About this series

The WARC Spotlight China series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts with first-hand knowledge of the market in focus, offering current on-ground insights to what’s working or developing.

Latest spotlight: China's Covid Response

China entered 2022 with the expectation that the pandemic threat will recede, but we did not expect such a dramatic change in our lives and such a big impact on business as the snap lockdowns since March carried heavy costs for the local population and the marketing landscape.

  • Locked but not down, WARC’s China team located in Shanghai, the epicentre of the sudden curbs caused by the Omicron variant of COVID-19, planned this Chinese-language Spotlight edition to help marketers battle against the pandemic from various perspectives.
  • It includes insights for brands through a nuanced look at the mindsets of consumers in the midst of turmoil, and an analysis of the best case studies from countries that have exited the crisis earlier.


Adding, subtracting, multiplying, dividing? Brands face tough decisions in pandemic maths

作者 王海刚
公司 上海锦坤品牌管理有限公司

Marketing in the COVID-19 recession: Lessons applicable to China

作者 WARC China

How agencies can take action to aid clients in avoiding the most severe effects from COVID-19

作者 苏思敏(Cimi Su)
公司 CARNIVO嘉年华整合营销

Psychological analysis of post-80s and -90s forced to the bottom of Maslow's pyramid in the pandemic

作者 沈翰(Henry Shen)
公司 麦肯健康

Who cares? We care. Management practices and leadership thinking in a pandemic

作者 吴晓聆(Sharlene Wu)
公司 葛瑞传众

B2B's 2022 challenge: Business during lockdown just got personal

作者 Barry Colman
公司 Doremus

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

作者 Sarah Jia
公司 WARC China

Fighting Covid-19: The resumption of work is another test and a turning point for self-optimization

作者 罗莹(Eve Lo)
公司 EVE 转型号

Dissolving negative emotions among China's Gen-Z with 'Everything Is Entertainment' brand attitude

作者 杨洁璐
公司 罗德公关

Community group buying in China: The foundation of neighborly relations and the future of multi-format retail?

作者 张琨
公司 时成广告

Lack of trust during China's pandemic has made the "distinctive brands" strategy more urgent than ever

作者 林雨,徐小烨
公司 JKR

Born In COVID: How mothercare and babycare brands can be anxiety antidotes in 2022 pandemic

作者 张林林
公司 麦肯健康

For restaurants and catering brands, the pandemic need not be the last straw that breaks the camel's back

作者 Sarah Jia
公司 WARC China

China's community group grocery buying surge is like a laboratory experiment in "extreme retail"

作者 诸刚强
公司 雅各布专栏

Brands throttled by the pandemic in China cannot rely blindly on digitization to survive

作者 杨震
公司 WARC China

The story of the pandemic has not yet ended, but recovery strategies already started yesterday

作者 Sarah Jia

WARC short

More Spotlights


Harness the power of KOLs and KOCs (Chinese)

March 2023
The melee of leveraging influencers as a marketing strategy in China


The Economic Aftermath of 'Long COVID' (Chinese)

July 2022
Taking stock of China's state of marketing in the 'Long COVID' era


China's Covid Response (Chinese)

May 2022
A marketer's battle against the Omicron variant of COVID-19


China: Outbound (Chinese)

Feb 2022
Synergistic ideas for Chinese brands going global


From Omnichannel to Omnipresence

December 2021
Shows how brands can level up in the ‘new retail’ movement


DTC (Direct-To-Consumer) Disruptors

June 2021
Being fluid and innovative make DTC brands more than just fads

Culture-relevant marketing

Crafting Culture-Relevant Marketing

December 2020
The key to resonant marketing in China: cultural sensitivity

Growth equation

The changing growth equation in China

May 2023
Is it the end of the "demographic dividend"?