Chinese ecommerce: How brands are exploiting the O2O trend

Low Lai Chow

This article looks at the fast expansion of online commerce in China, which has been supported by widening internet access and an underdeveloped physical retail environment.

Chinese ecommerce: how brands are exploiting the O2O trend

Low Lai Chow

Shoppers in China are no longer simply catching up with their overseas counterparts when it comes to ecommerce: in many ways, they are setting new standards and demanding unique solutions from brands.

In the case of many consumers in the country, rising affluence and increasing digital savvy are trends that have essentially worked hand-in-hand. Indeed, of its 600 million internet users, fully 42% currently shop online, according to figures from the 2014 WPP BrandZ Top 100 Most Valuable Chinese Brands study.

James Galpin, director of Millward Brown's media...

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