National Features of the Development of E-commerce in China in the 2010s

In the past decade, the Chinese e-commerce industry has managed to take a leading position in the global market. A lot of research is devoted to general trends in the development of e-commerce in the PRC. However, less attention is paid to the collective image of the Chinese consumer with its patterns. Understanding the needs and demands of the ultimate consumer plays a significant role in promoting and shaping a marketing strategy to maximize sales. The purpose of this work is to establish the main national features of the development of online commerce in China in the 2010s. In this work, the main factors that influenced the development of industry in China were identified, including government incentive measures. We conducted a quantitative study to identify a generalized portrait of the Chinese consumer as the main market player in the field of online commerce with its set of unique features.