Chinese and US Digital Platforms: Exploring Key Differences in Strategies

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Suggested Citation

Zhang, X.(. Chinese and US Digital Platforms: Exploring Key Differences in Strategies. NIM Marketing Intelligence Review, 2024, Sciendo, vol. 16 no. 2, pp. 24-29. https://doi.org/10.2478/nimmir-2024-0013

Year

2024

Authors

Michael Zhang

Publication title

Chinese and US Digital Platforms: Exploring Key Differences in Strategies

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NIM Marketing Intelligence Review

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Keywords: Digital Platforms, Cultural Differences, Business Strategy, Policymaking

Abstract:
From social media, e-commerce and gaming to travel and hospitality, platforms have revolutionized industries and transformed the way we live and interact. While Chinese and US platforms share the common goal of user engagement and monetization, their strategies diverge significantly due to cultural, regulatory and market forces. The strategic differences between Chinese and US platforms are marked and multifaceted. Chinese platforms often adopt a “super-app” strategy and create vast, integrated ecosystems that offer a wide array of services. They tend to be mobile-centric, reflecting the widespread use of smartphones for internet access in China. In contrast, US platforms typically operate a suite of specialized services, focusing on maximizing the user experience and revenue within each platform. They often emphasize the quality of individual services, data privacy and a global approach that includes specialization and clear delineation between services. Understanding these strategic differences is crucial for businesses and policymakers to navigate the global digital landscape effectively.

Authors

Michael Zhang, Wei Lun Professor of Business AI, CUHK Business School, Chinese University of Hong Kong

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