Tom Doctoroff
Jul 27, 2017

O2O in China: West, take note

The explosive phenomenon that is online-to-offline retail in China may not translate directly, but there are plenty of lessons to learn.

Mobile munchies: Baskeball star Kobe Bryant endorses foodie app Ele.me, which tracks its delivery bikes by GPS.

The explosion of online-to-offline’ O2O strategies is a phenomenon in China. But the fusion of reassurance and inspiration offered by best-in-class O2O should be embraced in the West, particularly given the decline of brick-and-mortar sales in the US and Europe.

First, definitions. O2O is a practice that draws potential customers from online channels to physical stores, or vice versa. For example, click and collect’ involves goods that are ordered from a store’s website and collected...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
ByteDance attracts 23% of China digital spend: R3
Premium
6 minutes ago

ByteDance attracts 23% of China digital spend: R3

TOP OF THE CHARTS: In the coming year, advertisers can expect to pay more for space on the company's Douyin platofrm, as well as other short-video and news sites in China, according to an R3 forecast.

Premium
An inside look into S4 Capital's IMA Los Angeles operation
Premium
48 minutes ago

An inside look into S4 Capital's IMA Los Angeles ...

IMA - part of Martin Sorrell's digital ad and marketing services company - is planting its West Coast flag.

Premium
Does client conflict still exist in the age of consultancies and McDonald's?
Premium
53 minutes ago

Does client conflict still exist in the age of ...

Conflict is going extinct and McDonald's just proved it.

Premium
Snapchat has won back young users after 2018 Android debacle
Premium
1 hour ago

Snapchat has won back young users after 2018 ...

Platform is making a comeback after teenage users drifted away in US last year.