It wasn't the first-tier cities or millenials driving growth this year.
Jing Daily analyses the campaigns that worked, and a few that didn't.
Many travel and hospitality brands are failing to meet the expectations of China's Golden Week travellers when it comes to loyalty, according to Seton Vermaak of SapientRazorfish Hong Kong.
CHINA - The annual shopping frenzy across the middle kingdom this week is helping brand owners understand retail opportunities for future 'golden weeks', guided by a pioneer study from a team of WPP sister companies.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins