This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more
It is normal for marketers to compare themselves with direct competitors when measuring their brand performance, just like Coca Cola vs. Pepsi, KFC vs. McDonald, Nike vs. Adidas. But recently, this battle has been brought to another level with “Chu Quan marketing" (出圈市场), as brands are not satisfied with just “wow-ing” their own sectors, but also going viral among a wider audience.
The word “Chu Quan” (出圈) originated from the fan community....