If you look at China e-commerce success as a puzzle, most brands (and individuals) come to me and they’re confused. 

They don’t know what to focus on, so they have all of these different things they consider really important. Some people are focused on inventory and logistics and merchandising. Others are focused on ERP, some are on marketing, some on design. You know they’re missing the biggest piece, the most vital component…activation.

The missing link is your activation level. It’s the delta between people knowing about you and people buying from you; your brand strength. I’d like to leave you with a quote. One of my favorite quotes from Jack Ma: “When confronted with new opportunities, people tend to lose out in four ways: they don’t see it coming, they turn their nose up at it, they don’t understand it, or they’re too late to adapt.” Well, I can keep it really simple for you because I’ve seen it hundreds and hundreds of times. Focus on activation, focus on resonance, focus on strength, and you can’t go wrong.

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