TheCross-borderE-commerce(Haitao)OpportunityinChinaUnderstandingtheChineseconsumerandstrategiesforinternationalretailerstosucceedinChina’sboomingonlineshoppingmarket.ARESEARCHREPORTBYPreviewVersionABOUTTHISRESEARCHREPORTChinaisnowtheworld’slargestonlineshoppingmarket.DrivenbyrisinglevelsofpersonalwealthandhighInternetconnectivity,ChineseconsumersareontracktospendoverUS$1trilliononlinein2018.AnotabletrendisthestrongpreferenceofmanyChineseonlineshopperstobuyfromoverseasbrandsandretailersthroughcross-borderonlineshopping-knownashaitaoorCBEC(cross-borderE-commerce).Simply,itinvolvesaChineseconsumerplacinganorderonlinewithanoverseas-basedonlineretailer,whosh...