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.
Spotlight: China's growth equation evolving to retention & always-on marketing
Local marketing is now in a much more mature and competitive phase due to declining population growth in China, sparking the saying of "the end of demographic dividends". National Development and Reform Commission (NDRC) statistics show that retail sales remain below 2019 levels. Nielsen's survey reveals that 32% of Chinese consumers prioritize financial security in 2023. Brands, both major and lesser-known, are targeting lower-tier cities in China for growth and shifting from traffic-focused to brand-building strategies on digital platforms. However, even in the absence of unfavourable external factors, attracting customers without retaining them is a futile endeavour, and it contradicts the fundamental principles of marketing. Whether the saturated China market has peaked depends on brands identifying gaps, addressing unmet needs, and implementing innovations. If done right, there's still room for growth.
作者 张昱 ，陈袭明
作者 张军 贾雪
作者 余国雄（Jeffrey Yu）
作者 符玉清（Calvin Fu）
The melee of leveraging influencers as a marketing strategy in China
Taking stock of China's state of marketing in the 'Long COVID' era
A marketer's battle against the Omicron variant of COVID-19
Shows how brands can level up in the ‘new retail’ movement
Being fluid and innovative make DTC brands more than just fads
The key to resonant marketing in China: cultural sensitivity