When opportunity knocks: Weighing market size against domestic fulfillment

As China’s consumer market grows and further develops, global brands are naturally looking to the Middle Kingdom for possible expansion through e-commerce. However, before capital-intensive investments are made in the market, companies need to understand the risks that those plans inherently possess. There are no guarantees that a brand (or specific products) will resonate with consumers, that price points will translate on the other side of the Pacific, or that traditional marketing tactics will be effective in driving conversions.