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.
Brand experience centres are tapping into consumers' basic need for physical, and oftentimes visceral, retail experiences.
China retail grew 40%, while international retail increased by 29%.
The centre was the result of six months of research to understand GenZ's makeup purchase behaviour in China.
China's largest offline advertising network innovates together with Alibaba to realise a whole new O2O marketing world.
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