Why China leads the world in digital

This event report discusses ecommerce and social media in China, describing its rapid growth and importance in brand engagement.

Why China leads the world in digital

Matthew Carlton

"China is 10 years ahead of the rest of the world when it comes to e-commerce and social media." That was the powerful opening gambit from Vincent Digonnet, Executive Chairman of Razorfish APAC during Advertising Week's 'How Brands Should Navigate Digital China' session. To help substantiate his point, Digonnet relayed information on the sheer scale of the digital industry in the country. Weibo – China's Twitter equivalent – has 500m subscribers, while Weixin's WeChat service boasts 600m users.

In 2013 $280bn was spent online, establishing China as the world's...

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