This article is part of a Spotlight series on what marketers can learn from DTC disruptors in China. Read more
Marketers interested to find out how young Chinese Gen Zs consume content and products online and offline are finding it increasingly difficult to predict their behaviour – especially in recent times.
With the rise of short videos, livestreaming and social commerce, some consumer journeys have become simpler, more direct and even impulsive, while other are more complex and rational. You think they are enjoying short videos but they are actually shopping at the same...