The pandemic is much longer than expected, so how can brands not break the flow?

Sarah Jia

From the perspective of the entire market, the duration of the epidemic is much longer than expected, which is enough to precipitate some consumer behaviors and attitudes that will exist in the long term, such as seeking a sense of security, emotional catharsis, more overall time at home, and normalized hoarding goods. These have also made small commodities and "carnival" consumption popular.

Entering 2022, the resurgence of the epidemic has made brands more cautious in their marketing campaigns. "The most pessimistic estimate when we did our analysis in 2020 was to end the battle in three quarters, but it's not over yet in three years." Tan Beiping, vice president of Minglue Technology Group and president of Miaozhen Marketing Academy, said in an interview with WARC.

Tan Beiping, Vice President of Minglue Technology Group and President of Miaozhen Marketing Academy

From the observation of the entire market, some changes in consumer behavior have already appeared, but in the long run, we can...

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