#mediasnack

Never miss your #MediaSnack - subscribe for updates every FridayOn this week's #MediaSnack we take a look at what it takes to market successfully in China and how the landscape is increasingly dominated by platform giants such as Tencent, Alibaba and Baidu. These three giants are frequently compared to the famous Western (American) platforms like Google, Facebook and Amazon but there lies the challenge. China is a major consideration for most global marketers, not least because it represents still a significant growth opportunity, averaging 7% GDP growth per year and with the total spending power of middle class growing even faster still. Goldman Sachs estimate that China's online retail market will more than double in size by 2020 - to $1.7trn so for western marketers this growth is too good not to take seriously, but for China the same rules of digital marketing do not apply largely because the platforms you need to use are different in China that most Western markets. We consider what's commonly referred t