Beyond Singles Day: Driving e-commerce with data and CRM in China

The article outlines how Mondelez, Moleskine and Secoo are using Single's Day, the world's biggest e-commerce event, as a starting point to grow their e-commerce presence in China with CRM and data-driven strategies.

Beyond Singles Day: Driving e-commerce with data and crm in China

Kunal Sinha

With USD$630 billion gross merchandising value recorded last year, China is the world's largest e-commerce market. The market has also been characterized by rapid changes over the last 18 months: greater demand from lower-tier cities, expansion into global imports and implementation of dedicated rural operations.

At Campaign Asia Pacific's DMA China conference in Shanghai, Tracy Zhang - General Manager of Financial Times in China - remarked in her introduction to the panel that "Businesses have been successful because they have been at the forefront of data marketing...

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