Last word from the East: eCommerce wars

This article explains how competition between ecommerce companies in China has led to improvements in quality, service and distribution.

Last word from the East: eCommerce wars

Edward BellFCB Greater China

Last month, China eCommerce giant Alibaba announced that it will invest US$4.5 billion in bricks-and-mortar retail Goliath Suning. Although this seems like a bold offensive, when we see this in the context of the maturing China eCommerce scene, we can see that Alibaba really had no choice.

It's fair to say that all anyone wants to talk about in China these days – in marketing circles – is eCommerce. The explosive growth, the emergence of 'Singles' Day' as the 'one hyper buying day to rule them all' and...

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