凯度咨询电商白皮书系列2：寻找电商增长源——跨境电商

WHERE TO PLAYCross-border eCommerceWhitepaper02 CBEC Product and Pricing Opportunity 01 Overall Cross-border eCommerce Market LandscapeAgenda03 CBEC Marketing Opportunities 02 CBEC Product and Pricing Opportunity 03 CBEC Marketing Opportunities AgendaCross-border eCommerce shopper penetration by city tier: lower tier cities do not fall so far behind top tier cities22%10%15%Tier 1 CitiesTier 2 CitiesTier 3/4/5 CitiesMarket SizeUser BasePenetration Rate￥165 billion88 million15%Penetration Rate by City TierApart from partnering with key CBEC players, some emerging players may as well help global brands secure extra revenue stream10%Emerging playersChinese CBEC marketRedBookDalingWonderfullBeyondGMV CNY 100m3 million user500,000 MAU>50k SKUsGMV CNY 678m4 million user400,000 MAU>40k SKUs90%Current key playersIn comparison to domestic eCommerce shoppers, cross-border eCommerce shoppers appear to be younger and wealthierSalaryAnnualSpendingGenderAgeAGEShopping FrequencyCross-Border eCommerceDomesticeCommerceFemale: 60%Female:58%Monthly income > 8,000RMB: 60%Monthly income > 8,000RMB: 39%18-30 y.o.: 55%31-40 y.o.: 51%2 times/month in Avg5 times/month in AvgCNY 7,148/YearCNY 7,048/YearCategory Penetration Comparison (Cross-border eCommerce vs Domestic eCommerce)FoodBeverageMum & BabyAlcoholPersonal careCosmeticsHealthcarePet productsDairyHousehold cleaningComputersAppearlsHome furnitureHome appliancesAuto accessoriesDgital & phoneBooks & DVDsBags & LuggagesOutdoorMedicineJewellery0.0%10.0%20.0%30.0%40.0%50.0%60.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%Average: 18.5%Average: 46.4%Category penetration among CBEC shoppersCategory penetration among online shoppersCategories with strong preference on CBECCategories with medium preference on CBECCategories with limited preference on CBECCategory Landscape of Cross-border eCommerce Market in China2017-2018 YOY Growth (%)% of 2018 CBEC Total SizeEmergingUnder-developedLeadingMatureAverage: 90%Average: 5%11%29%21%14%20%0%35%150%200%5%15%0%250%10%650%25%50%30%-50%100%Food & Snacks (4%)Apparel (2%)Alcohol (0.4%)Household Cleaning (0.4%)Beverage (0.1%)Dairy Products (0.05%)CosmeticsPersonal CarePet Supplies (1%)Computers & Office Supplies (1%)Nutrition & HealthcareBooks & DVDs (0.1%)Sports & Outdoors (2%)Furniture & Furnishing (2%)Home Appliances (4%)Baby ProductsLuggage & Accessories (3%)Consumer Electronics (3%)Jewelries & Gifts (3%)Automotive (1%)Shopper Profile Comparison among Key Cross-border eCommerce Players54%Under 30 years old47%59%57%53%69%￥7,010￥8,200￥6,500FemaleMaleFemaleUnder 30 years oldUnder 30 years oldSpending over past yearSpending over past yearSpendingover past yearGenderAgeSpending01 Overall Cross-border eCommerce Market Landscape03 CBEC Marketing Opportunities Agenda54% of cross-border eCommerce shoppers consider quality and availability of international version more important than the price factorBuy the same brandAnd the same productBuy a different brandChinese CBEC shopper47%This g