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China leads the world in the number of Internet users, and Chinese enterprises deploy sophisticat...
China leads the world in the number of Internet users, and Chinese enterprises deploy sophisticated e-commerce strategies. Among these, the digital Red Envelope is one of the most adopted and popularised strategies since the beginning of 2014. It plays a significant role in mobile payments and O2O services promotion, resulting in a wide mobile user base and diversified experiences.
Examining its development over time, we find that the digital Red Envelope drastically adds to the synergy of social media and e-commerce in China. In the market of great inclusiveness and potential, it also inspires companies with weak digital strategy to take part in online competition.
By analysing the invasive digital Red Envelope trend in China, we want to present the distinctiveness of Chinese internet users and the e-commerce market in order to help clients with international ambitions enter China’s market. Meanwhile, we can learn from the success of Red Envelope and understand how to unite capital, technology and user interests to create new market touchpoints that can be applied in other regions.