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If you ever played a game of Chinese Whispers then you’ll know a message inevitably gets distorted as it travels.
It’s supposed to teach us not to believe everything you hear, but when scaling digital in the Asian market it’s more important than ever not to let misconceptions hold sway.
For many marketers in Europe, North America and Australia, China is the next great marketing frontier.
With over 1.35bn people and 635m internet users (and still growing), it seems as if there’s no end to the marketing possibilities in China.
Travelling in China gives a fresh perspective on the European and US internet markets.
What if a single social media platform integrated commerce, location, messaging, and social networking?
You’d need to combine Amazon for shopping, Facebook for branded communities and promotion, PayPal or online banking service to pay bills, and WhatsApp for messaging.
Expansion into China is a challenge facing many brands at the moment.
The size of the market coupled with a growing appetite for ecommerce and premium imports means it’s an opportunity that’s too big to ignore.
China presents an increasingly tantalising market for brands looking to expand their ecommerce presence internationally.
But what are the exact challenges and opportunities they face?
China is set to become the world’s largest online retail market, having enjoyed explosive growth in the last few years. The market is mainly powered by China’s 302m online shoppers, incidentally the world’s most active online purchasers.
Much of the Chinese ecommerce industry's explosive growth is attributed to the unique landscape in itself. The market value of ecommerce is largely derived from the weak offline retail sector, and online retail has provided consumers with a much needed alternative way of shopping.
Econsultancy's new State of Ecommerce in China report, published in partnership with hybris, an SAP company, looks in more detail at this market.
To focus on the potential the Chinese ecommerce industry has, I’ve decided to share a few snippets from the report. Not to forget it's Singles Day, the largest online shopping day in the world. Enough said.
Ecommerce continues to grow, increasing by around 10%, 2013 to 2014.
Part of this growth is due to the continuing emergence of APAC, specifically China. This has created what PayPal calls 'new spice routes' with countries trading cross-border when it comes to ecommerce.
I've done a bit of a literature review to bring myself up to speed on how international ecommerce is changing. I hope you find it informative.
Chinese consumers, Indian smartphone users, American advertisers - there's a global feel to this week's stats roundup.
If that wasn't enough, there's also some UK fashion, wearables, online security and adblocking figures. Enjoy!
Skip over to the Internet Statistics Compendium for more digital marketing trends.
The stats we've got this week range from the sublime to the ridiculous.
From Twitter mentions of abbreviated phrases (FML, LMAO etc.) to declining retail spend in food. In there, too, is some interesting data about mobile spend in China and the state of SEO.
As usual, for many more stats, download our Internet Statistics Compendium...
It's hard to get one's head around China. The scale and the speed are vast and fast.
So, I thought I'd round up some companies doing interesting things online in China, just to give a snapshot of marketing in the country.
Full credit where it's due, these are all taken from Barney Loehnis' presentation (he's head of digital in APAC for Ogilvy & Mather) at the Future of Digital Marketing 2014.
What does the future hold for digital marketing, ecommerce and retail?
That's the question the speakers at Econsultancy's Future of Digital Marketing conference try to answer every year.
Here are 48 quotes from 2014's event, ranging from wearables to China, digital transformation to user interfaces, retail to the smart home.
Given the sheer size of China’s economy and the all-encompassing power of its communist government, it’s easy to think of it as a place where speed and innovation might be stifled.
However the very opposite is true according to Ogilvy & Mather's head of digital in APAC Barney Loehnis, who gave one of the keynote talks at Econsultancy’s Future of Digital Marketing event.
Loehnis who has been working in Asia for eight years, describes the working environment as “brutal”.