Marketing in China: No Longer Copycats, Startups Are Now Innovators - eMarketer
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eMarketer Interview

Marketing in China: No Longer Copycats, Startups Are Now Innovators

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An interview with

Doug Pearce

CEO, Greater China, Omnicom Media Group (OMG) Greater China


Interview summary

Doug Pearce, CEO of Omnicom Media Group (OMG) Greater China, spoke to eMarketer about digital innovations in China and how the country could one day become a global digital technology leader.


eMarketer: In China, online-to-offline (O2O) commerce, commonly referred to in the US as “on demand,” has become very popular. It has garnered great attention in the media and also attracted big investments from big tech companies such as Baidu, Alibaba and Tencent. Could you describe your experiences with O2O and what you have seen in terms of innovative O2O services?

Doug Pearce: They have really taken off now. Delivery of food is growing very, very rapidly, so you can order McDonald’s online via mobile, have it delivered in a timely manner within 10 to 15 minutes, and pay for it on mobile. The taxi apps, they’re fighting it out. There’s the local player, Didi Chuxing (formerly Didi Dache) that’s got investment from Tencent and Alibaba, battling with Uber. And that’s all done online through technology—you pay online via your credit card, Alipay or your WeChat account. They’re continuing to grow dramatically fast.