The trend of e-commerce between China and America

"World Network business Manager" in Japan, based on the provincial report, translation collation and excerpts of the relevant data, the Sino-American and Japan three E-commerce market made a comparison, readers.

Wen/World Network Business data analyst Sun Jixia

This February, Japan's Ministry of Economy and Industry issued a report entitled "2011 Japan Economic Information Social infrastructure (e-commerce market Survey)", through the China, the United States, Japan, Vietnam and other 6 countries in the market research, a more comprehensive display of 6 countries E-commerce market situation, And the future development trend of a certain forecast. "World Network business Manager" on its basis, translation collation and excerpts of relevant data, the Sino-US-Japan E-commerce Market made a comparison, readers.

Macroeconomic situation

The state's macroeconomic situation and the status of Internet use will have an important impact on E-commerce, so, first of all to explain the situation.

The GDP of China in 2011 was 47 trillion yuan, an increase of 9.2%, the same as the year-on-year growth rate of GDP in the second year of the financial crisis, but lower than the 2008 GDP growth rate of 9.6%. The European debt crisis and the situation of domestic real estate market have some influence on China's economy in the 2011.

The overall sense of the US economy has been slowly recovering from the previous financial crisis, but the growth rate slowed in 2011 by external causes such as high crude oil prices, European debt problems, and the internal effects of a slump in real estate demand. 2011 11 ~ December By personal consumption market, production recovery and other reasons, the U.S. economy began to improve.

Japan's economy was affected by the March East Japan earthquake, the first half of 2011 continued to slump. Signs of recovery in the second half of the year, but the European debt problems caused by the overseas economic slowdown, and the yen appreciation of the impact of slow economic recovery.

Network usage Trends

Internet penetration in Japan and the United States are more than 70% of the population, and less than 40% in China, the Chinese internet market has more potential to tap.

(1) Internet access equipment for netizens. The proportion of Internet users using only computers or mainly computers is 80% or more in 3 countries. On the other hand, there is a proportion of Internet experience using mobile phones, Japan 61.7%, the United States 47.8%, China 80%.

(2) Internet users use the main sites, 3 countries are the majority of people at home, Japan 90.7%, the United States 85.7%, China 71.2%. About 30% of China's people are mainly in the company, the school Internet.

(3) The proportion of Internet users in the United States and China over 3 hours a day is over 60%, while Japan is only 32%.

Trends in the use of electronic commerce

2011, the number of online shopping in the United States is 141 million people, E-commerce utilization rate of 71.2%. According to comscore, the US e-commerce market was 166.4 billion dollars in 2011. The U.S. e-commerce market, although 2009 by the financial crisis, the first negative growth, but 2010 years to reverse the decline to reach the highest historical sales, the current strong growth situation. According to Cnnic's report, the number of Chinese online shopping in 2011 was 194 million, and E-commerce usage rate was 37.8%. China's e-commerce market reached 773.6 billion yuan in 2011, according to Eric. According to the Japanese government reported that 2011 Japanese E-commerce market size of 8.459 trillion yen, e-commerce utilization rate of about 40%.

According to research data, the proportion of consumers who want to buy through E-commerce is over 80% in 3 countries. More than 3 years experience in E-commerce Channel shopping, Japan, the United States are more than 60%, China reached 50%. The E-commerce market in 3 countries has great potential.

It is to be explained that data statistics here are targeted at consumers who have used e-commerce over the past year.

Basic situation of electronic commerce

1. Payment method

The United States and Japan are the largest credit card payments, China is the largest third-party payments, of which Alipay in the third party to pay the dominant position. In the United States, PayPal and other Third-party payment tool usage accounted for 30.6%, maintaining a relatively high level, while in Japan, Third-party payment tools currently have little market.

2. Use of electronic commerce terminals

More than 90% of consumers in 3 countries have E-commerce transactions through PCs, and China 79%, the United States 31.8%, and Japan 24%, from the proportion of consumers who use mobile terminals such as ordinary handsets, smartphones and tablets. (Editor's note: We suspect that this data is simply added to the proportion of users who have responded to E-commerce transactions using a common mobile phone, as well as the proportion of users who have used PDAs and smartphones.) It is obviously illogical to add more than 100% users who have used PCs and mobile phones in the same logic. When a person uses multiple terminals, a simple addition is repeated. )

3. Frequency of use of electronic commerce

The proportion of consumers who use e-commerce more than once per week, China 42.1%, the United States 17.8%, Japan 7.4%. Chinese consumers seem to be more enthusiastic about using E-commerce deals. Chinese consumers who use 2~3 every week have a concentration of 20-year-old ~40.

The proportion of American consumers who use 2~3 E-commerce for trading every month is significantly higher, accounting for 26.9%, followed by 2-3 months, the ratio is 20.8%.

In Japan, the proportion of the use of E-commerce transactions per month is the largest, accounting for 27.9%, and the proportion of people who use 2~3 twice a month and those who use it 2-3 months is 25.6%, 23.3%, respectively, with a small percentage of consumers who use it once a month. The proportion of these 3 consumers is 75% of the total.

In terms of the proportion of transactions per week using 1~2 or more electronic commerce (the ratio of 3~5 to weekly use 1~2), China is much higher than the United States and Japan, reaching 42.1% per cent.

4. E-Commerce Popular category

Of the top trading categories, book magazines (excluding E-books), clothing and decorations in 3 countries occupy the top 3. Books and magazines (excluding E-books), business, comics, literature, the purchase of a large proportion of life category. Clothing and Accessories field, are men's, women's, fashionable small commodities accounted for relatively high.

5. Purchase Amount Range

The amount of Internet purchases, the United States is 100 U.S. dollars to 300 U.S. dollars in the majority of consumers (22.9%), Japan is 10,000 yen ~3 million consumers (22.3%), followed by 10,000 yen consumers (21.1%), and China is 3000 yuan to 5000 yuan consumer majority. Compared with 2010, Chinese and American consumers ' online purchases have increased, while Japan has declined.

Consumer behavior

1. Rationale for the use of electronic commerce

"Cheaper than physical stores" is the first reason Chinese consumers use E-commerce shopping, accounting for up to 70.4%.

"Do not consider the journey time to shop, shop hours can be shopping," is the prime reason for consumers in Japan and the United States, E-commerce convenience has been praised, and the second reason is "cheaper than physical stores."

2. Main concerns in the use of electronic commerce

No inspection before purchase, in 3 countries are ranked first. In addition, the possibility of damage to the delivery of goods and distribution delay is also the main concern of Chinese consumers. For us and Japanese consumers, it is a second reason to fill out personal information such as personal credit card number, address, etc.

3. Disputes in use

In China and the United States, goods delivery, service delivery delays (days to one week) accounted for the first place. In Japan, it is bad goods, shoddy goods, poor service to occupy the first place.

Trends in cross-border Electronic commerce

Through the Internet can easily cross the border, access to information and transactions of other countries, for many enterprises, without large investment can enter foreign markets, is very good thing.

2011 The amount of Cross-border E-commerce purchases in China ranked first, the amount sold in China is only 4.906 billion yuan, less than half of Japan, the United States.

Comparing the 2010 and 2011 Cross-border e-business (consumer-oriented) market size, we can find:

In 2011, the amount of Cross-border e-commerce purchases by U.S. consumers and Japanese consumers decreased compared with 2010. Japanese consumers ' purchases have fallen sharply. and Chinese consumers ' cross-border purchases have increased.

Whether through Cross-border E-commerce purchases from two other countries, or from the US and Japan alone, China is the highest, with a 7% increase compared with 2010. The main reason for growth is the rise in Internet penetration and the appreciation of the renminbi. China's internet penetration rate rose from 34.3% in 2010 to 38.3% in 2011, using a population of 513 million people. And the appreciation of the renminbi, for China's consumers, can be seen as the purchase of goods, the amount of the increase in purchasing power, for Cross-border E-commerce purchase transactions is a positive factor.

Japan's internet penetration rate of 78.3%, higher than China, the yen has been rising, can be said to be the same as China's big environment, but the purchase of Cross-border E-commerce is showing the opposite of China's results. The reason for this is different from the Chinese consumer's own Cross-border E-commerce purchases, in Japan there are many other ways, such as through purchasing companies to buy (business-to-business).

The reason for US consumers to buy more Cross-border E-commerce is to consider two factors, such as the stagnant consumption of the US economy and the depreciation of the dollar. January 30, 2012, the U.S. Department of Commerce released December 2011 personal income increased by 0.5%, but most of the savings. The American savings rate rose from 3.5% to 4%. Because America's unemployment rate is high, American consumers will choose to rein in spending. In addition, the depreciation of the dollar for American consumers, equal to the price of goods from foreign purchases, is not conducive to purchase.

The characteristics of Cross-border e-commerce purchase

Chinese consumers buy goods from the United States and Japan have the same characteristics. The most purchased are clothing and accessories, followed by audio-visual equipment (including game consoles), computer software, gaming software, and so on. Chinese consumers through Cross-border e-commerce channels to buy the reason is mainly "not buy at home", "good quality", "prior to domestic sales", "cheaper than domestic" and so on.

U.S. consumers buy the most goods from China and Japan is "music, film and other audio-visual content downloads," from Japan to buy the second and third is "computer software, game software" and "ebook." The second and third-place purchases from China are "clothing decorations" and "audio and video playback software".

Japanese consumers buy the most from the United States are audio and video software, followed by magazine books, computer and gaming software again. The most purchased from China is the downloading of e-books, music, movies and other audio-visual content, again clothing and decorations. Japanese consumers through Cross-border e-commerce to buy the reason is mainly "not buy at home, compared with domestic goods have a richer choice", "cheaper than domestic buy" and so on.

(The main data of this paper is derived from the survey report of "Market trends and user status of electronic commerce" in six countries such as Japan, the United States, China, France, Vietnam, Indonesia, etc.), the report said In 23, I is the national situation Report 経 済 Social における Foundation (electronic quotient Take I 関内駅 する market) newspaper, the report survey time range is January 2011 ~2011 Year December, the survey method involves the literature survey, the industry and the consumer carries on the interview and the questionnaire survey, the survey number China n= 2044, the United States n=2017, Japan n=2115. ）

Source: World Network Business