What marketers can expect from China's slowdown

This article examines what the first-in-a-generation structural slowdown in China will mean for multinational marketers.

What marketers can expect from China's slowdown

Tom DoctoroffJ. Walter Thompson Company

Confronting China's slowdown, multinational marketers must resist the urge to compete based on price.

In China, multinational manufacturers are confronting a first-in-a-generation structural slowdown. Vigilance is in order. Panic is not. The bottom will not fall out of the market but some sectors may enter a state of suspended animation.

Chinese consumers, even the most upwardly mobile ones, are cautious even in the best of times. And China's Millennials, the so-called 'Post 90s' cohort, are a particularly wary lot. For the past decade, seven million people have...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands