At a time when China’s slowing economy and flagging stock markets are grabbing headlines,
the country’s e-commerce industry has continued to go from strength to strength. In 2014,
China’s online retail volume increased by 21.3 percent year on year to reach US$1.98
trillion, making it the world’s largest e-retailing market – a position it has since strongly
built upon. With rising disposable income levels and an expanding internet penetration
rate, the Middle Kingdom is perfectly positioned to be the world’s premier online market
for the foreseeable future.
However, despite the vast amount of opportunities that exist and an ostensibly liberalized
entry process for foreign firms, e-commerce is by no means a simple market to access in
China. A complex regulatory framework and a nuanced consumer base combine to make
choosing the right market entry model vital for foreign SMEs.
In this edition of China Briefing magazine, we present a roadmap for investing in China’s
e-commerce industry. We provide a consumer analysis of the Chinese market, take a look
at the main industry players, and examine the various investment models that are available
to foreign companies. Finally, we discuss one of the most crucial due diligence issues that
underpins e-commerce in China: ensuring brand protection.
E-commerce in China is developing rapidly. As the Chinese government continues to
introduce sweeping new reforms, possessing a thorough understanding of the industry
is absolutely necessary.
This Month’s Cover Art
Xu Shi (
徐适
)
Oil on canvas, 130x130 CM
Wan Fung Art Gallery
wanfung@12
6.com.cn
+86 0760 8333 861
www.wanfung.com.cnFor queries regarding the content of this
magazine, please contact:
editor@asiabriefing.comAll materials and contents
© 2016 Asia Briefing Ltd.
Reference
China Briefing and related titles are
produced by Asia Briefing Ltd., a wholly
owned subsidiary of Dezan Shira Group.
Content is provided by Dezan Shira &
Associates. No liability may be accepted
for any of the contents of this publication.
Readers are strongly advised to seek
professional advice when actively looking
to implement suggestions made within
this publication.
Introduction
With kind regards, Adam Livermore Adam Livermore Partner Dezan Shira & Associates A SIA B RIEFING www.asiabriefing.com www.aseanbriefing.com V IETNAM B RIEFING www.vietnam-briefing.com www.dezshira.com www.india-briefing.com I NDIA B RIEFING I I B I I