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Analysys: The Transaction Size of China’s Mobile Online Shopping Market Reached RMB 877.14 Billion in 2016Q2. The Growth of Mobile Terminals Slowed Down. The Mobile Social Shopping Maintained Its Developing Momentum.
According to the data in the Quarterly Monitoring Report on China’s Mobile Online Shopping Market in 2016Q2 released by Analysys, the transaction size of China’s mobile online shopping market reached RMB 877.14 billion in the second quarter of 2016, with a year-on-year growth of 104.5%.
  • 29 Nov, 2016
  • E-commerce
  • 557
According to the data in the Quarterly Monitoring Report on China’s Mobile Online Shopping Market in 2016Q2 released by Analysys, the transaction size of China’s mobile online shopping market reached RMB 877.14 billion in the second quarter of 2016, with a year-on-year growth of 104.5%.
In Q2 2016, although the growth of mobile online shopping slowed down sharply compared with the rate of 155.2% in the same period of 2015, the mobile online shopping market still sustained a fast growth. The transaction size of mobile terminals accounted for 72.3% of China’s overall online retail. This not only benefited from the prominent convenience of online retail, but also depended on the effective implementation of strategies, i.e., “Midyear Promotion”, “Channel Sinking” of e-commerce platforms in the second quarter.  
From a market share perspective, the pattern of mobile online shopping market remained stable. The market share of Mobile Taobao and Tmall reached 85.8%; that of Mobile Jingdong was 10.2%; that of Mobile VIP was 2.4%, ranking the third.
 
In the opinion of Analysys, the mobile terminal has become the most important online retail channel. Mobile online shopping also provides more opportunities for merchants to access to customers and enhance the transformation, producing an increasing influence on the future pattern of online retail market.
In the second quarter, e-commerce made outstanding performance in expanding the mobile social e-commerce. On the one hand, featuring portability and Word of Mouth marketing for mobile terminal users, e-commerce turns the social intercourse into a new access to traffic; on the other hand, social data enables merchants to grasp the user properties more easily. The precision marketing supported by big data will also become a service blister of online retail.
Besides, the live broadcast e-commerce emerges with the mobile terminal as an entrance, providing a path of development from traditional mode of traffic-based operation to the mode of community-based and fans-based operations. The portable application of live broadcast on mobile terminal is highly concerned by the e-commerce fields. For instance, e-commerce operators engaging in special offers represented by Vip.com upgraded the commodities into the output of interesting contents and lifestyle through the penetration of content-based operation, and attempted new operation modes and marketing methods in a multi-dimensional manner through the fans economy.
Definition of research
Online retail: it refers to the commodity retail trading activities of two parties taking the Internet as a medium, namely the organization and transmission of information on the Internet, which can achieve the transfer of the ownership of tangible goods and intangible goods.
B2C online retail: it refers to the business model that the enterprises sell products to consumers with the help of the network. The conventional statistical data doesn’t include the self-built platform of the enterprise.  
C2C: it refers to the business model of commodity trading reached between the users on the online trading platform provided by the enterprises.
The transactions in this statistical report are summarized in accordance with the orders of the user, including the cancellation of orders, procurement of suppliers (including scalper orders) and invalid orders caused by inventory information error.
 
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