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TechCrunch Beijing is officially underway here in Beijing Chaoyang District Park, where hundreds of participants gathered to share and learn about Chinese tech landscape. As the first keynote speaker at the event, Google Greater China President Scott Beaumont took the stage to share his insights on the digital future well as his recommendations to young entrepreneurs.

Digital can really take on significant challenges, according to Scott Beaumont. There are 632 million netizens in China alone, of which 83.4% are mobile Internet users, according to the latest report China Internet Network Information Center. The consumption behaviors of Chinese user is inevitably changed by the high Internet penetration rate.

Scott started the speech by talking about several changes of customers behaviors and go so far as to said that the customers are getting increasingly “spoiled” in the digital age. Customers want to get instant gratification for first-hand information. They are becoming more informed with infinite choices to get access to information at the real- time. Scott Beaumont think consumers are becoming experts in terms of product cost, production process and user experience. They consult on various review sites, social websites, price-comparison sites, etc.

Dramatic changes in technology and customer behaviors will trigger corresponding innovation in business models. The enterprises and startups have to rethink marketing, or how to engage consumers, who are becoming better-educated over time. Traditional business barriers are being break down, giving way to the rise of new incredible business models. For Scott, marketing is not only a science, but also an art that needs technological support.

As the founder of mobile-startup Refresh Mobile before joining Google in 2009, Scott shared his experiences as an entrepreneur.  He thinks young entrepreneurs should be resilient, passionate about what you can offer, and truly audacious to think big.

Scott Beaumont took office in Google China in mid-2013 after the search giant came under the fire from Beijing censors in 2009 to 2010 when it refused to censor the contents that popped up in Google search on Chinese mainland and moved its servers to Hong Kong in March 2010.