Word-of-mouth is most popular way to discover brands in China

An overview of brand discovery in China.

Word-of-mouth recommendations are the most popular way to discover new brands and products in China, according to survey data from GWI analysed in WARC's latest Spotlight China report on DTC disruptors.

A quarter (24.4%) of Chinese internet users say they discover new brands and products through word-of-mouth recommendations from friends or family members. Search engines are the best channel for paid media, at 23.2%, while brand and product websites are the most used (22.3%) owned media channel and place third overall.

WARC's latest analysis shows that earned media is as powerfulas paid media for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands