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.

Why it matters

In a constantly changing landscape, brands have to be more like water and adopt fluid branding with no limitations, a fluid omnichannel that connects different sales channels, and fluid segmentation leveraging small data for insights on consumers’ needs and market segmentations.

Takeaways

• DTC brands weave imagination into their communications, like Ubras’ video with...