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...