CEO’s Opinion
Written by the person running the shop.
Cyril Drouin has worked China’s platforms for 20 years, first at Publicis, now at TheChinaPath. Here he says what he actually thinks about the market. And signs it.
- columns
- 8
- minutes of reading
- 57
- newest
Every column is dated and signed. The figures in it are sourced where they appear.
The rest of the shelf.
Market StrategyHow Foreign Brands Test the Chinese Market. And Why Most Get It Wrong.
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Market StrategyChina Is No Longer One Market: Why Local Bets Beat National Plans
Global brands must shift from single national strategies to localized, city-level approaches to succeed in today's slower-growth Chinese market where domestic competition is stronger.
Market StrategyChina 2026: 8 eCommerce & Marketing Predictions
Eight predictions for China's digital marketplace in 2026, from instant commerce dominance to GenAI-driven personalization and the resurgence of experiential marketing over discounting.
E-CommerceChina's Biggest E-Commerce Festival Goes Back to Old Media
Double 11, China's dominant shopping festival, is adopting television-style formats including galas, comedy sketches, and variety shows to rebuild consumer trust amid a market of increasingly sophisticated retail-savvy shoppers.
The columnist
Cyril Drouin
Founder & CEO, TheChinaPath
25 years in digital, advertising and commerce, 20 of them on the ground in China. Before TheChinaPath he was CEO of Publicis Commerce and Performance Marketing for China and North Asia.
Today he writes the strategy and runs the shop, splitting his weeks between Shanghai and Paris.
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