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G L O B A L M A R K E T I N G B U S I N E S S T O C O N S U M E R

B2C !

B2C

B2C !

B2C

B2C Road Map

5

CONTENTS

Chap.1 Challenge B2C!

Chap.3 How To B2C!

B2C Success Story

Chap.2 Review B2C!

ROAD-1

ROAD-2

ROAD-3

ROAD-4

ROAD-5

B2C Hot Information 5 B2C 100

B2C SolutionLevel-1 &

Kmall24

Level-2 () B2C

| G | 11 |

Level-3

Level-4 B2C ,

() | ()

() | () | ()

Review1

5 &

Review2

E-

B2BC Camp

()

()

B2BC 24

| 08

| 36

| 64

| 88

| 114

| 130

| 176

| 179

| 188

| 194

| 202

| 208

| 220

| 224

| 228

| 232

| 236

| 240

| 244

| 248

| 252

| 144

| 158

| 163

, B2C

(BRICs)

.

. ,

.

, ,

.

.

1 , , ,

5 , .

,

. 5

.

2 5 ,

.

.

3 .

, B2C

. 1 , ,

,

.

B2C

,

.

.

1,553 , 154,492

() 105,400

2,809

15 1,683

(16,000)

.

.

. 330

9

.

.

(Cross Border Internet Shopping)

,

. (B2B)

B2C B2B B2C,

C2C

.

3

, , !

!

5 B2C .

Challenge

B2C!

ROAD 1

INFOGRAPHIC

AMERICA

|

|

|

|

|

|

3()

89.2%

45%

1 2 65.7%

15%3

E- 01America

10 9

' '

,

/

PC

(%)

55.7

29.9

14.4

(%)

75.1

11.2

13.7

:

: (2014 )

2009 5 13.2%

2014 2,974 ..

2018 B2C C2C

4,140 .

14 2

1,940 89.2% 1 9,660

.

2014 6.4% 5 2009

4.0% 2.4% . .

5 5.1% 3

15.4%

.

PC,

.

2014 55.7% ,

29.9% , 14.4% PC .

75.1% PC

11.2%, 13.7% . $133.17

PC($131.07), ($120.19) .

.

51% '

' , 41% ' ' 47%

' ' .

. 2014

522 2016 869 .

,

. 2011

2012 PC 50% 2016 70%

.

63% ' '

' '(52%), ' '(48%), ' '(41%)

.

(Cross-Border Trade) .

2013 3,410 ,

! B2C 13B2C 12

406 . " 30%

" 2%

.

(49%), (39%),

(34%), (20%), (18%) . 1

1,190 .

2018 4,180 802 .

(49%), (39%), (34%),

(20%), (18%) .

1

1,190 .

E- 02America

1 Amazon

25%

FBA

1994

. 2007 Tivo

Amazon

MP3 .

Amazon 2015 4 9

4 1 . 5

2014 889

2015 1,000 . ,

, 2014 225 25%

.

. .

40 40

. ,

Tex ID

.

FBA(Fullfillment By Amazon) 5

! B2C 15B2C 14

.

. , , ,

, , , , , , ,

.

.

(: USD)

(: USD)

2012

61,903

2012

14,072

2013

74,452

2013

16,407

2014

88,988

2014

17,902

: Amazon annual report 2014

: eBay annual report 2014

eBay

Newegg

1995 39 3

200

,

. (up4sale.com),

(mercadoLibre), (Paypal)

2001

2009 G

.

3 17% 2014

9% . 47% .

Newegg Inc 2001

2,500

. 2011 27

.

2010

.

Newegg Fulfillment

.

,

, , ,

200 . Newegg

vendorportal.newegg.com, Newegg

sellerportal.newegg.com .

First from Asia .

12% .

eBay Amazon .

eBay . 3

$500 .

eBay 25

.

.

. eBay , ,

, , .

39 3

2,500 ,

! B2C 17B2C 16

Etsy 2005

.

, ,

.

.

140 2,900 , 1,980

(active buyer) . 2014 10 9,000

30.9% .

Etsy

. 4

$0.20 3.5%

. .

B2B C2C Alibaba.

com

.

. Boutique 11main.com

.

Alibaba.com

.

Alibaba

ASOS

Overstock

Etsy

ASOS 6

. ,

, , , , ,

. 2013

56% .

ASOS ,

. 40

LIP by LIP .

.

.

2014 90%

. .

B2B

1

30%

(: , %)

284,920

32%

79,134

56%

225,422

35%

179,920

54%

484,476

44%

: ASOS annual report 2014

Etsy .

, , .

.

! B2C 19B2C 18

03America

G

G, 11,

.

.

G

,

.

.

G

,

. G 4

5%

. 103 2014

3 72

G 307 .

50 .

11,

Kmall24

11 G

11

. G

.

G , 11

.

2014 Kmall24

(12.4%). 1

.

1 G 4

5% .

.

: Global Gmarket : english.11st.co.kr

! B2C 21B2C 20

. K-POP

,

.

(: USD)

1

2

3

4

5

Amazon

eBay

Alibaba

Etsy

Asos

G

11

Amazon

eBay

Alibaba

Etsy

Asos

G

11

1

(71.02%)

(63.52%)

(9.60%)

(61.75%)

(27.71%)

(54.72%)

(64.09%)

(28.49%)

2

(2.31%)

(3.07%)

(7.45%)

(6.49%)

(18.72%)

(12.27%)

(11.55%)

(27.95%)

3

(1.97%)

(2.71%)

(4.40%)

(5.11%)

(7.48%)

(5.71%)

(4.10%)

(6.41%)

4

(1.69%)

(2.60%)

(4.37%)

(2.89%)

(4.05%)

(5.65%)

(3.25%)

(6.07%)

5

(1.26%)

(1.39%)

(4.26%)

(2.68%)

(3.36%)

(4.60%)

(1.81%)

(5.79%)

(2015.04 )

941,000,000

549,000,000

983,000,000

75,000,000

26,900,000

1,600,000

55,000

520,000

7 36

9 49

3 7

8 14

10

3 50

7 5

5 53

8.9

10.92

1.75

10.49

16.62

2.3

6.85

5.85

1

3

8

7

50

N/A

N/A

N/A

203

38

33

32

23:

: G, 11 , : similarweb

1 : 2015 2~4 2 : 3 : G, 11 : similarweb

'' 50

B2B Kgoods

OKDGG

''( ) '24'(

)

. '' '

' ''

' ' .

'' , ,

.

52 G(160 ) .

'' .

1 '(domeggook.com)'

1,400 . Kgoods

. LA

.

.

() 2011

. OKDGG 2014 5

,

! B2C 23B2C 22

OKDGG , , .

OKDGG , , LG 1,300 100

.

OKDGG

.

OKdgg ''

''

1

2

" "

" "

2000 . ''

2007, .

.

LA .

2007 CEO ,

.

.

.

2008 .

. .

.

''.

, , ,

. 3

. 1 20,000

. 1,000

20% .

.

.

.

. 2012

'' 2013

OKDGG .

19% OKDGG .

OKDGG 1,300 100

. 2014 3 80

.

OKdgg,

! B2C 25B2C 24

. 200

. 2008

5 2012 600% 30

.

2011

. .

1 .

FBA(Fulfillment By Amazon)

. 2011 DOUBLJU_USA INC

.

"

" . "

,

" .

E- 04America

1

Amazon 2015 4 9 4

1 . eBay

5 5 Amazon

Amazon .

Alibaba 9 8

8 .

Amazon, eBay

Alibaba.com 60.95%

. Etsy

G, 11,

.

.

(: %)

Amazon

eBay

Alibaba

Etsy

Asos

G

11

35.65

41.47

10.09

30.86

36.99

37.53

26.59

23.92

29.56

28.15

19.58

24.88

28.42

37.12

43.82

32.11

25.87

22.79

7.26

24.85

25.10

21.81

25.10

35.99

4.43

3.83

1.55

12.80

5.12

1.11

2.43

3.77

4.50

3.77

60.95

6.60

4.37

2.43

2.06

4.21

1 : 2015 2~4 2 : G, 11 ,

! B2C 27B2C 26

''

'1 ' 70%

' ' ' '

'

' . '

' .

,

.

'Craiglist' 'Groupon' .

' , '

.

2014 60%

(69%), (67%), (63%) .

664 520 , 316

, 272 .

2013 2018 5

14.8% .

30~40

. ' '

33% 40%

.

70% 1 2,785

86% '' .

' ' 83% 82% .

(32%)

(60%) . ' 5~7

'

.

'',

' ' ' '

. ''

,

,

,

,

: PwC

! B2C 29B2C 28

Amazon

Amazon .

" "

, 5

, 20 .

20%~30% .

,

.

,

.

05America

14 Amazon Tax

, ( )

. 2,500

HS Code( 6 )

. FTA KR .

DC

. Groupon, Cafepress,

Eventbrite, Living Social .

2008

, 1

Amazon Tax .

Amazon Tax 30 .

Amazon Tax 14 Amazon Amazon Tax

. (Amazon Tax -

, , , , , ,

, , , , , , )

* http://hts.usitc.gov/hts_search.asp ''

Amazon

.

Amazon .

Tax

! B2C 31B2C 30

''

,

(Dropship)

(Fullfillment) .

Amazon FBA .

.

.

.

UPS, FEDEX, USPS . UPS, FEDEX

USPS USPS

, USPS . USPS

0.9% 2.3% , 6~20

30~50% .

USPS

.

() (paypal).

(51.2%), (32.7%), (9.7%), (6.4%)

(Payment gateway)

/(Debit)

Pay Pal

/

(e.g, Western Unioin)

(Voucher)

(Secure Vault)

Click & Buy

(: %)

: Datamonitor

Logistic

Delivery

Payment

! B2C 33B2C 32

B2C 06America

Amazon eBay

Etsy, Asos

,

.

,

Amazon eBay

. eBay 39

. Amazon Fresh

.

Etsy Asos

.

.

Etsy 75 ,

7(2015 4 ) . Etsy

.

Asos , ,

.

' '

Amazon

.

,

Joy System Jimmy Lee "

" "

, " .

.

.

.

.

. 11

.

! B2C 35B2C 34

B2C !

Go! K-Biz!

- ,

EMS

5

-

3 .

,

30~50% .

.

, X-ray

100%

.

,

.

(DHL), (FEDEX)

, EMS (EMS)

.

(B2C)

, .

.

.

EMS (EMS e-, http://www.e-shipping.

go.kr) (HS) 17 .

200(FOB) , (

226 ) .

*

http://www.trass.or.kr :

, 7 B2C

.

5 .

( '' ) .

.

9 .

( UNI-PASS) .

CHINA

INFOGRAPHIC

|

93.5%

|

13|

72.4%|

(Tmall)

|

|

ROAD 2

!

3()

62% 50%

(JD)

1 2

E- 01China

2014 ( )

B2B

B2B

O2O

2014

( )

61,358.6

28,782.6

28,145.1

9,297.1

2,669.9

1,756.9

(2014~18)

(%)

17.4

10.0

26.9

48.4

25.8

26.7

2018

( )

116,627.3

42,140.1

73,000.0

45,039.7

6,156.7

4,100.5

(%)

50.0

23.4

22.9

7.6

2.3

1.4

: iResearch.

GDP 3

. 2014

12 2,713 21.3% . B2B

73.4% , (B2C, C2C) 22.9%

.

2014 (3,057 )

40% 4,263 (331 ) 13

10%

35%

.

2011 52.6%

.

2018 7

3,000 .

2015 1 10.6% 7 1,000

6,310 41% .

()

.

, , ,

.

,

. 2020 11 , 3GLTE 12

. 1 2015 2

1(2013) 4(2020) , 3GLTE 3 3 12(2020)

18 (2015) .

. 3 1 1,300

. 2015

100 , 30 2016

.

TOP 10(2014) : eMarketer.

! B2C 41B2C 40

B2C Tmall JD

2016

16.3%

2014 B2C 1 2,777

45.8% . B2C(68.7%) C2C(35.2%)

. C2C

B2C

.

B2C .

B2C

(Tmall) 62.4%

(JD) 49.9% . B2C

(Tmall) (JD) 80% .

Tmall

(C2C) .

(Tmall)

.

2014 9,297.1 239.3% .

(49.8%) .

2018 4

. 2014

86.2% (JD), 4.2%, 2.1%

.

1 27.3% 1

50~200

. (81.7%)

, , 32.5% .

93.5% . 83.7%

16.3%

.

,

.

'' 51.4% (48.6%)

26~35 65.3% .

.

72.5% .

'' , 1

. 2

25% . , .

B2C (2014)

(2014)

: iResearch.

: iResearch. (2015)

B2C B2C

! B2C 43B2C 42

E- 02China

1 (Tmall)

1 (, JD.COM)

5

4

C2C

B2C

(Tmall) .

B2C

(Tmall) 4

5 7

.

2009 (,11 11)

2014 571.1 .

10 G 1

.

2014 2 ( Tmall)

. (

), (), Bluenile(), Kenko(), Nissen(), Ansgo()

, ,

.

, 2014 B2C 18.6% 2

, 49% 1 .

2014 (3,057 ) 40% 4,263 .

10%

35%

.

TOP 10

! B2C 45B2C 44

4,740

3,000 .

(JD Worldwide)

.

, ,

. 2015 3

7 43 3,539

. 300 , ,

3 , .

(, SUNING)

(1, yhd)

B2C 7,

(, VIP)

. 2014 B2C

3.2% 3 ,

8.5% 2

.

3C(, , )

, , , .

.

, 75% B2C

.

9,000

. , , ,

75%

. 40%

.

30 (60 )

52 25 . 1 2

5 15 .

2, 5 2014

B2C 3.4% 7

. , ,

12 , , ,

,

. 2, 5 . 2014 8

, , , , 3

8 .

.

,

3 .

1 2014 B2C

7.7% 3 . 9,000

,

, , 11,000

.

.

10 8 90% .

, , .

! B2C 47B2C 46

03China

( Tmall)

''

''

''

Tmall .

100 .

.

2015 3

, IT , , . 2014 380

, IT 302 , 200

.

.

' '

B2B B2C

.

.

.

, , , ,

. 40% .

. 70

B2B ,

2014

1 , 2

, 3 , 4 .

2011 .

3~7

. , , ,

, ,

3% .

! B2C 49B2C 48

Advise / 1

() Advise / 2

()

" "" "

.

4

' ' .

ICP( )

.

,

. ,

.

, , G,

.

() .

() ,

SNS .

.

. 3 - FTA

.

.

. ,

.

(Tmall.hk)

.

.

.

.

. MD

, .

e-

.

.

,

.

. sns '' ''

, . ''

,

.

.

.

.

,

! B2C 51B2C 50

E- 04China

'' ' '

, ,

. ' '

30% ' '

16% .

9.9% .

'' ,

, , . '' 53% '

' ,

. 10

.

10

. , , ,

.

'' .

1,600 2

80 90 ,

, , , ,

.

'' (35.8%)

2 13% . 12.4% 3

(7.4%), (4.8%) .

42.3% '' 1,000 , 3,000

5,000 14.7% .

''

65.1% 61.0% .

. , SNS .

10

TOP 10

: iResearch.

: iResearch.

: iResearch.

! B2C 53B2C 52

: iResearch.

10

.

, , ,

.

5 , , 600( 200) '

' . 50 50 ,

20~40 .

(Tmall 86.5%) (84.8%),

(JD 77.8%) , ,

92.2% . (69%), (67.8%)

.

' 4 ' 2~3 33.2% 86.4%

2~3 . 1

500~999 54.8% 1,000~2,999

28.7% .

70.2% ' '

Focus

600 421 70.2% .

(66.1%) (74%) . 20

82.8% 30(77.3%), 10(75%) .

( ) (331)

78.6% . () 299,

() 143 .

! B2C 55B2C 54

( )

40.2% 33.7%. G, 11

13.8% .

(68.2%) ,

(58.8%), (29.7%) .

84.7% .

.

.

' ' (61.7%)

(59.3%) .

(56.5%) SNS

.

63.7% ' '

. (61.8%)

(54.4%) (52.6%)

.

(60%)

(57.7%) (55.6%) (49.9%) . ''

.

G, 11 13.8%

,

()

.

( )

(85.5%)

(55.1%), (53.9%) .

75.5% , , (72.7%), (56.3%) .

1 50.3% , 2~3

38.5% 88.8% 2 . 4

11.2% .

1 1,000~2,999 (50.8%) 3,000

24% .

! B2C 57B2C 56

05China

1,000

,

, .

.

,

.

7 . , ,

.

(), (), () 3

.

.

, Hmall (Mall in Mall) .

, 50

.

.

15~30 , , .

1,000( 18)

() .

, , , , , , 7 .

(x-) 1,000

.

. 1 1,000 1

1,000 .

2015 6

.

.

Tax

2012.8

2013.10

, , , ,

,

5

7

10%

20%

30%

50%

, , , , , , , ,

, , , , , ( )

, ( 10,000 )

, ,

.

'' '' .

. 5,000 , 2,000

50

. 10~50%

10% .

| ()?

! B2C 59B2C 58

* , : 14~23% 7~10%

* , : 22~24% 12%

* : 7.5% 2%( 70%)

* : 5% 2%

Logistic

Patent

Delivery

3

2014 ,

80% .

2010 50% . 2010

23 2014 139 6 .

.

(35.4%) (35%),

(17.3%) .

, . (), (), (),

(), (), ZJS (), ()

.

EMX ,

(37.9%).

() 37.3% .

(EMS) 2

2 .

3

3 .

3 ()

.

(Escrow Platform)

(CASH) .

94% IT

8 , 1120 ,

450 .

Tmall , (

Juhuansuan),

.(ChinaPay),

(Tenpay), 88bills

.

(41%)

,

.2015 4 . ( )

.

,

.

,

( )

.

' ' , , .

.

Payment

3

! B2C 61B2C 60

B2C 06China

2, 3

''

, ''

. , 35 80%

, 25 35% .

90% . ''

.

. 2, 3

. , , 2, 3

65% .

, , , , 5 , 2013

1 4 2014 4 1 .

'' ,

. '' ''

.

''

, .

''

60% .

'1 1' 1

.

.

2008 1.17 2014 5.57 5 .

2008 39.5% 2014 85.8% .

. 2013

8 11 .

11 1 .

.

. .

. PC

. ,

, .

: iResearch(2015).

PC

! B2C 63B2C 62

, ,

(B2C) 2014 2 .

,

. 25,000( 2,660), 5,000~1

(532~1,064) 3,000

. .

. .

, , , YG, , SBS, , LG,

.

.

, , !

.

' ' .

. 5~15 ( 866~2,600) . 8

( 1,388) . . 3

10 .

' ' .

. ' ' .

. .

!

Go! K-Biz!

C2C

(C2C) . . . .

. .

.

. .

' ' .

.

8, 1 .

40 , 100

.

,

.

15 (2,600 )

8 (1,400)

5%

AS

5~15( 850~2,600)

3~6 . 600~1,100

5%

ROAD 3

INFOGRAPHIC

JAPAN

|

|

|

|

|

|

32%

63.7%

1 2 56.5%

43.8% 12 COD()

E- 01Japan

2020 20

''

.

2013 B2C 111,600 17.4% .

(EC) 3.7%

0.6 (, 2013).

2020 20 , EC 57%

( 2014).

B2C , 2013

. 26,970

(24.2%), 22,000 (19.7%), 18,260

(14.4%). (125.8%),

(122.1%) (120.4%) 20%

.

1990

2014 0.98% . 2013

135 1294 , 58 .

201113 , 4% , 8%

.

(79%), (12%), TV (9%) .

(020) .

,

. ''

, , .

.

' '

.

. 2012 2 3

(http://

www.cbec.co.jp) . , ,

, , .

ICA-Net(International Consumer Advisory

Network) .

(Cross-Border Consumer Center Japan,

CCJ) .

EC

EC

OFF-LINE

: 129.4

: 0.98%

- -

- -

- -

ON-LINE

: 5.8

: 8.3%

-

- TV

-

! B2C 69B2C 68

5 B2C

2014 ''

B2B 269C2C 1

1 1,736

EMI(Economist Intelligence Unit) 2014 7 `'G20 '

6(49.2%), 5(69.8%), 3(66.2%),

6(68.5%), 5(52.5%) 5(62) . (66.4, 3)

, (6) (6) ( 8, 12) .

2013 62.6% . 65.2%

, 10 80.3% ( 2013). `' 1

' 24.2%, ` 19.6% . `

, , , ` , ` .

(B2C) 2013 1 3,469 . 159.4%

. 2014 `' ' .

3/4 ` 43% `

.

2014 ` . ,

ID .

. .

, ,

.

2013 B2B , B2B 186

4.4% , B2B 269 2.8% . C2C

1 2014 10 2 (: MJ 2014. 10. 31). C2C `!' ,

. `, ` `'' .

2013 1,915 .

1,736 , 179 10

. , , 3 1 7,184 (

2013). 2013 , 3 ( )

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12,103

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776

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899,122

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966,373

13,997

980,371

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1,064,040

16,896

1,080,937

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1,195,663

19,756

1,215,419

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1,346,189

22,216

1,368,405

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1,506,002

24,714

1,530,717

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