For the past several years, several multinational brands have been using their China presence as a chance to road-test the future of e-commerce. China is considered an innovation leader in digital-first – and often mobile only – customer journeys, with internet-obsessed millennial shoppers and a high demand for convenience, variety and rewards.

For L’Oreal Group – the Paris-headquartered multinational with 45 brands spanning beauty, haircare, fashion and fragrances – China represents the future of commerce. It’s a place to learn, experiment and grow in the omnichannel space, according to Hagen Wuelferth, chief digital officer at L’Oréal China.

“China is about two things: it's about speed, and scale. You can see that in the digital revolution, because the digital revolution in China is a consumer revolution,” said Wuelferth in a presentation at the Vivatech event in Paris, describing L’Oreal’s approach to this as combining the resources of a giant, with the agility and speed of a start-up.