E-commerce giants lack brand strategy
<p><span word="A">A</span> <span word="recent">recent</span> <span word="myth">myth</span>, <span word="after">after</span> <span word="Uber">Uber</span> <span word="selling">selling</span> <span word="its">its</span> <span word="stake">stake</span> <span word="to">to</span> <span word="a">a</span> <span word="Chinese">Chinese</span> <span word="competitor">competitor</span>, <span word="is">is</span> <span word="that">that</span> <span word="foreigners">foreigners</span> <span word="always">always</span> <span word="lose">lose</span> <span word="in">in</span> <span word="the">the</span> <span word="Chinese">Chinese</span> <span word="internet">internet</span> <span word="market">market</span>. <span word="Must">Must</span> <span word="it">it</span> <span word="always">always</span> <span word="be">be</span> <span word="the">the</span> <span word="case">case</span>? <span word="Perhaps">Perhaps</span> <span word="not">not</span>.</p><p><span word="It">It</span> <span word="may">may</span> <span word="sound">sound</span> <span word="convenient">convenient</span> <span word="to">to</span> <span word="say">say</span> <span word="those">those</span> <span word="who">who</span> <span word="lost">lost</span> <span word="all">all</span> <span word="did">did</span> <span word="so">so</span> <span word="because">because</span> <span word="of">of</span> <span word="poor">poor</span> <span word="strategy">strategy</span>. <span word="But">But</span> <span word="strategy">strategy</span> <span word="does">does</span> <span word="occupy">occupy</span> <span word="an">an</span> <span word="important">important</span> <span word="place">place</span> <span word="in">in</span> <span word="any">any</span> <span word="business">business</span> <span word="in">in</span> <span word="a">a</span> <span word="large">large</span> <span word="country">country</span>. <span word="So">So</span>, <span word="if">if</span> <span word="Amazon">Amazon</span>, <span word="seemingly">seemingly</span> <span word="the">the</span> <span word="lone">lone</span> <span word="foreign">foreign</span> <span word="warrior">warrior</span> <span word="fighting">fighting</span> <span word="in">in</span> <span word="a">a</span> <span word="market">market</span> <span word="dominated">dominated</span> <span word="by">by</span> <span word="Alibaba">Alibaba</span> <span word="and">and</span> <span word="JD">JD</span>.<span word="com">com</span>, <span word="can">can</span> <span word="have">have</span> <span word="a">a</span> <span word="China">China</span> <span word="strategy">strategy</span> <span word="and">and</span> <span word="manage">manage</span> <span word="it">it</span> <span word="well">well</span>, <span word="it">it</span> <span word="may">may</span> <span word="not">not</span> <span word="have">have</span> <span word="to">to</span> <span word="beat">beat</span> <span word="a">a</span> <span word="Uber">Uber</span>-<span word="ish">ish</span> <span word="retreat">retreat</span>.</p><p><span word="Think">Think</span> <span word="about">about</span> <span word="it">it</span>. <span word="Which">Which</span> <span word="woman">woman</span> <span word="in">in</span> <span word="this">this</span> <span word="country">country</span> (<span word="and">and</span> <span word="you">you</span> <span word="don">don</span>’<span word="t">t</span> <span word="have">have</span> <span word="to">to</span> <span word="know">know</span> <span word="any">any</span> <span word="Chinese">Chinese</span> <span word="language">language</span> <span word="to">to</span> <span word="tell">tell</span>) <span word="would">would</span> <span word="like">like</span> <span word="to">to</span> <span word="wear">wear</span> <span word="an">an</span> <span word="Alibaba">Alibaba</span> <span word="summer">summer</span> <span word="dress">dress</span> <span word="or">or</span> <span word="hold">hold</span> <span word="a">a</span> <span word="JD">JD</span> <span word="handbag">handbag</span>?</p><p><span word="It">It</span> <span word="is">is</span> <span word="not">not</span> <span word="easy">easy</span> <span word="to">to</span> <span word="develop">develop</span> <span word="either">either</span> <span word="Chinese">Chinese</span> <span word="e">e</span>-<span word="commerce">commerce</span> <span word="company">company</span>’<span word="s">s</span> <span word="name">name</span> <span word="into">into</span> <span word="a">a</span> <span word="brand">brand</span> <span word="of">of</span> <span word="consumer">consumer</span> <span word="goods">goods</span>. <span word="In">In</span> <span word="fact">fact</span>, <span word="neither">neither</span> <span word="company">company</span> <span word="has">has</span> <span word="done">done</span> <span word="that">that</span>. <span word="Nor">Nor</span> <span word="have">have</span> <span word="they">they</span> <span word="developed">developed</span> <span word="their">their</span> <span word="own">own</span> <span word="lines">lines</span> <span word="of">of</span> <span word="products">products</span>.</p><p><span word="They">They</span> <span word="are">are</span> <span word="both">both</span>, <span word="for">for</span> <span word="all">all</span> <span word="their">their</span> <span word="differentiations">differentiations</span>, <span word="what">what</span> <span word="people">people</span> <span word="call">call</span> <span word="platform">platform</span> <span word="companies">companies</span>, <span word="offering">offering</span> <span word="themselves">themselves</span> <span word="as">as</span> <span word="online">online</span> <span word="marketplace">marketplace</span> <span word="for">for</span> <span word="other">other</span> <span word="offline">offline</span> <span word="businesses">businesses</span>. <span word="Alibaba">Alibaba</span> <span word="is">is</span> <span word="trying">trying</span> <span word="to">to</span> <span word="offer">offer</span> <span word="an">an</span> <span word="ever">ever</span>-<span word="increasing">increasing</span> <span word="variety">variety</span> <span word="of">of</span> <span word="goods">goods</span> <span word="and">and</span> <span word="services">services</span> <span word="while">while</span> <span word="JD">JD</span> <span word="is">is</span> <span word="spending">spending</span> <span word="huge">huge</span> <span word="money">money</span> <span word="building">building</span> <span word="its">its</span> <span word="own">own</span> <span word="logistic">logistic</span> <span word="and">and</span> <span word="delivery">delivery</span> <span word="services">services</span>.</p><p><span word="By">By</span> <span word="comparison">comparison</span>, <span word="Amazon">Amazon</span> <span word="is">is</span> <span word="obviously">obviously</span> <span word="playing">playing</span> <span word="a">a</span> <span word="different">different</span> <span word="game">game</span> <span word="in">in</span> <span word="its">its</span> <span word="home">home</span> <span word="base">base</span>.</p><p><span word="Bloomberg">Bloomberg</span> <span word="recently">recently</span> <span word="reported">reported</span> <span word="that">that</span> <span word="Amazon">Amazon</span> <span word="is">is</span> <span word="already">already</span> <span word="the">the</span> <span word="biggest">biggest</span> <span word="online">online</span> <span word="seller">seller</span> <span word="of">of</span> <span word="clothes">clothes</span> <span word="in">in</span> <span word="the">the</span> <span word="US">US</span>, <span word="whose">whose</span> <span word="apparel">apparel</span> <span word="sales">sales</span> <span word="totaling">totaling</span> $16.3 <span word="billion">billion</span> <span word="in">in</span> 2017.</p>
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