JD Finance's promotional film on Douyin mocks a lower-income airline passenger while targeting such consumers for its loan service.
State media outlets, including Renmin Daily and Xinhua News Agency, have backed an anti-consumerism sentiment that has been growing in China.
Brands from the region account for a quarter of the names on this year's brand-value ranking, including 17 from China.
To offset COVID-19 losses, brands joined China’s three-week shopping holiday, 618, including many luxury brands that have long shied away from discounts.
With competition just a click away, relevance and creative differentiation become critical for brands, calling for a combination of media- and data-driven creative, analytics and optimisation.
As online e-commerce growth slows, JD.com is following in the footsteps of Alibaba and Baidu to target the offline advertising market.
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