China: Towards a segment of one

Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more .

Segment of one

The concept of the'segment of one', delivering the right offer at the right time to the right customer (via a segmented group) is the holy grail for many brands. In China, deeply personalised interactions with brands are both expected and desired by many Chinese consumers. But how can you attain this level of personalization in a country with 1.4 billion consumers? How do you build toward this Segment of One?

The Chinese are in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands