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18 June 2021
How DTC reshaped the Chinese market and consumer behaviour
Direct to consumer (D2C)Greater China
The term “direct to consumer” or DTC may have been coined by Western brands but it is not an entirely new concept in China where a mature e-commerce scene has produced pioneer brands that have been following the DTC business model, says DDB China Group’s Laura Liang.
Why it matters
DTC is direct to consumer – not trending internet slang but a new business model reshaping the market and consumer behaviour, and brands that want to be a long-term DTC winner must maintain a constant, intimate and ever-evolving connection with the consumer.