Why some foreign brands struggle with China e-commerce

E-commerce success is highly nuanced in China.
  • Chinese consumers have much higher expectations and more demands in gifting, delivery, and customer service.
  • External factors related to fraud by IP squatters and sabotage by competitors and distributors also pose problems.
  • To be a winner, a foreign brand needs to localise decision-making of e-commerce operations, have control of its channels, and must understand that supply chain, centralized inventory and price control goes along with product uniqueness....

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