The last word from the east: Finding your North Star
Barney LoehnisOgilvy & Mather
In a world of ubiquitous global brands, the digital landscape provides a variation to the social media omnipresence of Facebook, Twitter and Google, in the form of China's three leading sites – Sina Weibo, RenRen and JingDong. Each of these has a different vision – a different North Star – on which to build their business for the future.
While it's true that many of the well-known Chinese sites are clones of Western counterparts, they are all the more interesting for their idiosyncratic quirks. They...