Stockpiling and hoarding trends in times of pandemic - and how brands can deal with them

张鹏俊

Consumption is more conservative, lifestyles need to be changed, and emotional comfort is needed in consumption - these all constitute a difference from the changes brought about by the epidemic in 2020, and these behaviors and psychology exist among audiences across the country, and in some front-line More pronounced in urban and high-income groups, this requires brands to re-examine their overall business strategy and see exactly how to do marketing innovations to show sincerity in front of consumers and inspire them.

Repeated epidemics and lockdown measures across the country have not only resulted in supply shortages, logistics obstructions, and decreased willingness to spend, but also caused other impacts, such as delayed launch of new products and tightened corporate marketing budgets, as well as rising raw material prices since last year. Many SMEs are faced with the challenge of survival, prompting companies from all walks of life to re-examine their overall business strategies.

Future innovation opportunities lie in catering to consumers ' more conservative spending sentiment(which we have observed among high-income earners in Shanghai and other first-tier cities) and...

WARC subscribers can sign in to keep reading

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