The Strategies of Connecting with Chinese Online Shoppers

  • Riliang Qu
Living reference work entry


Competing in China online retailing markets are fraught with challenges. In this chapter, we would demonstrate that the capability in understanding and embracing China unique digital landscape and consumers would afford a company a leading competitive advantage and is the key for companies to succeed in this challenging market. Specific strategies that have been applied successfully in the past would be closely examined and offered as key commendations for companies with the intension of competing and winning in the battlefields of China’s ecommerce market.


Mobile internet Deal prone consumers Branding power Social interactions Collaborative competitions 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  • Riliang Qu
    • 1
  1. 1.School of BusinessCentral University of Finance and EconomicsBeijingChina

Section editors and affiliations

  • Song Lin
    • 1
  1. 1.Business SchoolCentral University of Finance and EconomicsBeijingChina

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