In the first half of the year, the national online retail sales reached 4.82 trillion yuan, up 17.8% from the same period last year.

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Source: Beijing Evening News
Journalist Yu Jian
On August 8, the head of the Electronic Commerce Department of the Ministry of Commerce introduced the development of the national online retail market in the first half of 2019.
Xinhua News Agency Map
In the first half of 2019, China’s online retail market maintained rapid growth. The national online retail sales reached 4.82 trillion yuan, up 17.8% year-on-year, 2.5 percentage points faster than the first quarter. Among them, online retail sales of physical goods increased by 21.6% to 3.82 trillion yuan, accounting for 19.6% of social zero, which increased by 1.4 percentage points from the first quarter, contributed 44.8% to social zero growth and increased by 3.6 percentage points from the first quarter. Its role in stimulating demand potential and expanding domestic consumption is increasing.
In the first half of this year, the online retail market in China has the following characteristics: First, the trend of upgrading consumer quality is obvious. According to business data monitoring, the proportion of online retail B2C model is increasing. B2C retail sales accounted for 75.8% of the national online retail sales, up 4.1 percentage points from the same period last year. Sales of consumer upgrade commodities such as cosmetics, smart home and health care products grew faster, with growth rates exceeding 30% year-on-year. More than 100,000 brands participated in the first “dual-product online shopping festival” with sales of 77 billion yuan, an increase of more than 32% year on year. More than 80% of the core brands of major e-commerce platforms released new products during this year’s “618” period, with sales exceeding one million.
Second, regional consumption hotspots show differences. According to business data monitoring, the proportion of online retail sales in the first half of the year was 83.2%, 9.6%, 5.9% and 1.3% in the eastern, central, western and northeastern regions, and the growth rates were 17.8%, 35.4%, 13.9% and 20.6% respectively. There are different consumption hotspots in different regions: the retail sales of fresh food, cosmetics, pet products in big cities have increased rapidly, while the retail sales of clothing, automotive products and household appliances in small and medium-sized cities and rural areas have increased rapidly.
Third, rural e-commerce has great potential for development. With the development of digital rural construction, comprehensive demonstration of e-commerce in rural areas, and network poverty alleviation, the growth of rural online retailing is accelerating, and the effectiveness of e-commerce poverty alleviation is showing. According to business data monitoring, in the first half of the year, the national rural online retail sales reached 777.13 billion yuan, an increase of 21.0% over the same period last year, which was higher than the national growth rate of 3.2 percentage points. The net retail sales of agricultural products in China totaled 187.36 billion yuan, an increase of 25.3% over the same period last year. The Ministry of Commerce has guided the China E-commerce Poverty Alleviation Alliance to actively promote the brand of agricultural products, and completed the certification training of “three products and one standard” for 464 agricultural brand enterprises in poor areas, 129 of which are in the process of certification. The net retail sales of poverty-stricken counties in China amounted to 65.98 billion yuan, an increase of 18.0% over the same period last year.
Fourth, cross-border e-commerce has maintained rapid growth. Business data monitoring shows that retail imports of major cross-border e-commerce platforms increased by more than 20% in the first half of this year. From the perspective of source and output, imports from Japan, the United States and South Korea ranked the top three, accounting for 19.1%, 13.9% and 10.7% respectively. In terms of category, cosmetics, cereals, oils, foodstuffs and daily necessities ranked the top three, accounting for 34.8%, 24.7% and 9.6% respectively.
Fifth, the integration of e-commerce and entities is closer. In the first half of the year, the convergence of online and physical entities has been developing towards closer to consumers and higher operational efficiency. Many e-commerce platforms have strengthened opening and empowerment, focused on the layout of sinking markets, and integrated into the community ecology, and achieved good results. The mode of social e-commerce is more diversified. Community group, acquaintance group, live broadcasting, forums, short videos and other competing developments fully meet the differentiated needs of consumers and promote the continuous release of consumption potential.