Over the last 5 years, Chinese digital platforms have developed to deliver one of the most frictionless consumer experiences of any major global market. In particular WeChat has changed the game in combining social, messaging, payment, commerce and app functionality into a single location used by over 900 million Chinese consumers. In other areas mobile, AI, VR and offline retail are combined in ways not yet experienced in Western markets. Yet these tools are seldom leveraged to their full effect by global brands in the China territory.