Is China in an age of Internet oligopoly?(2)

INNOVATION KEY TO SURVIVAL

However, others are more sympathetic toward industry leaders like BAT. They argue that the current oligopoly, if any, was only temporary and that today's market leaders may fall out of favor with customers.

"Through years of industry observation, it is not uncommon for Internet companies to die out," said Chen Ou, CEO of China's leading online cosmetics store, Jumei.com. "For survival, companies must be innovative and unique."

"In the digital age, three to five years is a huge amount of time. There is not a single moment when the big players are not worrying about their future," said He Shixiang, vice general manager of the telecommunication, media and technology (TMT) investment arm of Fortune Capital.

"There's always a chance that new faces will find success,"He added.