as dwarfs: in 2013, EBay reported sales
of $16 billion, less than one-tenth Alibabas 2012 sales (Loeb,
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Launched in the 1990s in Nanjing university, the antiValentine day encouraging single persons to forget
their situation by doing shopping.
The following "1" designating the date of this event
refers to the 11th day of the 11th month of the year
refers to celibacy.
However, the trade fair has flown during this period
with Jack Ma, who used this day to drive sales in this
period of the year. Thereby, the first Single 's Day took
place on Alibaba website.
Indeed, since 2009, the giant Alibaba offers
promotions in order to comfort those who do not live
as a couple, but in reality all these offers are
accessible to everyone. The concept of the day is to
provide millions of deeply discounted products. The
brands offer special discounts from -30 % to -70 %,
with a stock, provided specifically for this outsized
operation.
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We can noticed through the chart above that the Chinese ecommerce giant has matched the 2014 Singles Day figure of $9.3 billion
just during the first 24 hours. Singles Day also became truly mobile-first,
with 42.6 percent of sales via mobile for 2014.
To evaluate the importance of these figures, note that sales during Cyber
Monday in 2014 had represented just 1.35 billion dollars comparing to
the singles days figures (over $7,5 billion).
For 2015 (although we have not yet all statistics regarding this
year), Alibaba says beating its previous record of 2014. At 11:49
Wednesday, Chinese Internet users had already spent on popular online
shopping platform Tmall -property of Alibaba- much as during the whole
publishing 2014, announced the site (57.1 billion Yuan or 8.34 billion
euros) : the equivalent of the annual GDP of the Bahamas and more than
a third of that of Cyprus. According Tmall, the purchases were made
three-quarters via smartphones and tablets. Indeed, 73 % of buyers are
passed via a mobile device.
Numbers to remember: 14.3 billion dollars in revenue, a team of
1.7 million deliverymen , 200 aircraft and 400 000 vehicles for one day. In
just 8 minutes, Alibaba had managed to achieve 1 billion dollar sales.
With such figures for 2015, the Singles Day Alibaba outperforms the
Black Friday and Cyber Monday.
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to shop online Diwali, and are particularly interested in the balances for
clothes, cell phones and other electronic devices.
So we can conclude that sales during these two competitors
events have confirmed the trends observed in recent years. The online
sales sector, in China and India, should continue to exceed all records
for the greatest happiness of the giants of e- commerce but also all the
addict consumers.
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