Customer Engagement Strategies of China's E-Commerce Industry and Their Impact on China's Economy Transition

Abstract

In the past 15 years, China's e-commerce industry has grown tremendously and become the world's largest e-commerce market. This chapter studies some popular e-commerce companies of China, including Alibaba, JD, and Pindoudou. Specifically, the customer engagement strategies of these companies are described and analyzed. This chapter helps readers understand how various customer engagement strategies of China's e-commerce companies have facilitated the change of their consumers' shopping habits—switching from offline shopping centers to online marketplaces and from cash-based payment to credit-based payment. The success of these customer engagement strategies has contributed to the performance improvement of e-commerce companies and could ultimately assist China to transfer from a production economy to a consumption economy. Moreover, these customer engagement strategies developed in China might also be applied to other e-businesses or marketplaces of different regions, especially developing countries that have a similar economy structure as China.