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Massive Growth
On the back of strong growth in household income and wealth, as well as the growing popularity of Internet and smart phones, online retail spending has been one of the bright spots for China recently, though the world’s secondlargest economy is losing its steam.
Over the past year, the total amount spent by Chinese reached 30 trillion Yuan, or US$4.6 trillion, an more than six-fold increase from 2000, implying a compound average growth rate （CAGR） of 13.8% since 2000, according to Xinyu Liao and Yunyun Hu, equity analysts at UBS.
Despite a continuous deceleration in the pace of growth since 2008, retail sales of consumer goods, let alone services, is still growing at a rate of around 10% per annum. Breaking down the retail sales figure further, there’s one component that stands head and shoulder above the rest when it comes to annual growth： online retail sales.
China’s online retail spending grew by an astonishing 33% last year, accounting for more than 10% of total retail sales, dwarfing comparable online spending figures from the US and Japan.
The boom in online retailing is mainly due to the growing popularity of Internet and smart phones, and other mobile devices.
According g a research report from the China Internet Network Information Center （CINIC）, Chinese Internet traffic through mobile devices surged by 36.79 million people in the first six months of 2015, taking the total number accessing the web through smart phones to 594 million.
With mobile usage in China exploding, so too is retail spending on mobile devices. It grew by over 100% in 2015, continuing the trend seen since late 2013.
On the other hand, China’s overall online shopping population saw modest growth. According to data, 81% of online adults report having shopped online in 2015, up from 80% in 2014
Of China’s more than 1.3 billion people, 43% are aged between 10-39 years. Nearly 80% of China’s Internet users come from this age group, presenting an enormous opportunity for retailers as their numbers, and wealth, increase.
“With younger people set to become China’s most influential group of consumers in the next few years, we expect growth in online and mobile consumption to continue, say Liao and Hu. “Equally importantly, their consumption habits are likely to influence the next generation, as more of these younger consumers go on to become parents. Thus, we believe the shift from offline to online channels could have far-reaching implications for the spending habits of Chinese consumers.”
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