E-commerce is an important force in social economy

In development years later, E-commerce has become a social economy can not be ignored, in just released the Twelve-Five development outline clearly proposed that the current need to actively develop e-commerce, which will play an important role in the future development of E-commerce.

Analysis on the scale of e-commerce website

According to relevant information, the total number of e-commerce sites or growth is very fast , by the end of June, there are 23,200 e-commerce sites in the country, and January compared to an increase of 21.38%. The total number of Internet users visiting E-commerce sites in June reached 376 million, compared with a 6.89% increase in January.

E-commerce website Industry scale analysis: First, along with the policy stimulation as well as the social science and technology environment development, in the first half broke out an e-commerce website construction upsurge; second, currently in the new netizens, the proportion of interest in e-commerce is less than some years ago, This has caused the number of Internet users visiting E-commerce sites to grow at a slower pace than the growth rate of netizens.

Analysis on the scale of online retailing industry

In the first half of 2011 online retail (referred to as the consumer) industry scale first fluctuation, after the smooth trend, in the first quarter, due to the impact of the Spring Festival holiday, February the overall scale of the industry declined markedly, while the second quarter is the traditional sales of the flat season, the overall scale of online retail industry

On the overall scale, as of late June, there were 12,400 online retail sites in the country, up 6.55% from January, and the total number of online retail sites in June reached 318 million, compared with a 33.42% increase over the same period last year.

On active sites and active users who are more valuable to the site, the average number of visitors visited every day in the first half of the site is 1317, overall compared to the same period last year down 4.08%, the industry's highest number of the month is January, reached 1401, and then the monthly decline in the situation, monthly decline rate of 2.26%. During the first half of the year, the number of visitors to the industry reached 21.73 million, up 8.04% from the first half of 2010, and the highest daily average in the first half of April, reaching 22.19 million, the highest since November. 2011 years ago, the average number of visitors to the six-month industry dropped slightly, with a monthly decline of 0.21%.

The number of online retail users who participated in the purchase was steady in the first half of 2011, with 16.47 million Internet users participating in the purchase behavior in June, accounting for 3.87% of the total number of Internet users in the month.

The first half of the online retail industry station total visitors number of 16,500, showing a continuous increase in the state, the average monthly growth rate of 2.13%. Online retail industry stations are surveyed in the first half of the year compared to the same period last year, a certain increase in the entire industry every day to visit the number of pages reached 2945 pages, compared with the same period last year, an increase of 5.44%.

Online retail industry size analysis: One, immediately in the Year 11, December shopping Climax, the online retail industry overall size in January still maintained a high level, and in order to compete for the Spring Festival before the shopping season, a large number of online retail sites have launched a large number of promotional activities, the site was visited to increase the opportunity, However, there is no significant increase in the number of visitors to the industry; second, during the Spring festival holiday, the number of Internet access decreased, especially the online retail site of the sharp decline in the number of visitors, which directly lowered the February industry sites and industry visitors number; In the first half of 2011, the online retail industry attracted the absolute number of Internet users in comparison with last year, but the growth rate began to slow down, in the overall internet penetration rate has been maintained a high level; four, the continuous increase in the number of visitors shows that the online retail industry snowball effect began to show Investor confidence in the domestic online retail sales increased, the number of sites to get a lot of investment began to increase, which makes visitors more attracted to the cash-rich, promotional shopping sites, but there are a large number of small and medium-sized online shopping sites are not favored by investors, their survival began to encounter challenges; The growth of the number of pages on the site means that there is an increasing amount of effective content on the online retail web sites, and the overall scale of the entire business is expanding.

Analysis of visitor behavior in online retailing industry

In the first half of 2011, online retail industry visitors to the daily average page browsing volume reached 5.39, the overall change is small, but the fluctuation amplitude, the highest value in April, reached 6.27 times, and the lowest value in June, only 4.44 times. In the first 6 months online retail industry visitors average page stay for 13.76 seconds, compared to the first half of last year's growth of 30.55%.

Online Retail Visitor Behavior Analysis: First, due to the expansion of the site's business scope, while a lot of well-funded online retail sites more frequent promotional activities, which attracts visitors to the site after browsing more pages; Now users in the purchase of goods will be on the product page to carefully check the other shopper's comments and comments, and identify the credibility of these messages, which to a large extent, lengthened the visitor's page stay long.

Analysis of visitor sources in online retailing industry

For online retail sites, search engines are an important source of visitors, in the first half of 2011, 29% of visitors through the search engine to enter the site, but in attracting new visitors, the search engine play a role is not the most, in May 2011, for example, only 17.75% New visitors from the search engine, and 41.38% of online Retail site new visitors through the direct input of the Web site URL address, Favorites or instant messaging software access, navigation and SNS sites can also bring a certain number of new visitors, the proportion of 3.72% and 6.98% respectively.

In terms of the source of registered visitors, the May 2011 data is still used as an example, the highest proportion of the source is still the direct input of the site address, favorites or instant messaging software, the proportion of total registered users reached 46.19%, the role of the search engine is also very high, and 19.07% from the search engine. The proportion of registered visitors to online retail sites through navigation and SNS is 4.33% and 5.54%, respectively.

Compared to other sources of visitors, through the search engine access to online retail visitors to the Web site is much lower, the number of visitors per capita page browsing volume of only 1.21, although a slight increase compared to the same period last year, but compared to other sources of visitors to browse the number is much smaller.

Online retail Industry visitor Source Analysis:

I. At home, netizens use the ratio of domestic browsers to more than 30%, and these domestic browsers are generally built online shopping web site, and placed in a more obvious location, very convenient for Internet users directly from the browser to click into the online shopping site, while the domestic Internet browser toolbar installation rate is very high, Most of these toolbars also integrate online shopping links, the current browser popular web site display features also make accustomed to browsing the shopping site visitors more easily visit, these convenient means to direct users to enter the highest proportion of shopping sites, while using the browser directly into and register the proportion of visitors is also the highest;

Second, in addition to the use of browser promotion, search engines for online shopping sites, the significance is also growing, through the search engine to enter the site and the number of registered visitors compared to the end of last year have increased, at present, many search engines have opened a shopping search, direct users to search for goods and access to online

Iii. the widely-favored SNS web site in helping online retail sites to attract visitors has not reached the level of expectations, it is certain that social networking in the future of the Internet will occupy a more and more important position, online Retail Site How to use a good SNS website to promote their own needs further in-depth study;

Four, search engine can bring a part of visitors, but online shopping site can not directly expect users to enter the site from the search engine can directly register or even shopping, but also need to put their own brand into the hearts of consumers, so that it can be repeated through other ways to visit the website, improve the quality of visitors.

Group Buying industry website analysis

Group buying industry in the 1th quarter has a very high growth, but entered the 2nd quarter, the number of group purchase sites and industry visitor size growth has started to slow down, the whole market began to enter a rational stage. The number of Groupon sites in May has slowed to 9.95% compared with April, the slowest month since the 2010 group buying craze. The number of sites visited by visitors is even more pronounced, with the number of visitors visited by the May group buying industry only 1245, down 12.69% from April. The daily average number of industry visitors declined in April and May, until June.

Group buying industry visitor sources

Group buying industry visitors to the site of the way and online retail is very different, the main way to enter the same is directly through the browser to enter, but the proportion is much higher, the whole industry has 61.35% of visitors through the browser directly into the site, but in the group buying industry there is still a big difference, For the leading well-known group buying site, the direct access to the proportion of visitors mostly around 60%, and those less well-known group purchase site visitors to enter the way is another channel, that is, navigation sites, group purchase site to buy navigation site dependence is very high, this and online retail site has a very big difference, group buying industry as a whole has 24.1% The source of visitors is group buying navigation. By contrast, search engines are much less important to group-buying sites than online retail sites, with only 9.2% of the group buying industry visitors coming from search engines. In addition, SNS and other types of sites to group buying site to take 3.25% and 2.1% of visitors.

Generally speaking, successful group buy all need to register to become a member of group buying site, through the browser to enter the site and registered visitors are still the largest group of registered users, the proportion reached 62.8%. The second largest source of visitor registration is still the navigation site, where 20.66% of registered users are visiting. Search engines contribute 8.54% of registered users to group buying sites. SNS and other websites have brought 3.13% and 4.87% registered users to the group buying site respectively.

CNZZ will continue to pay attention to the development of E-commerce industry, timely release of relevant industry data and analysis reports.