China's 10 Considerations for Marketers in 2024: Chris Baker & Minnie Wang
April 23, 2024
How can brands take advantage of China's new transformation? We decided to invite our livestream episode guests, Chris Baker, founder of Totem, and Minne Wang, Senior Reporter with Campaign Asia, for an in-depth discussion on 5 of the 10 considerations in Totem Media's 2024 report. The report (with links below) is a must-read for anyone looking to navigate the complexities of marketing in China for the next few years.
1. Consideration 1: Value Purchases rule - will this impact brands with weak value propositions? We think so.
2. Consideration 2: Wealth Divides Growing - are we seeing changes in the ever-important middle class?
3. Consideration 3: Trust is Under Pressure: Consumers increasingly scrutinize their purchase decisions, including those in CPG categories. How should brands respond?
4. Consideration 4: Social Commerce is Still Key - are we seeing a move away from Taobao and a greater focus on RED and Douyin?
5. Consideration 5: Brands Need Impact (and not just impressions): How do brands simultaneously focus on brand building while driving sales? How do we prioritize with fewer brand campaigns?
6. A/B Test
How can brands take advantage of China's new transformation? We decided to invite our livestream episode guests, Chris Baker, founder of Totem, and Minne Wang, Senior Reporter with Campaign Asia, for an in-depth discussion on 5 of the 10 considerations in Totem Media's 2024 report. The report (with links below) is a must-read for anyone looking to navigate the complexities of marketing in China for the next few years.
1. Consideration 1: Value Purchases rule - will this impact brands with weak value propositions? We think so.
2. Consideration 2: Wealth Divides Growing - are we seeing changes in the ever-important middle class?
3. Consideration 3: Trust is Under Pressure: Consumers increasingly scrutinize their purchase decisions, including those in CPG categories. How should brands respond?
4. Consideration 4: Social Commerce is Still Key - are we seeing a move away from Taobao and a greater focus on RED and Douyin?
5. Consideration 5: Brands Need Impact (and not just impressions): How do brands simultaneously focus on brand building while driving sales? How do we prioritize with fewer brand campaigns?
6. A/B Test
Download the Full Report Here: https://www.talktototem.com/china-insights/2024-china-marketing-and-media-review
Watch the China at the Crossroads Livestream Event: https://www.linkedin.com/company/78441421/admin/feed/posts/
About Totem: https://www.talktototem.com/
About Campaign Asia: https://www.campaignasia.com/
Chris Baker on LinkedIn: https://www.linkedin.com/in/cbaker19/
Minnie Wang on LinkedIn: https://www.linkedin.com/in/minniew/
For everything ShanghaiZhan: http://zhanstation.com/
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/
1. Consideration 1: Value Purchases rule - will this impact brands with weak value propositions? We think so.
2. Consideration 2: Wealth Divides Growing - are we seeing changes in the ever-important middle class?
3. Consideration 3: Trust is Under Pressure: Consumers increasingly scrutinize their purchase decisions, including those in CPG categories. How should brands respond?
4. Consideration 4: Social Commerce is Still Key - are we seeing a move away from Taobao and a greater focus on RED and Douyin?
5. Consideration 5: Brands Need Impact (and not just impressions): How do brands simultaneously focus on brand building while driving sales? How do we prioritize with fewer brand campaigns?
6. A/B Test
Download the Full Report Here: https://www.talktototem.com/china-insights/2024-china-marketing-and-media-review
Watch the China at the Crossroads Livestream Event: https://www.linkedin.com/company/78441421/admin/feed/posts/
About Totem: https://www.talktototem.com/
About Campaign Asia: https://www.campaignasia.com/
Chris Baker on LinkedIn: https://www.linkedin.com/in/cbaker19/
Minnie Wang on LinkedIn: https://www.linkedin.com/in/minniew/
For everything ShanghaiZhan: http://zhanstation.com/
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/