User Scale and Utilization Ratio of Online /Mobile Online Shopping Users Dec. 2015 – Dec. 2016 10,000 persons 70000 60.0% 63.8% 70% 60000 63.4% 60% 50000 41325 54.8% 46670 44093 50% 40000 33967 40% 30000 30% 20000 20% 10000 10% 0 0% 2015.12 2016.12 Number of online shoppers Number of mobile online shoppers Usage rate of online shopping (by all Internet users) Usage rate of mobile online shopping (by all mobile Internet users) Source： Statistical Survey on Internet Development in China 2016.12 Figure 56 User Scale and Utilization Ratio of Online /Mobile Online Shopping Dec. 2015 – Dec. 2016 The online shopping market entered the mature stage in 2016. The increasing proportion of B2C transactions results in the further deepened online-offline integration and more industrial consolidation and acquisitions. In some fields, there are the following new features: The application of new technologies and new models has driven the diversification of the forms of e-commerce. As live streaming enjoys more audience and We Media develops rapidly in a more professional way, online shopping, driven by Internet celebrities and live streaming, enriches itself with more entertainment and enables its customers to experience more content. E-commerce platforms have increased investment in content fields and new aggregated traffic has promoted the conversion of transactions in specific categories. Meanwhile, the application of VR and AR in e-commerce has brought customers new shopping experience and future technologies will change the forms of retailing. New policies on cross-border e-commerce gradually standardize the industry. Influenced by the new policies in 2016, the market as a whole was improved and standardized. From the perspective of the market structure, SMEs lacking qualification and supply chain management capabilities will be gradually eliminated, with market concentration further improved; structurally, the mode is shifting from bonded delivery and hot sale to direct mail delivery and multi-category long-tail sale, which benefits the long-term orderly development of the industry. E-commerce needs to expand its production and marketing channels to rural areas in a bid to 6565 The 39th Statistical Report on Internet Development in China