E-commerce giants lack brand strategy

A recent myth, after Uber sold its stake to a Chinese competitor, is that foreigners always lose in the Chinese internet market. Must it always be the case? Perhaps not.

It may sound convenient to say those who lost all did so because of poor strategy. But strategy does occupy an important place in any business in a large country. So, if Amazon, seemingly the lone foreign warrior fighting in a market dominated by Alibaba and JD.com, can have a China strategy and manage it well, it may not have to beat an Uber-ish retreat.

Think about it. Which woman in this country (and you don't have to know any Chinese language to tell) would like to wear an Alibaba summer dress or hold a JD handbag?