Rise of China E-Commerce Platforms

When the Chinese E-commerce market has 788 million consumers, shopping festivals have gone viral in recent years.

There are 3 types of shopping festivals in China: general festivals open for all (e.g. Tmall 618), festivals for specific periods (e.g. Chinese New Year), and festivals for specific target groups (e.g. Alibaba 88membership).

Among all shopping festivals, it was noted that general shopping festivals drive the most traffic, with SinglesDay (11.11, 双十一) and 6.18 yielding the highest conversion rates.

In making purchases, consumers look at two major factors: cost-performance ratio CPvalue (性价比) of merchandise, as well as the amount of discount given. Yet, low transparency and complicated rules of shopping festivals are areas to improve.