China pride and cloud lives: Seven trends emerging from COVID-19

There are opportunities to be had from the COVID-19 pandemic, and brands in China are now reaping the rewards from supporting consumers during the crisis and adapting rapidly to digital channels.

Why it matters

While many in China are still coming to terms with the devastation that COVID-19 has wrought, they will look back with a sense of pride at how the situation has been handled. Brand marketers will need to effectively tap into this emerging zeitgeist as a more digital-centric and minimalist lifestyle becomes the norm.


  • Brands looking to address bigger issues would do well to see how they can help Chinese consumers to reach their holistic wellness goals.
  • Be connected now so you can be prepared for the rebound when it comes.
  • Livestreaming has proven effective but it’s...

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