The Online Shopping Market Scale of Major Cities in the First Half of 2008 Reaches RMB 16.2 Billion

On June 24, 2008, China Internet Network Information Center (CNNIC) released, free of charge, the full text of the Survey Report on Online Shopping in China 2008. According to the survey data of the CNNIC, among four municipalities and 15 cities at sub-provincial level, the amount of online shopping in the first half of 2008 reached RMB 16.2 billion yuan.
Up to now, this report is on the survey that has covered the most extensive scope of cities and the latest data in the online shopping market. In total, it covers 19 economically developed cities, and the authoritativeness and reliability of its results have also reached the highest level in recent years.

The most extensive scope of survey, covering 19 key cities in China

As places where online shopping is popular at present are still economically developed cities, the samples for this survey were fixed in four municipalities directly under the Central Government and 15 cities at sub-provincial level. The municipalities refer to: Beijing, Shanghai, Chongqing and Tianjin. The 15 cities refer to: Harbin, Changchun, Shenyang, Dalian, Nanjing, Hangzhou, Ningbo, Xiamen, Jinan, Qingdao, Wuhan, Guangzhou, Shenzhen, Chengdu and Xi’an. 

The total amount of online shopping in the first half of the year reached RMB 16.2 billion, including RMB 3.1 billion by students

According to the report, among the 19 cities under survey, the amount of online shopping in the first half of the year reached RMB 16.2 billion. From the perspective of gender proportion, the total amount of online shopping by male was RMB 8.4 billion; the amount of online shopping by female was slightly lower than that of male, reaching RMB 7.8 billion. The total amount of online shopping in the first half of the year by students reached RMB 3.1 billion, account for 1/4 of the amount of online shopping in the first half of the year by people other than students.

Taobao led the user market and the probability for it to be surpassed by others in a short time is low

According to the report, the online shopping penetration of Taobao.com has reached 81.5%, ranking top. The online shopping penetration of Dangdang.com and Joyo.com, which ranked respectively the second and the third, was 16.6% and 13.6%. The online shopping penetration of another two C2C websites—ebay TOM and Paipai.com, occupied the third echelon, respectively 8.4% and 7.2%.
On the whole, the user penetration rate of Taobao.com was higher than that of the website ranking the second by nearly 65%. Taobao.com has formed certain scale effect and it is very difficulty for its first place ranking to be surpassed by another website in a short time.

In terms of brand conversion rate, Taobao.com ranked the first among C2C websites, and Joyo.com ranked the first among B2C websites

According to the report, the proportion of the online shoppers who know Taobao.com shopping on Taobao.com reached as high as 91%. The brand conversion rate of Taobao.com was the highest. Although the recognition of Joyo.com was only 22%, its brand conversion rate ranked the second, reaching 61.4%, occupying the first place in the field of B2C.