For the past several years, several multinational brands have been using their China presence as a chance to road-test the future of e-commerce. China is considered an innovation leader in digital-first – and often mobile only – customer journeys, with internet-obsessed millennial shoppers and a high demand for convenience, variety and rewards.
For L’Oreal Group – the Paris-headquartered multinational with 45 brands spanning beauty, haircare, fashion and fragrances – China represents the future of commerce. It’s a place to learn, experiment and grow in the omnichannel space, according to Hagen Wuelferth, chief digital officer at L’Oréal China.
“China is about...