Exploring a digital parallel universe: Domino's ground-breaking segmentation study into the Chinese digital landscape

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.


The success story of China's economy along with its social and cultural development is impossible to dissociate from the rise of digital. A mix of huge scale, fast growth and lack of pre-digital legacy behaviors have created a perfect storm. The twin force of skilled web entrepreneurs and eager consumers have turned China into a "digital first" country where cash is becoming optional, e-commerce is increasingly the default for any sort of purchase and social relationships are built in large part through chat apps. Consider for instance the following data points:

  • China leads the e-commerce market in the world...
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