Word-of-mouth recommendations are the most popular way to discover new brands and products in China, according to survey data from GWI analysed in WARC's latest Spotlight China report on DTC disruptors.

Why it matters

A new genre of digital-native, contemporary brands known as 'DTC disruptors' in China have quickly eroded market share from big brands in their respective categories. Part of their success is from a recognition that word-of-mouth plays a fundamental role, as they often sell through WeChat stores and private groups by developing intimate relationships with customers.

Takeaways

• A quarter (24.4%) of Chinese internet users say...