The China Vortex

During the past several years in China, I have spent a good deal of my time explaining to Americans that e-commerce solutions do not have to depend on credit cards. In many parts of the world, such as Germany and Japan, and in China, e-commerce is about building payment gateways to different banks using debit cards or other devices which connect directly to bank accounts.

This was how Paypal started in the US. It is also how Alipay, Yeepay and other solutions work in China. Tencent, a company with a market cap of US$80B, based in Shenzhen uses a subscription payment system which also deducts payments directly from users’ accounts.

As the global Ponzi scheme which started as the subprime credit crisis continues to unwind, defaults on credit cards in the US will shoot up.

In the near future, credit will be given out much more sparingly. American society will very quickly change from a credit-based society to a cash-based society for most transactions. But there will be plenty of honest people who will need to buy, and sometimes they will want to buy online. If they don’t have access to credit and credit cards, how will they buy?

When you think about it in these terms, many of the payment solutions developed in China look more interesting, not just for China, but adapted to suit the needs of Americans who no longer have credit. Most likely these won’t be Chinese companies, but American e-commerce firms who want to develop something suited for Americans and the American market.

So which American company would come out with a non-credit card based payment solution? My guess is that it would be the leading e-commerce company, Amazon. I’d bet they are working on it right now.

Alibaba has announced plans to consolidate two of its subsidiaries into one company. Alimama is the company’s ad network for Chinese SMBs, and Taobao is the company’s auction platform, which is best known for dramatically driving eBay China out of the China market after eBay bought Eachnet.

This is likely a measure to counter Baidu’s plans to enter the e-commerce market. According to this report from Keso, Taobao has blocked Baidu’s spiders from crawling Alibaba. Spiders from other search engines are not blocked. It is very unusual to hear of one search engine’s spiders being singled out for blocking; I have never heard of this until now.

Can you say hardball?

Spiders are software programs used by search engines to crawl other websites; they detect changes in websites and report changes back to the mothership search engine which are used to update the search engine’s search index.

According to Keso’s report, Jack Ma of Alibaba believes that Alibaba’s SMB e-commerce platform represent the family jewels, and he already has enough users to allow him to make such a dramatic parting of way’s with Baidu. Baidu is currently China’s largest search engine player, with more than 60% market share.

For Baidu, losing the capability to crawl Alibaba’s sites represents a huge loss, and puts more pressure on their nascent e-commerce platform to succeed. Otherwise Baidu’s e-commerce search results will look very weak, just as e-commerce is showing signs of takeoff.

Now, Google China is the wild card which might benefit from the Alibaba/Baidu faceoff. Significantly, Google China’s spiders are not blocked from crawling Alibaba’s sites. Jack Ma has three options:

• Build his own search engine team which would build its own search engine to crawl Alibaba sites;
• Make Google.cn the default search engine for Alibaba and its subsidiary companys;
• Go to Google China and propose a joint venture company which would have a separate search engine to crawl Alibaba sites. Search advertising revenue would be split between the two companies.

From a technology perspective, search engines are more challenging to build. Specifically, they need to continuously update their search index, although if the search engine is only pointed at the Alibaba community, it would not be as difficult. Search engines need to be continuously updated and modified to get accurate search results, although optimization on organic and paid search are very different in how they are updated and modified.

From the SMB users’ perspective, the key to success is providing a smooth and transparent transition between search advertising and online business transactions. Bad user experience has led to the downfall of many a business, most recently eBay in the US, which has continuously raised fees on its auction platform, driving away its originally fanatical loyal user base, and forcing it into a retail model which competes on unfavorable terms with Amazon, the online retail ecommerce leader in the US.

Things are getting interesting…

In an earlier post, I talked about a phenomenon called the Chinese hockey stick. The concept of the Chinese hockey stick is fairly simple: it takes a while for investment in a new sector to show results in China, but when it does, it takes off, going almost straight up like a hockey stick.

So far, the prevailing wisdom re ecommerce in China is that while the potential numbers are impressive, it’s going to be a while before the upside of the hockey stick becomes apparent. There are some reasons for this: low trust, fear of fraud, etc. So far, the only place where online commerce has performed well has been in online gaming with companies such as Shanda and Giant Interactive leading the way. The trouble with the demographics for online gamers is that it includes early adopters with low incomes who spend a considerable amount of time in China’s Internet cafes. These are people who are using the Internet for cheap entertainment, and are not likely to spend too much money on products sold in in-game ads.

Now, a new report released by the Research Institute Data Center of China Internet claims that online spending has increased to 37.5B US dollars for the first six months YOY, an increase of 58.2 percent over the same period in 2007. This is very good news, and suggests that we are beginning to see traction after many years of investment in the sector. In short, we are beginning to see the upside of the hockey stick, since according to the report, Chinese spend an average of 211.9 yuan on products/services on a monthly basis. If the trend continues there will be a double boost: the number of new spenders online will grow, and the monetary amounts spent by those already in will also go up.

This suggests that many upwardly-mobile Chinese are losing resistance to ecommerce and are overcoming fears to spending online. I believe that this represents the beginning of a secular uptrend for this sector. Within this field, companies which have a successful track record in fields such as Chinese online education will perform well. If Chinese consumers are convinced of the quality of these online companies’ products and services, it would be safe to assume that interactive advertising and Internet word of mouth will also gain greater traction.