7. Fashion strategy

Tmall, an Alibaba site, has recently launched its vogue campaign, a strategy to tap into the fashion market by using movie production to provide dressing tips to customers online. JD.com also announced its plan to partner with fashion magazines, while Dangdang, another e-commerce platform in China, changed its logo recently to emphasis fashion.

Xiao Ya, one of the models in China for online garment shops, poses for photos at a studio in Chengdu, Sichuan province, Oct 19, 2014. [Photo/IC]