Curator Economy w Chinach – odpowiedź na specyfikę rynku czy zapowiedź nadchodzących zmian w światowym handlu elektronicznym?

Abstract

China’s Curator Economy. A market-specific response or a harbinger of upcoming changes in global e-commerce? Until recently, online curation was mainly associated with the creative industries and digital products, but, nowadays, in China, one can observe a trend of expanding its scope also to the most popular product groups of e-commerce, such as cosmetics, apparel or food. A review of the most important technological, economic and cultural trends shows that while the Middle Kingdom has had extremely favourable conditions for the curator economy to flourish, in the near future it may start spreading to the rest of the world. Curating activities that reduce the choice overload, induce additional reflection before buying products, and make consumers less susceptible to the marketing messages, could be an important element in the developed countries’ pursuit towards sustainability.