The E-tailing market in China is one of the fastest growing markets in the country. Currently, niche e-tailing vendors dominate the market; however, several brick -and-mortar retailers are also entering the market. Additionally, many vendors in the market offer multi-channel retailing,wherein they sell their products and services in their own online websites and retail stores, as well as through other popular online retailers. The E-tailing market in China is expected to reach US$434.84 billion by 2016, growing at a CAGR of 23.14 percent during the period 2012-2016.

2013年上半年，空调网购零售市场销售量增长超过100%，各空调主流品牌都加强了对网购渠道的投入，将其视为未来市场竞争中决定生死的重要一环。2013年1-7月，从空调网购零售市场大盘走势来看，虽然5月31日后受节能产品惠民工程终止影响，空调市场整体下滑，但空调网购渠道表现依然抢眼，5月，进入销售旺季后，出现爆发性增长，6月受“6.18”电商价格战刺激，再创销售高峰。

电商流量红利衰减，品类消费习惯固化。模式之争见分晓，龙头企业成闭环。技术之争升级，线上供应链效率优势越发显现。O2O模式，有望大幅提升线下体验式业态的效率。