2012-2013 China E-Commerce Online Advertising Report (Brief Edition)

2012-2013 China E-commerce Online
Advertising ReportBrief edition
2012-2013 China E-commerce Operators Ads Marketing Report
Contents
I. Key Points ....................................................................................................................... 1
II. Report .......................................................................................................................... 3
1. Industry Chain of E- retail Operators Marketing ........................................................... 3
1.1. Marketing Models of Enterprises ................................................................................ 3
1.2. Industry Chain of E- retail Operators Marketing ........................................................ 4
1.2.1. Traditional Marketing ............................................................................................. 4
1.2.2. Online Marketing...................................................................................................... 4
1.2.2.1. Participants in Online Marketing........................................................................... 4
1.2.2.2. Industry Chain of Online Marketing ...................................................................... 5
2. Marketing Status of Advertisers Among E- retail Operators.......................................... 6
2.1. Online Marketing Expenses of Advertisers Among E- retail Operators ..................... 6
2.2. Expenses Distribution of Advertisers Among E- retail Operators.............................. 11
2.3. Expenses Structure of Advertisers Among E- retail Operators ................................ 14
2.3.1. Online Marketing Status of Independent E- retail Operators ................................ 14
2.4. Characteristics of Online Marketing of Advertisers Among E- retail Operators ..... 16
2.4.1. Comparison of Advertisers Among E- retail Operators and Other Advertisers ..... 16
3. Marketing Models of Advertisers Among E- retail Operators ...................................... 17
3.1. Search Ads................................................................................................................ 17
4. Online Ads Placed by Advertisers Among E- retail Operators ................................... 19
4.1. Expenses Paid by Advertisers Among E- retail Operators on Online Ads ............. 19
4.1.1. Expenses Paid by Advertisers Among E- retail Operators on Online Ads ............ 19
4.2. Displaying Days of Online Ads ................................................................................. 20
4.2.1. Trend of Displaying Days of Online Ads .............................................................. 20
4.3. Media Selected by Advertisers Among E- retail Operators for Online Ads .............. 21
4.3.1. Media Selected by Advertisers Among E- retail Operators for Online Ads ......... 21
5. Case Study .................................................................................................................. 22
5.1. Advertising Strategies of Typical Advertisers Among E- retail Operators ............... 22
5.1.1. Strategy Covering Both Brand and Effect ............................................................. 22
5.2. Analysis on Advertising Effect................................................................................... 24
5.2.1. Promotion Carried Out by JD in Its Annual Celebration ........................................ 25
Appendix A: Figures......................................................................................................... 26
Appendix B: Tables .......................................................................................................... 29
Appendix D: Concepts Definition ..................................................................................... 31
Legal Notice ..................................................................................................................... 32
I. Key Points
Online Marketing Expenses of Advertisers Among E-retail Operators
Copyright iResearch Inc. 2013
2012 saw 22.39 billion Yuan of online marketing expenses from advertisers among
e-retail operators (hereinafter referred to as Advertisers)accounting for a share of 29.7%
in the revenue of the whole online advertising market, and the YoY growth rate stood at
86.5%. The annual growth surpassed the overall level of the market.
Structure of Online Marketing Expenses of Independent E-retail Operators
In 2012, the online marketing expenses spent by China independent e-retail operators on
search ads contributed a share of 35% to the total online marketing expenses of e-retail
operators. Hence, search engine was the first choice of Advertisers, followed by ad
alliances and brand ads, which occupied 20% and 19% respectively. Share of ads on
navigation websites dropped a little to 16% compared with 2011. Other ads, including ads
on some social media, ads on PC client, mobile ads, etc. totally occupied a share of 10%.
Characteristics of Advertisers in Online Marketing
Comparing with other advertisers, Advertisers paid more attention to sales growth and
ROI brought by online marketing.
Media Selected by Advertisers for Online Marketing
In terms of mediaAdvertisers have a preference for portals. In 2012, 51.0% of their

online marketing expenses were put in portals. Meanwhile, ads on IT sites, news sites,
community sites and other long tail sites increased rapidly.
II. Report
1. Industry Chain of E- retail Operators Marketing
1.1.
Marketing Models of Enterprises
According to the definition given by American Marketing Association, marketing is an

organizational function and procedure which creates, communicates and delivers value to
customers and maintains customer relationships, so as to benefit both the organization
and interested parties. It is the most direct and effective marketing means. Over
development of more than ten years, China e-retail operators are becoming more and
more aware of the significance of marketing, and marketing also has become a bridge
connecting social demand and corporate function.
At present, China e-retail operators advertise and promote their brands and products
mainly through two kinds of media platforms. One is traditional media platform, including
TV, broadcast, newspaper, magazines, outdoor advertising platforms, cinemas, etc., and
the other is online media platform, including portals, vertical media sites, search engines,
navigation websites, video sites, social networking/new media sites, mobile ads, etc.
Compared with traditional marketing, online marketing is characterized by paperless and
virtual state and is more advantageous in coverage, interactivity, accuracy, cost control,
convenience, etc.
Marketing Models of Enterprises
Traditional Media
Internet Media
TV
Portals
Broadcast
Vertical Media Sites
Newspaper
Search Engine Sites
Magazines
Publication
Outdoor Media
Cinemas
Navigation Sites
Video Sites
Social Networking Sites
Mobile Devices
Fig.1-1 Marketing Models of Enterprises
1.2. Industry Chain of E- retail Operators Marketing

1.2.1. Traditional Marketing
In terms of participants, traditional marketing involves Advertisers, traditional media and
target audiences. Advertisers can place ads on TV, broadcast, newspaper, outdoor
advertising media, etc. by themselves directly or indirectly through agencies. There is little
interaction between Advertisers and target audiences throughout the marketing process.
Media
Audiences
Ad Agencies
Advertisers
TV
Broadcast
Newspaper
Magazine
Publication
Outdoor
Media
Cinema
Data Measurement and Others

Fig. 1-2 Flow of Traditional Marketing
Traditional marketing is irreplaceable for two reasons: first, the Internet penetration rate is
still less than 40% now in China and people have not fully adapted to informatization on
lifestyle, work pattern, values, etc.; second, consumers desire to buy is more likely to be
stimulated by vivid ads displayed on TV, broadcast, etc.
With development of online marketing, the shortcomings of traditional marketing are
becoming more and more obvious: (1) advertising expense is immense. Taking TV ads as
an example, these ads are usually charged by second with a little adjustment and
discount according to audience rating and coverage of programs. It is learned that the
price of ads displayed in Night News in CCTV-1 is 122,000 Yuan/5 seconds; (2)
audiences are unable to be accurately targeted. It usually covers all audiences which will
result in waste of resource; (3) limited by region, the information that it deliveries usually
cant reach all targeted audiences; (4) the marketing effect is difficult to be evaluated.
Advertisers are unable to distinguish the consumers who decide to buy because of their
ads.
1.2.2. Online Marketing
1.2.2.1. Participants in Online Marketing
The participants in online marketing include Advertisers, advertising network platforms,
Internet media and target audiences. Advertising network platforms are composed of ads
agencies, DSP, ad exchanges, ad alliances, etc. Internet media includes portals, search
engines, navigation websites, etc.
1.2.2.2. Industry Chain of Online Marketing

The advertising ways adopted by Advertisers constitute the industry chain of overall
online marketing. On the one hand, Advertisers can put online ads on Internet media
directly, which is usually adopted by medium and small Advertisers. Search engines,
some portals and vertical media are usually the media selected by them. On the other
hand, Advertisers can advertise indirectly through a third party:
(1) Advertising through ad networks/ad alliances. Medium and small Advertisers and
some large Advertisers will advertise through ad networks directly, and some agencies
will also help Advertisers to advertise through ad alliances. By integrating various
resources, ad networks/ad alliances can help Advertisers to advertise their brands and
products.
2Advertising through agencies. Some large Advertisers would advertise in search
engines, portals and some large vertical websites through agencies. According to
Advertisers target, ad agency will place ads on Internet media directly or place ads
through Trading Desk or DSP indirectly.
(3) Advertising through DSP. Through DSP, Advertisers can handle overall management
on marketing demand. Ad exchange, ad network, ad alliance and media can all be
connected to DSP and then unified management can be conducted on ads through DSP.
With DSP, Advertisers do not need to face so many ad networks and media and make
choice among them arduously. Under an ideal model of audience purchase, DSP is the
only part that Advertisers or agencies need to face, and relevant jobs such as audiences
targeting, ads placement, etc. can all be finished through DSP.
Ad
Network
Audiances
Media
Ad
Exchange
DSP
Trading
Desk
Ads Agencies
Advertisers
DMP
Ad
Alliance
SSP
Advertising Optimization, Data Monitoring and Provision and Others

Fig. 1-4 Advertising on DSP
2. Marketing Status of Advertisers Among E- retail Operators

Online shopping was soaring in recent years. The revenue of China online shopping
market reached 461 billion Yuan in 2010 and exceeded 1,300 billion Yuan in 2012, with a
growth rate of over 60%. As an important operating element of e-retail, which comprise
products positioning, brand credit, marketing and promotion, website building, logistics
and distribution, after-sale service, maintenance of customer relationship and
arrangement of online business, online marketing is a key factor to high-speed
development of online shopping.
There was once significant growth in number of Advertisers, displaying days of online ads
and online ads expenses. 2010 and 2011 saw a boom of group purchase, and Advertisers
all put ads on Internet enthusiastically, which also injected new vitality in online
advertising industry. Please see chapter four for relevant data.
2.1. Online Marketing Expenses of Advertisers Among E- retail Operators
iResearch calculated online marketing expenses of Advertisers with online ads expenses
of China e-retail operators and medias income from e-retail operators.
The revenue coming from Advertisers online marketing remained rapid development in
recent years, with an annual growth which was always leading in the whole online
advertising market. In 2010, Advertisers spent nearly 5 billion Yuan on online marketing
which increased 140% and then hit 12.01 billion Yuan in 2011. In 2012, the number even
climbed to 22.59 billion Yuan with a YoY growth rate of 88.1%.
iResearch ascribed the rapid development of Advertisers online marketing to three
reasons: (1) rapid development of e-retail operators business. Since 2010, a large
number of e-retail operators tried to speed up development in terms of GMV and
exposure, and they all put more effort in online promotion, since massive online ads could
help them to attain their goal quickly; (2) driving of capital market. 2010 and 2011 saw a
boom of investment and financing in e-retail industry and many e-retail operators,
represented by group purchase sties, obtained financing of more than one times. To
compete for market share, they turned attention to online ads and grabbed media
resource with rising price; (3) new participants. Traditional enterprises quickened their
steps to online business. Online marketing was their necessary choice to increase
e-commerce traffic. In addition, individual vendors on e-retail platforms with less website
traffic and inferior goodwill also paid attention to diversified online promotion.
Advertisers expenses on online marketing = independent e-retail operators
expenses on online marketing + online marketing expenses of vendors on e-retail
platforms
China E-retail Advertisers Online Marketing Expenses

2010-2016
141.4%
120
49.5%
30.7%
88.1%
100
43.4%
20.4%
76.2
80
63.3
60
48.4
33.8
40
22.6
12.0
20
5.0
0
2010
2011
2012
Expenses (bn Yuan)
2013e
2014e
2015e
2016e
% Growth rate
Note: 1. Expenses of e-retail operators include the expenses of independent e-retail operators (such as
Taobao, JD, etc.) and vendors on e-retail platforms (such as flagship stores and individual vendors); 2.
Expenses of vendors on e-retail platforms are calculated with the ads income of Taobao and Tencent
Source: The data is estimated in line with the financial results published by enterprises, interviews
related to the industry as well as iResearch statistical forecast model.
Mar. 2013 iResearch Global Inc

www.iresearchchina.com
Fig. 2-1 China E-retail Advertisers Online Marketing Expenses 2010-2016
On share of Advertisers online marketingads which were placed on e-retail platforms

(including Taobao, Tmall, tec.) by individual vendors accounted for 77% of the total
Advertisers online ads in 2012, which was projected to keep increasing in the coming
years.
Structure of China E-retail Advertisers Online Marketing

Expenses 2010-2016
100%
29%
29%
71%
71%
2010
2011
23%
21%
18%
17%
17%
77%
79%
82%
83%
83%
2012
2013e
2014e
2015e
2016e
80%
60%
40%
20%
0%
% Expenses of vendors
% Expenses of independent e-retail operators
Note:1. 1.
Expenses
of e-retail
operators
include
the expenses
of independent
operators
Note:
Expenses
of e-retail
operators
inclue
the expenses
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e-retail e-retail
operators
(such as(such
Taobaas
Taobao, on
JD,e-retail
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2.
avendors
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2. Expenses
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on eEExpenses
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platforms
calculated
with and
the ads
income of Taobao and Tencent
Eretail
platforms
are calculated
with
the ads are
income
of Taobao
Tencent
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Fig. 2-2 Structure of China E-retail Advertisers Online Marketing Expenses 2010-2016
In 2012, advertisers among independent e-retail operators spent 5.17 billion Yuan on
advertising on traditional Internet media such as search engines, portals, etc., excluding
internal marketing on e-commerce platforms such as Taobao, while in 2010 and 2011, the
number was 1.46 billion Yuan and 3.45 billion Yuan respectively.
Among independent e-retail operators, Taobao and JD took the lead by GMV, and the
proportion of marketing expenses in GMV was less than 2%, which kept declining. The
proportion of marketing expenses of B2C enterprises was basically from 5% to 15% and it
would be a little high for medium and small B2C enterprises in early development stage.
Because of the boom in independent B2C enterprises and group purchase sites in around
2010 which stimulated online marketing and fewer Advertisers at that moment, the growth
rate of independent e-retail operators expenses on online marketing all exceeded 100%
before 2012.
Since 2012, e-retail operators began to reduce expenses on marketing, so the growth
decelerated. However, as there were a large number of medium and small e-retail
operators with comparatively low customer loyalty and online marketing was always a
necessary part in their routine operation, the proportion of online marketing expenses
remained stable. On the whole, the growth rate of independent e-retail operators online
marketing expenses stood at 49.9% in 2012, a little higher than that of the whole online
marketing market (46.8%).
Online Marketing Expenses of Independent E-retail

Advertisers 2010-2016
136.3%
20
36.8%
49.9%
20.8%
17.2%
12.6
26.2%
15
10.8
8.9
10
7.1
5.2
5
3.5
1.5
0
2010
2011
2012
Expenses (bn Yuan)
2013e
2014e
2015e
2016e
% Growth rate
Note:
1. Independent
e-retail
operators
exclude
vendors
one-retail
other e-retail
platforms;
2. Independent
Note:
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e-retail
operators
exclude
vendors
on other
platorms;
2. Independent
e-retail
e-retail include
operators
include comprehensive
e-retailsuch
operators
such as
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and some
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as Taobao,
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such
as
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all
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enterprises,interviews
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Fig. 2-3 Online Marketing Expenses of Independent E-retail Advertisers 2010-2016
In 2012, vendors on e-retail platforms spent 17.22 billion Yuan on advertising on these
platforms (including Taobao, Tmall, tec.), which was 3.51 billion Yuan and 8.56 billion
Yuan respectively in 2010 and 2011.
Searchthere were 6 million vendors on Taobaoamong which at least 500,000 vendors
(flagship stores, individual vendors, etc.) would need online marketing. In large online
shopping systems like Taobao with massive commodities and participants, the
commercial value of vertical search would be highlighted.
Displayaccording to iUserTrackers data in December 2012, there were 43.83 million
and 23.31 million UV per day on Taobao and Tmall respectivelyaccounting for 92.9%
and 59.9% of the user base of C2C market. On such large information platforms with
appreciable media value, vendors could advertise their brands and products to
consumers directly.
In recent years, Taobao (including Tmall) maintained an ads revenue growth of over
100%. In 2012, Taobao gained ads revenue of 17.22 billion Yuanonly next to Baidu
(22.25 billion Yuan) among China online advertising media and much more than the third,
Google (4.43 billion Yuan). The value of e-retail platforms acting as a medial had been
highlighted.
Online Marketing Expenses of Vendors on E-retail

Platforms 2010-2016
143.5%
100
53.2%
33.0%
103.6%
80
48.0%
21.0%
63.6
60
52.5
39.5
40
26.7
17.4
20
8.6
3.5
0
2010
2011
2012
Expenses (bn Yuan)
2013e
2014e
2015e
2016e
% Growth rate
Note: 1. Vendors on e-retail platforms refer to e-retail operators on Taobao, Tmall, JD, etc.,
including flashstores and individual vendors; 2. Expenses of vendors on e-retail platforms are
calculated with the ads income of Taobao, JD, etc.
related to the industry as well as iResearch statistical forecast model.

Fig. 2-4 Online Marketing Expenses of Vendors on E-retail Platforms 2010-2016
10
2.2. Expenses Distribution of Advertisers Among E-retail Operators

According to iResearchChina online advertising market recorded revenue of 75.31
billion Yuan in 2012, up 46.8% compared with 2011. Except in 2009 when the market was
influenced by global financial crisis, it basically developed rapidly in recent years. 2010
saw a strong rebound of online advertising revenue and growth rate of over 50%.
Although the overall growth decelerated a little in 2010, the uptrend remained swift. Under
current situation, the revenue is expected to exceed 100 billion Yuan in 2013 and even
200 billion Yuan in 2015 and then maintain stable development for a long period of time.
In the three years before 2009, the annual growth rate of online advertising industry was
about 70% and then it declined to around 50% from 2010 to 2012. In future three years,
the growth rate would remain at 30%. The annual ads income of Baidu had exceeded 20
billion Yuan and there were some other online advertising media platforms in the market.
Online advertising market was already in its maturity stage and would develop stably in
the future.
Revenue of China Online Advertising Market 2010-2016

350
300
57.6%
54.4%
36.0%
46.8%
26.4%
34.0%
19.2%
250
206.8
200
173.4
150
137.2
102.4
100
50
75.3
51.3
32.5
0
2010
2011
2012
2013e
2014e
Revenue (bn Yuan)
2015e
2016e
% Growth rate
Note: 1. Online advertising revenue is calculated in accordance with publishers revenue and excludes
the revenue of channel agents. 2. The data includes advertising revenue of search networks and their
advertising commission from the websites of other publishers.

Fig. 2-5 Revenue of China Online Advertising Market 2010-2016
11
According to iResearchGMV of China online shopping market hit 1.304 trillion Yuan in
2012, up 66.2% compared with 2011 and accounting for 6.2% of total retail sales of
consumer goods. It was forecast that the GMV would exceed 3 trillion in 2015 and its
proportion in total retail sales of consumer goods would also surpass 10%. Online
shopping industry held huge market scale and powerful potential.
iResearch analyzed that China online shopping market entered its maturity stage since
2012. In the coming years, with more traditional enterprises setting foot in e-commerce,
online shopping in west of China and 3rd and 4th tier cities in middle and east of China
will be further enhanced. Besides, development of mobile Internet will also facilitate
mobile shopping. Hence, China online shopping market will continue to develop rapidly.
GMV of China Online Shopping Market 2010-2016

6,000
70.2%
2.9%
4.3%
66.2%
6.2%
41.9%
7.7%
32.4%
23.3%
9.0%
10.0%
4,000
19.2%
10.8%
3600.0
3020.0
2450.0
1850.0
2,000
1304.0
784.6
461.0
0
2010
2011
GMV (bn Yuan)
2012e
2013e
% Growth rate
2014e
2015e
2016e
% Share in total retail of consumer goods
Note: Online shopping GMV refers to the combined GMV of platform websites whose major business is to
sell consumer goods and independent shopping websites, including the GMV of real and virtual items
sold, sales tax (or VAT), and unpaid orders and returns.
Source: The data is estimated in line with the financial results published by enterprises, interviews related
to the industry as well as iResearch statistical forecast model. It is for reference only, not financial advice.

Fig. 2-6 GMV of China Online Shopping Market 2010-2016
The revenue brought by Advertisers to Internet media was increasing gradually. The
proportion of Advertisers online marketing expenses in revenue of the whole online
advertising market was respectively 15.3% and 29.7% in 2010 and 2012 and was even
projected to be 36.9% in 2016.
iResearch attributes the special status of Advertisers among Internet advertisers to
following reasons: (1) e-retail industry is still in rapid development phase and the market
pattern has not been determined yet. Besides, the competition between medium and
small B2C companies and flagship stores on e-retail platforms are very fierce, so there is
continuous demand on marketing from Advertisers. Since online marketing can increase
sales rapidly, e-retail operators want to use it to expand and maintain their market shares;
12
(2) besides routine sales, e-retail operators also maintain their brands through online
marketing. Just as traditional retailers, e-retail operators also promote at their annual
celebrations and holidays, during which they will certainly use online marketing to create
some brand effect; (3) e-retail operators consumers are online shoppers and other
Internet users, so Advertisers are all related with Internet. Comparing with traditional
retailers, they are more inclined to online marketing.
In addition, Advertisers were paying more and more attention on online marketing, but the
growth was fairly smooth. iResearch thinks that there are two reasons for the growth. First,
more Advertisers and especially more traditional enterprises which commenced their
e-commerce would result in more expenses on marketing, and second, more advertisers
from diversified industries pushed up marketing expenses, even in regular marketing
period. However, since marketing is a part of e-retail operators routine operation, the
expenses will be reduced gradually and there wont be significant rise in its proportion in
e-retail operators total sales.
Proportions of Ads Expenses in Revenue of Online Marketing and Online Shopping
2010
2011
2012
2013e
2014e
2015e
E-retail Advertisers'
Expenses (bn Yuan)
4.97361
12.006
22.588
33.758
48.4235
63.3131
76.2
Revenue of Online
Marketing Market (bn
Yuan)
32.5478
51.29
75.315
102.39
137.157
173.418
206.752
% Penetration of
Advertisers' Expenses to
Online Marketing Market
15.3%
23.4%
30.0%
33.0%
35.3%
36.5%
36.9%
GMV of Online Shopping

Market (bn Yuan)
460.999
784.65
1304
1850
% Penetration of
Advertisers' Expenses to
Online Shopping Market
1.08%
1.53%
1.73%
1.82%
2450
1.98%
3020
2.10%
2016e
3600
2.12%
Note: Above data is only for reference.

Table 2-1 Proportions of E-retail Advertisers Expenses in Revenue of Online Marketing and Online
Shopping 2010-2016
13
2.3. Expenses Structure of Advertisers Among E- retail Operators

2.3.1. Online Marketing Status of Independent E-retail Operators
According to iResearchs latest data, forms and variation of online ads placed by
independent e-retail operators in 2012 are as follows:
The online marketing expenses spent by e-retail operators on search media such as
Baidu occupied a proportion of 35% in their total marketing expenses, so search
engine was the first choice of Advertisers. In spite of a little fluctuation in share in
recent years, search engine basically remained its dominant position in Advertisers
marketing. iResearch forecast that 2013 will see a slight decline of ads share on
search engine, as Advertisers will put more emphasis on ad alliances, etc.
Network ad alliances became the second major marketing channel of e-retail
operators, with the expenses occupying 20% of their total marketing expenses.
There were CPS alliances such as Yiqifa, CHANet, Linktech, etc. As a core
advertising channel focusing on effect, network ad alliances also saw a rapid
increase of ads, as e-retail operators sales expectation rose.
Brand ads fell to the third in ranking with a share of 19%. These ads were mainly
placed on portals, vertical websites and some video sites. Expenses on brand ads
were mainly driven by large comprehensive online shopping platforms, such as
Taobao, JD, Suning, Yihaodian, etc. and there were much budget for them. After
being in fever for a couple of years, many B2C enterprises began to be rational again
and reduced their cost on brand ads obviously, but there were more enterprises
trying this kind of ad. When pursuing advertising effect, Advertisers will also pay
attention to brand communication, so iResearch predicts that brand ads will have a
larger share in 2013.
The marketing expenses spent by Advertisers on navigation websites also declined
a little compared with last year and occupied a share of 16%. Currently, navigation
websites mainly included 360, hao123, 123.sogou, 2345, etc. More than half of the
advertisers on navigation websites were e-retail operators (including group purchase
sites operators). As the position of ads on navigation websites was comparatively
fixed, the expenses increase was mainly caused by rise of price. Due to the boom in
group purchase, price of ads on navigation websites rose in 2010 and 2011. However,
the price of ads in some position of navigation websites dropped in 2012 and many
Advertisers withdrew their ads, so growth of ads income of these websites
decelerated. iResearch believes that in the future, Advertisers ads on navigation
websites will continue to increase steadily, but the share will probably decline.
Other ads included some ads on social media, ads on PC clients, mobile ads, etc., which
accounted for 10% together. Ads on social media comprised ads on SNS, blog, forum,
microblog, etc., with brand ads and information flow ads on microblog being the dominant
ones which greatly improved the overall percentage of this kind of ads.
iResearch believes that compared with the four kinds of ads mentioned ahead, ads on
social media seem to have better effect and microblog marketing is probably adopted by
more e-retail operators in their marketing activities, such as group purchase, shopping
review, etc. Weibo.com of Sina and Taobao which is affiliated to Alibaba jointly launched
weibo.com of Taobao edition on August 1, 2013, three months after they formerly
announced their cooperation. weibo.com of Taobao edition was the first product after
Alibaba invested in Sina. In the future, microblog marketing will continue to play an
important role in e-retail operators marketing activity.
14
Shares of Different Online Ads of Independent E-retail

Operators in 2012
Others
10%
Search ads
35%
Navigation ads
16%
Brand ads
19%
Ad alliances
20%
Note: 1. Brand ads are placed on portals, video sites, etc.; 2. Other media includes community sites
on microblog and some clients.
related to the industry as well as iResearch statistical forecast model. It is for reference only, not
financial advice.

Fig. 2-7 Shares of Different Online Ads of Independent E-retail Operators in 2012
Shares of Different Online Ads of Independent E-retail

Operators 2010-2013
100%
4%
3%
19%
24%
10%
10%
16%
15%
14%
20%
21%
28%
19%
22%
35%
31%
35%
32%
2010
2011
2012
2013e
80%
14%
60%
28%
40%
20%
0%
Search ads
Brand ads
Ad alliance
Navigation ads
Others
Note: 1. Brand ads are placed on portals, video sites, etc.; 2. Other media includes community sites on
microblog and some clients.
related to the industry as well as iResearch statistical forecast model. It is for reference only, not
financial advice.

Fig. 2-8 Shares of Different Online Ads of Independent E-retail Operators 2010-2013
15
2.4. Characteristics of Online Marketing of Advertisers Among E- retail Operators

2.4.1. Comparison of Advertisers Among E- retail Operators and Other Advertisers
Sales and ROI OrientedBesides exposure and click rate of products generated by ads
which are the concern of all online marketing advertisers, Advertisers also pay attention to
the registration of new consumers, orders, sales and ROI generated by ads. As the
market departments of most e-retail operators are also responsible for sales, ads effect
will be considered when making budget for marketing. Generally speaking, Advertisers
pay more attention to sales growth and ROI generated by online marketing than
other advertisers.
Therefore, Advertisers are strict in control of marketing process and monitoring of
marketing result and require all marketing activities to be measurable, traceable and
quantifiable. With such marketing demand, Advertisers contribute a lot in improving the
industry chain of online advertising and technology of accurate marketing and have
become an important force driving the development of China RTB industry.
16
3. Marketing Models of Advertisers Among E- retail Operators

In 2010, e-retail operators were all eager to be financed or listed and then 2011 saw a
boom in group purchase and fierce competition among B2C companies. Later,
investment and financing in e-retail industry were tightened in 2012 and the price war
among large e-retail operators brought heavy pressure to medium and small B2C
companies. Besides, after feverish development, large numbers of group purchase
companies went bankrupt.
Under economic downturn and rising operating cost, marketing expenses of thousands or
hundreds of thousands Yuan pulled down the overall ROI level of Advertisers ads. In
order to adapt to market change, marketing of e-retail operators also experienced deep
change. Advertisers which were formerly active such as Lashou, Moonbasa, etc. reduced
their online advertising expenses since 2012. In April 2012, Masa Maso announced that it
would substantially reduce expenses on ads in the year and concentrate its ads on those
websites with comparatively high ROI, such as precision marketing, navigation websites
and some portals with high ROI.
From simple promotion of brands to effect marketing which is cheaper and more accurate,
Advertisers were fairly rational in the focus converting course. In earlier stage, e-retail
operators preferred offline ads (including ads on outdoor media such as subway), web
portals, SNS, etc. which were expensive, but it was difficult for Advertisers to clearly know
about the value brought by such expensive ads. Although there is still great demand for
band marketing from Advertisers now, e-retail operators, especially medium and small
ones, think more of sales and ROI. Hence, SEM, EDM and CPS alliances which pay
more attention to effect are gradually becoming Advertisers preference.
Through analyzing the traffic sources of industry and enterprises, we can find out that
search engines, portals, navigation websites and network alliances are the main traffic
sources of e-retail operators.
3.1. Search Ads
DefinitionSearch ads refer to the ads placed by advertisers with the key words, content
and price being determined by themselves according to the characteristics of their
products or services.
ModelSearch ads work through contest price ranks. The key words search results page
is divided into area for brand ads and area for ads with contest price ranks. Brand ads
mainly target brand advertisers and are displayed on top right of search result page in
form of rich media ads. Ads with contest price ranks which are mainly displayed on upper
right, lower right and right column of search result page are charged by CPC, and the
ranks are determined by bidding and link quality.
17
Brand
Ad
Contest
Price
Ranks
Brand
Ad
Contest
Price
Ranks
Fig. 3-3 Key Words Ads on Search Engines
Besides contest price ranks, the ranks on search engines can also be improved through
SEO technologies.
Major eventYihaodian and Baidu announced their strategic cooperation agreement on
Mar. 20, 2012. Wang Zhan, VP of Baidu, introduced that the advertising cooperation
between e-retail sites and Baidu should turn from key words search to cooperation in
Michael Porter diamond Model which requires contact between the two parties from
managers to executors. P&G and Ping An Insurance (Group) Company Of China, Ltd.
had tried such kind of cooperation ahead.
Through this cooperation, Baidu, On the one hand, could deeply know about the demand
of Yihaodian and then assisted it with corresponding information obtained from Baidus
database. On the other hand, with the feedback from Yihaodian, the introduction words in
Baidu shopping guide could be more accurate. Yu Gang, chairman of Yihaodian,
expressed that Yihaodian planned to deal in more commodities, cover more cities and
provide more services. The varieties of commodities were projected to be tripled every
year and more effort would be put on fresh and imported foodstuff. In the cooperation,
Yihaodian determined its development direction and put focus on precision marketing to
improve marketing effect by making use of Baidus data analysis and service ability.
18
4. Online Ads Placed by Advertisers Among E- retail Operators

4.1. Expenses Paid by Advertisers Among E- retail Operators on Online Ads
4.1.1. Expenses Paid by Advertisers Among E- retail Operators on Online Ads
According to iAdTracker, Advertisers paid 950 million Yuan on online ads in 2012
dropping 20.7% compared with 2011. There were two reasons for the drop: first, after a
fever of advertising and fierce market competition in 2010 and 2011, Advertisers became
rational again on advertising; second, as Advertisers paid more attention to ads effect in
sales promotion, they put more ads on search engines, navigation websites and ad
alliances.
Ads Expenses of E-retail Industry 2010-2012

2,000
14.9%
-20.7%
1,500
1200.0
1040.0
950.0
1,000
500
0
2010
2011
Expenses (mn Yuan)
2012
% Growth rate
Note: Above data was obtained through the real-time monitoring of iAdTracker, so there was probably some
difference in historical data. Please refer to iAdTracker for such difference. iResearch is not liable for any legal
responsibility relating with the data.
Source: iAdTracker, Mar. 2013. The data is based on daily measurement of brand graphical ads of over 200
mainstream online media in China, excluding text links and some directional ads. Spending data is estimated.

Fig. 4-1 Ads Expenses of E-retail Industry 2010-2012
19
4.2. Displaying Days of Online Ads

4.2.1. Trend of Displaying Days of Online Ads
According to iAdTracker, Advertisers totally displayed ads on Internet for 613,000 days in
2012. Influenced by market environment, Advertisers gradually reduced their budget on
online ads, so the displaying days became less in recent two years, which accorded with
the change of number of Advertisers.
Displaying Days of E-retail Operators Online Ads

2008-2012
1,200
114.0%
161.0%
-6.7%
800
-9.0%
722.4
673.9
613.3
400
276.7
129.3
0
2008
2009
2010
2011
Displaying days (1,000)
2012
% Growth rate
Note: Above data was obtained through the real-time monitoring of iAdTracker, so there was probably
some difference in historical data. Please refer to iAdTracker for such difference. iResearch is not liable
for any legal responsibility relating with the data.
Source: The data is based on the financial results published by enterprises, interviews with experts,
and iResearch statistical model.

Fig. 4-2 Displaying Days of E-retail Operators Online Ads 2008-2012
20
4.3. Media Selected by Advertisers Among E- retail Operators for Online Ads
4.3.1. Media Selected by Advertisers Among E- retail Operators for Online Ads
According to iAdTracker, Advertisers placed 51.0% of their online ads on portals in 2012,
which indicated their preference. Meanwhile, the proportions of ads placed on IT sites,
news sites, community sites and other long tail sites increased quickly.
Media Structure of E-retail Operators Online Ads

2010-2012
2012
51.0%
2011
10.3%
52.7%
2010
20%
Portal
Video site
7.6% 4.9% 4.0% 13.7%
12.7% 4.4%6.1% 7.7% 3.8% 12.7%
55.4%
0%
8.3%
10.8% 4.0%7.7% 4.3% 8.5%
40%
IT site
News site
60%
Clients
9.3%
80%
Community site
100%
Others
Note: Above data was obtained through the real-time monitoring of iAdTracker, so there was probably
some difference in historical data. Please refer to iAdTracker for such difference. iResearch is not liable
for any legal responsibility relating with the data.
Source: iAdTracker, Mar. 2013. The data is based on daily measurement of brand graphical ads of over
200 mainstream online media in China, excluding text links and some directional ads. Spending data is
estimated.

Fig. 4-3 Media Structure of E-retail Operators Online Ads 2010-2012
21
5. Case Study
After crazy growth in number of Advertisers and rise in media ads price in 2010 and 2011,
e-retail operators marketing proceeded comparatively well in 2012. Except for ads on
home pages of portals, prices of ads on navigation websites and vertical websites all
declined. Some cases are shown below to explain the advertising strategies of
Advertisers and corresponding characteristics.
5.1. Advertising Strategies of Typical Advertisers Among E- retail Operators
5.1.1. Strategy Covering Both Brand and Effect
Advertisers who pay attention to both brand marketing and effect marketing usually adopt
diversified marketing models, such as social marketing, SEM, ads on clients, etc. There
are two kinds of indicators for measurement of ads effect. One kind includes UV, number
of posts/review/reply, exposure and click, which are determined according to different
media, and another kind includes orders, sales, ROI and conversion rate. The case is
shown below:
1. Concert sponsored by juhuasuan.com
Time 2011
Sourcehttp://case.iresearchad.com/html/201208/1403024013.shtml
Background
Juhuasuan.com is a group purchase site affiliated to Alibaba which becomes leader of the
sector depending on the huge consumer base of Taobao.
Marketing Objective
Increase number of fans on its microblog; increase clicks and browse of the site by selling
tickets; enhance brand exposure; improve its influence on visitors; stimulate consumption
Marketing Strategy
(1) Microblogdifferent from traditional concerts, an official account was registered on
weibo.com for the concert to pass on relevant information duly and enhance stickiness of
visitors; (2) PR reportsrelevant issues were released through PR reports to enhance its
popularity; (3) SNSrelated texts, pictures, videos, votes, etc. were widely spread; (4)
BBScommunicate with people born after 1960s, 1970s and 1980s to recall their memory.
Execution
The concert was promoted in three phases from Sep. to Nov. Concert information was
spread in the first phase through some topics, and then ticket purchasing information was
disseminated in the second phase through some activities. Finally, real-time information
was displayed on the large screen on microblog on the day when the concert was held
(replay of wonderful performance further enhanced the brand and influence of the
concert).
22
Effect
By Nov. 24, 2011, there were 1,874,224 clicks on the key words about the concerts
microblogwhich was realized in just two monthsThere were 12 posts on SNS, which
were browsed 407,614 times, voted by 30,651 visitors and transmitted 29,457 times.
There were also 149 posts on forums71 of which were marked as good. These posts
were browsed 498,950 times and 4650 replies were obtained. Hard ads were displayed
9,234,255 times with 28,009 clicks.
Concert poster on juhuasuan.com
iResearchs Comments
The success of this case lies in its promotion/propaganda activities carried out through
various channels/ways, which created widest coverage and participation of audiences.
The climax one after another brought by different phases of the activity can be referenced
by other advertisers.
In addition, the organizer combined traditional marketing model with popular social media
and made full use of the advantage of social media in real-time spreading, focusing,
communicating and interaction. By this means, the polularity and influence of the site was
enhanced rapidly. With more visitors to the site, consumption was promoted naturally.
23
5.2. Analysis on Advertising Effect

In this chapter, we will verify the overall influence of online marketing on e-retail sites and
the industry as well as subsequent change with corresponding measurement data of
iResarch.
iResearch believes that e-retail operators reasonable use of holidays can generate
more visit to their shopping sites and subsequently actual purchase. However, consumers
are gradually losing their interest in the price war among e-retail operators which often
happened in recent two years, and they are becoming more rational in choice of
commodities. Therefore, more visits to their shopping sites is no longer the final goal of
e-retail operators marketing. As consumers purchase behavior is finally determined by
products prices and perfection of service, enterprises should consider more in marketing
planning, so as to comprehensively improve the effect of marketing.
5.2.1 Promotion Carried Out by JD in Its Annual Celebration
1. Effect Analysis
During the 7-day annual celebration activity of JD starting on June 18, 2012, the peak of
visits appeared on the first day, with the number standing at 31.1 million. In the following
days, the visits began to decline and then returned to normal level after hitting bottom on
June 23, 2012. iResearch analyzed that it was JDs active propaganda for the activity and
Internet users expectation to the promotion that drove the sharp increase of visits on the
first day.
35
Variation of Visits to JD During Its Annual Celebration in

Jun. 2012
31.1
30
26.22
22.18 21.94
25
20
15
18.19
17.81
16.06
16.64 18.42 16.92

12.99 13.38
13.89
10
5
0
Jun.15 Jun.16 Jun.17 Jun.18 Jun.19 Jun.20 Jun.21 Jun.22 Jun.23 Jun.24 Jun.25 Jun.26 Jun.27
Visits (mn)
Note: Promotion period: June 18, 2012, 00:00 to June 24, 2012, 23:59; Topic: free bonus of 618 mn Yuan
Source: EcommercePlus. Home Office Edition Aug. 2012. The data is based on the long-term measurement
of online behavior of 200 thousand household and office (excluding public Internet cafes) panelists.

Fig. 5-1 Variation of Visits to JD During Its Annual Celebration in Jun. 2012
Similar to number of visits, JD also obtained the most orders on the first day, which was
4.6 times of that on the day before the promotion. iResearch analyzed that the sharp
increase of orders was brought by the massive discounts on various commodities which
were executed during the promotion. As time went by, when consumers demands were
satisfied, the number of orders also declined.
24
Orders Variation of JD During Its Annual Celebration in

Jun. 2012
2,500
2120
2,000
1,500
1280
1240
1,000
520
830
530
500
750
770
640
500
720
320
460
0
Jun.15 Jun.16 Jun.17 Jun.18 Jun.19 Jun.20 Jun.21 Jun.22 Jun.23 Jun.24 Jun.25 Jun.26 Jun.27
Orders (1,000)
Note: Promotion period: June 18, 2012, 00:00 to June 24, 2012, 23:59; Topic: free bonus of 618 mn Yuan
Source: EcommercePlus. Home Office Edition Aug. 2012. The data is based on the long-term
measurement of online behavior of 200 thousand household and office (excluding public Internet cafes)
panelists.

Fig. 5-2 Orders Variation of JD During Its Annual Celebration in Jun. 2012
2. Effect of Free Red Packets (cash-filled envelopes) Provided by Tmall

Corresponding to JDs annual celebration, Tmall provided red packets (cash-filled
envelopes) of 40 million Yuan for free, which brought 61.94 million visits to Tmall on June
18, 2012. It was 1.7 times of that on the day before the activity. iResearch believed that it
was the visitors decision to buy commodities with the red packets which were received
before the activity that directly pushed up the visits to Tmall on the day.
Variation of Visits to Tmall With Free Red Packets

Provided in Jun. 2012
70
61.94
60
43.21
50
40
33.8
44.59
38.41
35.05
32.17
36.73
31
31.1
30
20
10
0
Jun.12
Jun.13
Jun.14
Jun.15
Jun.16
Jun.17
Jun.18
Jun.19
Jun.20
Jun.21
Visits (mn)
Note: Promotion period: june 15 to June 18 of 2012; Topic: free red packets valued 40 mn Yuan whcih can
only be used on June 18.
Source: EcommercePlus. Home Office Edition Aug. 2012. The data is based on the long-term
measurement of online behavior of 200 thousand household and office (excluding public Internet cafes)
panelists.

Fig. 5-3 Variation of Visits to Tmall With Free Red Packets Provided in Jun. 2012
25
On June 18, 2012, the number of Tmalls orders also climbed to the peak and was much
more than usual. iResearch analyzed that online shoppers were still interested in price
discount and were active in such promotion. They hoped to buy commodities with the red
packets that they got a few days ago and the diversified commodities on Tmall could
basically satisfy their demand, so there was a surge of orders.
Orders Variation of Tmall With Free Red Packets Provided

in Jun. 2012
7
6
5.79
5
4
3
2
1.11
1.27
1.29
1.51
1.02
1.74
1.23
0.77
0.46
0
Jun.12
Jun.13
Jun.14
Jun.15
Jun.16
Jun.17
Jun.18
Jun.19
Jun.20
Jun.21
Orders (mn)
Note: Promotion period: june 15 to June 18 of 2012; Topic: free red packets valued 40 mn Yuan whcih can
only be used on June 18.

Fig. 5-4 Orders Variation of Tmall With Free Red Packets Provided in Jun. 2012
3. Effect of Competitors Activities

On June 18, 2012, JD and its competitors all saw a peak number of visitors which was
much more than the usual, but only Suning remained the high level of visits after that day.
26
Variation of Visits to Tmall, Suning and coo8 During JDs

Promotion
Unit: mn
70
60
50
Tmall
40
JD
30
Suning
coo8
20
10
0
Jun.15
Jun.16
Jun.17
Jun.18
Jun.19
Jun.20
Jun.21
Note: Promotion period: June 14 to June 18 of 2012; Topic: coo8 promoted from June 11 to June 23 of 2012.

Fig. 5-5 Variation of Visits to Tmall, Suning and coo8 During JDs Promotion
27
Appendix A: Figures
Fig. 1-1 Marketing Models of Enterprises............................................................................ 3
Fig. 1-2 Flow of Traditional Marketing ................................................................................. 4
Fig. 2-1 China E-retail Advertisers Online Marketing Expenses 2010-2016 ...................... 7
Fig. 2-2 Structure of China E-retail Advertisers Online Marketing Expenses 2010-2016 .. 8
Fig. 2-3 Online Marketing Expenses of Independent E-retail Advertisers 2010-2016 ........ 9
Fig. 2-4 Online Marketing Expenses of Vendors on E-retail Platforms 2010-2016 .......... 10
Fig. 2-5 Revenue of China Online Advertising Market 2010-2016.................................... 11
Fig. 2-6 GMV of China Online Shopping Market 2010-2016 ............................................ 12
Fig. 2-7 Shares of Different Online Ads of Independent E-retail Operators in 2012......... 15
Fig. 2-8 Shares of Different Online Ads of Independent E-retail Operators 2010-2013 ... 15
Fig. 3-3 Key Words Ads on Search Engines ..................................................................... 19
Fig. 4-1 Ads Expenses of E-retail Industry 2010-2012...................................................... 20
Fig. 4-2 Displaying Days of E-retial Operators Online Ads 2008-2012 ............................ 21
Fig. 4-3 Media Structure of E-retail Operators Online Ads 2010-2012 ............................ 22
Fig. 5-1 Variation of Visits to JD During Its Annual Celebration in Jun. 2012 ................... 25
Fig. 5-2 Orders Variation of JD During Its Annual Celebration in Jun. 2012 .................... 26
Fig. 5-3 Variation of Visits to Tmall With Free Red Packets Provided in Jun. 2012 ......... 26
Fig. 5-4 Orders Variation of Tmall With Free Red Packets Provided in Jun. 2012........... 27
Fig. 5-5 Variation of Visits to Tmall, Suning and coo8 During JDs Promotion ................. 28
28
Appendix B: Tables
Table 2-1 Proportions of E-retail Advertisers Expenses in Revenue of Online Marketing
and Online Shopping 2010-2016 ....................................................................................... 13
29
Appendix C: Methodology
This report mainly adopts research methods including interviews with related
enterprises, desktop research, etc. as well as the data monitoring system of
iResearch.
Sales and marketing data is obtained through face-to-face interview with experts,
manufacturers and channel operators of the industry.
Desktop research obtains industry data by analyzing publicly available

information and referring to user survey data.
Source of public information

data and information released by relevant governmental departments
relevant economic data
public information in the industry
enterprises annual reports and quarterly reports
public views of senior experts
Continuous comparative analysis on measurement data obtained from

iAdTracker of iResearch (iAdTracker only monitors the online advertising on
over 200 mainstream Internet media).
Statement: the iAdTracker data adopted in this report was estimated and calculated
according to the real-time monitoring of iAdTracker, so there was probably some
difference in historical data. Please refer to iAdTracker for such difference. iResearch is
not liable for any legal responsibility relating with the data.
30
Appendix D: Concepts Definition

Online Advertising
A kind of marketing model based on Internet, which includes brand online advertising and
search engine advertising.
Revenue of Online Advertising Market
Revenue of China online advertising market include the income of operators of brand
online advertising and search engine advertising, excluding income of channel agencies.
Brand Graphic Ads
Brand graphic ads include button ads, floating logo/ads on streaming media, picture in
pictures, ads on banners, full screen ads, couplet ads, window ads, ads on navigation
bars, ads in focus pictures, ads in pop-up windows, etc.
Rich Media Ads
Rich media ads include interstitial rich media ads, expanded rich media ads, video rich
media ads, etc.
Video Ads
Video ads refer to pre-movie ads in video.
Text Links Ads
Text links ads lead to corresponding ads pages by clicking a row of words, and the ads
are mainly presented in words.
Key Words Search Ads
Ads displayed in the result of search engine when searching by key words.
Classified Ads
Classified ads refer to various short ads which are classified according to certain
standards and are placed in fixed positions of a page for users convenient search.
Other Ads
Other ads include ads in digital magazines, ads embedded in games, IM ads, ads
embedded in software, interactive marketing ads, etc.
Mobile Ads
Mobile ads refer to WAP ads or WEB ads placed by advertisers based on mobile Internet,
including brand ads and paid search ads.
Internet Advertisers
Vendors who promote and sell their products or services on Internet, and the data is
obtained from more than 200 mainstream Internet media in China mainland monitored by
iAdTracker.
31
Legal Notice
The report is produced by iResearch Co., Ltd. All texts, figures and tables in this report are under the
copyright protection of relative laws and regulations on intellectual property rights in the Peoples
Republic of China. No organization or individual is allowed to use the information in this report for any
business purpose without the written consent from iResearch. Some texts and data in this report are
collected from public information and their copyrights are held by the original authors. No organization or
individual is allowed to use the information in this report for any business purpose without written
consent from original authors and iResearch.
Data related to operators revenues and market forecasts are mainly obtained through interviews related
to the industry, marketing survey, secondary sources and other research methods, some of which have
not been directly confirmed by the related operators. Some data published in this report is based on
sampling method and is therefore influenced by sample structure. Due to the limitation of research
method, sample size and scope of data collection, part of the data may not precisely reflect real market
situation. This report is for reference only and iResearch is not liable for the accuracy of the data in this
report.
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2012-2013 China E-commerce Operators Ads Marketing Report

Online Marketing Expenses of Advertisers Among E-retail Operators

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

Structure of Online Marketing Expenses of Independent E-retail Operators

Characteristics of Advertisers in Online Marketing

Media Selected by Advertisers for Online Marketing

In terms of mediaAdvertisers have a preference for portals. In 2012, 51.0% of their

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

Marketing Models of Enterprises

According to the definition given by American Marketing Association, marketing is an

Marketing Models of Enterprises

Vertical Media Sites

Search Engine Sites

Fig.1-1 Marketing Models of Enterprises

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

1.2. Industry Chain of E- retail Operators Marketing

Data Measurement and Others

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2012-2013 China E-commerce Operators Ads Marketing Report

1.2.2.2. Industry Chain of Online Marketing

Advertising Optimization, Data Monitoring and Provision and Others

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

2. Marketing Status of Advertisers Among E- retail Operators

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

China E-retail Advertisers Online Marketing Expenses

Mar. 2013 iResearch Global Inc

Fig. 2-1 China E-retail Advertisers Online Marketing Expenses 2010-2016

On share of Advertisers online marketingads which were placed on e-retail platforms

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

Structure of China E-retail Advertisers Online Marketing

% Expenses of independent e-retail operators

Mar. 2013 iResearch Global Inc

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

Online Marketing Expenses of Independent E-retail

Expenses (bn Yuan)

Mar. 2013 iResearch Global Inc

Fig. 2-3 Online Marketing Expenses of Independent E-retail Advertisers 2010-2016

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

Online Marketing Expenses of Vendors on E-retail

Expenses (bn Yuan)

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Fig. 2-4 Online Marketing Expenses of Vendors on E-retail Platforms 2010-2016

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

2.2. Expenses Distribution of Advertisers Among E-retail Operators

Revenue of China Online Advertising Market 2010-2016

Revenue (bn Yuan)

Mar. 2013 iResearch Global Inc

Fig. 2-5 Revenue of China Online Advertising Market 2010-2016

Copyright iResearch Inc. 2013

2012-2013 China E-commerce Operators Ads Marketing Report

GMV of China Online Shopping Market 2010-2016

GMV (bn Yuan)