2022 Marketer's Toolkit China Trend Report

The 2nd edition of WARC’s annual Marketer’s Toolkit in Chinese, for China, is aimed at helping local marketers stick to their guns when it comes to long-term effectiveness, with the 2022 theme as ‘break through the noise and return to the essence of marketing’.
  • Grave implications of the pandemic have reoriented consumer mindsets to reject the rat race in China, amid a social movement calling on young people to “lie flat” (tang ping).
  • Marketing practitioners can still develop strategies to optimize shopping experiences and communication strategies by offering spiritual comfort and emotional connections for ‘lying-flat’ consumers.
  • Only 56% of brand-side respondents believe that business prospects will be better in 2022—down from 71% the year before.
  • In difficult times, allocating budgets to reduce costs and making investments to increase effectiveness become a balancing act.
  • Despite the fallout from the pandemic, Chinese brands haven't stopped going...

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