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China is the fastest growth market in almost every sector and, as elsewhere, digital competences will split the field between winners and losers.
There is one characteristic however that sets China apart: Digital in China is “mobile first”, having mostly leapfrogged the wired desktop stage.
To Win in China brands will have to master mobile, and the intrinsic differences to the west.
The purpose of this document is to provide brands and advertising agencies with a simplified guide to understanding and building successful approaches to the Chinese market.