Alibaba Research Institute: Online shopping rankings of key universities across the country

On June 27, Alibaba Research Institute and Taobao Toutiao jointly released the "National Key Universities Online Shopping Ranking", which for the first time analyzed and ranked more than 100 211 key universities across the country from an e-commerce perspective. Based on the calculation of per capita online shopping amount in 2015, the Central Conservatory of Music, Communication University of China and Zhejiang University ranked in the top three, becoming the universities with the highest online shopping index.

This national key university online shopping ranking mainly evaluates 112 211 key universities across the country (3 universities with off-site campuses are calculated independently, so there are a total of 115 universities). The data sampling period is the whole year of 2015, and the data sources are all from the Alibaba retail platform.

The Central Conservatory of Music ranks first among all 211 universities with an annual online shopping amount of 2,500 yuan per capita. Other universities that are also among the top 10 include: Communication University of China, Zhejiang University, Fudan University, Tsinghua University, National University of Defense Technology, Renmin University of China, Peking University, University of International Business and Economics, and Nanjing University. It can be seen that there are 6 universities in Beijing that are in the top 10 for online shopping, 3 of which are from the Yangtze River Delta, and only the National University of Defense Technology in Changsha in the central and western regions has entered the top 10.

According to statistics from the Alibaba Research Institute, the average online shopping amount per capita of 211 universities is 1,500 yuan, while the average online shopping amount per capita of more than 2,000 universities nationwide is 1,100 yuan, which is 36% higher than the national average. 985 universities, with an average of 1,650 yuan per capita, are ahead of 211 universities. Is it true that the better the university, the higher the level of online shopping? Of course, this is also related to the fact that most key universities are located in developed coastal cities with advanced e-commerce.

In terms of gender comparison, the online shopping competition between male and female college students shows the characteristics of "men are not inferior to women". In the total sample, the ratio of men to women is 46.1% and 53.9% respectively, and the number of female online shoppers is higher. In terms of annual per capita online shopping amount, men and women are very close, with basically no difference, which is different from the common impression that "women love online shopping more".

The data also revealed that from freshman to senior year, the average annual online shopping amount of college students continued to increase with age, and the average online shopping amount of senior students was nearly twice that of freshmen. This shows that online shopping has become an important lifestyle for college students, and the higher the grade, the higher the dependence on online shopping.

Based on the average annual consumer expenditure of different universities in the four categories of clothing and shoes, cultural supplies, cosmetics, and food, the Alibaba Research Institute has launched four sub-lists: the university with the most love for dressing up, the most love for reading, the most love for makeup, and the most love for food.

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