China's ecommerce giants want exclusivity, brands have to deal with it

Brands have to weigh the benefits and synergies of the major ecommerce platforms, said Tom Birtwhistle, PwC Hong Kong digital consulting director.

Tom Birtwhistle, PwC Hong Kong digital consulting director (right) with Michael Cheng, Asia Pacific and Hong
Kong/China Consumer Markets Leader for PwC.

While Tmall currently owns about 57% of market share in the Chinese ecommerce space, its dominance has given rise to complaints about anti-competitive practices, chiefly from its closest rival, JD.com. Indeed, it's a well-known belief in the industry that brands will be punished for not signing exclusive contracts with Alibaba. And some who have tied up with JD.com have reported lost traffic and advertising banners that have vanished from prominent spots on Tmall.

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