L2 released this week the Digital IQ Index: Personal Care: China, which emphasizes the importance of a strong mobile strategy in the region. Mobile’s share of e-commerce in China is expected to grow exponentially in the next few years. Close to half of online personal care purchases are expected to occur on a mobile phone this year, up from a third in 2014. By 2016, mobile spending in China is expected to surpass desktop.

Screen Shot 2015-06-11 at 3.30.21 PMQR codes – which never took off in the U.S. or Western Europe – are an important component of a mobile strategy in china. Of the 71 brands in the study present on Tmall, 68% enable QR codes for shopping the brand store online. Mobile-only discounting is another strategy to nudge consumers to complete the transactions on the spot, one that 48% of brands in the study have employed.

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Where local brand fall short and global brands excel are mobile brand sites; 90% of all mobile brand sites in the study belonged to a global brand. Also of note, brands that did implement mobile sites invested in features. For example, 97% of of mobile sites in the study had mobile optimized navigation menus.

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