Market analysis: B2C Consumers in China

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In year 2010, the number of B2C consumers in China reached 99.36 million, which makes up 61.9% of all online purchasers.

Clothing, books and 3C products are the top three categories of goods that are most welcomed on B2C websites. 51.1% of all consumers buy clothes and shoes on B2C websites, 32.4% buy books and CDs, and 22.2% buy 3C products.

On average, a consumer spends 2,049 yuan per year on B2C websites. The average yearly spending on household electrical appliances is 3,101 yuan. Next is 3C product, with an annual spending of 2,605 yuan. The yearly average spending on maternal and child supplies, clothing and books are, respectively, 1,328 yuan, 779 yuan and 367 yuan.

Compared with all online consumers, B2C consumers do purchasing online more frequently, with 12 times for half a year on average.

Among B2C websites, Tmall enjoys the highest popularity. 63.4% B2C consumers use Tmall. Next is Dangdang, with a market occupancy rate of 20.8%. The third is Amazon, which has 11.9% of all B2C consumers, and then is 360buy, with 10.5% of all consumers. Most of these consumers buy a fixed type of product from one website, and only a few of them buy the same type of product from over two websites.

Online purchasing of clothing

In year 2010, there are 50.77 million B2C clothing purchasers, which is 45.1% of total online clothing purchasers. The most welcomed B2C clothing website is Tmall, which has 35% of all B2C clothing purchasers and the second is Vancl, with an occupancy rate of 4.1%.

The top 3 other products that B2C clothing purchasers buy are books, 3C products, and virtual cards.

Online purchasing of books

In year 2010, there are 22.06 million B2C book purchasers, which is 43.85 of the total 50.4 million online book buyers. Among the B2C websites, Dangdang has the biggest purchasing volume of books, with 36.5% of all B2C purchasers. The market occupancy rate of Amazon and Tmall are, respectively, 19.8% and 11.6%.

The top 3 other products that B2C book purchasers buy are clothing, 3C products, and cosmetics.

Online purchasing of 3C products

In year 2010, there are 32.19 million B2C 3C purchasers, 32.4% of all B2C purchasers. Tmall receives the most welcome with a market occupancy rate of 21.6%, and 360buy follows with 14.8%. Third is Newegg with 2.5%, and the market occupancy rate of Amazon and Dangdang are, respectively, 2.3% and 1.1%.

The top 2 other products that B2C 3C purchasers buy are clothing and books.

Online purchasing of household electrical appliances

In year 2010, there are 8.54 million people who buy household electrical appliances on B2C websites, 8.6% of all B2C purchasers. Tmall still receives the most welcome with its 19.8% market occupancy rate. 360buy follows with 14.5%, and then are Amazon and Dangdang, with respectively, 5% and 3%.

The top 3 other products that B2C household electrical appliances purchasers buy are books, clothing and 3C products.

Online purchasing of maternal and child supplies

In year 2010, there are 3.08 million B2C maternal and child supplies purchasers, which is 3.1% of all B2C purchasers. The average spending of purchasers on maternal and child supplies was 1,328 yuan. Among B2C websites, Tmall still took the lead with 22.6% purchasers. Next is Redbaby, with 4.3% market occupancy rate.

The top 3 other products that B2C maternal and child supplies purchasers buy are books, 3C products and recharge cards.

Edited by Amy Wang from Daxue Consultant China

Credit photo: Baima

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