TaoBao.com #1 Destination for Apparel in China, But Net Promoter Score* is Low

New infographic from ProsperChina highlights top apparel destinations and compares their Net Promoter Scores. It also provides the latest insights regarding Chinese consumers’ feelings about fashion and their country of origin preferences for branded apparel.

Worthington, OH – 1/28/2015

ProsperChina™ has released the latest Consumer Snapshot Infographic, available in both English and Chinese, to provide global marketers with a better understanding of Chinese Consumers. The infographic uses information from the newly released Q4 ProsperChina Quarterly Survey which is the largest, ongoing survey of its kind in China. This unique infographic includes the top five destinations for apparel in China as reported by Chinese consumers, along with their respective Net Promoter Scores* (NPS) and how the ratings compare to the overall average. It also uncovers country of origin preferences for clothing (including China, U.S., Europe, Japan and Korea) for Chinese consumers and highlights feelings about fashion.

According to insights highlighted in the infographic, young Chinese (18-54) report that they shop for apparel most often at Taobao.com, which is not surprising given this digital generation’s affinity with online shopping. What is interesting, however, is that Taobao.com has the lowest Net Promoter Score among the top five apparel destinations profiled. (The Net Promoter Score indicates the probability respondents would recommend a particular retailer to a friend and provides a measure of performance of the organization through the eyes of its customers.)

By employing the NPS methodology, you can evaluate the strength of the retailer’s image as well as loyalty to that particular organization. This becomes especially interesting given that TaoBao.com is part of the Alibaba Group (BABA), whose marketplaces, including Taobao, house 231 million active buyers, 8 million sellers and take in 11.3 billion orders a year.

“As TaoBao and, in turn, Alibaba grow, customer satisfaction is key in sustaining long term growth and profits,” said Phil Rist. EVP of Prosper. “A NPS rating of -23.5% could be a potential warning signal for the online behemoth.”

A Bain analysis shows that sustained value creators—companies that achieve long-term profitable growth—have Net Promoter Scores (NPS) two times higher than the average company.

To view the ProsperChina infographic, which includes the top five apparel retailers in China as named by Chinese consumers, NPS scores and additional insights about the consumer groups,
click here for English or click here for Chinese. A complimentary collection of Chinese consumer insights are available at http://www.ProsperChinaIC.com.

*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

ProsperChina™
ProsperChina provides advanced business intelligence using sophisticated analytical software to examine big datasets and provide answers to executives via its cloud-based InsightCenter™ platform (available in both English and Chinese) powered by Prosper Technologies. By integrating a variety of data including economic, behavioral and attitudinal data, ProsperChina delivers insights for executive decision making. Further, it is continually identifying unique insights through analytics to enable marketers to make knowledge-based decisions rather than relying on intuition. Prosper has been engaged in business development in PRC since 1995 and has conducted the ProsperChina Quarterly, the largest survey of its kind, since 2006. For more information: http://www.ProsperChina.com

Contact:
Chrissy Wissinger, Director, Communications
chrissy(at)goProsper.com
614-846-0146

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