The world’s self-proclaimed e-commerce champ

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The idea is not new—“mass customization” and “one-to-one marketing” were popular concepts among business gurus a couple of decades ago. But the combination of the Internet, the explosive growth in the buying power of China’s emerging middle class, and the consolidation of powerful Chinese e-commerce companies like Alibaba could make it more of a reality in China than it’s ever become anywhere else.