Discussion of the book The Smart Business Guide to China E-Commerce“, with the author, Frank Lavin, and Maxwell Kahn, President, Coresight Research.
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, the cultural and language differences, and the political issues.
Yet leading brands from Nike to Crest to Disney use China’s digital ecosystem every day to reach Chinese consumers, and these brands are likely to see 2021 be their best year ever in China. Increasingly, mid-tier and start-up brands are following the same digital strategy.
About Frank Lavin:
Long-time trade expert and China hand, Frank Lavin serves as Chairman of Export Now, a company that runs e-commerce stores in China. He previously served in Asia leadership positions with Citibank, Bank of America, and Edelman. In government, Frank served as Undersecretary of Commerce for International Trade and as U.S. Ambassador to Singapore.
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