Recall or re-enact? How HP discovered the true digital path-to-purchase of Chinese consumers

This article reveals the findings of a study of the path-to-purchase and the shopping behaviours of buyers of personal notebooks and tablet computers on different online channels.

Recall or re-enact? How HP discovered the true digital path-to-purchase of Chinese consumers

Ng Chong Hin, Evelyn Chok, Nidhi Khanwalkar, Lim Jinyu and Cheah Hui Xin

Introduction: How China's Evolving Online Shopping Landscape has Changed the Customer Purchase Journey

The growth of ecommerce has changed the way Chinese are researching and purchasing PCs

In 2009, Alibaba turned Singles' Day, the Chinese singles' holiday, into a 24-hour online shopping festival through massive marketing campaigns. The growth since then has been nothing short of staggering - Alibaba's 2015 Singles' Day revenue increased 54% from a year before, raking in record sales of...

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