Insights from Alibaba’s Gateway ’17 Summit

Executive Summary

• Livestreaming is an effective tool for engaging with Chinese consumers.
• Selling a lifestyle rather than a product can help build strong customer relationships.
• American boutiques and emerging brands have significant opportunity in China.
• Third-party trade partners enable American companies to operate their Chinese e-commerce businesses on Alibaba’s platforms.
• Small and medium-sized brands and retailers should enter China via e-commerce.