“Investing in your brand is the only way the way to ensure longevity” in China, according to Andrew Atkinson. As a senior marketing manager at Shanghai-based agency China Skinny, he’s a seasoned observer of a fast-changing market, with a finely tuned understanding of what works and what doesn’t.
At a meeting of the China-Britain Business Council (December 2019), he cited “one piece of research that comes up time and time again. Ask ‘what is your favourite pastime?’ and about three quarters of Chinese consumers will say shopping. And it becomes very apparent how much of a role brands play in people’s...