China's new segmentation ecosystem: Moving from demographics to location and payment

Looks at the evolution of segmentation in China from using demographics to integrating offline and online purchase behaviour to track target audiences.


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

Segmentation in China today and beyond

It was not too long ago that the epitaph of mass marketing was being written by Harvard Business Review and the world of marketing was predicted to move to personalisation and one-to-one marketing. In the past 10 years, numerous attempts to achieve the holy grail has come to nought with the latest Gartner reportpredicting 80% of marketers will abandon personalisation. In China, segmentation still rules...

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