CrackingE-CommerceinChinaAccordingtoarecentreportbyTheBostonConsultingGroup(BCG),Chinaissettobecometheworld'snexte-commercesuperpower,surpassingtheUnitedStatestobecomethelargestonlinecommercemarketintheworld,withanestimatedmarketsizeof$300billion.In2006,lessthan10percentofChina'surbanpopulationshoppedonline・By2015,thatfigureisexpectedtohavequadrupled,reaching44percent,whilethetotalnumberofe-commerceshoppersinChinawillgrowto329million.What，smore,accordingtoBCG,China'smassivegeography,amiddleclassthatisrapidlyexpandingbeyondthecountry^largestcities,andwidelyaccessible,heavilysubsidizedhigh-speedinternet—broadbandinChinacostsjust$10permonth,comparedwith$30permonthinIndia一makethecountryunusuallyfertilegroundfore-commerce,withinternetaccessfaroutpacingthereachofphysicalretailers.Indeed,uptoaquarterofe-commercedemandinChinaisforproductsconsumerscannotfindinphysicalstores,withapparelandskincareamongstthefastest-growingonlinecategories.Butforfashioncompaniesaimingtocracktheonlineretailopportunity---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---inChina,it'simperativetounderstandthatthecountry'se-commercemarketisverydifferenttoestablishedmarketsintheUnitedStatesandEuropeandthoseonlineshoppersinChina一muchyounger,onaverage,thantheirWesterncounterparts一havedifferentexpectations,preferencesandpatternsofbehavior."Chineseconsumers5recognitionandpreferenceforfashionbrandsisquitedifferentfrommaturemarkets/5saidGeorgeWenhong激,founderandCEOofShenzhen-basedfashione-tailerXiu,whichsellsinternationalluxurybrandslikeGucciandChanel,andlastyearraised$100millioninasecondroundoffundingfromeliteventurecapitalfirmKleinerPerkinsCaufieldByersandprivateequityfirmWarburgPincus."FashionbrandsthatarenotsopopularcouldbereceivedverywellinChinaandviceversa・[Chineseconsumers]arestillprice-sensitiveandhavepoorloyaltytowardsbrands,said激.importanttostudyChineseconsumers'incomeandexpenditure一howmuchmoneytheyearnindifferentcitiesofChinaandhowmuchtheywouldspendonfashion;howmuchtheywouldspendonfashiononline,hecontinued・AccordingtotheBCGreport,7percentofonlineshoppersareresponsiblefor40percentofonlinespending.Forfashionretailers,theimportanceofthese"superheavyspenders/---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---5eachofwhomcompleteover50transactionsayearandhaveapreferenceforheavilybrandedgoods,cannotbeunderscoredenough.Toenticesuperheavyspenders,firstandforemost,it'svitalforonlineretailerstogettheproductmixright,MorganTan,vice-presidentofe-businessatLaneCrawford,toldBOF.Thesehigh-spendingconsumersarelookingformust-haveseasonalitemsthataren'tavailableelsewhere,shesaid,notingagrowingdemandfornichelabels.Indeed,Xiu,whichlastyearrecordedsalesofapproximately$150million,planstocarrymoreinternationalandChineselabelsthatcompetitorsdonotoffer,whileTheCorner,aluxurye-tailorownedbytheYooxGroup,whichoperatesaChina-specificsiteatthecorner,recentlylaunchedTheVogueTalentsCorner,aninitiativepromotinglessknownemergingdesignersincollaborationwithVogueChina.ComparedtotheircounterpartsintheWest,affluentconsumersinChinahavealowerbaselineknowledgeoffashionproductsandareravenousforinformation,anopportunityforretailerstoengagethemmorefrequentlywithcontentandadvice・"Itisaboutengagingherdaily,，'saidJeffYurcisin,presidentofShopbop,whichrecentlylaunchedasiteinChinese.“Wesen...