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China’s e-commerce integrates more social features

THE e-commerce industry in China is integrating more social features and consequently improving consumers’ shopping experiences, a media research company said yesterday.

These social features are creating desires for new products purchasing, Kantar Media CIC said in its “China Social Media Landscape 2016” report released yesterday.

“Social media in China dominates the media landscape in engagement, trust, and increasingly influence in e-commerce, which is why leading brands recognize the considerable business value of social media insight and trends,” said Michael Toedman, the new CEO of Kantar Media CIC.

China’s social and digital landscape is dominated by Baidu, Alibaba, Tencent and Sina, also known as BATS, the report said.

The four Internet juggernauts have grown ever more powerful as they are at the heart of making the Chinese Internet viral, informative and practical, according to the report.

Apart from BATS, cyberstars, or Wang Hong in Chinese, have become a newcomer in the KOL landscape and is a powerful online influencer, the report said, adding that the celebrity economy has started to grow explosively.

Also, the Ask Me Anything sites like Fenda and Zhihu Live, similar to the Western peer Quora, are going through a renaissance in China and are becoming increasingly popular, the report said.


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