'Trust is currency': Navigating China's online automotive market

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

Last summer, Uxin – a Chinese online used car platform – had a cameo in perhaps an unexpected place: the latest installment of the Transformers blockbuster franchise.

The high level play reflects the growing influence of the company in China's booming e-commerce space and also the company's role in the country's sharing economy.

The Hollywood invasion, according to Uxin Group's chief marketing officer Cindy Wang, is all part of a "high level branding strategy" that has already seen China's largest pre-owned car platform – which Wang dubbed the "Amazon in automotive space" – surpass over a million car transactions since...

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