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...