New Retail: Born in China Going Global

Digital China: Working with Bloggers, Influencers and KOLs

Unlocking the world’s largest E-market


New Retail Born in China Going Global:
How Chinese Tech Giants are Changing Global Commerce

Co-authored with Michael Zakkour

Books & GuideBooks

A behind the scenes look at how, in only a few short years, Jack Ma’s vision of New Retail has become a reality. This complete integration of online, offline, technology and entertainment has changed the rules of commerce forever.

If you want to see the future of retail and commerce, read this book, and then, if you can, spend a week shopping in Shanghai. You’ll not only discover what New Retail is and how to participate in the ecosystems and habitats in China that make it work, but hopefully you will be inspired to adapt the technologies, ideas and consumer-centric vision of New Retail into your business, life, brand and products.


  • How the elements that make up New Retail were honed in China and why they came together to create a new model
  • Why New Retail is about ecosystems and habitats, not channels and e-commerce
  • A deep dive on the New Retail models and ecosystems of Alibaba, JD, Tencent and others
  • What drives the modern Chinese consumer and why you need New Retail expertise to win them over
  • How New Retail is going global and why you can adapt

New Retail: Born In China Going Global will help you understand one of the world’s most crucial markets. Give it a read and get ahead of the game.


This is a fantastic read on the China market/customers and how to compete and win. More importantly, it’s a great read on how the world of retail is changing, what the implications are, and what is required to survive and thrive in this new world. Michael uses tons of real world examples of companies that are succeeding, not just theoretical or anecdotal evidence/examples

John Lowe

Insightful, digestible overview of digital disruption, new retail, and the influential powers behind it all. This book is so comprehensive and important for anyone who wants to start a company/brand today that it is mandatory reading for my students in the Innovation Course I am teaching at Parsons School of Design.

Emily Wasserman

Zakkour and Dudarenok deliver on the promise and premise of the book, that Alibaba and China’s technology and digital commerce companies have built an entirely new version of what retail is and will be. I highly recommend this book to brands, retailers and anyone looking to understand where commerce and consumption are in Asia and where it is headed globally.

Matthew Sinn

The book was very informative about today’s global market. The author was able to capture my attention throughout the book. This is not easy because I get bored if a book is difficult to read. I would strongly recommend the book if your interested in the future of global markets and how they will impact our lives.

Ken Simon


Ashley is a well known marketing thought leader, LinkedIn Top Voice in marketing and an Asia-Pacific Top 25 Innovator. She has lived and worked in Greater China for over 14 years and is your go-to person for everything related to China marketing. Through her marketing agency, Alarice, she has worked with some of the world’s biggest brands and through ChoZan, she has given Chinese digital marketing training to teams at major corporations throughout Asia and globally. She has a large following on LinkedIn, where she publishes her China insghits daily, as well as on her Instagram and YouTube channels.

She’s been a member of Alibaba’s Global Influencer Entourage from 2017 to 2019, a member of JD’s Global China Experts Group in 2018, and worked directly with a Tencent co-founder to conquer Western social media from 2017 to 2019.

Having already published three Amazon top sellers, Unlocking The World’s Largest E-Market: A Guide to Selling on Chinese Social Media, Working with Bloggers, Influencers and KOLs, and New Retail: Born In China Going Global, Ashley is always looking for ways to educate people on opportunities in China.


Order our comprehensive WeChat and Weibo Marketing 101 Guidebooks now and get a bundle that includes our 3 PDF books for FREE!

What You Get

  • New Retail Born in China Going Global: How Chinese Tech Giants are Changing Global Commerce (pdf)
  • Digital China: Working with Bloggers, Influencers and KOLs (pdf)
  • Unlocking the World’s Largest E-Market: A Guide to Selling on Chinese Social Media (pdf)
  • The WeChat Marketing 101 Guidebook (334 pages)
  • The Weibo Marketing 101 Guidebook (209 pages)

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