Alex Duncan is the Co-Founder and Product Lead at KAWO. KAWO’s goal is to “empore brands using Chinese social media”. Over the past few years, the importance of Chinese social media platforms in branding and sales has skyrocketed. For any and all companies looking to play in the China market, social media strategy is one of the most important considerations, as more so than any other major market in the world, THAT is where consumers are influenced. What’s more, ecommerce has become seemlessly integrated into social media platforms in China, meaning that the space between the decision to buy, and the act of making a purchase, have never been closer together. Alex and I discuss this dynamic, what it means for brands trying to establish themselves in this market, and how as a ‘foreigner’ Alex has navigated the entrepreneurial landscape in China to build a lasting business.