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韓国の消費者の態度とオンライン小売のダイナミクス (2014〜2019年)

Consumer Attitudes and Online Retail Dynamics in South Korea, 2014-2019

発行 Conlumino 商品コード 290624
出版日 ページ情報 英文 96 Pages
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韓国の消費者の態度とオンライン小売のダイナミクス (2014〜2019年) Consumer Attitudes and Online Retail Dynamics in South Korea, 2014-2019
出版日: 2015年11月21日 ページ情報: 英文 96 Pages
概要

韓国のインターネット普及率は世界最高水準に達しており、また、オンラインショッピング利用者も世界有数の規模となっています。更に、スマートフォンやSNSを使ったmコマースの人気も近年急速に高まっています。スマートフォン用アプリが開発され、利用者はどこからでもショッピングをできるようになっていました。オンライン決済でのクレジットカードの利用が浸透したことや、ブロードバンド回線の高速化も手伝って、オンライン小売の普及率は今後さらに上昇すると見られています。カテゴリー別では、アパレル・装飾品・鞄・革製品が最大のシェアを占め、かつ今後の成長率も最大となる見通しです。

当レポートでは、韓国のオンライン小売市場の最新動向について分析し、オンラインショッピングに対する消費者の考え方や行動パターン、小売市場全体およびチャネル (流通経路) 別の業績動向、製品カテゴリー別の市場動向、代表的企業のベストプラクティスなどの情報を取りまとめてお届けいたします。

第1章 イントロダクション

  • 当レポートの概要

第2章 エグゼクティブ・サマリー

第3章 市場の概況

第4章 消費者の分析:オンラインショッピングに関する考え方と行動

  • 韓国の経済環境
  • 韓国のオンラインショッピング環境の概要
    • 韓国:世界で最も急速にネット接続環境が発展している市場
    • 都市化の進展・強力な財政政策に伴う、ブロードバンドインフラの継続的発展
  • 消費者の考え方と行動
    • スマートフォン保有台数の増加・携帯電話普及率の上昇に伴い、韓国でもmコマースが拡大している
    • 小売業者はオムニチャネル戦略を採用し、顧客ベース拡大のために独特のサービスを提供している
    • 衣料品・フットウェアのオンライン小売の拡大
    • ソーシャルコマースの韓国での急成長
    • 高齢者層を開拓するオンライン小売業者

第5章 オンラインチャネルのダイナミクス

  • 小売販売額全体に対するオンラインチャネルの比率
    • 韓国のオンライン/オフライン・チャネルの予測
    • オンライン普及率:全世界・地域内との比較
  • チャネルの動向
    • 韓国の小売チャネルのダイナミクス:将来の業績
    • チャネル・グループ別市場シェアの変動
    • 個別チャネルの実績
  • カテゴリー別の動向
    • オンライン/オフライン小売の売上高の比較:カテゴリー・グループ別
    • オンライン小売市場のダイナミクス:カテゴリー別
    • オンライン小売の売上高シェア:カテゴリー・グループ別
    • オンライン小売の売上高増加率:個別カテゴリー別
    • 食品・食料雑貨カテゴリー:市場規模とその予測
    • 電気・電子製品カテゴリー:市場規模とその予測
    • 音楽・ビデオ・娯楽ソフトウェアカテゴリー:市場規模とその予測
    • アパレル・装飾品・鞄・革製品グループカテゴリー:市場規模とその予測
    • 書籍・新聞・文具カテゴリー:市場規模とその予測
    • スポーツ・レジャー用品カテゴリー:市場規模とその予測
    • 家具・床材カテゴリー:市場規模とその予測
    • 家庭・ガーデニング用品カテゴリー:市場規模とその予測
    • 健康・美容用品カテゴリー:市場規模とその予測

第6章 ケーススタディ:韓国の代表的なオンライン小売業者

  • 小売業者1:Lotte Inc.
    • 事業概要
    • サイト・エクスペリエンス
  • 小売業者2:Interpark INT
  • 小売業者3:CJmall.com
  • 小売業者4:Wemakeprice Inc.
  • 韓国のその他の革新的な小売業者
    • G-market
    • Emart
    • Galleria.co.kr

第7章 付録

図表一覧

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目次
Product Code: RT0227IS

Summary

The South Korean internet penetration rate is among the highest in the world with highly responsive online shoppers. Internet retailing in the country is not just restricted to online retail purchases, but consumer preference is now expanding towards mobile retailing using smartphones and social commerce. Smartphone applications are being developed by retailers for consumers to engage in on-the-go shopping, thereby removing time constraints. Furthermore, wider access to credit cards for online payments and high broadband speeds, and penetration will contribute to strong growth in the online channel over the next five years.

Key Findings

Online retailing has high potential compared to conventional channels, and is expected to grow at a CAGR of 8.8% over the forecast period

With the proliferation of omnichannel retailing, consumers in South Korea embrace both e-commerce and m-commerce retail channels

Keeping the demographic structure in mind, online retailers are devising strategies aimed at offering more convenience to elderly population in the country

Apparel, accessories, luggage and leather goods will continue to lead with a share of 36.4% of the overall online market in 2019, which is also expected to be the fastest-growing category with a CAGR of 12.3% over 2014-2019

Synopsis

"Consumer Attitudes and Online Retail Dynamics in South Korea, 2014-2019" provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to the South Korean online retail environment. Key consumer trends influencing South Korea's online retail industry are also covered.

What else does this report offer?

In-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design

Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors

Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the

penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts, that will drive this market in the future

Reasons To Buy

Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health and Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment

Understand which products will be the major winners and losers in the online arena in the coming years

Get an in-depth analysis of the latest trends in online retailing in South Korea, covering the factors driving online spending across the categories

Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable

Table of Contents

1. Introduction

  • 1.1. What is this Report About?

2. Executive Summary

3. Market at a glance

4. Consumer Insight: Online Shopping Attitudes and Behaviors

  • 4.1. South Korea's Economic Environment
  • 4.2. Overview of South Korea's Online Shopping Environment
    • 4.2.1. South Korea leads as the world's fastest in internet connectivity
    • 4.2.2. Broadband infrastructure continues to develop with ongoing urbanization and strong fiscal policies
  • 4.3. Consumer Attitudes and Behaviour
    • 4.3.1. M-commerce is soaring in South Korea, with the rise in smartphone ownership and mobile internet penetration
    • 4.3.2. Retailers adopting omnichannel strategies to provide unique services in order to increase their customer base
    • 4.3.3. Online Clothing and Footwear Sales is on Rise
    • 4.3.4. Social commerce is growing rapidly in South Korea
    • 4.3.5. Online retailers targeting aging population in South Korea

5. Online Channel Dynamics

  • 5.1. The Online Channel's Share of Total Retail Sales
    • 5.1.1. South Korea online vs. offline channel forecasts
    • 5.1.2. Online penetration: global and regional comparisons
  • 5.2. Channel Dynamics
    • 5.2.1. South Korea retail channel dynamics - future performance
    • 5.2.2. Channel group share development
    • 5.2.3. Individual channel performance
  • 5.3. Category Dynamics
    • 5.3.1. Online vs. offline retail sales comparison by category group, 2014
    • 5.3.2. Online retail market dynamics by category
    • 5.3.3. Online retail sales share by category group
    • 5.3.4. Online retail sales growth by individual category
    • 5.3.5. Food and grocery categories: market size and forecasts
    • 5.3.6. Electrical and Electronics categories: market size and forecasts
    • 5.3.7. Music, video, and entertainment software categories: market size and forecasts
    • 5.3.8. Apparel, Accessories, and Luxury Categories: size and forecasts
    • 5.3.9. Books, News and Stationery categories: Market Size and Forecasts
    • 5.3.10. Sports and Leisure equipment categories: market size and forecasts
    • 5.3.11. Furniture and floor coverings categories: market size and forecasts
    • 5.3.12. Home and Garden categories: market size and forecasts
    • 5.3.13. Health and Beauty categories: market size and forecasts

6. Case Studies: Leading Online Retailers in South Korea

  • 6.1. Retailer 1: Lotte Inc.
    • 6.1.1. Business description
    • 6.1.2. Site experience
  • 6.2. Retailer 2: Interpark INT
    • 6.2.1. Business description
    • 6.2.2. Site experience
  • 6.3. Retailer 3: CJmall.com
    • 6.3.1. Business Description
    • 6.3.2. Site Experience
  • 6.4. Retailer 4: Wemakeprice Inc.
    • 6.4.1. Business Description
    • 6.4.2. Site Experience
  • 6.5. Other Innovative Retailers in South Korea
    • 6.5.1. G-market
    • 6.5.2. Emart
    • 6.5.3. Galleria.co.kr

7. Appendix

  • 7.1. Definitions
    • 7.1.1. This report provides 2014 actual sales; while forecasts are provided for 2015-2019
  • 7.2. Summary Methodology
    • 7.2.1. Overview
    • 7.2.2. The triangulated market sizing method
    • 7.2.3. Industry surveys in the creation of retail market data
    • 7.2.4. Quality control and standardized processes
  • 7.3. About Conlumino
  • 7.4. Disclaimer

List of Tables

  • Table 1: Online Retail Sales in South Korea, 2014 and 2019
  • Table 2: South Korea Online vs. Offline Retail Sales and Forecast (KRW billion), 2009-2019
  • Table 3: South Korea Online vs. Offline Retail Sales and Forecast (US$ billion), 2009-2019
  • Table 4: South Korea Online vs. Offline Retail Sales and Forecast (% Share), 2009-2019
  • Table 5: South Korea Online Sales vs. Global Average, 2009, 2014 and 2019
  • Table 6: South Korea Online Sales vs. Asia-Pacific, 2009, 2014 and 2019
  • Table 7: South Korea Overall Retail Segmentation (KRW billion) by Channel Group, 2009-2019
  • Table 8: South Korea Channel Retail Sales and Forecast (KRW billion) by Channel Group, 2009-2019
  • Table 9: South Korea Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2009-2019
  • Table 10: South Korea Channel Retail Sales and Forecast (% Share) by Channel Group, 2009-2019
  • Table 11: South Korea Channel Retail Sales and Forecast (KRW billion) by Channel, 2009-2019
  • Table 12: South Korea Channel Retail Sales and Forecast (US$ billion) by Channel, 2009-2019
  • Table 13: South Korea Retail Sales Split (KRW billion), Online vs. Offline, 2014
  • Table 14: South Korea Retail Sales Split (US$ billion), Online vs. Offline, 2014
  • Table 15: South Korea Online Market Dynamics by Category Group, 2009-2019
  • Table 16: South Korea Online Retail Sales and Forecast (KRW billion) by Category Group, 2009-2019
  • Table 17: South Korea Online Retail Sales and Forecast (US$ billion) by Category Group, 2009-2019
  • Table 18: South Korea Total and Online Retail Sales in Food and Grocery Categories (KRW billion), 2009-2019
  • Table 19: South Korea Total and Online Retail Sales in Food and Grocery Categories (US$ billion), 2009-2019
  • Table 20: South Korea Total and Online Retail Sales in Electrical and Electronics Categories (KRW billion), 2009-2019
  • Table 21: South Korea Total and Online Retail Sales in Electrical and Electronics Categories (US$ billion), 2009-2019
  • Table 22: South Korea Total and Online Retail Sales in Music, Video and Entertainment Categories (KRW billion), 2009-2019
  • Table 23: South Korea Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ billion), 2009-2019
  • Table 24: South Korea Total and Online Retail Sales in Apparel, Accessories, and Luxury Categories (KRW billion), 2009-2019
  • Table 25: South Korea Total and Online Retail Sales in Apparel, Apparel, Accessories, and Luxury Categories (US$ billion), 2009-2019
  • Table 26: South Korea Total and Online Retail Sales in Books, News and Stationery Categories (KRW billion), 2009-2019
  • Table 27: South Korea Total and Online Retail Sales in Books, News and Stationery Categories (US$ billion), 2009-2019
  • Table 28: South Korea Total and Online Retail Sales in Sports and Leisure Equipment Categories (KRW billion), 2009-2019
  • Table 29: South Korea Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ billion), 2009-2019
  • Table 30: South Korea Total and Online Retail Sales in Furniture and Floor Coverings Categories (KRW billion), 2009-2019
  • Table 31: South Korea Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ billion), 2009-2019
  • Table 32: South Korea Total and Online Retail Sales in Home and Garden Products Categories (KRW billion), 2009-2019
  • Table 33: South Korea Total and Online Retail Sales in Home and Garden Products Categories (US$ billion), 2009-2019
  • Table 34: South Korea Total and Online Retail Sales in Health and Beauty Categories (KRW billion), 2009-2019
  • Table 35: South Korea Total and Online Retail Sales in Health and Beauty Categories (US$ billion), 2009-2019
  • Table 36: South Korea Exchange Rate KRW-US$ (Annual Average), 2009-2014
  • Table 37: South Korea Exchange Rate KRW-US$ (Annual Average), 2015-2019 Forecasts
  • Table 38: Conlumino Retail Channel Definitions
  • Table 39: Conlumino Retail Category Definitions

List of Figures

  • Figure 1: Share of Online Retail Sales in Total Retail Sales, 2014 and 2019
  • Figure 2: South Korea GDP Growth Rate, 2009-2014
  • Figure 3: Total Internet Users and Penetration, 2009-2014
  • Figure 4: Total Fixed Broadband Subscribers and Penetration, 2009-2014
  • Figure 5: Increasing penetration of M-commerce
  • Figure 6: Retailers Adopting Omnichannel Strategies
  • Figure 7: Online Retail Sales of Clothing and Footwear in South Korea
  • Figure 8: Size of Korea's s-commerce market (2010-2014)
  • Figure 9: Percentage of the South Korean population aged 65 or older
  • Figure 10: Regional Fixed Broadband Users and its Penetration, 2012-2017
  • Figure 11: Regional Mobile Broadband Users and its Penetration, 2012-2017
  • Figure 12: South Korea and Offline Retail Sales and Forecast (KRW billion), 2009-2019
  • Figure 13: South Korea Online Sales vs. Global Average (% of Total Retail)
  • Figure 14: South Korea Online Sales vs. Asia-Pacific Countries Average (% of Total Retail)
  • Figure 15: South Korea Overall Retail Market Dynamics by Channel Group, 2009-2019
  • Figure 16: South Korea Retail Sales and Forecast (KRW billion) by Channel Group, 2009-2019
  • Figure 17: South Korea Retail Sales, Online vs. Offline, 2014
  • Figure 18: South Korea Online Market Dynamics by Category Group, 2009-2019
  • Figure 19: South Korea Online Retail Sales and Forecast (KRW billion) by Category Group, 2009-2019
  • Figure 20: Webpage Layout - Lotte.com
  • Figure 21: Product view - Lotte.com
  • Figure 22: Customer review - Lotte.com
  • Figure 23: Home Page - interpark.com
  • Figure 24: Product View - interpark.com
  • Figure 25: Customer reviews - interpark.com
  • Figure 26: CJmall.com - use of online space
  • Figure 27: CJmall.com - Power Sale display
  • Figure 28: CJmall.com - First Look and Olive Young webpage
  • Figure 29: CJmall.com - Use of Images in Product and Brand Categorization
  • Figure 30: CJmall.com - Detailed view of a selected product
  • Figure 31: CJmall.com - Direct links to featured websites (highlighted red rectangle)
  • Figure 32: CJmall.com - Direct links to featured websites (example Shoedazzle)
  • Figure 33: CJmall.com - Detailed information on selected products
  • Figure 34: CJmall.com - Consumer Services
  • Figure 35: CJmall.com - CJ One membership card
  • Figure 36: CJmall.com - Customer review
  • Figure 37: CJmall.com - Mobile Version
  • Figure 38: wemakeprice.com - Use of online space
  • Figure 39: wemakeprice.com - Product page
  • Figure 40: Home Page - Gmarket
  • Figure 41: Emart Home Page and Flying Store
  • Figure 42: Flash Sales
  • Figure 43: The Triangulated Market Sizing Methodology
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