International Digital Marketing in China

Regional Characteristics and Global Challenges

verfasst von: Lala Hu

Verlag: Springer International Publishing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book examines key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of China’s cultural characteristics and business environment, with a particular emphasis on the Chinese digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fashion sector.

With nearly 900 million internet users and an e-commerce market volume of over one thousand billion US dollars, China is the world's largest digital market. While this creates significant opportunities for international firms, there are many factors to consider when approaching this market. In order to understand the Chinese digital scenario, the book analyzes the characteristics of local internet platforms and consumer patterns.

The book also presents a real-world case study on a luxury retail firm operating in China,
Florentia Village, and the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international firms operating in China, making it an enlightening book for scholars, students, and practitioners alike.

Inhaltsverzeichnis

Frontmatter

Chapter 1. China’s Marketing Macro Environment: Cultural Characteristics and Regional Heterogeneity

Abstract

This chapter analyzes China’s main environmental characteristics that affect foreign firms’ international marketing strategies in this market. Scholars have identified factors that are shared with other emerging markets (such as institutional voids), but also specific ones, including China’s internal heterogeneity and a fragmented distribution system. The latter has been long considered one of the most critical factors for business success in the Chinese market. A more recent characteristic is represented by the technological innovation driven by Chinese firms from the digital sector. As Chinese firms have leapfrogged to the technologically mature phase of the web by surpassing foreign rivals from more traditional markets, China has also become a setting for reverse innovation, which pose opportunities but also challenges for foreign firms to reach their target and grow in this market.

Lala Hu

Chapter 2. The Characteristics of the Chinese Digital Market

Abstract

China is the country with the highest number of Internet users and also the largest e-commerce market in the world. The relevance of the Chinese digital sector is given by the opportunities but also the challenges for foreign firms that want to approach this market. As Western platforms are blocked, the Chinese Internet sector is dominated by local firms (for example, Tencent and Alibaba), which are characterized by different consumer interactions and features. Moreover, a main role is played by the national culture, which influences firms’ online communications strategy and consumer behavior. Chinese users strongly rely on e-WOM information and share their experiences on social media platforms. Culture also has an impact on the Chinese distribution system as while the Internet has helped to overcome some shortcomings of the Chinese distribution system particularly in rural areas, guanxi still facilitate the availability of products.

Lala Hu

Chapter 3. Chinese Digital and Mobile Platforms

Abstract

This chapter examines the characteristics of the main Chinese digital platforms. Starting with an analysis of the platforms controlled by leading players, i.e., Alibaba, Tencent, and Baidu, the emergence of new entrants including ByteDance, the developer of TikTok, is also considered. A particular focus is devoted to e-commerce as online shopping represents a primary activity for Chinese users, who mostly purchase products through mobile commerce (m-commerce) platforms. Finally, among China’s digital ecosystem, mobile payments systems represent a key function both online and offline.

Lala Hu

Chapter 4. Luxury and Fashion Retailing in China: The Case of Florentia Village

Abstract

The aim of this chapter is to investigate how luxury retailers manage brand communications and omni-channel retailing in a highly digital market such as China, which represents the most growing market for luxury products at the same time. A case study of an Italian luxury designer outlet operating in Mainland China and Hong Kong, Florentia Village, is analyzed. Data consist of semi-structured interviews with the firm’s managers and store visits, triangulated with secondary data. Results discuss the main issues involved in the development of an effective luxury retailing strategy in the Chinese market, including activities on traditional and digital channels. The analyzed case study suggests that, despite the growing relevance of e-commerce, physical stores hold a primary role in enhancing the consumer experience in China. Moreover, luxury retailing strategies should focus at building a strong brand image that leverages on attributes such as country of origin and the integration with digital tools.

Lala Hu

Chapter 5. Mobile Commerce in the Fashion Sector in China

Abstract

This study aims at investigating drivers and effects of mobile commerce in the fashion sector in China. A model is developed and tested with a survey among 137 consumers, analyzing results using Structural equation modeling. Findings show that utilitarian factors influence the customer satisfaction in m-commerce in China, confirming previous studies. Moreover, enjoyment strongly mediates the effect of utilitarian factors on satisfaction as online shopping is highly experiential for Chinese customers. After the purchase, satisfaction increases e-WOM effects and is likely to accelerate Chinese mobile shoppers’ purchase decision. This study can be considered as a pre-test that provides theoretical contributions in the research area of m-commerce adoption to be verified in future research involving larger samples, not only from China, but also from other countries. Managerial implications for fashion firms operating in China are provided.

Lala Hu

Chapter 6. The Mobile Customer Journey in China: Implications and Future Research Areas

Abstract

This conclusive chapter draws the book’s implications for marketing theory and practice relevant for international companies that operate in China. The results from the two empirical studies focused on the fashion sector suggest that the Chinese consumer’s shopping experience is driven both by utilitarian and hedonic elements. Moreover, enjoyment strongly mediates the effect of utilitarian factors on customer satisfaction. In China, mobile touchpoints are involved in all customer journey phases. However, while digital and mobile touchpoints provide increasing opportunities for firms to engage with customers and develop their strategy in a very targeted and personalized way, physical stores continue to be central in building brand awareness and driving customer experience. Cultural heterogeneity and different levels of customer sophistication also impact marketing strategies of international firms and how brands are perceived in China. Three areas for future research are suggested.

Lala Hu

Backmatter

Titel: International Digital Marketing in China
verfasst von: Lala Hu
Verlag: Springer International Publishing
Electronic ISBN: 978-3-030-38160-8
Print ISBN: 978-3-030-38159-2
DOI: https://doi.org/10.1007/978-3-030-38160-8