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Country Report

Direct Selling in China

| Pages: 34

Price: US$900

About this Report

Executive Summary

TRENDS

  • In 2013, eight new companies received direct selling licenses from the government. Thus, the total number of direct sellers rose to 41 by the end of December. The new players are: Guangdong Jiuji Biotech Co Ltd; QuanJian Natural Medicine Science and Technology Development Co Ltd; Shenzhen Vigor Technology Group; Ten Fu Ten Max (Xiamen) Biotechnology Co Ltd; Synsun Health Industry Co Ltd; Tianjin Kangting Bioengineering Co Ltd; Shanghai Spring Town Biotechnology Co Ltd; and Merro International Co Ltd. However, in 2013, Avon China, the first player to obtain a direct selling licence, transformed its business to become a beauty specialist retailer.

COMPETITIVE LANDSCAPE

  • Despite a retail value share loss of four percentage points in 2013, Amway (China) remains the leading player in direct selling with sales of RMB26.4 billion. In January 2013, Amway increased its number of SKUs (stock keeping units) with 13 new products. Similar SKU growth was recorded in March 2013. The company also added 27 new products in November 2013 and six new products in December 2013. In terms of Amway’s permitted sales regions, new low-tier cities in North and Northwest provinces were approved by the government, such as Gansu, Ningxia and Qinghai.

PROSPECTS

  • Over the forecast period, direct selling is expected to post a 12% constant value CAGR. In addition to the eight new players with direct selling licenses, other companies, such as Conba Group and CNI (China) Daily Cosmetics Co Ltd, have submitted applications to the Ministry of Commerce. Meanwhile, many leading manufacturers will continue to expand their approved business areas and launch new products to attract consumers. As direct selling is highly controlled by the government, which issues approved region and product lists, policy changes may provide a threat to direct selling in the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in China?
  • How important is direct selling in China?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in China - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 1 Direct Selling by Category: Value 2008-2013
  • Table 2 Direct Selling by Category: % Value Growth 2008-2013
  • Table 3 Direct Selling Company Shares: % Value 2009-2013
  • Table 4 Direct Selling Brand Shares: % Value 2010-2013
  • Table 5 Direct Selling Forecasts by Category: Value 2013-2018
  • Table 6 Direct Selling Forecasts by Category: % Value Growth 2013-2018

Direct Selling in China - Company Profiles

Amway (China) Co Ltd in Retailing (China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Amway (China) Co Ltd: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 2 Amway (China) Co Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 3 Amway (China) Co Ltd: Competitive Position 2013

Retailing in China - Industry Context

EXECUTIVE SUMMARY

Retailing registers healthy growth in 2013

Impressive performance by internet retailing

Non-grocery posts faster retail value sales growth than grocery in 2013

Tmall.com leads a fragmented competitive landscape

Healthy growth is expected in the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic downturn leads to slower growth in retailing in 2013

Strong but slower growth for internet retailing

Retailers combine offline and online strategies in China

Government policies impact retailing in China

MARKET INDICATORS

  • Table 7 Employment in Retailing 2008-2013

MARKET DATA

  • Table 8 Sales in Retailing by Channel: Value 2008-2013
  • Table 9 Sales in Retailing by Channel: % Value Growth 2008-2013
  • Table 10 Sales in Store-Based Retailing by Channel: Value 2008-2013
  • Table 11 Store-Based Retailing Outlets by Channel: Units 2008-2013
  • Table 12 Sales in Store-Based Retailing by Channel: % Value Growth 2008-2013
  • Table 13 Store-Based Retailing Outlets by Channel: % Unit Growth 2008-2013
  • Table 14 Sales in Non-store Retailing by Channel: Value 2008-2013
  • Table 15 Sales in Non-store Retailing by Channel: % Value Growth 2008-2013
  • Table 16 Sales in Retailing by Grocery vs Non-Grocery: 2008-2013
  • Table 17 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 18 Sales in Non-Grocery Retailers by Channel: Value 2008-2013
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 20 Sales in Non-Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 21 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 22 Retailing Company Shares: % Value 2009-2013
  • Table 23 Retailing Brand Shares: % Value 2010-2013
  • Table 24 Store-Based Retailing Company Shares: % Value 2009-2013
  • Table 25 Store-Based Retailing Brand Shares: % Value 2010-2013
  • Table 26 Store-Based Retailing Brand Shares: Outlets 2010-2013
  • Table 27 Non-store Retailing Company Shares: % Value 2009-2013
  • Table 28 Non-store Retailing Brand Shares: % Value 2010-2013
  • Table 29 Non-Grocery Retailers Company Shares: % Value 2009-2013
  • Table 30 Non-Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 31 Non-Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 32 Non-Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 33 Forecast Sales in Retailing by Channel: Value 2013-2018
  • Table 34 Forecast Sales in Retailing by Channel: % Value Growth 2013-2018
  • Table 35 Forecast Sales in Store-Based Retailing by Channel: Value 2013-2018
  • Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2013-2018
  • Table 37 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
  • Table 38 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
  • Table 39 Forecast Sales in Non-store Retailing by Channel: Value 2013-2018
  • Table 40 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2013-2018
  • Table 41 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 42 Forecast Sales in Non-Grocery Retailers by Channel: Value 2013-2018
  • Table 43 Forecast Non-Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 44 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 45 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

APPENDIX

Operating environment

  • Summary 4 Standard Opening Hours by Channel Type 2013

Cash-and-carry

  • Table 46 Number of Outlets in Cash-and-Carry by National Brand Owner: 2010-2013

DEFINITIONS

SOURCES

  • Summary 5 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Beauty and Personal Care Direct Selling
    • Apparel and Footwear Direct Selling
    • Consumer Electronics and Consoles Direct selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Housewares and Home Furnishings Direct Selling
    • Media Products Direct Selling
    • Food and Drink Direct Selling
    • Traditional Toys and Games Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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