Content, conversation and commerce: WPP on social commerce in China

Looks at how social commerce (the buying and selling of goods on social media apps) is emerging as rising ad costs on e-commerce in China steer brands towards this trend.
  • With functions such as KOL live-streaming, social activations, content sharing and referral selling, social commerce is challenging the status quo of traditional commerce – established e-commerce platforms like JD and Taobao are facing increasing competition from new players such as WeChat Commerce, Douyin, Pinduoduo and Little Red Book.
  • Growing word-of-mouth (WOM) influence and expectations of instant gratification have led to a rise in ‘casual shopping’ from the ‘now consumer’, which follows trends and has unplanned brand experiences and retail interactions.
  • Brands are now challenged to go beyond traditional marketing strategies – the customer-conversion process now must be augmented by social-first...

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