DTC and the disruptor: The marketing advantage for China’s brands

The importance of direct-to-consumer or DTC marketing in China is growing, but Qumin’s Arnold Ma says cutting out e-commerce platforms completely is risky.

This article is part of a Spotlight series on what marketers can learn from DTC disruptors in China. Read more

Direct-to-consumer (DTC) marketing is playing a bigger role in China’s marketplace as brands address the need to develop a closer relationship with their customers. By cutting out the middleman and owning their channels, brands can gain direct access to consumers, build relationships and collect more valuable data.

DTC evolved from a need for a closer consumer relationship

The brand-consumer relationship became extremely impersonal as online retail evolved. Initially, customers took to e-commerce platforms due...

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