阳狮集团宣布收购龙拓互动：一家本土数字营销和电子商务公司，致力于提供广告创意、客户购买、监测工具等专业服务。收购后，龙拓互动将成为阳狮集团旗下睿域营销的一个分支，更名为睿域龙拓中国。

　　“中国电子商务70%的支出都用于中国企业，龙拓互动为我们拓展一些重要客户打开了大门。”阳狮集团首席运营官兼阳狮集团中国区主席Jean-Yves Naouri表示。

　　龙拓互动的客户名录包括258家国内外知名品牌，其中包括京东商城、科勒卫浴、淘宝网、凡客诚品、国美电器等；睿域营销目前的主要客户包括匡威、赫兹租车、通用安吉星等。

　　阳狮集团希望此次收购能使集团在发展迅速的中国电子商务市场拥有更强的领导地位。据信息技术分析公司Forrester预测，2012年中国电子商务交易总额将达到946亿美元。市场调研公司eMarketere预计，未来三年内，电子商务市场的年增长率将超过92%。据中国工业和信息化部保守预测，中国电子商务销售量的逐年增长率将超过32%。

　　阳狮集团在华总体战略是实现电子商务领域营收提升35%的目标。龙拓互动首席执行官及创始合伙人苏义将成为睿域龙拓中国董事总经理，并向睿域营销亚太区总裁及睿域营销大中华区执行主席Vincent Digonnet述职。

　　Digonnet把中国视为电子商务的黄金国(El Dorado)。他表示：“中国的电子商务尚未发展到美国或欧洲的水平，我们对这一市场只是了解了一些皮毛而已。中国仅有500个电商网站，但每月的平均订单量超过一万。像法国这样的较小市场，1000个电商网站才能有相同的订单量。”

　　随着支付技术的进步、宽带的普及以及交付系统的不断完善，电子商务将成为零售业十分青睐的选择。中国有潜力迅速发展成为世界最重要的电子商务市场，甚至超过美国，Naouri如是说。

　　Digonnet称，大多数规模较小的电商网站并不盈利。“从根本上说，我们的增长不是来自服务淘宝网或京东商城等大型网购平台，而是来自乐于尝试电商平台、创建网络旗舰店和寻求电商解决方案的各大品牌。”他说。

　　这项收购使阳狮集团计划在2010到2013年期间将中国业务规模翻倍的目标又迈进了一步。过去四个月中，阳狮集团还收购了其他三家中国公司：麦田公关(2012年2月)、帝麦创意(2012年3月)和Luminous(2012年3月)。

　　“电子商务的核心是技术，因为后端服务意味着如何同步销售和物流、如何处理超大的网络流量、或如何组织网上商店”，Digonnet说。“与数字营销或数字广告相比，这是完全不同的一码事。”

It’s early days for audience-based media buying in China, but e-commerce spending is already huge and has the potential to outstrip the U.S. by 2015,per Forrester(paid report).

To prepare for this future Publicis Groupe has acquired 12-year-old digital marketer Longtuo (release). The Beijing-based firm serves the e-retail needs of marketers like 360buy, Kohler, and Yves Rocher, as well as e-commerce brands Masamaso and Taobao. Longtuo will be aligned internally with Razorfish, whose regional clients include Converse, Hertz, and GM Onstar, more than doubling Razorfish’s headcount in the country from 130 to 330. Outside Beijing, Longtuo has offices in Shanghai and Guangzhou.

Speaking withAdExchangertoday, Razorfish chief media officer Jeff Lanctot said the move supports two strategic imperatives for his agency – strength in China and e-commerce capabilities.

He suggested Longtuo is more platform- than services-focused. Here in the U.S., that might suggest an untapped opportunity, since domestic e-commerce marketers were among the earliest movers in data-driven display ads and today are among the largest online advertisers. Is a similar pattern unfolding in China, and can Razorfish leverage its media expertise to ramp up Longtuo’s services business?

Lanctot’s response: “For any emerging market there’s an opportunity to take best practices from around the globe and try to apply them. You can’t overlook the cultural differences as well. How do people shop? How are they influenced – is it offline or online? The cultural piece, be it china or other countries, is as important as taking best practices from the U.S. or around the globe.”

There’s also the fact that China’s online ad maturity – including in targeted display – is nascent by U.S. standards.

“We’re watching it closely, working with a lot of different companies, testing the models,” Lanctot said. “But it still feels very early days. We feel the media business is going to evolve quickly over next several years.”

By Zach Rodgers