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Follow Amazon’s Lead and Expand Your Brand in China
By: Cindy Wendland
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Trade restrictions have made it challenging for a company to offer its products in China. It is easier now that Jack Ma’s Alibaba started the Tmall marketplace. Chinese e-commerce is a rapidly growing market. Amazon’s first shop on Tmall.com focused on Kindle e-readers. Amazon is opening its second shop on Tmall.com, which expands them into food, women’s footwear, toys, and kitchenware and leads the way for others to follow.

The former ways for entering into the Chinese marketplace were having a representative office, doing a joint venture, or a wholly owned Chinese corporation. Selling online is a way to build a presence much more easily, and Tmall offers that ability.

Other companies that have done a good job in making inroads in China have some lessons to offer. KFC is very popular in China and customizes their menu. Microsoft has a huge market share, but almost 80% of its software is pirated. Not surprisingly, Procter & Gamble also has significant market share, and expects continued growth due to high interest in hair care products. Smaller companies and those with unique items can tailor their products to the Chinese market and offer them directly to consumers, especially the large middle class. 

So watch what Amazon does on Tmall, learn from these other companies, and expand your brand in China.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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