"e-Commerce Insider" is a monthly report dedicated to the Chinese e-Commerce market. In this issue we focus on : - Most committed and socialized online shoppers are in China - Foreigner luxury retailer eyeing on entry into China - Suning, the next 360buy in line? - Dangdang struggles to survive from the chilly winter - Tencent’s consolidate efforts towards e-Commerce This report is issued by L'Atelier BNP Paribas www.atelier.net

1. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
Report compiled by:
Emily ZHOU (Shanghai)
Market Research Analyst
Cecilia WU (Shanghai)
Market Research Analyst
April, 2012
 E-COMMERCE INSIDER
YOUR CHINA MONTHLY REPORT, BY L’ATELIER
In this issue
Disclaimer
The analysts mentioned above hereby certify that their
views about the companies discussed in this report are
accurately expressed and that they have not received
and will not receive direct or indirect compensation in
exchange for expressing specific recommendations or
views in this report.
The information and opinions in this report were
prepared by L’Atelier BNP Paribas, a wholly owned
company of BNP Paribas Group.
Usage of this document request license agreement.

2. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
APRIL, 2012
Index
Page
Graph /Table Content
Number
Cross countries comparison for online shopping frequencies 2
Cross countries comparison for online shoppers following social media 3
Foreign luxury retailers footprint in China 4
The transformation from Shouke to Theoutnet 5
China e-commerce frontline battle among key players 7
Table analysis for Dangdang newly strategic movements 9
History of Tecent’s e-commerce efforts 10
Tencent investment in e-commerce in 2011 11
Page
Quoted Page Quoted platform
Number
brand/enterprise Number
360buy.com 6,7,8
Alexander McQueen 4
51buy.com 11
Baidu 1
55Tuan.com 1
Burberry 4
Dangdang.com 6,7,8,9
Calvin Klein 9
eLong.com 11
Coach 9
ETMall.com 9
Jil Sander 4
Ftuan.com 11
Lee 9
Ganji.com 1
M Missoni 1
Gaopeng.com 11
Neiman Marcus 4
Glamour-sales.com.cn 4
Net-a-Porter 4
Gome.com 6,7,8,9
Outlets 9
Jiuxian.com 9
Pepsi 1
Kela.cn 11
Rakuten 1
Lafaso.com 1
Suning 6,7
Okbuy.com 11
Tecent 10,11
Paipai.com 10
Valentino 1
Qqmall 10
Yoox 4
Rakuten.cn 1
Shangpin.com 1
Shouke.com 4
Suning.com 6,7,8
thecorner.com 4,5
TheOutnet.cn 4,5
Tmall.com 1
1

3. L’ATELIER | INNOVATION CENTER OF BNP PARIBAS
SHANGHAI, P.R. CHINA
APRIL, 2012
Digital Strategy Advisory
About L’Atelier BNP Paribas Headquarter
Paris 16, rue de Hanovre
75002 Paris – France
For more than 30 years, L’Atelier has
been working as an “innovation
enabler” for international groups and
mid-cap companies.
L’Atelier provides to companies its
expertise to identify and understand the
major upcoming trends related to the
digital economy.
L’Atelier is an independent consulting Asia Regional Office:
firm, part of BNP Paribas Group. Cloud Nine Plaza, 9/F
1118, West Yan'an Road
200052 Shanghai - China
(8621) 62818533
Shanghai
Other available products
US Regional Office:
 Research 2415, 3rd street - suite 231
San Francisco, CA 94107 - USA
- Customized reports 1(415) 8745525
- Case studies reports
- Markets studies
-
 Advisory
- e-Commerce Advisory
- Market Entry Advisory San Francisco
- Investment Advisory
 Workshops
- Promotional events
- Learning Expeditions
Download corporate presentation at:
http://tinyurl.com/3ab45py
2