Since Internet has been seen as global, few studies have examined the
influence of the context in the digital marketing strategies. This paper wants to
contribute on the debate about standardization-adaptation, focusing on the digital
strategies, defining how companies adapt them to the Chinese market identifying
the drivers that call for this adaptation. China is selected because it is a
contradictory market: more advanced than the Western one but also with many
restrictions. We carry out a qualitative research based on interviews with nine key
informants operating in the digital Chinese market with different roles. Our
findings suggest that there are drivers that force companies to create an online
presence and drivers that impact the digital localization. The main adaptations
concern international distribution strategy and communication related to contents
and media as well as organization