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DTC fluidity: How brands navigate China’s changing landscape
21 June 2021
DTC fluidity: How brands navigate China’s changing landscape
Direct to consumer (D2C) Greater China

China’s DTC, or direct-to-consumer, brands are not created as such but are rather concepts that slowly take form as brands; even then, says OMD China’s Mimi Lu, they need to retain the ability to constantly re-shape themselves through changing consumers trends and feedback.

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