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It’s Time to Rethink Your China E-Commerce Strategy

The imminent breakup of Alibaba Group underscores the importance of having a diverse channel mix in China’s online fashion market but many brands are still over-reliant on two big platforms.

A women holds a smart phone in her hand and a projection of different strategy iconology is projected above the screen. — The imminent breakup of Alibaba Group underscores the importance of having a diverse channel mix in China’s increasingly complex and competitive online fashion market. (Shutterstock)

By

Tiffany Ap

11 April 2023

BoF PROFESSIONAL

It’s been over two years since Chinese authorities suddenly pulled the plug on the public listing for Alibaba-owned Ant Financial in an apparent retaliation to comments made by founder Jack Ma about government regulators. Criticism from Ma alerted them to the potential threat that tech giants pose to the state, triggering antitrust action against the company that has chipped away at its hold on China’s e-commerce market.

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About the author

Tiffany Ap is Senior Correspondent at The Business of Fashion. She is based in New York and covers marketing and the critical China market.

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