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: From omnichannel to omnipresence

Immediate, friction-free, omnichannel and experiential engagement has become the minimum expectation for shoppers in China. Chinese consumers are amongst the most sophisticated in the world in their use of digital and mobile to purchase goods and services. And the market offers a snapshot of what is to come. The rest of the world may not be there quite yet, but the retail brands operating in China are the pacesetters in 'new retail' and fulfilment methods. One notable trend is an extreme version of on-demand omnichannel (and the associated integration of online and offline inventory). With names like 'proximity retail’, these services went from a nice-to-have convenience to a necessity during the COVID-19 lockdowns in China. The sense of crisis may be fading as the global race to vaccinate gathers pace, but it has not really gone away with fresh variants of the virus emerging. Changes in retail marketing will continue to accelerate, and Chinese consumer expectations will be ever greater. Understanding incrementality will be key for brands and retailers, particularly when working out what works online versus offline.

Consumer sentiment analysis

This report analyses data from ongoing surveys of Chinese consumers, provided by GWI.

Read the data report

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"?