E-commerce best practices gleaned from China's COVID-19 mitigation

The COVID-19 pandemic has had a tremendous impact on retail brands.

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...

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