Trends Report

Selling Direct-To-Consumer Online In China

Brands Must Embrace Sales Channels Beyond Marketplaces

July 25th, 2014
KW
Kelland Willis
With contributors:
Zia Daniell Wigder , Laura Naparstek

Summary

eBusiness professionals responsible for driving online growth in China should consider the long-term benefits of selling direct-to-consumer (DTC) online. Not only does selling DTC promise higher margins and control over the online experience, it also creates deeper and more engaging relationships with a brand's most loyal customers. Additionally, a DTC site is a crucial piece of any omnichannel strategy which is increasingly important in China as eBusiness professionals are tasked with driving desktop, mobile, and in-store sales. Despite the benefits of a DTC site, many businesses selling online in China today opt for a branded marketplace store as their only online channel. This report will evaluate the benefit of selling DTC online in China and how eBusiness professionals can use the DTC channel to drive in-country revenue.

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