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E-commerce giants lack brand strategy

That’s second only to Walmart in overall apparel market share, according to financial analysts.

Amazon has launched its own private-label clothing brands over the past couple of years, and this year, is sponsoring the first ever New York Men’s Fashion Week.

These are the things that Chinese e-commerce companies have still to learn. Nor do they seem to have a strategy to develop in that direction.

Even if they do, the biggest two, Alibaba and JD, don’t seem to have the right brand names to leverage on.

So why, one may wonder, must Amazon continue to compete in China by selling basically the same items as other e-commerce sites do?

Maybe, a same mistake is being repeated in which the China market is simply taken as part of the dull periphery of a central market, even though the central market can no longer serve as a central driving force for the overall market, and something rather interesting is happening from the periphery.

And if this is the case, who can say there’s a strategy?

Broadcaster:

Greg Fountain is a copy editor and occasional presenter for China Daily. Before moving to Beijing in January, 2016 he worked for newspapers in the Middle East and UK. He has an M.A in Print Journalism from the University of Sheffield, a B.A in English and History from the University of Reading.