中国市场概览 china market overview - marketing china...b2b & b2c of china’s cross-border...

中国市场概览 China Market Overview

Cross-border Business

© 2016 Beyond Summits

Summary：

• China’s total import and export volume in 2014 reached USD 4.303 trillion, which was up 2.3%

from 2013. Trade surplus saw a substantial growth of 45.9%, reaching USD 0.382 trillion to

mark a new record.

• China’s e-commerce showed strong growth in 2008-2014, and its market scale nearly doubled

over the 6 years, ranging from USD 3.2 trillion in 2008 to USD 12.3 trillion in 2014. Cross-

border e-commerce has seen an even rapid growth, rising from USD 0.8 trillion in 2008 to USD

4 trillion in 2014.

• It can be expected that the volume of cross-border e-commerce in year 2017 could account for

about 20% of China’s total volume of export and import, thanks to the publicity of industrial

policies, the promotion from industrial participants as well as the optimization of cross-border e-

commerce’s industrial chain.


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Summary：

• With the increasing domestic demand, the import quota of cross-border e-commerce will

continuously rise in the next few years. However, affected by the government policies, the

import quota of cross-border e-commerce will go up steadily.

• In the light of transaction pattern of Chinese cross-border e-commerce in year 2014, B2B

dominated the market. With the changes of the subjects of cross-border trades, cross-border

trade orders appeared to be more fragmentation and be smaller amount. Hence, the volume of

B2C transaction will be promoted.

• The three most popular categories of overseas products are apparel & footwear, cosmetics and

baby products. Nowadays, Chinese online shoppers have great demand for overseas

medium/high-end products. This trend can be attributed to the increased income of Chinese

online shoppers as well as their great demand for the products which are cheaper, quality-

guaranteed and hard to get in domestic websites. Overseas shopping by Chinese online

shoppers is a chance for overseas brands.


4

762 969

1,218 1,429

1,202 1,578

1,899 2,049 2,210 2,343 660

792

956

1,133

1,006

1,395

1,743 1,818

1,950 1,960

102

177

262

295

196 183

155

231

260

382

0.00

50.00

100.00

150.00

200.00

250.00

300.00

350.00

400.00

450.00

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

China’s Import & Export Value(2005-2014)(Billion USD)

Total Import

Total Export

Balance

Source：General Administration of Customs of the People’s Republic of China

China’s total import and export volume in 2014 reached USD 4.303 trillion, which was up 2.3%

from 2013. Amongst it, export increased 4.9% to USD 2.343 trillion; import dropped 0.6% to USD

1.96 trillion; trade surplus saw a substantial growth of 45.9%, reaching USD 0.382 trillion to mark a

new record.


5

3.2 3.7

4.5

6.0

7.9

9.4

12.3

0.8 0.9 1.3

1.8 2.3

3.1

4.0

15.6%

21.6%

33.3%31.7%

19.0%

30.0%

12.5%

44.4%

38.5%

27.8%

34.8%

29.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0

2

4

6

8

10

12

14

2008 2009 2010 2011 2012 2013 2014

China’s Import & Export Value(2005-2014)(Trillion USD)

E-commerce Market Scale（Trillion）

Cross-border E-commerce Market Scale(Trillion)

Growth Rate of E-commerce Market

Growth Rate of Cross-border E-commerce Market

Source：Ministry of Commerce of the People’s Republic of China

China’s e-commerce showed strong growth in 2008-2014, and its market scale nearly doubled

over the 6 years, ranging from USD 3.2 trillion in 2008 to USD 12.3 trillion in 2014. Cross-border e-

commerce has seen an even rapid growth, rising from USD 0.8 trillion in 2008 to USD 4 trillion in

2014.


6

75% 76% 71% 70% 71% 67% 68%

25% 24% 29% 30% 29% 33% 33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011 2012 2013 2014

Share of Cross-border E-commerce in Overall E-commerce(2008-2014)

Cross-border E-commerce

Non-cross border E-commerce

Source： Ministry of Commerce of the People’s Republic of China

From 2008 to 2014, cross-border e-commerce had a larger share in overall e-commerce, with an

increase of 25% in 2008 to 32.5% in 2014. It is estimated that share of cross-border e-commerce

will continue to go up in the coming years.


7

20.2

23.6 24.3 25.8

27.1

29.5

32.0

34.6

1.3 1.8 2.3 3.1

4.0 5.2

6.5 8.0

41.0% 40.1%

32.0% 31.3% 30.6%29.3%

25.9%

22.2%

6.3%7.5%

9.6%11.9%

14.8%

17.6%

20.5%23.1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0

5

10

15

20

25

30

35

40

2010 2011 2012 2013 2014 2015f 2016f 2017f

China’s Import & Export Trade and Total Volume of Cross-border E-commerce Transaction Since 2010

Total Volume of Imports & Exports(Trillion CNY) Transaction Size of Cross-border E-commerce(Trillion CNY)

Growth Rate of Transaction Size of Cross-border E-commerce Share of Cross-border E-commerce in Import & Export Volume

Source：National Bureau of Statistics of the People's Republic of China

China’s total transactions of cross-border e-commerce in 2014 reached 4 trillion RMB, taking

14.8% of total export trade. Along with the launch of policies, active promotion of participants and

improvement of cross-border e-commerce chain, cross-border e-commerce is expected to

constitute 20% of the total import and export trades.


8

93.5% 92.4% 90.4% 88.2% 86.7% 85.4% 84.4% 83.8%

6.5% 7.6% 9.6% 11.8% 13.3% 14.6% 15.6% 16.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013 2014 2015f 2016f 2017f

Import & Export in China’s Cross-border E-commerce Since 2010

Import Export


As per the import structure of China’s cross-border e-commerce in 2014, export represented

86.7% of the total. Despite the late start of China’s cross-border e-commerce, import share in the

total is estimated to keep rising in the near future. Yet influenced by policies, import share of cross-

border e-commerce will gradually grow.


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97.7% 96.8% 95.4% 93.9% 92.4% 90.8% 89.6% 88.9%

2.3% 3.2% 4.6% 6.1% 7.6% 9.2% 10.4% 11.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013 2014 2015f 2016f 2017f

B2B & B2C of China’s Cross-border E-commerce Structure since 2010

B2C

B2B


In terms of transaction mode of China’s Cross-border E-commerce, B2B holds dominant position.

As players of cross-border trade have changed, the cross-border transactions become increasingly

fragmented and favor small sum. Therefore, B2C will see a growth and is expected to reach 11% of

China’s total cross-border transactions in 2017.


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Under 18(Inclusive), 0.6%

19-24, 15.7%

25-30, 39.7%

31-35, 25.3%

36-40, 10.9%

41-50, 6.8%

Under 51(Inclusive), 1.1%

China’s Cross-border Online Shoppers’ Age Structure(2014)

Source: Data from Internet Research

In 2014, over 80% of China’s cross-border online shoppers were 19-35 years old. On the one hand,

65% of online shoppers looking for foreign goods are 25-35; on the other hand, overall users tend

to be younger, with users below 35 exceeding 80% of the cross-border online shoppers.


11

50.0%

27.0%

15.0%

12.0%

7.0%

6.0%

5.0%

3.0%

8.0%

Apparel & Accessories(clothes, bags)

Beauty Products

Formula & Baby Products

PC, Digital Products & Accessories

Furnitures

Health Care Products

Jewels & Watches

Books & CDs

Others

Commodity Category of Online Overseas Purchasing(2014)

Source：Data from Internet Research

Users’ favorite foreign goods include clothing, cosmetics and baby products. As online shoppers’

income increase, they will have a stronger demand for mid-premium brands. For overseas brands,

overseas consumption is a chance to enter into China market.


12

53.0%

52.0%

50.0%

35.0%

33.0%

30.0%

27.0%

25.0%

23.0%

18.0%

4.0%

21.0%

23.0%

20.0%

8.0%

7.0%

6.0%

5.0%

4.0%

3.5%

3.0%

3.0%

Not Available on Domestic Websites

Good Quality

Cheap Price

Friends' Recommendation

Diversified Styles

Good Service

Security

Fast Commodity Delivery

Easy to Operate

Easy to Change or Refund

Others

Reasons of Chinese Online Shoppers’ Preference for Oversea Goods(2014)

Significant Reasons

Primary Reasons

The main reasons for Chinese online shoppers to purchase goods overseas: not available on

domestic websites; good quality; cheap price.

Source： Data from Internet Research


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2015 China Overview, covering Chinese economy, media and markets, is a set of yearly research report conducted and

published by Beyond Summits Ltd, a leading all-media total solution provider focused on cross-border brand building &

destination marketing in China. This report aims to summarize domestic industries’ status in 2015, introduce Chinese market

knowledge to overseas stakeholders, and propose Chinese market insights. The whole set of China Overview includes 20 sub-

topics including economy, city, people, the rich, luxury, investment, auto, tourism, immigration and cross-border business, as well

as Chinese all media, internet, mobile internet, social media, TV, radio, print, OOH, movie and airport.

This report is the full version of 2014-2015 China Overview Cross-Border Business Market Report. More reports can be

downloaded from Beyond Summits’ official website link: http://www.beyondsummits.com/reports_downloading

mailto:[email protected]

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中国市场概览 china market overview - marketing china...b2b & b2c of china’s cross-border...

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