Video: Mistakes U.S. Companies Make Selling to China
Photo Credit: Lee McCabe, vice president of North America at Alibaba Group, speaking at Skift Tech Forum in June. Skift
Skift Take
China is a huge market for retailers and one that plenty of travel companies want to crack. However, not everyone has been successful.
Chinese websites don't look the same as their counterparts in the U.S. and Europe.
The most obvious difference is the amount of text on each page. In the U.S., pages tend to be streamlined and uncluttered whereas Chinese consumers require much more detail. This is where companies sometimes come unstuck when moving into China: they try to simply replicate what works in their home markets.
"I’ve worked in e-commerce and marketing for quite a while; everything I know I can leave at the airport when I go to China. Everything is different, the way you build a website is different, t
