Brands have a choice: Cater to the mindless consumers of old and keep adding to economic and ecological issues, or focus on creating products and services that help people feel good about the things they buy.
Set aside your millennial obsession for a moment and focus on China's fastest-growing generational group.
Ecommerce can make Chinese consumers apathetic toward brand differences, but it’s also an opportunity for Chinese marketers to take the lead in a new era of brand-building.
Lower-tier markets are burgeoning in the wake of the pandemic, but the need for a differentiated brand strategy has never been more clear, says Havas Group's chief strategy officer for Greater China.
For many, the 2020 surge in activations and ecommerce-festival battles has come at too high a cost. Havas China's chief strategy officer envisions how brands can resist discounting and build better bottom-line growth.
China's O2O 'new retail' scene is missing out on opportunities to connect with consumers in ways that improve their lives, says Havas Group's Greater China strategy chief.