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.

Takeaways

• China’s Gen Z and millennials changed the...