About the Event

Since Amazon.com started operations in 1994, the U.S. and other Western companies have steadily embraced digital retailing. But China has now leapfrogged the West in terms of the extent and sophistication of its digital retailing. China has distinctive features of its environment, markets, companies, and customers that are driving its innovation in digital retailing, but some approaches of Chinese companies can be transferred to effective use by Western companies.

In this talk, George S. Yip, Emeritus Professor of Marketing and Strategy at Imperial College London and Distinguished Visiting Professor at Northeastern University, explained how China's large and fast-growing market is not only highly digitized but also takes advantage of the massive ecosystems of Alibaba, Tencent, and others. To catch up, Western retailers can take five lessons from the Chinese experience: Create single entry points, embed digital evaluation in the customer journey, don't think of sales as isolated events, rethink the logistical fundamentals, and always stay close to the customer. 

Center for Emerging Markets Events

China Insights Series

The presenters/session leaders for the Center for Emerging Markets China Insights Series are all members of the D'Amore-McKim School of Business faculty and Fellows of D'Amore-McKim's Center for Emerging Markets. All have decades of experience researching, consulting, and speaking on China and China's economy.