⭐ Social commerce has fully given way to "interactive commerce" in China.

Our friends at ChinaChannel have put together an excellent whitepaper explaining what it is and what makes it different from the traditional ecommerce model.

Here are the main takeaways:

• reduce barriers to purchase
• make online buying fun
• making it a group/community endeavor
• product recommendation engine based around "collaborative filtering" rather than "item-to-item" comparison
• feature fewer, more high interest products, versus the long-tail of "we have everything"
• enable the direct-to-consumer D2C model
• case study: Pinduoduo has a GMV of USD 144 billion and over half a billion shoppers

Think sushi train versus the restaurant menu

Think Disney + Costco

How will this play out for brands? How can brands incorporate some of these ideas and tactics into their private traffic strategy?

⭐ For us at JINGdigital it is clear that marketing automation will play a key role in enabling brands to execute interactive commerce at scale. Which is exactly what we do best.