From an AmCham webinar, Christine Wang (CEO of eCommerce & Performance Marketing at Publicis Groupe in China) shares the following action points for brands involved in e-commerce while still mired in pandemic anxiety.
1. Meet online demand for the major essentials and prep ahead for small quick-growth subsegments. Hygiene items, facial masks, detergent, handwash, infant formula, diapers, packaged foods and beverages, healthcare, insurance products, and education are the major categories. There are also quick-growth subsegments, which may not in the mainstream yet, for example, anti-ageing for youths, or vitamin E products. Even though these are smaller segments, they fulfil...