Frameworks and Concepts

Sharon Gai ()

Chapter Chapter 2 in Ecommerce Reimagined, 2022, pp 39-78 from Springer

Abstract: Abstract This chapter seeks to teach readers the frameworks that operates in Chinese ecommerce. It describes the basics of China ecommerce through several theoretical concepts including the Golden Triangle, the eight consumer profiles, merchandising, and marketing in and out of the app. It further explores equations used in ecommerce and the differences between the old and new equation.

Keywords: Golden triangle; Consumer market; Double 11; Campaigns; Merchandising; In app marketing; Out of app marketing; Ecommerce equation; GMV; Traffic; Basket size; Conversion rate; Users; ARPU (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-0003-7_2

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DOI: 10.1007/978-981-19-0003-7_2

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