While we regard eBay, Amazon, Yahoo!, Google and other American websites as successful case studies internationally, what we have seen in China is just the opposite. American websites in China are basically the model of failure. It can be said that their Chinese rivals’ success are built on abandoning the American experiences and practices. In my opinion, American websites’ failure in China is due to their operating concepts. They have good strategies, the most intelligent people, the most money, the best technologies, but that does not change the way of doing things.
1. Preferring white-collar bourgeoisie VS Welcoming the mass population