China alone accounts for one-third of the global e-commerce market by payment value. The social and retail landscape is so different to the rest of the world that sometimes the simplest questions are needed to unlock this country's population of 1.4 billion. So how can western brands unlock the Chinese market?

Jimmy Robinson, CEO and Co-founder of Chinese marketing agency PingPong Digital talks through the digital landscape of China and its netizens including the four most popular apps: WeChat, Douyin, Weibo and Red. The last 10 years has seen huge change for the country's internet and shopping cultures and Jimmy explains the attitudes to e-commerce and how to take advantage of it with a case study from clothing brand Lululemon. He reveals the biggest mistakes brands make when marketing to China and how to avoid them. Plus, he takes on a very suitable Resell Me a Pen challenge...

Also in this episode, PMW's Editor Robin Langford talks through our APAC features on PMW in the last week as we head towards the biggest day in the shopping calendar: Single's Day.

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