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CHINA
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CHINA
AT A GLANCE
QUICK INTRODUCTION
Population: 1.4 billion VAT: 17%
Currency: CNY GDP per Capita: US$11,199
56.26% US$3,428
Internet penetration Average spend per shopper
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CHINA
E-COMMERCE DEVELOPMENT
This year, nearly one-quarter (24.0%) of digital buyers in China will buy
internationally, eMarketer predicts — representing an 11.5% increase from 2017.
Cross-border retail e-commerce sales will rise 15.3% in 2018 to reach US$115.47
billion, and will hit US$144.15 billion in 2021
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CHINA
E-COMMERCE ENVIRONMENT
China is the largest e-commerce market in the world with a higher
market volume than the US. 41% of online shoppers have bought
an item from Europe. 67% of Chinese online purchases are made
41%
through eWallets. Chinese buyers purchase overseas products Of online shoppers have
bought from the EU
online to fulfill their demand for premium goods.
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CHINA
REASONS FOR BUYING ABROAD
Most Chinese consumers favor cross-border shopping EC100 research shows that Chinese
due to better quality products, better offers, variety and customers are shifting from being price
authenticity. The need for authenticity was stronger in sensitive to quality sensitive. This means that
2017, as there were continuous media reports on Chinese shoppers will accept higher prices if
counterfeit products in local retail markets. products have better quality and brand
prestige.
H1
2017
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CHINA
FACTS AND FIGURES
E-SHOPPER PENETRATION: REGIONAL E-SHOPPER SPENDING GROWTH
Share of internet users shopping online, regional, 2017 (f) Average amount spent per e-shopper, per year, Asia Pacific,
2014- 2017(f); e-shopper spending growth rate, Asia
Pacific, 2015-2017(f), US$
6.7%
70.0% 5.25%
-1%
58%
50.4% 1,293.73
43.5% 43.5% 45.5%
1,218.81 1.206.81
1,154.78
South Asia Pacific Middle Overall Europe North 2014 2015 2016 2017
America East & America
Africa
North America has the highest share of Average spending per e-shopper is increasing in
e-shoppers at 70%. Asia Pacific.
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MARKET INSIGHTS
HONG KONG
BY DHL EXPRESS
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HONG KONG
AT A GLANCE
QUICK INTRODUCTION
Population: 7.2 million VAT: 0%
Currency: HKD GDP per Capita: US$54,279
87.3% US$1,206
Internet penetration Average spend per shopper
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HONG KONG
E-COMMERCE ENVIRONMENT
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HONG KONG
A BIG E-COMMERCE OPPPORTUNITY
Hong Kong has one shopping mall for every square mile, so until now, e-commerce hasn’t seen
the explosive growth it has in other countries. But with 5 million of its 7.4 million population
online, e-commerce is set to grow in coming years.
YOUNG AUDIENCE
Almost 100% of those 44 or under use the internet.
For those 65 or older, this drops to 44%.
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HONG KONG
REASONS FOR NOT POTENTIALLY REASONS FOR POTENTIALLY
BUYING ONLINE BUYING ONLINE
38%
36% 36%
54%
28%
40% 38%
23%
13% 12%
Trust/worry about the quality of the product 38% Waiving of shipping/delivery fee 54%
Distance to physical stores in Hong Kong is short 36% Convenience to shop anytime and anywhere 40%
Dislike paying shipping costs 36% Special discounts are offered online 38%
Need the products/services immediately 28% Online payments are more secure and convenient 13%
Don’t like the pricing strategy of online stores 23% Ability to purchase from shops overseas 12%
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HONG KONG
FACTS AND FIGURES
E-SHOPPER PENETRATION REGIONAL E-SHOPPER SPENDING GROWTH
Share of internet users shopping online, regional, 2017(f) Average amount spent per e-shopper, per year, Asia Pacific,
2014-2017(f); e-shopper spending growth rate, Asia Pacific,
2015-2017(f), US$ 6.7%
5.25%
-1%
70.0%
58%
50.4% 1,293.73
43.5% 43.5% 45.5%
1,218.81 1,206.81
1,154.78
South Asia Middle Overall Europe North 2014 2015 2016 2017
America Pacific East & America
Africa
North America has the highest share of e-shoppers Average spending per e-shopper is increasing in
at 70% Asia Pacific
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HONG KONG
INDUSTRY COMMENTS
FASHION
41% of Hong Kong millennials intend to buy fashion
items online in the next two years,
up from 28% in 2016.
ELECTRONICS
Long-term trends paint a positive picture of telecoms,
circuitry, and smartphone imports,
although the Hong Kong market dropped slightly 2015
to 2016. Enjoy more cross-border
tips, LIKE us on Facebook
today!
BEAUTY PRODUCTS
Up 22% between 2015 and 2016, the health and beauty
market in Hong Kong is buoyant.
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MARKET INSIGHTS
JAPAN
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BY DHL EXPRESS
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JAPAN
AT A GLANCE
QUICK INTRODUCTION
Population: 127 million VAT: 8%
Currency: JPY GDP per Capita: US$38,282
92.7% US$892.53
Internet penetration Average spend per shopper
US$79.2bn 32.6%
B2C e-commerce turnover Growth e-commerce market
76%
Of the population shops online
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JAPAN
MOST POPULAR PURCHASES FOR
CROSS–BORDER SHOPPING
According to a November 2016 MasterCard survey,
crossborder accounted for 17.5% of digital purchases in
India and 19.9% in Japan. 27%
21% 20%
According to Ministry of Economy, Trade and Industry 14%
(METI) - Japan data issued in 2017, online buyers in 21%
10%
China spent $3.92 billion in the US and $0.21 billion in
Japan during 2016. This is much less than buyers in the
US and Japan spent in China: Those from Japan spent
$9.53 billion on sites in China and $5.66 billion in the US.
Books, CDs or video games 27%
Cosmetics 21%
The largest and fastest growing e-commerce and cross Clothing and footwear 20%
border e-commerce markets are all in the Asia-Pacific Food 14%
region, with China being the leader. Higher internet Digital cameras 12%
penetration, increasing mobile usage, a rising middle Mobile phones 10%
class, and improved delivery infrastructure are some of
the triggers of this rapid growth.
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JAPAN
E-COMMERCE ENVIRONMENT
E-COMMERCE SALES
55
Japan is a popular cross-border People
destination for Asian countries, (US$, billions)
overthe 66.6
especially for India and South Korea.
ageof
Owing to their aging population, it is
the Japanese over 55 years who
over 54.2
49.2 48.3
spend most time online. spend the most time online 45
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JAPAN
REASONS FOR NOT BUYING ABROAD REASONS FOR BUYING ABROAD
45%
50%
38%
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JAPAN
FACTS AND FIGURES
E-SHOPPER PENETRATION REGIONAL E-SHOPPER SPENDING GROWTH
Share of internet users shopping online, regional 2017(f) Average amount spent per e-shopper, per year, Asia Pacific,
2014 - 2017(f); e-shopper spending growth rate, Asia
Pacific, 2015 - 2017(f), in US$
6.7%
70% 5.25%
58% -1%
50% 1,293.73
43.5% 43.5% 46%
1,218.81 1.206.81
1,154.78
South Asia Middle Overall Europe North 2014 2015 2016 2017
America Pacific East & America
Africa
North America has the highest share of Average spending per e-shopper is increasing
e-shoppers at 70%. in Asia Pacific.
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JAPAN
Using credit and debit cards is the most preferred Japan is a popular cross-border destination for
payment method, while bank transfer is their Asian countries, especially for India and South
second choice. Korea.
Twitter is used by 36% of the Japanese E-comerce takes a share of 2.8% of Japan’s $4123
population. Japanese online shoppers engage billion GDP. With the aging population, Japanese
with brands on social media to get coupons and people over the age of 55 spend the most time
free products. online amongst all age groups.
With rapidly growing mobile usage, online Rakuten, Amazon Japan, and Yahoo Japan
transactions on mobile platforms make up nearly Shopping are the three biggest marketplaces in
60% of all purchases, with sales of $16 billion. the country, with around 50% of the total
Japanese annual e-commerce revenue in 2015.
Japanese shoppers are generally risk averse so
they only look for brands they know and trust.
Low return rates and excellent customer service
are expected in their purchases.
SOUTH KOREA
BY DHL EXPRESS
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SOUTH KOREA
AT A GLANCE
QUICK INTRODUCTION
Population: 50.4 million VAT: 10%
Currency: KRW GDP per Capita: US$49,928
95.2% US$759
Internet penetration Average spend per shopper
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SOUTH KOREA
E-COMMERCE ENVIRONMENT
2nd
South Korea are 2nd on the International
Information and Communication Technologies
(ICT) Development Index, making them online E-COMMERCE SALES
experts. South Korea is the third largest e-
commerce market in the Asia-Pacific region. (US$, billions)
Female Korean shoppers are more likely to shop On the ICT 37.2
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SOUTH KOREA
THE MARKET
South Korea is the third largest e-commerce market in MOST POPULAR PRODUCTS
the Asia-Pacific region. Domestic online purchases still SOURCED FROM DOMESTIC
ONLINE RETAILERS
make up a majority of South Korea’s e-commerce
revenue, but cross-border e-commerce has been rapidly 17.4%
growing, reaching $1.6 billion in 2016.
11% 10.6% 10.2%
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SOUTH KOREA
FACTS AND FIGURES
E-SHOPPER PENETRATION REGIONAL E-SHOPPER SPENDING GROWTH
Average amount spent per e-shopper, per year, Asia Pacific,
Share of internet users shopping online, regional 2017(f)
2014 - 2017(f); e-shopper spending growth rate, Asia
Pacific, 2015 - 2017(f), in US$
6.7%
5.25%
70% -1%
58%
50% 1,293.73
43.5% 43.5% 46%
1,218.81 1.206.81
1,154.78
South Asia Middle Overall Europe North 2014 2015 2016 2017
America Pacific East & America
Africa
North America has the highest share of Average spending per e-shopper is increasing
e-shoppers at 70%. in Asia Pacific.
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SOUTH KOREA
MORE TIPS
South Korea is known for having fast fulfilment rates,
which means efficient delivery systems, Express
Delivery and wide distribution warehouse networks are
basics for succeeding in the Korean market.
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MARKET INSIGHTS
INDIA
BY DHL EXPRESS
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INDIA
AT A GLANCE
QUICK INTRODUCTION
Population: 1.3 billion VAT: 12.5-15%
Currency: INR GDP per Capita: US$1,850
33% US$498.6
Internet penetration Average spend per shopper
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INDIA
E-COMMERCE ENVIRONMENT
India has the second largest internet
population in the world, with over 462
million internet users. India tops the e-
commerce market growth rate with 51%
60%
Online purchases
E-COMMERCE SALES
(US$, billions)
31.3
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INDIA
A VIEW ON THE CONSUMERS
Cash on delivery is the beloved online payment MOST POPULAR PURCHASES
method, but this payment method is proven to be FOR CROSS-BORDER
very slow and risky for couriers in light of manual SHOPPING
cash collection and high return rates. 45%
disposable income.
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INDIA
A VIEW ON THE LOCAL MARKET
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INDIA
REASONS FOR NOT BUYING ABROAD REASONS FOR BUYING ABROAD
33%
42%
26% 37%
22%
17% 26%
24%
13%
16%
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INDIA
FACTS AND FIGURES
E-SHOPPER PENETRATION REGIONAL E-SHOPPER SPENDING GROWTH
Share of internet users shopping online, regional, 2017(f) Average amount spent per e-shopper, per year, Asia Pacific,
2014-2017(f); e-shopper spending growth rate, Asia Pacific,
2015-2017(f), US$
6.7%
5.25%
70% -1%
58%
50% 1,293.73
43.5% 43.5% 46%
1,218.81 1,206.81
1,154.78
South Asia Middle Overall Europe North 2014 2015 2016 2017
America Pacific East & America
Africa
North America has the highest share of Average spending per e-shopper is increasing in
e-shoppers at 70%. Asia Pacific
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INDIA
MORE TIPS…
Similar to the Australian e-commerce market, innovation over
the traditional e-commerce business nature is the key to
breaking through the giant wall built by the three e-commerce
powers. Specifically, a better customized user experience in
terms of user searches is what online retailers and
marketplaces should aim for.
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