How to win in the world's largest retail market. China is the largest e-commerce market in the world and the most digital of the major economies. At the same time, many international brands are intimidated by the China market given their lack of familiarity and the significant cultural and language differences. The Smart Business Guide helps bridge this gap by providing a how-to approach to the China e-commerce ecosystem. E-commerce provides a powerful tool for brands to reach consumers and offers the predictability and statistical feedback that dramatically reduces the costs of a brand to enter the China market. A quick, punchy read, The Smart Business Guide is a useful book for consumer brands, retailers, and entrepreneurs. It covers critical areas such as: -- How any brand can be a pure-play e-commerce brand in China -- How Chinese consumers are different from U.S. consumers -- The main platforms and social media channels -- Case studies of success and failure in China -- How to deal with market entry challenges, trademark registration, and product approval -- How to compete and win in the most challenging--and most promising--retail market in the world

China’s cross-border e-commerce market was worth 8.8 trillion yuan transactions in 2018, with 25-34 year-olds as the largest user segment making up 48% of China’s highly educated CBEC consumers. In early 2020. China also approved 24 more cross-border e-commerce pilot cities and has introduced relaxed foreign exchange regulations in its free trade zones. This is an area that China is clearly prioritizing. If you’ve ever thought about expanding your business into China but hesitated, this is the book for you. There are plenty of cross-border e-commerce options available without having to set up a branch office or hire a large group of local staff. It’s a great solution for brands of all sizes. Here’s an excerpt to give you a taste. China is a huge market with great potential. It’s unique, sophisticated, hyper-competitive and it’s not easy to succeed. Despite the challenges, international brands of all kinds are eager to get access to over 1.4 billion Chinese consumers. If you’ve decided that it’s time for your company to take its next big step and dive in, the good news is that it’s not necessary to set up shop in China to sell your products there. E-commerce is a way of life in China and by the end of 2019, e-commerce sales are forecast by some to expand 27.3%, reaching $1.935 trillion USD. This represents 36.6% of total retail sales in the country. Cross-border e-commerce can blur geographical borders so we’ve created this mini-book to help marketers better understand major online sales channels for cross-border e-commerce in 2019. You’ll find out about key players to watch and major e-commerce shopping festivals. We’ll dive into information that will empower you to take action and make wise decisions when it comes to your marketing budget. Social E-commerce and We-Commerce Whether it’s traditional media opening their own online stores, or e-commerce sites adding more editorial content and social features, both sides are coming closer together in the form of social e-commerce. It’s happening everywhere but it’s a trend that’s even more advanced in China. In the West, it’s more common to use an e-commerce site as the final stop when completing a transaction, whereas in China, e-commerce sites are destinations where you can make new discoveries, acquire information, socialize with others who can make informed recommendations and communicate with people who share your interests or concerns. Social commerce has become very popular in China because customer acquisition costs have increased significantly on traditional platforms, like Alibaba and JD.com, so brands and platforms are looking for new ways to engage customers. It’s estimated that by the end of 2022, 15% of all e-commerce in China will be social and it will became a major force in online retail sales. As more e-commerce outlets start adding a social element to their business model, three general categories have emerged. 1. Content Sharing Platforms The content sharing model is based on consumers trust in other consumers, influencers, key opinion leaders (KOLs) and key opinion consumers (KOCs). Brands and retailers cooperate with them to create content that informs potential buyers about their products and attempts to guide their purchasing decisions. KOLs and trusted consumers give products credibility and desirability. KOCs are a role specific to China and WeChat. KOCs are personal accounts listed under someone’s name but they’re administered by brand employees and WeChat users are aware of this arrangement. These accounts publish information, content marketing and many also do a wide range of customer relationship management tasks such as handling complaints, making product orders, handling returns, issuing coupons, promoting sales and more. This role was developed as a workaround on the highly influential WeChat social media platform as it is built for person to person contact so this method is not only functional but also feels more personal and can deliver the immediate action that many Chinese consumers demand. It also enables a low cost ad network as advertising rates on WeChat are very high. REVIEWS “Ashley is truly professional with international perspective, yet down to earth.” Bianca Un, Hang Lung Property “Nobody knows Chinese Social Media like Ashley. I say this as an ex-competitor.” Brad Emery CEO – Founder of The Aimviva Travel Club

2011 Updated Reprint. Updated Annually. China Internet and E-Commerce Investment and Business Guide: Regulations and Opportunities

This book offers a practical guide to Chinese ecommerce markets for businesspeople and scholars. China represents a $5.6 trillion retail market, with the highest ecommerce penetration rate in the world. Due to the COVID-19 pandemic, brands are investing more in growing online sales. Written from the heart of the world’s largest e-commerce platform, Ecommerce Reimagined: Retail and Ecommerce in China is a book that aims to satisfy the growing need of entrepreneurs and businesses hoping to tap into China’s market and provide context to students and academics who post an interest in learning about how ecommerce has shaped the Chinese retail space.

This book is a must-have for anyone who’s working with Chinese social media or planning to enter China. It’s packed with the latest information, actionable insights and strategies for marketers to make the most of WeChat and Weibo. You’ll learn about Chinese consumers, WeChat and Weibo working models and the outlook for digital trends in customer relationship management, artificial intelligence and what kind of changes ‘New Retail’ will bring. What Every Marketer Needs to Know about ChinaHow Your Business Can Harness Chinese Social MediaWeChat: China’s Operating SystemWeibo: China’s Online HotspotThe Future: Get Ready for New Retail Whether you want to enter the market for the first time, expand your presence in China or provide services to Chinese tourists abroad, “Unlocking the World’s Largest E-market” offers practical advice about selling on Chinese social media from someone who has seen the transformation in China’s online world firsthand.

How Strategy Works in an Interconnected, Automated World Leaders already know that the classic approach to strategy--analyze, plan, execute--is losing relevance. But they don't yet know what replaces it. As everyone and everything becomes more interconnected and digitized, how do you operate, compete, and win? Ming Zeng, the former Chief of Staff and strategy adviser to Alibaba Group's founder Jack Ma, explains how the latest technological developments, such as artificial intelligence, machine learning, the mobile internet, and cloud computing are redefining how value is created. Written especially for those outside the technology industry or the startup arena, this book introduces a simple, overarching framework to guide strategy formulation and execution in this data-rich and highly interactive environment. Revealing the revolutionary practices that he and his team have developed at Alibaba, Zeng shows how to: Automate decisions through machine learning Create products informed by real-time data from customers Determine the right strategic positioning to maximize value from platforms and suppliers Repurpose your organization to further human insight and enable creativity Lead your company's transformation into a smart business With insights into the strategies and tools used by leaders at Alibaba and other companies such as Ruhan and Red Collar, in a variety of industries from furniture making to banking to custom tailoring, Smart Business outlines a radically new approach to strategy that can be applied everywhere.

A New E-Commerce Model is Coming from the East—it is More Advanced and it is Spreading Worldwide China is now the biggest e-commerce market, hardware producer and soon Internet of Things player in the world. Written by a world-recognized expert, this eye-opening treatment allows readers a rare glimpse into how China will shape the global online world for the next decade. Featuring hundreds of interviews, with influential companies and investors such as Alibaba, Baidu, Tencent, Xiaomi, Yihaodian, Cogobuy, Rocket Internet, Didi-Kuaidi Taxi, Snapdeal, Tokopedia, DST Global, Credit Suisse, UBS, Qiming Ventures and many more, this ground-breaking guide provides exceptional firsthand accounts of the key considerations to making lucrative investments in this powerful sector. East-Commerce enables you to: Understand how China's e-commerce explosion began and where it is heading See where China is shaping investments and innovation all over the globe Examine why China's model is better suited for developing economies Go in-depth into how and where others are finding opportunity and success The new business models coming out of China offer a variety of new growth opportunities to international companies. Understanding how China's online market operates gives you the edge when building a global strategy. Praise for East-Commerce "I have never read such a penetrating exploration of China's e-commerce scene. Not only does it cover the unique characteristics of China's e-commerce landscape but it also delves into the cultural motivators of the Chinese people who are uniquely passionate about online shopping." —TOM DOCTOROFF, CEO, J Walter Thomson Asia, author of Billions and What Chinese Want "As China now becomes the world's largest e-commerce market, this book provides a timely and insightful analysis for investors looking for opportunities in China." —AMY LO, Group Managing Director and Chief Executive, UBS Hong Kong "East-Commerce is an insightful and entertaining guide to the e-commerce boom in Asia's emerging markets. Filled with interviews and anecdotes from leading entrepreneurs and businesses, Marco Gervasi has written the most comprehensive book on the topic I've seen." —PORTER ERISMAN, former VP, Alibaba; author, Alibaba's World "Inquisitive and well-articulated, East-Commerce describes in a unique way how China is leapfrogging the West in many key online sectors"a must read." —JOHN LINDFORS, Managing Partner and Director, DST Investment Management, former Partner Goldman Sachs "East Commerce provides incredible insight into the technological and cultural changes going on in China. It is especially valuable for multinational companies doing business in China to re-frame their thinking and marketing approach and to build loyalty in this massive market." —CHANDOS QUILL, VP Global Data Solutions, Merkle Inc. "East-Commerce gives an insider's perspective on what it's like to operate in the biggest e-commerce market in the world"each one of my team members has this book on their desk." —BRUNO FELTRACCO, VP and Managing Director, The North Face Asia Pacific "Marco Gervasi delivers crucial insight into the global implications associated with the increasing relevance and reach of the 'East-Commerce' model." —MICHAEL INJAYCHOCK, Sr. Director, Touchpoint Optimization, Eli Lilly and Company "East-Commerce reads more like a novel than a text book as it details the evolution of the Chinese ecommerce marketplace and offers great insight into how to successfully navigate the complicated landscape." —RICHARD RUSSELL, Director Media Strategy, Deckers Outdoor Corporation "Digital disruption is taking place with incredible speed and intensity in China and with it, tremendous innovation and entrepreneurship. Marco Gervasi has chronicled this development with first-hand knowledge and experience in this book. I recommend it to those who care about what is truly changing China and therefore, the world." —EDWARD TSE, author, China's Disruptors