E-commerce a key entry-point for overseas brands in China, says study

Foreign brands should look to cross-border e-commerce when they make their Chinese market debut, thanks to easier access, cheaper prices and quicker market entry times, according to a new market report.

Cosmetics, food and healthcare, and maternity and baby products stand to see the fastest growth by turning to e-commerce, said the Chinese Imported Consumer Goods Market Report, jointly written by consultancy Deloitte China, China Chamber of International Commerce and Alibaba Group Holding Ltd's research arm.

By leveraging e-commerce platforms and big data analysis of the Chinese consumers, global brands are able to update their marketing strategies, sales channels and products regularly, all of which would enhance their operational efficiency, the report said.