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E-Commerce in China (2015) E-COMMERCE IN CHINA (2015) China International Electronic Commerce Center Introduction This book is a comprehensive research report written as organized by China International Electronic Commerce Center to reflect the development status of e-commerce in China From different perspectives, this report reflects the latest development of e-commerce in China and describes the development characteristics, development trend and policy orientation of e-commerce in China. Its main contents include the general situation of e-commerce development in China in 2015, electronic commerce development environment, development situation of e-commerce services, development situation of industrial e-commerce, development situation of agriculture-related e-commerce, development situations of cross-border e-commerce and mobile e-commerce, current development situation of e-commerce entrepreneurship and employment, and development situations of e-commerce in the provinces, cities and autonomous regions. The appendices to this book provide the development situation of global e-commerce, compilation of e-commerce policies and regulations promulgated in 2015, e-commerce development events in China in 2015, and the demonstration list of e-commerce in China in 2015. This book, relying on extensive source of information, contains complete, accurate and reliable contents, has high literature value and practical value, and can be used for reference by governments at all levels and industrial associations for promotion of application of e-commerce and promotion of application of e-commerce by enterprises, or by research and teaching institutions for research of e- commerce. 2015 Report on E-commerce in China ZHONGGUO DIANZI SHANGWU BAOGAO 2015 China International Electronic Commerce Center Editor in charge: Zhao Guiru, Hu Zhihua and Chen Honglei Printed by: China Commerce and Trade Press Address: 28 Donghouxiang, An Ding Men Wai Street, Dongcheng District, Beijing, China (100710) Tel.: 010-64245686 (editorial office) E-mail: [email protected] Website: www.cctpress.com Typesetting: Beijing Keshijie Technical Development Co., Ltd. Printed by: Beijing Shengcaijie Printing Co., Ltd. Size: 787 mm * 1092 mm 1/16 Printed sheet: 15 Number of words : 332,000 characteristics 2015 Report on E-commerce in China List of the Authoring Group Editor in chief Yang Jianzheng E-commerce Research Institution of University of Shanghai Science and Technology Associate editor Li Mingtao Research Institute of China International Electronic Commerce Center Members of the Authoring Group (listed in no particular order) Wang Jian School of International Trade and Economics, University of International Business and Economics Hong Tao Commercial economy research institute of Beijing Technology and Business University A Lamusi Network Rules Research Center Guo Weihua China International Electronic Commerce Center Zhang Xuan China International Electronic Commerce Center Ma Lihong China International Electronic Commerce Center Hu Fan China International Electronic Commerce Center Yang Lifan East China University of Politics and Law Business School Zhang Yongqing University of Shanghai Science and Technology, Business School Li Xueqian University of Shanghai Science and Technology, Business School Duan Jiangjiao University of Shanghai Science and Technology, Business School Wang Lin University of Shanghai Science and Technology, Business School Yin Shi University of Shanghai Science and Technology, Business School Yang Yunpeng University of Shanghai Science and Technology, Business School Hao Jianbin Ali Research Cui Hanwen Ali Research Zhang Jian Research Institute of Electronic Science and Technology Information under the Ministry of Industry and Information Technology Yan Deli Jingdong Strategic Research Institute Zhang Tao Beijing Huaxun Law Firm Lao Guoling Shanghai University of Finance and Economics, School of Information Management and Engineering Wan Yixian Shanghai Quan Ya Zhi Bo Law Firm Zhou Xiaoqian iResearch Consulting Group E-commerce in China (2015) Cheng Meng iResearch Consulting Group Zhao Nan Ebrun.com Chen Dengli Beijing Gftai Credit Management Co., Ltd. Lv Ping Ccidnet Internet Research Center Xing Bin Association des Ingnieurs Chinois en France (AICF) and Electronic Commerce Professional Committee Rui Rui China Service Industry Research Center of University of International Business and Economics Ji Haijian China Service Industry Research Center of University of International Business and Economics Ju Chenghui School of International Trade and Economics, University of International Business and Economics Zhu Daopeng School of International Trade and Economics, University of International Business and Economics Hong Yong Research institute of credit and e-commerce under Chinese Academy of International Trade and Economic Cooperation, Ministry of Commerce Wang Yanan Beijing Technology and Business University, School of Economics Ai Weina University of Shanghai Science and Technology, Business School Consultant Group (listed in no particular order) Gao Xinmin Vice Chairman of the Internet society of China Mei Shaozu Professor of School of Economics and Management, University of Science and Technology Beijing Gong Bingzheng Senior consultant to China Information Economics Society Sun Baowen Professor of Central University of Finance and Economics Chen Jin Director of China Service Industry Research Center of University of International Business and Economics Zheng Min CEO of Ebrun.com Lv Benfu Professor of graduate school of University of Chinese Academy of Sciences 2 Preface 2015 is the final year of the 12th five-year plan. When the past five years are reviewed, it can be found out that the e-commerce in China grew at annual average growth of more than 35% to RMB20.8 trillion in 2015, and the strategic development goal of "double gross merchandise volume of e-commerce" has been successfully achieved. In 2015, the online retail in China, undergoing the "quality upgrading", had the gross retail sales of RMB3.88 trillion, representing a year-on-year growth of 33.3%. The e-retailing of physical commodities accounted for 10.8% of total retail of social consumer goods, thus the e-retailing market remained top 1 in the world; the gross merchandized volume of cross-border e-commerce grew 21.7% year on year to RMB4.56 trillion, to the contrary to the trend, making the cross-border e-commerce an important channel of import and export trade for China; the e-commerce purchase and sales of industrial enterprises was improved to 37.24%, or even 60% in certain sectors; and the rural e-commerce developed at a fast speed, with construction of 250,000 e-commerce village service points, addition of 1.18 million online stores, year-on-year growth of e-commerce trading volume of 96% to RMB353 billion and e-retailing of rural products of RMB150.5 billion. This data show that the remarkable tremendous achievement was made in e-commerce in China, which has vast potential for future development. In 2015, a series of policies on supporting the e-commerce development, such as the Opinions of the State Council on Striving to Develop E-commerce to Speed up the Cultivation of New Economic Driving Force of the State Council, and the Opinions on Promoting the Online and Offline Interactions for Accelerating the Business Circulation and Innovative development of Transformation and Upgrading of the General Office of the State Council, have been introduced. Government departments at all levels shall, in accordance with the principle of "active promotion, gradually standardization, strengthening of guidance", continue to give more support for the e-commerce, perfect the electronic pay, logistics, express and other new business infrastructure, for active promoting and guiding the development of e- commerce service. The construction of national e-commerce demonstration cities, national demonstration base of e-commerce, e-commerce demonstration enterprises and other e-commerce demonstration system are becoming deeper and deeper, with the orderly promotion of pilot cross- border e-commerce cities, comprehensive pilot areas of cross-border e-commerce, comprehensive rural demonstration counties of e-commerce, pilot synergy of e-commerce and logistics delivery, poverty alleviation via e-commerce and others. E-commerce is becoming an important driving force for achievement of "innovative, coordinated, green, open and shared" development of Chinese economy and society, the pioneer industry of "Internet+" action plan" and the land for public entrepreneurship and innovation. In the situation of in-depth adjustment to and difficult recovery of global economy, weak growth of international trade, and great pressure from downward economy in China, we should give a full play to the advantages of e- commerce, further improve the efficiency of social resource allocation, facilitate the supply-side structural reform and development of new economy, to make the public feel the common benefits, convenience, fastness and safety of e-commerce and to further promote the achievement of ambitious development goal of construction of a well-off society. The Report on Chinese Electronic Commerce is a comprehensive report written as organized by Chinese international electronic commerce center to reflect the annual development of e-commerce in China, and show the readers a full and objective picture of development of e-commerce in China in the past year, through the analysis and clear-up of main data, features, trend and major
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