1、2024CHINAS MEDIA&MARKETING ENVIRONMENTMINI-REPORT#4CHINAS MEDIA ENVIRONMENTANALYSIS OF THE OVERALL LANDSCAPE,PLATFORMS,MODES OF MARKETING AND APPROACH TO CRM.Digital advertising in the US is a component of a much larger advertising system.Digital plays a limited role as tactical,bottom-of-funnel too

2、l,while traditional ads account for the bulk of the brand-level,top-down advertising.Digital is the“dessert in the US,where in China,it is the main course”(*)80%+of all advertising in China is digital and so,digital advertising in China is full-funnel.It is tasked with producing both brand and sales

3、 effects.While PPC,SEO and funnels characterize the US digital marketing landscape,in China,the prevailing tactics are centered around rallying audience groups to purchase,through the use of influencers/KOLs,livestreaming and private traffic.These social commerce tactics are used to build social con

4、sensus-at-scale,and a word-of-mouth flywheel.Livestream selling is a blunt example for how Chinas foundational tactics,combine social awareness and influence with a purchase.ADVERTISING IN CHINA(*)Adapted from Jack Ma quoteDIGITAL DOMINATES AD SPEND IN CHINAAD SPEND BY MEDIA(BILLIONS USD)FROM 2021-2

5、025DIGITAL CONTINUES TO EAT UP AN EVER-LARGER SHARE OF MARKETING SPEND IN CHINA.INDUSTRY STATS PUT DIGITALS SHARE OF MARKETING AT 80-90%.AD INVESTMENTS ARE ALSO MOBILE-CENTRIC(ACCOUNTING FOR A 75%OF SHARE OF ALL DIGITAL BUDGETS).Source:eMarketer 2022BILLIONS(USD)Advertising in China is a reflection

6、of its media environment,where traditional media were eaten up by digital before they had an opportunity to mature.So,now,advertising in China IS DIGITAL advertising.Digital sits at the center of all advertising planning.And,the strategies,concepts about how advertising works are informed by digital

7、 being first and foremost.This bias is so strong that,(when compared to other markets),there is little faith in traditional advertising formats(eg.TVCs).Even with rampant digital media inflation,brands in China have been slow to switch over to traditional formats.202242025NewspaperMagazin

8、esRadioTVOOHDigital58049842538934879.8%81.5%83.0%84.4%85.6%2023 fGROUPM PROJECTION FOR AD SPEND BY MEDIA90.5%4.3%Source:GroupM(May 2022)MEDIA INFLATION2021-2024 MEDIA INFLATION RATES(%INCREASE)MEDIA COST INFLATION FOR 2024 SETS UP TO BE VERY MODEST-THE SLOWEST LEVELS OF INCREASE IN MEMORY.DESPITE VE

9、RY WEAK CONDITIONS,DIGITAL CHANNELS LOOK TO RISE SLIGHTLY IN 2024.TRADITIONAL CHANNELS ARE SHOWING CONSIDERABLE DECLINES IN COST-WITH THE EXCEPTION OF OOH,WHICH MAY HAVE A MODEST INCREASE.THE GAP BETWEEN DIGITAL AND TRADITIONAL CONTINUES TO GROW,AS BRANDS PUT BUDGETS INTO FORMATS THEY ARE MORE COMFO

10、RTABLE WITH.Its a difficult environment to be thinking outside the box and taking chances on less familiar formats,BUT at some point,brand and media executives will have to take a hard look at traditional media,as under-priced opportunities.More tactical investments in traditional could coincide wit

11、h generational tier demographic strategies,to grow with Boomers and Gen-X.Digital DisplaySocialOnline VideoEcommerceOOHTVRadioMagazine-4.2%-3.2%-12.1%1.9%3.9%1.1%2.3%3.4%-2.3%-1.8%0.1%0.9%5.4%1.8%4.9%4.9%-3.8%-3.2%-5.4%-10%8.1%0.5%5.1%6.6%1.4%3.1%5.4%26.8%9.2%8.9%26.4%23.9%20224f-32.9%Sou

12、rce:GroupM(2021-23),R3,Totem Research 2024MARKETERS OVER-INVEST IN DIGITALDESPITE AUDIENCE TIME BEING HEAVILY SKEWED TOWARD DIGITAL MEDIA,BRANDS IN CHINA ARE OVER-INVESTED IN DIGITAL.TO COME BACK TO FAIR VALUE FOR AUDIENCE TIME,TRADITIONAL MEDIA INVESTMENTS WOULD HAVE TO RISE 3X.PRIOR TO 2022,WE WER

13、E SEEING THE BEGINNINGS OF A SHIFT FROM DIGITAL TO TRADITIONAL MEDIA;NAMELY TV AND OOH.THERE WERE SIGNS OF A RE-BALANCING STARTING TO TAKE PLACE.THE ECONOMIC AND REGULATORY ENVIRONMENTS HAVE PUT A HALT TO ANY MOMENTUM TRADITIONAL MEDIA WERE STARTING TO GET.MARKETING BUDGETS HAVE REMAINED FIRMLY ANCH

14、ORED TO DIGITAL MEDIA.2024 f89.3%10.7%TraditionalDigitalAD SPEND1.1432.2863.4294.5715.7146.85782002020244:354:143:543:363:195:25HOURS:MINSAVE DAILY TIME SPENT IN CHINA,TRADITIONAL VS DIGITAL MEDIA2:372:402:442:502:542:534:502:20Source:We are Social,Meltwater,GroupM 202365.3%34.

15、8%Chinas digital ecosystem has been extremely consolidated around a few large players-the BATB.Baidu,Alibaba,Tencent and ByteDance all have ownership over a range of digital properties that include social-ecommerce-entertainment-payments(to name but a few areas relevant to marketing).The goal of eac

16、h player is/has been to build“Super Apps”which capture as much time and attention from audiences and brands as possible.As a result,brands need to build and maintain large investments in advertising and ecommerce across multiple platforms concurrently.This level of control and consolidation also aff

17、ords BATB major pricing power,which has resulted in persistent cost inflation for digital advertising and infrastructure.Despite government efforts to break this concentration of power,Chinas ecosystem continues to be largely controlled by a very few players.An economic downturn could consolidate th

18、e power of BATB further,as smaller players struggle.BATB STILL FIRMLY IN CONTROL IN CHINATHE CONTROL OF BATBALL OF CHINAS LARGE PLATFORMS EXPERIENCED REVENUE GROWTH IN 2023.ALIBABA REMAINS A LEADER,BUT TOGETHER WITH ITS TRADITIONAL ECOMMERCE COUNTERPART,JD.COM,IS GROWING SLOWER THAN SOCIAL COMMERCE

19、FOCUSED PLAYERS.BYTEDANCE(DOUYIN)AND PINDUODUO LEAD IN BOTH RATES OF GROWTH AND WITH INCREASES IN SHARE OF AD REVENUE.Pinduoduo,has been growing leaps-and-bounds(GMV up 93%in 2023),while attracting advertisers with cost-effective traffic procurement schemes.It grew ad revenue 51%year-on-year in 2023

20、.ByteDance and Douyin also enjoyed impressive advertising revenue growth in 2023(as GMV on Douyin surged by 139%in 2023).Douyin ad revenue growth is closely connected with short video and livestream trends-together with strong gains in ecommerce ROI.Source:Totem Research(Updated Dec 2023)20235.1%8.5

21、%18%5.6%49.6%4.4%8.8%SHARE OF 2023 Q2 DIGITAL ADVERTISING REVENUEJDPINDUODUOALIBABATENCENTBYTEDANCEBAIDUOTHERSocial(Community)PaymentsVideo/AudioEntertainment/NewsEcommerceALIPAYWEPAYWALLETFEILIAODOUYINHUOSHANXIGUADUOSHANTOUTIAOZHIDIANQQWECHATQUANMIN K GEKUAISHOUWEISHITENCENT VIDEOQQ MUSICKUGOU QQ N

22、EWSKUWOMEITUANPINDUODUOJDMEIRI YOUXIANYOUKUDINGDINGWEIBOEL.E MEHEMATMALLTAOBAOSUNINGKOUBEIHAOKANIQIYIDUXIAOSHI(QUANMIN XIAOSHIPIN)BAIDUTIEBABAIDU NEWSWOMAIDOUYUHUYAZHIHUFEISHUDONGCHEDIDOUYIN PAYJUHUASUANXIANYUHUPUDIANPINGYY LIVEWECHAT FOR WORKFANQIETING SHUHIMALAYAKEY INVESTMENTS/OWNERSHIP BY“BATB”R

23、EDBILIBILIJIANYINGPITUQINGYANFACEULarge Divestment in Dec 2021*The above is a representative list in key categories.Holdings of BATB is much wider,deeper.BAIDU VIDEOQIANQIAN MUSICNetdiskBaikeAICAIGOUDOUYINECCHINAS SUPER APPS FULLY ENCIRCLE AUDIENCESChinas SuperApps are“walled gardens,”where each pla

24、tform has full funnel capabilities(inc.search,display ads,social functions,payment systems)AND the systems to actively restrict third party connections to/from the app.BREAKDOWN OF WALLED GARDENSWALLED GARDENS&SUPER APPSThe early rivalry between Baidu-Alibaba-Tencent has led to an environment where,

25、each key player raced to build“Super Apps.”How did this all evolve?In 2008,Alibaba blocked Baidu search crawlers from indexing Taobao(resulting in a shift to Taobao as search engine of choice for ecommerce).Taobao has since become the largest player in advertising,while already being the leader in e

26、commerce revenue.By 2013,Tencent blocked all Tmall links inside WeChat,preventing brands from building audiences in WeChat and converting sales in Tmall.Tencent embedded its own search system(Sogou),again,cutting out Baidu.By 2021,Douyin was fully in the game with its own Super App toolkit,including

27、;a proprietary payment system and standalone ecommerce app to complement its already powerful social app.All other players(RED,Weibo,BiliBili,Baidu)are following similar strategies in building Super Apps which integrate a wide range of functions,with the aim of keeping audience traffic inside their

28、walls.PURCHASECONSIDERATIONAWARENESSENTERTAINMENTENGAGEMENTPAYMENTCHINAProgress continues with the government mandated break-down of BATBs walled gardens.While the full effects of this change will take years to play out,there should be some important short-term opportunities for brands to monitor:Wi

29、th fewer link blockages,user journeys may become more fluid.Users should be able to jump around app-to-app more easily.It may become more possible to have more specialist uses for apps(eg.Douyin for awareness,Tmall for sales,WeChat for CRM).In turn,this could allow brands to target budgets more to s

30、pecialist uses on each of those channels instead of spending to maintain“full funnel”operations on each platform.Brands who have“direct”audience checkpoints(Mini-Programs/Websites),where data can be gathered,will be in a position to implement more specific tactics per channel.BREAKING DOWN WALLED GA

31、RDENSIMPLICATIONS FOR MARKETERSChinas walled gardens increase the overall cost of marketing.With each large digital platform operating its own full funnel environment in China,brands have to build and maintain multiple funnels.By contrast,the US is much more cost efficient.In the US,brands can conce

32、ntrate search money into Google,social budgets into Facebook and ecommerce into Amazon.Importantly,data from all channels globally can be stitched together,allowing brands more autonomy.To have an effective presence across BATB(not to mention,supporting sites like;RED,BiliBili,Weibo),a brand needs t

33、o have an official account and/or shop on each platform.Within this context a brand is paying multiple rents,to keep each of its accounts flush with traffic.The real beauty of an open system for brands is in having a DTC(direct to consumer)program,where all traffic flows through a brand owned Websit

34、e(or Mini-Program).In the DTC context,the goal of money paid to attain traffic is to then retain and resell to a customer.Over time,the CAC/LTV equation should improve,margins should expand and brands should grow more organically.Mapping of cross-links between BATB and other key channels with each o

35、ther.Further changes are expected in 2023,yielding greater inter-connection between sites/apps.Baidu Search ResultsTaobao/Tmall StoresWeChat/StoresDouyin/Douyin StoresRED/RED StoresBiliBiliWebsitesBaidu Search IndexingYESYESNOYESYESYESYESBaidu Wallet IntegrationYESNONONONONOYESAlipay IntegrationYESY

36、ESNOYESYESYESYESWeChat LinksYESYES*(URL Link)YESYES*(URL Link)YES*(WeChat Mini Program)YES*(Image Onyly)YESSogou Search IndexingYESNOYESNOYESYESYESWePay IntegrationYESTestingYESYESYESYESYESDouyin Pay IntegrationNONONOYESNONOYES3rd Party Website LinksYESNOYESNONONOBREAKDOWN OF WALLED GARDENSMEDIA CHA

37、NNELSMODES OF ADVERTISINGNew modes of digital advertising in China are constantly emerging.As recently as two years ago it would have been almost impossible to imagine brands implementing DTC strategies in China.Using an“owned”Website as key interaction point was not a thing in China-everything flow

38、ed through big platforms.Evidence from leading brands shows that owned Mini-Programs and Websites are gaining some ground.And,as brands widen their focus from China to the entire Asia-region,it is possible that more companies will favor the idea of building singular regional Websites,over the develo

39、pment of an array of platform specific mini-programs.The rapid growth of Pinduoduo,Douyin and RED,are also important considerations in the balance of how Chinas digital growth models continue to unfold.The success of Pinduoduos community-to-commerce approach has been the most important development d

40、uring the past year.FOUR MODES OF DIGITAL GROWTHHIGH EQUITYCONVERTLOW EQUITY(Rent Audience)(Retain Audience)SALESGROWTHBRANDFOUR MODES OF DIGITAL GROWTH IN CHINAThe hot mode from 2019-2021,“Mode Three”is defined less by a specific channel and more by a range of tactics.These tactics can be best obse

41、rved by whats happening on RED and Douyin.Brands build high-levels of attention and then convert that attention during moments of peak excitement.Leveraging better content algorithms to build hype defines“Mode Three.”“Mode Four”is still emerging and its path is not yet clear.There are signs that a D

42、TC movement is growing,where brands will be able to step outside of platforms and;(1)engage directly with customers on Websites/Mini-Programs,(2)start to own a larger part of the customer relationship(data),and(3)reduce“rents”paid to maintain traction across an array of platforms.3EXCITEMENT ECOMMER

43、CEBuilding on the omnipresence of WeChat,“Mode Two”is defined by the the use of multi-level marketing(eg.Pinduoduo),and private traffic.“Mode Two”is about networking and infiltrating communities(w/KOCs)to attract new sales.Pinduoduo has made major gains during the malaise of 2023/24,using social sup

44、port and group discounts to drive sales forward.The early growth of digital-first brands in China was squarely focused on setting up Tmall/Taobao Shops.“Mode One”is still the dominant form of ecommerce.Within this system,brands leverage Taobaos community of buyers,while paying ad fees to maintain sh

45、op traffic.To increase performance,brands pay additional rents to participate in festivals,livestreaming(etc).1PLATFORM-TO-CONSUMER2COMMUNITY-TO-COMMERCE4 DIRECT-TO-CONSUMERFOUR MODES OF DIGITAL GROWTH IN CHINA200320082001620182020SCALE OF ECOMMERCEPLATFORM-TO-COMMERCECOMMUNITY-TO-COMMERC

46、EEXCITEMENT ECOMMERCERED Store Launched Live-streaming e-commerce was taking offDouyin Shop Launched2016 2017 2018 20192020RED LaunchedRED Live Launched 2013 2016 2012 Mini-Program Launched2011 WeChat LaunchedMoments&WeChat Official Account Launched2014WeChat Pay Launched“Channels”(short video),Live

47、 Stream,Hashtag Launched2020 Douyin Launched 2021DTC202220212021 WECHAT(Mode Two)TMALL/TAOBAO(Mode One)RED/DOUYIN(Mode Three)WEB/DTC(Mode Four)12342016 WeChat Mini-Programs Launched2015 Pinduoduo Launched2021 2019Mini-Program GMV exceeds US$188 BillionTencent divestment of JD.comPinduoduo MAU surpas

48、ses TaobaoDouyin Pay and Douyin“Box”launchedMini-Program:4.3 million WeChat 2.7 million Other Channels2022 Mini-Programs:1 Billion MAU on WeChat 860 million MAU on Alipay 646 million MAU on BaiduFirst 11.11 shopping festivalTaobao became the largest marketplace in China.Tmall was launched2009 2008 2

49、012 2016 2003 Taobao Live LaunchedJuhuasuan(Group buy)was Launched2010 2019 Acquired Kaola&Expanded Cross Border EcommerceTaobao&Alipay Launched2021 Govt moves to breakdown“walled gardens”Integration of cross platform links2022 2023 Douyin reached 700 million DAU,76%GMV increase20222022 500 million

50、MAU for“Channels,”700m MAU for search on WeChat20232023 2023Star livestreamers being replaced by smaller KOL/KOCsDomestic DTC brands facing trust challenge while media costs increases2023 Pinduoduos market cap exceeds Alibaba.Enjoys rapid GMV growth in China.Tmall&JD growth rates flat in 2023.NOT AL

51、L CHANNELS ARE EQUALDURATION LIFESPAN OF POSTAUDIENCE ATTENTION EXCITEMENTConvert excitement to salesBuild engagement(LTV),private trafficKickstart and underpin considerationWECHATDOUYINMODE AND CHANNEL ANALYSISDouyin,RED and Pinduoduo rank as the hottest three digital channels in China for 2024.Eac

52、h of these channels combine social engagement with ecommerce performance in unique ways;Douyin:Helps brands amplify content quickly,to create widespread attention and support impulse purchases.While it is great at converting excitement into action,content on Douyin is fleeting and requires constant

53、stoking by brands.And,in a market where consumers are becoming more considered/cautious,hype as a motivator may soon be replaced by social proof and purchase justification.As a result,Douyins model might take a small step back in 2024,when compared with others.Pinduoduo:Pinduoduo(and to a lesser ext

54、ent,WeChat)may be more aligned with an environment where building social proof,justification and rational decision making are the priority.Pinduoduo(and WeChat private traffic)work on the idea of building wave-after-wave of social commitment,with the idea of the more people join a sale,the more peop

55、le can save on the purchase.This bandwagon effect helps build justification,while discounts provide reassurance to prudent consumers.RED:RED can be best viewed as the launch pad for product success.Its the place where brands build early momentum,build share of voice(SOV)and systematically orchestrat

56、e growth in positive sentiment.Positive sentiment(and reviews)on RED have a ripple effect across other channels,as people research brands prior to committing to purchase.PINDUODUOMomentum builds as more people join a group saleREDAPPROACH TO CRMMEDIA ENVIRONMENT(AND PRIVATE TRAFFIC)Public traffic(pa

57、id media on large platforms)has reached a point where it is often too expensive-even for large brands.In this over-inflated setting,brands in China have ramped up private traffic and CRM efforts over the past few years.Add to this,consumers have also become much more selective and cautious-as the ec

58、onomy has tightened up.Its not hard to see why brands are making greater efforts to build deeper connections with loyal(high value)customers.While most brands already have basic CRM solutions in place,2024 looks to be the year that marketing teams really dig into making them work well,with improved

59、data collection and keener customer insights.CRM AND PRIVATE TRAFFICPrivate traffic and CRM efforts are taking place across a wide range of customer channels-both online and offline.WeChat still represents the most important platform for private domain operations-reflecting its value as Chinas CRM s

60、ystem.CRM SYSTEMS:SCOPECRM SYSTEM INTEGRATION SHOWS A PREFERENCE FOR CUSTOMER ENGAGEMENT CHANNELS.WECHAT LEADS AS THE TOP CHANNEL,REFLECTING ITS ESSENTIAL ROLE IN CONNECTING BRANDS WITH CONSUMERS.TMALL AND RED CLOSELY FOLLOW,INDICATING THEIR ROBUST E-COMMERCE PRESENCE AND GROWING MARKET INFLUENCE.Ad

61、option of customer relationship management technologies has been strong,with a significant 73%of brands already deploying CRM systems.With around 20%in the planning stage,theres potential for near-universal CRM utilization in the future.WHICH CHANNELS ARE MEASURED WITH YOUR CRM SYSTEMS&REPORTING?NO

62、BUT PLANNINGNOYES19%8%73%CRM SYSTEM DEPLOYMENTDOES YOUR COMPANY HAVE A COMPREHENSIVE CRM SYSTEM THAT ALLOWS YOU TO COLLECT DATA FROM MULTIPLE CHANNELS?WeChatTmallREDTmall LiveDouyinJDWeiboBiliBiliZhihuKuaishou13%0%3%16%29%41%42%48%49%70%Source:Totem Media 2024 China Brands Survey n=90STOREFRONTS&CUS

63、TOMER FACING CHANNELSPAYMENTSBILIBILIMINI-PROGRAM.CNDOUYINTMALLWEIBOWECHATREDOFFLINE SHOPSALIPAYWECHAT PAY.CN WEBSITESWECHAT ACCOUNTSMINI-PROGRAMSOTHER STOREFRONTS/SITESOMNI-CHANNEL PAYMENTS-POSUNIFIED PROFILEORDERSCOUPONSCARTSMESSAGESSEARCH HISTORYCONTENTAPIsHOSTING(CRM/DATA)-EG.ALIBABA CLOUDAPIsIN

64、TEGRATIONS (SYSTEMS OF RECORD)ERP/SUPPLYCHAINOMSPIM/DAMGLOBAL CRMSMSCRM&PRIVATE TRAFFICCOMPREHENSIVE CRM STRUCTUREA full-stack CRM structure includes connections with and data from a wide array of customer touchpoints/channels.All of these data end-points should funnel through to unified profiles,wh

65、ere individual customer records are maintained.As China gets absorbed into the overall region(rather than being standalone),brands may host data in both China and integrate to Global systems of record.For more details on CRM in China,please see Totems detailed reports created together with Salesforc

66、e.OWNED CHANNELS:MINI-PROGRAMS,WEBSITESMINI-PROGRAMS,CREATED WITHIN PLATFORMS LIKE WECHAT,ACT AS PROPRIETARY CHANNELS THAT ENABLE BRANDS TO GATHER DATA AND MAINTAIN GREATER DIRECT ENGAGEMENT WITH CONSUMERS.WECHAT DOMINATES HERE FOR A NUMBER OF REASONS:MASSIVE USER BASE,VERSATILITY,SOCIAL COMMERCE,A

67、MOBILE-FIRST APPROACH AND AN EVOLVING SUITE OF FEATURES.Brand websites(.CN)are still under-used compared with the rest of the world.There are some signs they may become more utilized in the future,but that growth isnt happening rapidly in the short-term.WHICH CHANNELS DOES YOUR BRAND HAVE MINI-PROGR

68、AMS ON/WITH?WeChatTmall/AlipayDouyinJDQQBaiduKuaishou360KugouOther18%0%1%3%8%9%13%20%26%77%DECREASEINCREASENO CHANGEHOW DO YOU PROJECT THE ROLE OF A BRAND WEBSITE CHANGING IN THE NEXT 1-2 YEARS FOR CHINA MARKET?71%12%17%Source:Totem Media 2024 China Brands Survey n=90PUBLIC TRAFFICPRIVATE TRAFFICDat

69、a captured/owned via brand CRM system.Customer contacts that can be re-engaged via accounts on digital platforms.With the goal of driving returning and new customers to purchase.MINI-PROGRAMOFFLINE SHOPSPaid media,influencers and other actions to connect with new audiences.PRIVATE TRAFFIC=CRM IN CHI

70、NAThe defining features of private traffic are the active management of discussion groups with VIPs,seeding of products with KOCs,together with user-get-user and repeat purchase incentives.The most effective brands are expert at facilitating discussions with and between key consumers-as part of thei

71、r private traffic strategies.PRIVATE TRAFFICKUAISHOUBILIBILIWEIBOWECHATREDDOUYINTMALLPERSONAS AND CUSTOMER COHORTSBRANDS ARE LOOKING TO ENHANCE THEIR CUSTOMER SEGMENTATION AND PERSONA STRATEGIES SIGNIFICANTLY,INJECTING MUCH-NEEDED REFINEMENT INTO EXISTING CRM INFRASTRUCTURES.FINDING AND CULTIVATING

72、NICHE AUDIENCES WILL BE CRITICAL TO SUCCESS IN A DOWN MARKET.BEYOND CITY TIER,INCOME STRATA AND GENERATIONAL TIERS,INTEREST-BASED COHORT ANALYSIS IS KEY.Theres room for growth in:(1)enhancing data quality,(2)delineating customer journeys with greater precision,(3)crafting more tailored content and p

73、romotions,and(4)engaging with audiences more regularly to gather feedback and insights.BRANDS NICHE-DOWN INTO MORE REFINED CUSTOMER COHORTSTECH/GAMESVIDEO GAMESGEAR&GADGETSESPORTSDRONESVRInterest-based Cohorts43-41-221%41%38%WITH YOUR APPROACH TO CRM,AND UNDERSTANDING AUDIENCES,HOW MANY AUDIENCE PER

74、SONAS DOES YOUR BRAND FOCUS ON?Source:Totem Media 2024 China Brands Survey n=90SEE THE FULL REPORTTOTEMLink to the complete 122 page report or scan the QR code to Totems Website.CONTACT US Email: TOTEMMARKETING INSIGHTS Totem has a mission to support and provide the insights that C-Level marketers n

75、eed in planning the growth of their brands,in China,Asia and Globally.As such,Totem has created a wide set of reports about the key issues being encountered at the leading edges of marketing.The 70+reports created by Totem have been viewed over a million times by global marketing leaders.Totem repor

76、ts cover topics on the frontlines of digital innovation,offering in-depth insight into the future of marketing,including;China and Asia trends,global DTC strategies,new market analyses and AI for brands.TOTEMDETAILED DATA AND DETAILS ON THE ECOMMERCE AND SOCIAL MEDIA LANDSCAPE ACROSS ASIA.PERSPECTIV

77、ES ON REGIONAL GROWTH.INSIGHTS,ANALYSIS AND GROWTH FRAMEWORKS FOR DIRECT-TO-CONSUMER BRANDS-WITH GLOBAL AND U.S.FOCUS PLANNING AND GROWTH FRAMEWORKS FOR BRAND SUCCESS IN CHINA.RANKING OF CHINAS TOP CONSUMER,RETAIL BRANDS GROWING ONTO THE WORLD STAGE.INSIGHTS ON IF/HOW THEY ARE SUCCEEDING.OUR WORK AT

78、 TOTEMEmail: LESTER NGBRAND STRATEGY-ASIACHLOE JIANGINSIGHTS&PLANNING-CHINACHRIS BAKERBUSINESS STRATEGY-GLOBALDAVE WONGBRAND CREATIVE-ASIARON WARDLEBUSINESS ADVISORY-ASIAPAIGE NICREATIVE(ART/DESIGN)GARFIELD WANGSTRATEGY-CHINA/GLOBALKAREN LEEBRAND PLANNING-CHINASUMMER FENGINSIGHTS&PLANNING-ASIAJANE L

79、ANINSIGHTS&PLANNING-CHINATotem works with a range of brands in Asia,China and Globally.Projects for our clients address critical marketing and growth issues including;-Brand strategy,positioning,category design-Market and competitive intelligence,data insights&analytics -Audience research,targeting,and growth planning-Social and digital channel management,content and campaigns-Influencers and media planning/placements -Channel strategies,audits,digital capabilities/innovation Totems clients range across industries,including;retail,fashion,beauty,travel,entertainment and finance.TOTEM