Four lessons for the Western world from China on B2C marketing

Danielle Bailey

Looks at learnings from China for B2C marketers in the Western world.

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

For B2C marketers in China, the height of the COVID-19 crisis coincided with key activation periods for brands including Chinese New Year, Valentine's Day and Milan and Paris fashion weeks. China's experiences provide a pertinent first look at how marketers could respond to a public crisis of this magnitude.

There are four key lessons:

  • Shift brand experience online. Under quarantine in China, time spent online increased by 20%. Consumers have greater...

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