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Gartner L2 Digital IQ Index
The 2015 Digital IQ Index: Beverages China assesses the digital performance of 66 Beverage brands in China, spanning eight product categories. Today, the market for fast-moving consumer goods in China looks less welcoming to outsiders, with 60 percent of foreign brands reporting declining market share. In response, global beverage brands are expanding regional product offerings, evolving joint ventures, or engaging in acquisition binges—underscoring the lack of competitive advantage enjoyed by foreign brands in adjacent segments (e.g., packaged food, personal care, and home care). This study examines brand efforts in the site and e-commerce, digital marketing, social media, and mobile dimensions, with a particular focus on brand performances across leading e-tailers and online grocery outlets.