Over the years, the Chinese e-commerce market has changed a lot, revolutionizing the traditional system for both consumers and sellers. The Chinese internet giants have made a real run to become the best e-commerce platform in China through the development of cutting-edge technologies.
Thanks to their efforts, the opportunities to increase sales for companies and entertainment for consumers have developed significantly.
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The engine of growth in consumption is the new generation of Chinese consumers which is characterized by a motivation to:
- spend more freely
- be sophisticated consumers
- use the internet daily to do any type of business from chatting to buying items
Over the past 10 years, many platforms have developed, improved to adapt to the demanding and ever-changing needs of Chinese consumers.
In 2020 we can group the main e-commerce platforms in China into these below:
- Little red book (Xiaohongshu)
Some are specific to some industries, others are better for smaller or larger companies. Therefore, how can a company choose the most suitable platform for its sector and its possibilities?
Let’s take a look at some of the most popular Chinese eCommerce platforms and understand their specificities.
China eCommerce Overview in 2021
E-commerce sales in China are on way to surpass expectations as they already reached $1.8 trillion in 2020. Back in 2017, e-commerce sales outpaced estimates by $44.41 billion, driven largely by sales from leader Alibaba’s Taobao and Tmall. Those two will still have a total of 58.2% this year, but Alibaba’s share is shrinking as the market diversifies with the emergence of retailers and newcomer Pinduoduo’s recent success.
In 2020, according to Statista, “the revenue is expected to show an annual growth rate (CAGR 2020-2024) of 6.9%, resulting in a market volume of US$1,309,535m by 2024.”
From 2015 to 2018, Alibaba’s share of e-commerce sales in China fell from 77.6% to 53.5%. Alibaba’s e-commerce sales are now growing slower than the overall e-commerce growth rate of 34.3% with Alibaba’s sales forecast to increase just 22.8%.
In addition, the rapid expansion of cross-border e-commerce has offered opportunities for small and medium-sized enterprises to participate in world trade.
Consumption among the upper-middle-class is still growing so fast, over 17% per year, and, by 2020, has accounted for $1.5 trillion in urban China. That compares with a 5% growth rate among emerging-middle-class and middle-class consumers.
However, the emerging middle class and the middle class will remain the largest consumers in many categories, in particular rapidly evolving consumer goods such as personal care products and detergents.
Five key trends driving China’s E-Commerce market
China E-commerce shopping festivals
Consumption upgrade in the Chinese Ecommerce Sector
A new form of retail: online and offline integration
- Digital payments
The boom of Social media and e-commerce integration in China
1. China E-commerce shopping festivals
- Alibaba got 168 billion RMB in sales and 39% growth on Singles’ Day,
- JD.com, achieved RMB 127 billion during this same period, with over 50% growth.
Consumption upgrade in the Chinese Ecommerce Sector
A new form of retail: online and offline integration
Digital payments are the main payment method for Chinese consumers
The boom of Social media and e-commerce integration in China
WeChat & its vision of China’s eCommerce
WeChat allows retailers to feature online stores and has a convenient third-party payment function (Wechat Pay).
It also features push messages to introduce new product lines or deliver promotions. U.S. companies interested in exploring social media avenues and working with these sorts of social media players should seek to work with a local marketing partner to develop a strategy and support execution.
China e-commerce world: what opportunities does it offer to brands?
Why is localization so important in China?
With the development of new technologies, building a beautiful and dynamic website is not a big deal. The important thing that really matters is building a website that is relevant to your target customers.
China is a challenging market for foreign brands and Chinese netizens are difficult to please. They have a unique language, different symbolic colors, and philosophies, they face a different ecosystem and online regulations. This market is just too enormous to be ignored, so it’s important to adopt the best practices to set up your e-commerce design for China that will mean taking a big step for your brand’s success.
GMA helps brands join China’s most popular e-commerce platform. We provide comprehensive and diversified professional managed e-commerce services like:
- the registration and opening of online shops
- store decoration design
- upload product
- daily customer communication operation, and maintenance
- optimization of promotional activities inside and outside the platform
What are the most used e-commerce platforms in China?
The most used e-commerce platforms in China in 2021 are:
- Tmall and Tmall B2D
- Little Red Book (Xiaohongshu)
But let’s get to know them in detail. What is the most suitable e-commerce platform for your brand?
Taobao: Idea incubator for Chinese Ecommerce
Alibaba-owned Taobao is unknown to the e-commerce industry. The C2C giant sells almost everything, from pets to vehicles. Taobao owes its success as the market leader in this industry by offering free registration for its users.
Taobao.com, the most popular online shopping site in China, is a platform for small businesses and individual entrepreneurs to open online retail stores. It features a variety of items and cheap prices. In fact:
- the products are usually offered by small business owners,
- buyers are very careful buying things, they check several aspects including the shop credit, customer satisfaction rate, and comments before making their final decision.
The app has recently launched its affiliate program: Taoxiaopu. Taobao has rebranded itself as a platform that encouraged entrepreneurship and young designer to find their fame online instead of being the online version of a fake goods market.
Taobao Live Feature
Taobao has also launched a live streaming program in collaboration with Weibo. The program is called Taobao Live and allows for businesses to promote themselves via live video to consumers searching for information and content regarding various categories. Live streaming is becoming incredibly popular and hard to avoid these days. Especially during a global pandemic, Taobao Live has gained immense popularity. Live streaming has proved itself to increase ROI and Conversion rate.
Another major feature within the Taobao ecosystem is Weitao. Weitao is a social eCommerce platform that can be accessed within Taobao and Tmall. This social function is incredibly engaging for consumers and since it is built within Taobao and Tmall, customers can quickly access and purchase products from Weitao. Although the function was introduced in 2013, it has gained increasingly more popular over the last few years as KOLs and social eCommerce have grown in tandem.
On Taobao, We help brands:
- contact and confirm with the platform for product entry
- e-commerce consultancy
- page design on Taobao
- Marketing and advertising
- live streaming/video footage
Tmall: China’s eCommerce Giant
Another e-commerce platform owned by Alibaba is Tmall focused on B2C services. It is a virtual shopping center that hosts many international brands, such as Gucci, Calvin Klein, Burberry, and many others.
It is more high-end than Taobao and the requirement to enter as a seller is high. The idea is simple, only quality sellers are allowed, when one is ordering on Tmall, one does not have to worry about what he/she will receive. For more details about our Tmall services click here
To operate on Tmall, a company is required by regulation to use what is called a “Tmall Partner” which is a third-party company that helps to provide assistance in onboarding and operation for businesses that are working on Alibaba’s platforms such as Tmall.
A few specific functions of Tmall partners are as follows:
- Create an operation plan
- Execute store opening
- Decorate the store and enter the product information
- Webstore maintenance: Product management, campaign planning, and execution
- Execute day-to-day marketing and promotions: Network promotions, daily consumer marketing, brand marketing
- Customer Service
- Logistic services: Cross-border logistics, warehouse services, courier services
- Webstore analytics
Tmall partners can be found through official lists provided through Tmall where businesses can assess the quality and reputation of various Tmall partners and choose one that fits the needs and scope of the business.
Tmall also offers a cross-border service for foreign entities that do not have a presence in China and wishes to try out the market. The requirements are still quite high. In summer 2019 however, the platform has released TOF (Tmall Oversea Fulfillment) to encourages smaller brands and give them a chance on the Chinese market.
Tmall Global is perhaps the most interesting sub-platform within the Tmall ecosystem for foreign companies. Tmall Global allows for international brands to sell their products directly to Chinese consumers within the Tmall/Taobao mobile apps. Although there are stringent requirements for registering a Tmall Global account (i.e. registration, partnership with Chinese entities, etc.), this is an incredibly effective and well-worth acquiring tool for companies that want to reach more Chinese consumers directly.
Tmall B2D: For brands to find Online Distributors in China
Tmall B2D has implemented a new B2D strategy (Business to developers) to resolve the problem of distribution in China. This solution is considered as the new revolution of distribution in China because major companies like Alibaba have started to find ways to arrange this market.
Tmall B2D manages to connect distributors with the brand directly to avoid any intermediate connections, by gathering all distributors and helping them to connect with the brand.
This platform allows significant gains for all participants (the final customer, as well as the intermediary distributors) and therefore the success of the product and its brand in China.
- Consulting & Strategy
- Tmall store design
- Marketing and Promotion for Tmall
- Tmall Management
JD.com: eCommerce platform trusted by Chinese Consumers
Founded in 1998, JD.com is the largest B2C online retailer in China and one of the biggest competitors to Alibaba. It provides about 400,000 new products including cell phones, home appliances, apparel, wedding events, electronics, books, and more. It also has an English version website en.jd.com.
It features a fast delivery service and guaranteed product quality. The main problem is it does not support instant online customer service and its customer-service phone is hard to get through.
JD Mall offers direct sales of electronics products, general merchandise, books, home appliances, digital communications, apparel, food, and other goods.
JD Global: how much does it weigh on the Chinese eCommerce cross-border market?
JD Mall’s cross-border service, JD Worldwide, allows international merchants to sell directly to Chinese consumers without a physical presence in China. The company has the largest fulfillment JD Logistics which provides business partners with supply chain solutions, including warehousing, delivery, and after-sales service.
Similar to WeChat, JD is now implementing mini-programs of its own which act as an app within the app. This allows businesses to create programs with specific features that highlight their brand – opportunities for direct sales, promotions, functions for delivery and order, and many more. Furthermore, this allows consumers to use payment systems within the app which removes yet another step and barrier for conversion.
JD is growing out of the electronic appliances segment
Although JD was once known as a primarily tech-focused platform, in recent years, the company has innovated quite rapidly into other industries. For example, it has taken similar action to other large eCommerce platforms by venturing into the grocery industry. JD’s grocery chain, 7Fresh, has opened up several stores where customers can experience a high-tech grocery shopping experience. Customers can pay directly via JD’s payment system or through the more widely used WeChat Pay. The chain also offers 30-minute delivery for customers within a three-kilometer radius.
In addition to the grocery service, JD has also developed a strong presence in other industries such as the beauty segment.
Furthermore, similar to Tmall’s Tmall Global platform, JD has also developed their own global eCommerce platform with a similar name, JD Worldwide. JD Worldwide allows foreign businesses to sell directly to Chinese consumers via the JD platform. This is favorable for these foreign businesses because they do not need to have a warehouse or logistics presence in China and can ship directly to consumers using JD’s logistics system.
Learn more about our JD.COM services by just clicking here.
Our JD eCommerce Solutions:
- JD.COM store Setup
- JD.COM Design
- JD products Update
- JD store Management
- JD Promotion
Little Red Book (Xiaohongshu): Birth Place of Social eCommerce in China
Little Red Book, founded in 2013, has over 100 million monthly young users. The app combines social media and e-commerce.
- RED Store Setup
- Influencers Campaign
- Ecommerce Management
VIP.com: a Chinese eCommerce App focused on the beauty market
VIPShop focuses on discounts and flash sales. The online retailer partners with over 1,000 brands to bring certain amounts of items at a lower price for consumers. The site mainly covers clothing and electronics. It was one of very few Chinese tech stocks to list in the US this year.
Suning: Online Place to sell Electronic in China
Suning.com is one of the largest non-government retailers in China, headquartered in Nanjing, Jiangsu Province. Suning’s e-commerce platform categories include physical merchandise, such as home appliances, 3C products, books, general merchandise, household commodities, cosmetics, and baby care products, content products, and service merchandise.
Suning Commerce Group Co., Ltd. principally operates franchised retail shops of electronics appliances in China. The Company mainly offers color televisions (TVs), audio and video (AV) players, disc players, refrigerators, washing machines, digital and information technology (IT) products, small household electronics, air conditioners, telecommunications products, and other products. The company also provides installation and repair services for electronic appliances.
Kaola: The biggest Chinese Cross-border eCommerce platform
Kaola.com has grown by establishing a reputation for featuring reliable, genuine products on its site. It maintains quality by setting up purchasing teams in foreign cities such as Tokyo and tries to keep prices down by negotiating directly with manufacturers.
Pinduoduo, the most innovative Chinese Social eCommerce platform
If none compare to Alibaba and Taobao yet, a platform has been growing in the shadow of third and fourth-tier cities and slowly eating some of Taobao’s market share.
This platform is Pinduoduo. An app that works with rival giant Tencent and that is promoting social eCommerce. We will talk about it later in the post, don’t miss out.
In the summer of 2019, many things happened in the Chinese eCommerce world, including Pinduoduo beating JD.com as the second-largest e-commerce platform behind Tmall. For years, Pinduoduo has been focusing on smaller Chinese cities by offering the best deal and the possibility for users to work and in hand to get items at a bulk price.
2019 was the time for Pinduoduo to walk in Taobao’s footsteps and show what it was capable of. Not only the app work directly with suppliers reducing the cost of sold items but it has focused on affiliation working hand in hand with Wechat.
Pinduoduo buyers can get discounts, gifts, and even free items by promoting, sharing links, and pushing peoples to register on Pinduoduo. This affiliation program worked so well that Taobao’s later launched its own affiliation program know as taoxiaopu.
What are Pinduoduo’s benefits for foreign brands:
- No registration requirements
- No sales fees
- Cheap advertising
- The possibility of showing the total of sales outside the platforms (great to increase conversion).
To sum up on Chinese Ecommerce apps:
We love the current dynamic in the Chinese eCommerce world. Because the platforms are racing the be the most attractive to customers and brands, we see the development of new marketing tools that we are full of opportunities. This race not only means more tools for seller and buyer but also relaxed requirements to register on these platforms. Believe me, it used to be challenged.
With the development of new technology, one seems to overshadow the rest: Video. Live streaming by KOLs has of course a huge impact on sales conversion but short video ads are also part of the game with unicorn app such as Douyin.
Other platforms like Meituan, JingDong, WeiPin, Tmall, eLeme, Baidu NuoMi, and DianPing all play an active role in the market, but none are nearly as popular as Taobao in terms of active monthly users.
2019 data announced by Alibaba “Annual active consumers on our China retail marketplaces reached 601 million, an increase of 25 million from the 12-month period ended June 30, 2018”
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Gentlemen Marketing Agency is an innovative marketing & E-Commerce Agency in China. Our solutions are designed to help you achieve your business goals in China. We have 7+ years of experience in providing an invaluable online strategy to companies looking to penetrate or develop their activity in the Chinese market. We seek to form long-term partnerships with serious projects.