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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.

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