“Targeting value-conscious consumers in emerging markets worldwide from China will be a successful in cross-border e-commerce model,”Hans Tung, Managing Partner of GGV noted in TechCrunch Shanghai 2015. Given that high-end products like iPhone proved a great success in China, his statement could sound rather unexpected.

He continues, “Chinese or China-influenced outbound e-commerce players, like Xiaomi and Wish, are targeting ‘mass markets’ first. It’s similar to the brand positioning of Walmart or Costco in the U.S., but on mobile, and targeting the rest of the world.”

“Chinese inbound e-commerce players, like RED (or Xiaohongshu in Chinese), on the other hand is very different. They leverage user-generated social networking and expert curations to feature branded, westernized products for high-end users, many of which are iPhone or Samsung users.”

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com