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Greater China

Greater China covers the territories of China (officially the People’s Republic of China), Hong Kong (a Special Administrative Region) and Taiwan (officially the Republic of China). The Chinese advertising market has grown significantly over the past two decades, reflecting the country’s rapid economic growth, and China is now the second-largest advertising market behind the US. Investment in digital marketing in China is now higher than investment in TV.

Key Reading

Important papers from across the Warc database

This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
Best practices and guidance on how celebrity branding influences Chinese consumers.
This article explains how marketers can use sex to grab attention in China, where taboos remain.
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

Case Study

This case study shows how Elevit, a prenatal vitamin supplement brand, increased sales by finding a creative solution to regulatory obstacles in China.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

Case Study

This case study explores how Elivit, a brand that provides pre-natal multivitamin supplements (PMVS), developed a campaign to enable Chinese couples to become closer during pregnancy.

Case Study

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

Case Study

This case study explores how Cornetto, a frozen dessert brand manufactured by Unilever, launched a local campaign in China to help teenagers deliver their 'love confessions'.
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This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.


This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

Research Paper

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Research Paper

This paper explores how to apply design thinking elements in the process of creating meaningful service experiences among different customer touchpoints in the Chinese market for beauty products and apartment positioning.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.


This article outlines how Alibaba has created an integrated data ecosystem across its various properties to supercharge its e-commerce offering and boost offline conversions.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  3. Article

    This report looks at sanitary protection, the second largest disposable hygiene category globally after nappies, analysing the challenges faced in developed markets, the opportunities in developing countries and key trends in product segmentation, packaging, marketing and distribution.

  4. Article

    This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

  5. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

View everything on this topic

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