What Does China Buy Online? 值得信赖的、精准的、及时的经济数 据，覆盖全球新兴市场与发达市场的 超过200个国家与地区 制图 1 The changes of consumer behaviour during the COVID-19 outbreak in 2020 have led to an increasing demand for more timely and detailed data on online retail sales in China. As a result, we are introducing the Taobao & Tmall e-commerce data metrics with a granular goods category breakdown from Moojing Market Intelligence, which specializes in alternative internet big data predominantly in the e-commerce eld.The new data release covers approximately 70% of Taobao & Tmalls total gross merchandise volume (GMV), and it is different from the traditional economic data of the National Bureau of Statistics (NBS), especially regarding data granularity. Taobao & Tmall are the most prominent online sales platforms, accounting for over 60% of the e-commerce market in China, according to Moojing Market Intelligence. Over the past few years online retail has become a key pillar of Chinas domestic consumption and has been constantly outperforming the overall retail sector. Between 2015, when the NBS started to publish online retail sales data, and the end of 2019, before the COVID-19 outbreak, the average annual growth of online retail sales value was 28.2% y/y, while the growth for the whole retail sector in the same period was 9.7%. The share of online retail sales in total sales value increased from 10.8% at the end of 2015 to 20.9% at end-2019. The value of the online retail market surged from RMB 3.2tn in 2015 to RMB 8.5tn in 2019, making China the worlds largest online retail market in the world. The COVID-19 outbreak, the country-wide lockdown in February and the subsequent social-distancing measures proved the resilience of Chinas online retail market. The overall retail market in China contracted by 20.5% y/y in February and has remained in negative territory in the rst nine months of the year. In contrast, online retail sales growth decelerated substantially in February, but remained positive at 3% y/y, and bounced back to double-digit territory in May. Although the growth rate has not yet reached its pre-pandemic level, it stabilized at above 15% y/y in the third quarter of 2020, suggesting a strong recovery of the sector. Despite its growing importance, online retail statistics are not well-covered by the NBS, which provides a dataset on online retail sales on a monthly basis, including breakdowns by major categories food, clothing, daily necessities and services. However, more granular data is available from Moojing Market Intelligence, whose Taobao & Tmall online trade dataset consists of detailed data on sales value, sales volume, product prices, number of products and number of stores divided by top eight product categories and 81 product subcategories. The dataset, representing more than 70% of Taobao and Tmalls gGMV is available in CEICs China Premium Database in a monthly frequency with historical data. What Does Data Tell Us? As of September 2020, the latest available data, there are almost 4.6mn stores offering 132.5mn products via Taobao and Tmall with an average product price of RMB 51.35. In the rst nine months of 2020, a total of 97.8bn sales worth RMB 4.7tn were made through the two platforms. Online sales were dominated by the sales of textile, clothes and footwear, which made up 16.7% of the total sales value in the rst nine months of 2020, followed by electrical appliances with 7.3% and home accessories with 7.2%. However, textile and home accessories were the two categories most affected by the COVID-19 outbreak. In February and March 2020, the online sales of textile, clothes and footwear slumped by 77.2% and 43.9%, respectively, compared to December 2019, while those of home accessories declined by 68.2% in February and 17.1% in March. On a product level, womens apparel and accessories have the highest online sales value, followed by residential furniture, beauty and skin care, mens apparel, and domestic appliances. All of the major products sold through Taobao and Tmall experienced double-digit slumps in February 2020 with non-essential goods like apparel and residential furniture being the most affected ones with a decline of around 80% compared to December 2019. However, other products like mobile phones and cleaning products remained relatively resilient in February, with a slower decline compared to the rest. Also, essential goods like cleaning products, grain, oil, rice and our were the ones that had the earliest recovery. In March, while demand for most of the other products remained on a downward trend, the online sales of cleaning products increased by 19.5% compared to December 2019, sales of food products rose by 14% and those of beauty and skin care products went up by 17.8% in the same period. On an annual basis, there were products that benetted substantially from the lockdown in February. Internet medical and healthcare article sales surged by 172.7% y/y in February 2020, sales of milk powder, complementary food and nutrition rose by 87.2% y/y and the sales of home daily use goods increased by 74.2% y/y. How Taobao & Tmall Online Sales Data Can Help You NBS Data Validation & More Granular Attribution Analysis Use Case: Taobao & Tmall online sales value can be used to validate the NBS data as well as to identify the root source for the data uctuations. Insights: As seen in the charts below, online retail sales of clothing dropped by 18% in February 2020, when lockdown measures were in place. Subsequently, these sales bounced back and reached positive y/y growth by August. Meanwhile, the Taobao & Tmall online sales data reveals a similar trend. Among the level 1 categories under textile, clothes and footwear, the men/womens footwear categories contributed the most to the large decrease in Q1 2020. Online Retails Sales of Consumer Good% y/y change, ytd 07/2019 01/2020 07/2020 01/2021 -40.00 -20.00 0.00 20.00 40.00 60.00 % Taobao & Tmall Online Sales: Textile, Cl 07/2019 01/2020 07/2020 01/2021 -100.00 -50.00 0.00 50.00 100.00 150.00 200.00 % Category Prosperity Comparison Use Case: If the number of stores or products offered remains unchanged, while sales value increases, then we can deduct that the rising sales of the respective category are probably due to increased customer interest rather than to new product launches or sales channel (stores) enhancement. Insights: Since February 2020, the Taobao & Tmall online sales value of computer and digital product & home accessory and manufacturing have rebounded signicantly, while at the same time the number of stores and products offered remained unchanged, revealing that customers are paying more attention to these two categories. Computer and Digital Products 01/2020 0.00 10,000.00 20,000.00 30,000.00 40,000.00 0.00 12,000.00 24,000.00 36,000.00 48,000.00 Sales Value Number of Products 千件 百万人民币 Home Accessories and Manufacturing 01/2020 0.00 24,000.00 48,000.00 72,000.00 96,000.00 0.00 24,000.00 48,000.00 72,000.00 96,000.00 Sales Value Number of Products 千件 百万人民币 Electrical Appliance Segment Analysis Use Case: Evaluating the performance of Tmalls electrical appliance category during the 618 online sales festival in mid-June with a focus on three key components: household large electrical appliance, kitchen electrical appliance, and living electrical appliance. Insights: Data on sales during the 618 sales festival in 2019 and 2020 shows that within the electrical appliance category, the share of kitchen electrical appliance sales dropped from 21% in 2019 to 9% in 2020, while those of household large electrical appliance and living electrical appliance increased to 3% and 9%, respectively, which indicates that customers focus within the electrical appliance category has deviated from kitchen to other devices in 2020. Electrical Appliances Online Sales ValueJune 2019 56.67 % 24.41 % 18.93 % Living Appliance Kitchen AppliancesHome Appliances Electrical Appliances Online Sales ValueJune 2020 66.48 % 12.51 % 21.01 % Living Appliance Kitchen AppliancesHome Appliances Product Categories Computer and Digital ProductsOnline Sales Value Desktops and Servers Computer Hardware, Monitors and Peripheral Cameras DIY Computers Mobile Phones Notebooks Smart Apparatus Wrist Watches Cultural and Entertainment ArticlesOnline Sales Value Books, Magazines and Newspapers Festival Products and Gifts Home Accessori Jewelries, Diamonds and Gold Ornaments and Fashion Jewelries Outdoor and Travel Goods Sport Equipment Stationery and Electronic Equipment Toys, Bassinets and Educational Toys Electrical AppliancesOnline Sales Value Audio & Video Appliances Cosmetology and Body Instruments Electronic and Electrical Equipment Hardware Home Appliances Kitchen Appliances Living Appliance Oce Equipment Personal and Health Care Equipment Food, Beverage and MedicineOnline Sales Value Aquatic Products, Meat, Vegetables and Cooked Food Coffee and Oatmeal Grain and Rice Health Food Internet Medical and Health Care Articles Liquor Medical Appliances Snacks Tea Traditional Nourishment Home Accessories and ManufacturingOnline Sales Value Basic Construction Materials Commercial an Home Decorati Home Decoration Materials Residential Furnit Personal Care and Daily Use GoodsOnline Sales Value Baby and Children Diapers Beauty and Skin Ca Hairdressing and Hair Care Makeup, Perfum Washing and Cleaning Preparation, Sanitary Napkins and Aromatherapy Textile, Clothes and FootwearOnline Sales Value Bed Articles Children and Baby Clothes Fashion Men Foot Home Fabric Prod Mens Apparel Sport Shoes Suitcase and Leather Luggage Women Footwear Womens Appa Apparel Accessories Underwear OthersOnline Sales Value Automobile Supplies and Accessories Baby and Children Goods Family and Personal Cleaning Tools Home Daily Use GoodsKitchenware andCooking Utensil Packaging Pets and Pet Food Storage Products Tableware Zippo, Swiss Army Knifes and Glasses CEIC数据 关于CEIC数据 作为财新数据资讯（ISI Emerging Markets Group）的一员，CEIC专注于高质 量的宏观数据库。凭借其准确性和全面性，CEIC数据库在金融机构、政府机 构、高校和企业中赢得了世界级的美誉。目前，我们已经成为全球经济学家 进行新兴市场和发达市场经济研究的首选。 CEIC INSIGHTS CEIC Insights是负责提供独家研究和分析的专业团队。 该服务提供新兴市场 和发达市场的动态图表数据模板，以及从宏观概览到单一领域分析的即时洞 察。 免责声明 本资料基于我们认为可靠的来源撰写，但是我们不对所包含信息的准确性或 完整性提供任何明示或暗示的保证。所表达的观点仅反映我们于发布当日的 判断，如有更改，恕不另行通知。CEIC对基于这些观点做出的决策不承担责 任。严格禁止这些信息的散播。 Copyright 2018 CEIC, all rights reserved. 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