China's Digital Champions

China is now by far the largest online market in the world, with an estimated total of 510 million users as at the end of 2011, and projections that this figure could reach 750 million by the end of 2015. Home-grown local competitors dominate the market, while foreign players have struggled to succeed. While Chinese champions adopt elements of proven global models, they tailor and innovate creatively to meet China’s unique needs.

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