Innovative methodologies to understand consumers in the e-commerce era

Raymond Liang, Paco Yip & Sunny Liang
Consumer Search Group, China
Sharong Chow
Chictalk, China
David Shi
Nongren.com, China

BACKGROUND

The current situation of EC development in China

Since 2008, under the impact of the extending and intensifying financial crisis around the globe, a lot of industries in China are suffering a shock to different degrees. However, the e-commerce (EC) sector, which includes online retail service, is seeing a boom, becoming a bright spot of economic growth under the circumstance of crises. Governments of various levels, in order to propel the growth of EC, have launched various preferential and supporting policies, which have created a flexible and loose market environment for the EC industry.