Three key takeaways for China marketing in 2023

In its 8th year, Totem’s annual China outlook report serves as a template to help brands regroup, and set new plans for China and the Asia region at large after China finally reopened after three years of tight Covid controls.
  • Takeaway One: China’s rapid re-opening should prompt brands to quickly firm up plans and resume more comprehensive marketing efforts as this is the moment of truth for the long-term growth path of China - and the place of brands in the world’s second-largest economy; Brands that double down on China need to build more complete, clear frameworks for growth and consider going deeper into lower-tier cities.
  • Takeaway Two: Marketing and sales success in China remains firmly connected to social commerce routines; winning brands are experts in rallying audiences to buy, via a potent mix of influencers, livestreaming, social mini-programs, private...

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