Strategy & Profitability
How Brands Improve Profitability on Tmall: The Commercial Decision System
Profitability on Tmall is a discipline, not a budget. The five drivers and the three-step GMV-to-profit ladder that separate a profitable business from an expensive one.
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Festivals & GMV
The GMV Trap: Why Record China E-Commerce Sales Can Still Lose Money
Record GMV is the most quoted figure in China e-commerce and the least useful. How platform coupon mechanics inflate it, and impact Net Revenue and profit.
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Measurement & ROI
The China E-Commerce Returns Trap: How Returns Inflate Festival ROI and ROAS
Sales are booked instantly; returns arrive a week later. Why mid-festival ROI and ROAS always look too good, and how to judge a campaign on what actually settles.
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Channels & Profitability
The Livestream Mirage: Why China's Most Talked About E-Commerce Channel Is Often Its Least Profitable
Livestreams, and Douyin in particular, are often the least profitable e-commerce channel in China. The four costs that strip livestream margin, and why even the qualitative format does not fix the economics.
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