China Ecommerce and Marketing

Sharon Gai ()

A chapter in Contemporary Strategic Chinese American Business Negotiations and Market Entry, 2023, pp 395-435 from Springer

Abstract: Abstract In this chapter, you will learn the basic building blocks of how to execute ecommerce in China. This chapter will first set the scene by introducing the Chinese internet ecosystem and highlight all apps that are relevant for brands and businesses wishing to enter China as a market. Next, it will deep dive into fundamental ecommerce theories such as the Golden Triangle, consumer profiles, merchandising, and explain in app and out of app marketing methods. I will then highlight trends seen recently in China such as livestreaming, the metaverse, VR/AR, and new retail. Though the occurrences pertain most to China, you will be able to apply these concepts to another country as you begin your digital journey.

Keywords: B2B; C2C; B2C; Taobao; Tmall; Alibaba; Ecommerce platform; Little Red Book; Kuaishou; Douyin; Bilibili; VR; Metaverse; New retail; Supermarket; Digital strategy; Livestreaming; Marketing; Consumer profile; Merchandising; Golden Triangle; In app marketing; Out of app marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-6986-7_12

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DOI: 10.1007/978-981-19-6986-7_12

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