3. Digital China

However, it is not just the pace of adoption which causes amazement—it is the strength of the embrace and the whole-hearted enthusiasm and pervasiveness of the different ways in which the Chinese have taken to the internet, which inspires awe. The internet, and especially the mobile internet, has entirely transformed all key aspects of the consumers’ lives—entertainment, information, shopping, and social interaction. The social character of the web creates a unique environment, as well as unique consumer state of mind. For brands to get their messages across in this environment is a challenging task and definitely, a very different task than what they have faced so far—and definitely showing TV advertising on the digital platforms is not a good way to do it. The impact is even larger in the retail space. According to China’s National Bureau of Statistics, online retail transactions in the country are larger than the combined online sales of USA and Europe.