Jan – May 2015CHINA MOBILE E-COMMERCE REPORT

Source: TrustData

Introduction

Research Subject: China mobile Internet users

Data Source: TrustData big data sample from 30 million monthly active users

Data Collecting Period: Jan-May 2015

Notes:

• DAU - Daily Active users• MAU – Monthly active users• Monthly Coverage - % of Monthly active users of App to total number of mobile Internet users• % Loyal Daily Users – Users using App for avg. 3 Mins+ per use per day/number of daily users• Fast Company – Apps with fastest DAU growth

1. E-commerce MAU Reached 352M Yuan in May 2015, 50%+ Users are Women

% of Genderin E-commerce Market

Female Male

2. Number of E-commerce Market Users Stablilized with DAU Over 100M

E-commerce Market DAU (Unit: 10k)

• E-commerce market includes e-marketplaces, vertical e-commerce, group purchase and takeout• The dip around Feb is due to the Chinese New Year

3. Taobao Monthly Coverage > 6 Other E-commerce Sites CombinedTa

oba.

com

Mei

tuan

.com

J D.o

mVi

p.co

mTm

all.c

omDia

npin

g.co

mm

uogu

jie.c

omW

ocha

cha.

com

Mei

lishu

o.co

mJ u

mei

.com

Nuo

mi.c

omV.v

dian

.com

Zhe

800.

com

Mi.com

0yua

nmai

l.com

Miz

he.c

omYh

d.co

mVm

all.c

om

Wor

k.ta

obao

.com

Suni

ng.c

om

E-commerce Monthly Coverage Top 20

4. Taobao.com and Work.taobao.com Have the Highest User Stickiness

E-commerce DAU/MAU Top 20

Taob

a.co

m

Mei

tuan

.com

J D.o

m

Vip.

com

Tmal

l.com

Dia

npin

g.co

m

muo

gujie

.com

Woc

hach

a.co

m

Mei

lishu

o.co

m

J um

ei.c

om

Nuo

mi.c

om

V.v

dian

.com

Zhe

800.

com

Mi.com

0yua

nmai

l.com

Miz

he.c

om

Yhd.

com

Vm

all.c

om

Wor

k.ta

obao

.com

Suni

ng.c

om

• Mi.com and Vmall have entered top 20 but are yet to increase user stickiness• Work.taobao.com is a Taobao merchant app

5. V.vdian.com Does Better on MAU, but only Half That of Work.taobao.com

V.vdian.com DAU/Work.taobao.com DAU Monthly Active User (Unit: 10k)

Monthly Active User

Wor

k.ta

obao

.com

V.vdi

an.com

6. Taobao.com and Vip.com Have the Best User Quality

Number of Daily Loyal Visitor Top 20

Taob

a.co

m

Mei

tuan

.com

J D.o

m

Vip.

com

Tmal

l.com

Dia

npin

g.co

m

muo

gujie

.com

Woc

hach

a.co

m

Mei

lishu

o.co

m

J um

ei.c

om

Nuo

mi.c

om

V.v

dian

.com

Zhe

800.

com

Mi.com

0yua

nmai

l.com

Miz

he.c

om

Yhd.

com

Vm

all.c

om

Wor

k.ta

obao

.com

Suni

ng.c

om

• Daily Visits from Meilishuo.com, V.vdian.com, Vmall.com, Mi.com and Wochacha.com loyal visitors are less than 50%

• % of daily loyal visitors: Users visiting more than Avg. 3 mins. per visit per day/Total daily visitors

7. JD.com Continued to improve, DAU Reaching 10% That of Taobao.com

JD.com DAU/Taobao.com DAU

8. Jumei Promotion Campaign Worked Well

Jumei.com DAU (Unit: 10k)

• March 1 - Jumei.com 5 anniversary promotion• May 20 – Jumei.com maternity and baby “Haitao” (Purchased from overseas) promotion

9. Vip.com Did Less Promotion Compared with April 2015

Vip.com DAU (Unit: 10k)

• March 8 - Vip.com promotion• March 15 - Negative news on CCTV• April 19 - Vip.com global promotion• May 20 - Vip.com promotion

10. Tmall.com Users Decreased, Equaling 1/20 That of Taobao.com in May

• Taobao.com DAU stabilized before May• Tmall.com sent out more “red packets” than Taobao.com during the Chinese New Year

11. Live & Fresh Food, Haitao and Maternity & Baby Grew Fast, Live & Fresh E-commerce Beekquick.cn Achieved 30X Growth

Beequick.cn

Momoso.com

52shangou.com

Mengbaby.com

Kaola.com

Dianyadian.comMiyabaobei.com

Benlai.com

Xiaohongshu.com

Mishi.cnE-commerce Jan - May Fast Company

12. Meituan.com Tops Group Purchasing, Monthly Coverage 3.2X Dianping.com

Meituan.com Dianping.com Nuomi.com 55tuan.com Lashou.com

Monthly coverage for top group purchase

13. Meituan.com and Ele.me Tops Takeout Market, Followed by Waimai.baidu.com and Dd.taobao.com

Meituan.com Ele.me Waimai.baidu.com Dd.taobao.com4008823823.comDaojia.com.cn

Monthly coverage for top takeout

14. Beijing Took 10% Takeaway Market, Followed by Shanghai, Nanjing and Hangzhou

Bei

jing

Shan

ghai

Nan

jing

Han

gzho

uGua

ngzh

ouHae

rbin

Tian

jinQ

ingd

aoCh

engd

uSh

enya

ng

Wuh

anCh

angc

hun

Xi’a

nCh

ongq

ing

Monthly coverage for top takeout

15. Ele.me Led in Beijing and Shanghai, Meituan Performed Better in Other Cities

Beijing Shanghai Nanjing

Meituan.com

Ele.me

Waimai.b

aidu.com

Daojia.com

Top takeout cities DAU

Maternity and Baby E-commerce

• Unlike traditional e-commerce, merchants selling maternity and baby products can manage user demand by predicting future demand based on users’ past purchase.

• This market is very competitive with every e-commerce marketplace launching its own maternity and baby section, which led to vertical e-commerce specializing in this sector.

16. Beibei.com Led the Market with More Monthly Coverage Than the Next 4 Combined

Monthly coverage for top maternity and baby e-commerce

Beibei.com Q.mama.cn Lamabang.com Mengbaby.com Miyabaobei.com

“Haitao” (Buying from Overseas)

• Haitao market is huge. 100M overseas visits were made in 2014 with average shopping spend of 2,000Yuan. The total market size is 200B Yuan.

• During the first 5 months of 2015, existing and new e-commerce companies started to deploy “Haitao” strategy. Jumei.com launched duty-free store and Xiaohongshu.com have increased its customer base rapidly. However no clear market leader emerged.

• Net-a-porter and Shopbop entered China, both being popular among overseas returnees.

17. Xiaohongshu.com Led “Haitao” MarketXi

aoho

ngsh

u.co

m

Met

ao.c

omHi

go.m

eilis

huo.

com

Ymat

ou.c

om

Shih

uo.c

nM

omos

o.co

m

Wei

dian

.com

Kaol

a.co

m

Haim

i.com

Monthly coverage fro top “Haitao” app

18. Taqu Led Sex Toy Market with Monthly Coverage 3.7X Chunshuitang

Monthly coverage for top sex toy app

Taqu

.cn

Chun

shui

tang

Wei

xing

Xing

duod

uo.c

om

Jiaox

iu

19. Live & Fresh Food Market Grew Fast, Beequick.com and 52shangou.com Gaining Lead over Traditional Players

Monthly coverage for top live & fresh food e-commerce

Beeq

uick

.com

52sh

ango

u.co

m

Wom

ai.c

om

Sfbe

st.c

omFr

uitd

ay.c

omDi

anya

dian

.com

Mishi

.cn

Benl

ai.c

omDa

ojia

.jd.c

om

Yigu

o.co

m

20. Beijing Takes Nearly 40% Live & Fresh Food Market, More than Guangzhou, Shanghai and Tianjin Combined

Beijing

Monthly coverage for top live & fresh food e-commerce

Guangzhou Shanghai Tianjin Shenzhen

21. Beequick Led in Beijing, 51shangou.com Dominated Guangzhou and Shanghai

Beijing Guangzhou Shanghai

Beeq

uick

.com

52sh

ango

u.co

m

Wom

ai.c

om

Sfbe

st.c

om

Monthly coverage for top live & fresh food app

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