Selling to China from elsewhere no longer necessarily requires heavy set-up costs and local product registration. Yet it still requires a close understanding of Chinese consumers, how they select products and what makes them tick. So how is e-commerce helping brands to be successful?

Alibaba is looking to hire over-60s for its shopping site Taobao in an attempt to better understand older consumers. As China’s ageing population grows, Alibaba is acknowledging that it needs more info on the changing needs of its users, while showing its credentials as an age-inclusive employer.

China’s elderly population make up the most frequent users of domestic social media giant WeChat. Given this ageing user base and the demographic's greater spending power, there's an opportunity for brands to reposition themselves on the platform to cater to an often neglected audience.

The lives of Chinese Gen Zers – digital natives who grew up amid prosperity – are vastly different from their parents’. Yet while they’re feeling empowered and connected to the world, they’ve not shunned tradition entirely. How are apps, games, and fashion labels reminding youth of their heritage?