1、BIG PICTURE ON CHINAS CONSUMER MARKET2024MINI-REPORT#1BIG PICTURE ON CHINACHINAS MARKETING LANDSCAPE,CONSUMER SENTIMENT2024 BRAND MARKETING&MEDIA PLANNING OUTLOOK Chinas economy is stuck in a holding pattern,confused about a post-Covid restart that didnt happen in 2023.And,while China has had a dist

2、inct bias toward optimism and growth,the economy is stuck in the middle of a deflationary recession and consumers are turning negative.Marketing in China is witnessing an inflection point into 2024.Given this economic backdrop,marketers will need to adjust to new frameworks for growth in China,and a

3、n environment where consumers are more cautious,more considered and much more selective.The heady days of wild growth and impulse purchases are gone-to be replaced with more rational,cautious and considered buying decisions.Despite the growing air of negativity,this environment presents real opportu

4、nity for brands to move ahead.As weaker players are exposed,crippled or retreat,more well managed companies should be able to find breathing space.On a category-by-category basis,China has been the most crowded and complicated market in the World,often having 10-50 x the number of competitors per ca

5、tegory(when compared with more mature markets).The scale of competition could ease as the result of a prolonged market contraction.The trick to coming out ahead is having a clear perspective on the timing,depth of the downturnas well as internal plans for how to position and price accordingly.Positi

6、oning and strategy around audience targeting will be key as Chinas new consumer environment unfolds.Within this environment,there will be fewer winners per category.The goal of marketing teams will be to ensure that their brands are among the winners as things shake out.Dialing in brand positioning

7、and value proposition with a core consumer group is an important first step.In Section 5 of this report we look into the positioning implications for brands during recession.And,while there will be a temptation to turn all marketing efforts toward bottom-of-funnel performance,building emotional conn

8、ections(trust/affinity)should play an important role in this new paradigm.While consumers will spend less into 2024,they will still purchase the brands they know,love and trust most.Many(weaker)brands will be well advised to withdraw from China given the current conditions.Well managed,well position

9、ed brands will be advised to stay focused,build lasting connections with core customers,and outlast a bloated cohort of weaker competitors.As the Worlds second largest economy,the scale and potential of China cannot easily be replaced(with,for example a newly emerging market).So,pulling out should b

10、e carefully considered.Its also possible that rest of world follows closely in Chinas tracks,by dipping into recession.In this context,pulling out of China now-in favor of another market-might backfire.For instance,Germany,Japan and the UK are already,officially in recession.Chris Baker Founder,Tote

11、m ABOUT THIS REPORTFeb 2024Returning for its 9th year running,Totems China report is designed to help brand leaders stay a step(or two)ahead.We hope that it serves as a template for evaluating and planning brand growth.The report links together wider insights from the macro-economy and consumers,wit

12、h key details of the marketing and media landscape.In this year of transition,we also hope that it provides a spark,to help brands regroup,and set new plans for China and the Asia region at-large.A key ingredient in this report are the collective insights from brands.We had inputs from 90 marketing

13、leaders in our the 2024 survey(held in Nov 23).This data underpins the overall direction of our analysis.A big thanks to the team at Totem for their dedication to this process.Its a lot of work on-top of some very hectic schedules!TOTEMS 9TH ANNUAL REPORT ON CHINAThe overall environment in China has

14、 downshifted from rapid,unfettered growth,to a new paradigm of caution and prudence.Brands must re-position for this new environment and be prepared to survive and flourish during a prolonged recession.While China remains the Worlds second largest economy,many of the assumptions about the market are

15、 changed and will change rapidly in the coming year(s).Lower tier cities and the newly emerging middle classes may no longer be centers for new growth.New rules for demographic targeting and engagement will need to be written.1Marketing and sales success in China remains firmly connected to social c

16、ommerce routines.Winning brands are expert in cultivating customers on social,rallying audiences to buy,via a potent mix of;influencers,livestreaming,social mini-programs and private traffic tactics.The aims and approach of social commerce is however subtitling changing as a result of the current ec

17、onomy.Where the goal used to be about building hype,the approach is now more about building a foundation of assurance and trust for consumers.Social validation,reviews,WOM and private traffic all need to be aligned toward confidence.2The rift between brand and performance marketing will be stressed

18、again,as companies covet conversion.Its an environment where companies will be tempted to gear-down and focus on conversion and bottom-of-funnel metrics.Category pricing wars and races to the bottom will become even more common.But to insulate themselves from this sort of margin erosion,companies sh

19、ould make greater efforts around brand.There will be space for customers to buy the brand they love and trust-even in the face of deep discounting.Brands need to be positioned to have core audiences who love,trust and buy them.3THREE KEY TAKEAWAYS:CHINA MARKETING IN 2024THE BIG PICTURE1CONSUMER CONF

20、IDENCE13MIDDLE CLASS MOMENTUM18CHINAS DIGITAL ECONOMY6CITY TIERS&CLUSTERS19GENERATIONAL TIERS21China remains a predominantly digital realm,with over a billion internet users who spend extensive hours on mobile devices every day.The prevalence of mobile payments continues to grow,with more adopting t

21、his method for routine transactions.This digital concentration has sustained Chinas global leadership in retail ecommerce,where it still commands a significant portion of worldwide ecommerce spending.Ecommerce spending maintains a substantial lead over countries like the US,where online retail conti

22、nues to represent a smaller fraction of total retail sales.This gap underscores how China is outpacing most developed nations in their rapid adoption of digital commerce.The pace of marketing innovation hasnt slowed,and the integration of livestream commerce,AR,VR,and AI is more entrenched fusing th

23、em together in innovative ways to cater to a consumer base thats eager for novelty and interactive experiences.CHINAS DIGITAL ECONOMYSource:CNNIC 2023CHINA MARKET SCALECHINAS INTERNET POPULATIONTHE TOTAL NUMBER OF INTERNET USERS IN CHINA CONTINUES TO GROW AT AROUND 5%EACH YEAR,AND CURRENTLY SITS AT

24、OVER 1.079 BILLION.OF THOSE,1.076 BILLION ARE MOBILE USERS(MORE THAN 99.8%OF CHINAS INTERNET POPULATION ARE MOBILE).By comparison,there are 311.3 million netizens in the US(as of January 2023)-and an 91.8%mobile penetration rate.3507001,0501,4002000222023Chinas Netizen Pop.(Mil

25、lions)Penetration(%of Pop)76.4%74.4%71%67%61%57%53%50%1,0791,0511,075171076.4%74.4%71%67%61%57%53%50%Source:Questmobile,2023AUDIENCE TIME SPENT-MOBILEUSER SHARE OF TIME SPENT ON MOBILECHINAS VAST POPULATION OF MOBILE USERS DEDICATES MOST OF THEIR SCREEN TIME TO SHORT VIDEO CONTENT,SIGNALL

26、ING THE FORMATS DOMINANCE IN ENGAGING AUDIENCES.Messaging remains a key activity,while other categories like news,online shopping,and streaming represent smaller shares of mobile usage.Others33%News7%Online Shopping4%Short Video28%Streaming6%Messaging21%Instant MessagingOnline vidoesShort videosOnli

27、ne paymentOnline shoppingSearch enginesNewsLive-streamingMusicOnline gamingOnline literatureOnline meal orderingOnline ride-sharing servicesOnline Travel Booking2755508251,552855072676578,0261,0441,047Source:CNNIC 2023NUMBER OF INTERNET USERS IN CHINA BY ACTIVITY(IN MILLIONS)20

28、22-2023%Change in retail ecommerce salesSource:eMarketer 2023RETAIL ECOMMERCE SALES 2023(BILLIONS,USD)$3TGERMANYFRANCEINDIAJAPANKOREA11%CANADA$1.16TCHINA MARKET SCALE47%2023 Ecommerce share of total retail sales.30%2023 Ecommerce share of total retail sales.39.6%2023 Ecommerce share of total retail

29、sales.UNITED KINGDOM$196B$79.4B$97.3B$82.8B$118.9B$147.4B$193.48%+20%USACHINA15.8%2023 Ecommerce share of total retail sales15.9%+14%+3%+17%-16%-42%+3.8%+%+%Rest of World25%UK3%South Korea2%Japan3%China48%US18%$6.3TSHARE OF GLOBAL ECOMMERCE SPEND 2023CHINA MARKET SCALECHINA RETAIL ECOMMERCE VALUE(CN

30、Y TRILLIONS)GROWTH IN CHINAS RETAIL ECOMMERCE SECTOR HAS BEEN CONSISTENT,OVER A LONG PERIOD OF TIME.ECOMMERCE CONTINUES TO OUTPACE THE GROWTH RATES OF OFFLINE RETAIL.COMPARED TO THE OVERALL RETAIL GROWTH RATE OF 7.2%(SOURCE:NBS)IN 2023,12%GROWTH IN DIGITAL IS IMPRESSIVE.Ecommerce has become integral

31、 to the retail landscape in China,despite a gradual decrease in the rate of growth.Source:GlobalData Banking&Payments Intelligence Center002020212022f2023f2024f%Growth RateE-commerce Value19.617.615.713.811.810.697.2610.9%12%14.2%17.2%10.6%18.1%25.5%19.4%22.7%10.9%12%14.2%17.2%

32、10.6%18.1%25.5%19.4%22.7%Source:StatistaMOBILE PAYMENTS USERS (MILLIONS)20002220239439583527469CHINA MARKET SCALECHINAS DIGITAL LANDSCAPE IS STRUCTURED AROUND SOCIAL COMMERCE.A SELECT FEW DOMINANT ENTITIES(BATB)HAVE CAPTURED THE LIONS SHARE OF CONSUMER FOCUS,WITH SUP

33、ER APPS”THAT BLUR THE LINES BETWEEN SOCIAL NETWORKING AND ONLINE SHOPPING.THE AIM OF SOCIAL COMMERCE IS TO CHANNEL AUDIENCE EXCITEMENT AND INTENT TOWARDS CHECKOUT,USING A MIX OF INFLUENCER MARKETING,REAL-TIME VIDEO,CONTENT AND REVIEW SHARING.Chinas notoriously cautious consumers do their research be

34、fore making purchases.Unlike the typical US buyer who might consult 3-4 sources pre-purchase,Chinese consumers typically explore 15-20 different sources.Super Apps offer strong networks of social endorsements within their exclusive ecosystems.Source:eMarketer3.757.511.255002002

35、22023GMV(Billions)%of total retail ecommerce sales14.213.81311.610.3474.81394.69315.5242.41186.0414.213.81311.610.3SHARE OF SOCIAL COMMERCE IN E-COMMERCE RETAILTHE CHINA ECOSYSTEM IS DIFFERENTSOCIAL-ECOMMERCE IN CHINA Advertising as predominant business modelDigital platforms prioritize eCommerce bu

36、siness modelsPURCHASECONSIDERATIONAWARENESSPURCHASECONSIDERATIONAWARENESSENTERTAINMENTENGAGEMENTPAYMENTCHINABrands have points-of-sale on each platform and pay to sustain traffic to each of these platform stores.Customers jump between channels seamlessly.Journeys are Web-first,platform second.GLOBAL

37、Each channel has more discrete focus and contributes along a holistic path-to-purchase.Transactions flow to brand“own”Websites.Digital platforms contribute to“DTC”outcomes.Journeys are platform specific.Each platform is its own complete,separate funnel.Platforms operate as“Super Apps”fully encirclin

38、g users,with a mix of content,social,payments,stores.“Private Traffic”initiatives aimed at moving more DTC continue to grow,with brand owned Mini-Programs serving the role of owned sites.Theres very little hopping from one digital platform to the next in China.Brand activities occur within silos,on

39、platforms designed as“Super Apps.”Instead of one,master funnel(tied to an owned Website)brands in China must concurrently be running 4-6 funnels-one for each“Super App”(WeChat,Tmall,RED,Douyinetc).CONSUMER CONFIDENCEChina is still stuck in an economic holding pattern,where consumers are taking a wai

40、t-and-see approach to recovery.According to the NBS,Chinas economy grew at 5.2%in 2023,with retail sales outpacing overall growth at 7.2%.While the numbers sound impressive,these year-over-year numbers,comparing to 2022,are taken from a low base and a weak previous year.Looking at the big picture,th

41、ere has been a pivot in consumer confidence over the past couple of years,which a clear shift toward caution and prudence.Property weakness and job insecurity also weigh heavily on overall sentiment.Travel has been a relative bright spot.Domestic travel has rebounded to surpass 2019 levels,and trave

42、l to Hong Kong,Taiwan,and Macao is approaching pre-pandemic figures(83 percent of 2019 levels in September).While international travel remains at around half of 2019 levels,this is primarily attributed to visa restrictions and high flight prices.PASTCURRENTFUTURERobust,unfettered growthBrands target

43、 lower tier cities,tapping endless pool of growthMassive expansion of middle classCautious,wait-and-seeBrands re-frame on generational and income tier targeting Middle class bracing for down trendDownturn,slow return to trendRefined,nuanced customer targeting.Loyalty as KPI.Middle class shrinks,weal

44、th divides increase?China is in the midst of a major shift in approach to marketing,growth&consumption.Brands need to re-frame the approach to China given the changes underway.A PIVOT POINT FOR CHINA?A plethora of global and Chinese brandsWealth effect from real estate drives confidenceGlobal brands

45、 retrenching,China brands looking to globalQuestions about wealth from stalled property marketFewer global and Chinese brands.Contraction,consolidation.Income to replace property as driver of consumer confidenceCONSUMER SENTIMENTCHINA CONSUMER CONFIDENCE(2010-2023)Sources:NBS,People Bank of China 20

46、23CONSUMER CONFIDENCE IN CHINA IS CLOSELY RELATED TO THE PROPERTY MARKET.THE WEALTH EFFECT FROM PROPERTY GAINS HAS FUELED ROBUST CONSUMPTION IN THE PAST DECADE(S).CONSUMER AND PROPERTY CONFIDENCE HAVE BEEN MOVING DOWN-IN CONCERT-SINCE BEFORE COVID.MOVING FORWARD,JOB INSECURITY MAY BE A FURTHER DRAG

47、ON CONSUMER CONFIDENCE.Chinese hold most of their personal wealth in property,with more than 75%investments in property,compared to 30%in the US.In addition to the weak property market,the small share of investments that do go to financial assets are getting trampled,as Chinas stock markets have got

48、ten slammed in 2023-24.35%30%25%20%15%10%609000002020288360Share of Households Expecting House Price IncreaseConsumer Confidence IndexCHINAUSA25%50%75%100%PropertyFinancial AssetsCommercial AssetsOther AssetsSour

49、ce:Survey&Research Center for China Household FinanceHOUSEHOLD INVESTMENT MIX(CHINA VS USA)CONSUMER SENTIMENTALIBABA GMV ON SINGLES DAY(BILLIONS OF USD)Sources:Alibaba 2022,Totem Research 2024One-day eventExtended periodFESTIVAL SALES HAVE LONG BEEN A BAROMETER FOR CONSUMER CONFIDENCE IN CHINA.AS SU

50、CH,THE LAST FEW YEARS HAVE BEEN DISAPPOINTING.DESPITE ALIBABA NO LONGER PUBLISHING OFFICIAL SALES(GMV)TOTALS,ESTIMATES ARE THAT DOUBLE 11 RESULTS HAVE TRACKED SIDEWAYS FOR THE LAST THREE YEARS.RESULTS IN 2023 WERE SO BAD THAT ALIBABA CANCELLED ITS DOUBLE 12 SALES FESTIVAL.PART OF THIS DECLINE IS AN

51、ALIBABA PROBLEM BUT WEAK RESULTS ARE ALSO A SIGN OF THE TIMES,WITH CONSUMER EXCITEMENT SAGGING.Many companies have viewed Double 11,6:18 and Double 12 as pillars for growth.For some,a good Double 11 can make the difference between profit and loss for the year.Brands who have been over-reliant on sal

52、es festivals will need to reconsider sales planning,to focus less on one-off impulse purchases and more on everyday-lower-price strategies,together with better DTC and CRM systems and incentives.0204060800212223$84.5-5%TARGETING NEW GROWTH WITH CONSUMERSReaching down into lower

53、 tier cities has been a go-to move for brands looking to find new growth in China over the past decade.Lower tier cities,coupled with the expansion of the middle class have offered near endless opportunities for growth.Brands looking to tap into new sources of growth into 2024 and beyond,will need t

54、o adjust tactics and focus on a mix of;(1)income strata(middle vs affluent classes),(2)city tiers(T1 vs lower tier)and(3)generational tiers(boomers vs GenZ).Should Chinas economic contraction intensify,the growth of the middle class will stall(and shift into reverse).At the same time,an economic dow

55、nturn will put pressure on growth of lower tier markets.In this context,better targeting of generational tiers may become more important for market planners looking to expand and improve marketing results.URBAN HOUSEHOLDS BY INCOME GROUP(MILLIONS)Source:MGI InsightsCHINAS ALL IMPORTANT MIDDLE CLASST

56、HE GROWTH OF CHINAS MIDDLE CLASS HAS BEEN PHENOMENAL.ECONOMIC MOMENTUM,COMBINED WITH GOVERNMENT INITIATIVES(EG.COMMON PROSPERITY)HAVE SUPPORTED STEADY GROWTH.FOR BRANDS,THIS GROUP HAS BEEN A NEAR ENDLESS SOURCE OF GROWTH POTENTIAL.THEY HAVE BEEN A WILLING AND SPENDTHRIFT AUDIENCE FOR NEW BRANDS.BUT,

57、A PROLONGED ECONOMIC SLOWDOWN COULD PUT CHINAS MIDDLE CLASS AT RISK.MIDDLE AND LOWER INCOME GROUPS HAVE ALREADY SHIFTED TO A CAUTIOUS STANCE.THE TOTAL NUMBER OF PEOPLE IN THE MIDDLE CLASS COULD CONTRACT QUICKLY IN THE MONTHS AHEAD.Putting a firm number on Chinas middle class is challenging.Estimates

58、 for its size range from 300-600 million,with a very wide range in criteria for what is middle class.A reasonable assumption is that Chinas middle class is near 350+million people(earning between US$15,000-75,000/yr).2025(e)202097363LOWER INCOMEMIDDLE INCOMEHIGH INCOME RMB160K/

59、yr386mTIER 1CITY TIERSTIER 1(New)TIER 3Bubble size indicates share of national GDP130 Million220 MillionNetizens 2022CITY CLUSTERSCITY CLUSTERSSource:CNNIC,Totem 2022TARGETING THE RIGHT TIERS,CLUSTERS A prolonged economic slowdown could change the calculus when it comes to city tier targeting.Prior

60、to Covid,lower tier cities were prized as new growth centers,offering brands un-tapped potential with new consumers who were generally more exuberant and impressionable.As economic expansion shifts into reverse,growth of lower tier cities will likely be impacted more than top tier cities.In this con

61、text,the share of brand investment apportioned to lower tier cities should contract.Discount and value brands with propositions tuned to mid-to-lower income families could still find growth in lower tier markets.But for luxury/leader and value brands,higher tier markets are likely to be more fruitfu

62、l.In a contractionary environment,protecting the markets you already own,may be more important than venturing into un-proven locations.As caution settles in,consumers are more likely to stick with brands they know and trust.Its better to be a true leader in a geographic cluster than to be a forgetta

63、ble brand on the national stage.Brands with finite resources should be intent on defending the geographies they already own and supporting more geo-specific strategies.TIER 2BEIJINGSHANGHAIFUZHOUFOSHANHANGZHOUXIANHONG KONGQINGDAONANJINGWUHANHARBINCHANGCHUNZHENGZHOUSHENYANGYANTAITIANJINSHIJIAZHUANGHE

64、FEIWUHUNANCHANGCHANGSHALUOYANGCHONGQINGGUIYANGSUZHOUCHENGDUSHENZHENDONGGUANNINGBOGUANGZHOUCITY TIER CONFIDENCEINCOME AS A BETTER MEASURE OF POTENTIAL Middle-class consumer confidence has declined more quickly in lower tier markets than in top tier cities.Prior to Covid,it was top tier consumers beco

65、ming cautious,as lower tier consumers,boosted by improved income and the wealth effect from property gains,were flying high.Current data tell a different story,with consumers in lower-tier cities pulling back spending as property gains have evaporated and income is becoming less secure.Going forward

66、,income,more than(perceived)property gains may be a greater determinant for consumer confidence.Higher tier cities have much higher income levels,more security,and much greater ability to maintain spending levels.According to analysis from McKinsey,by 2020,there were 55 high-income cities in China-w

67、ith per capita income of more than US$12,695(RMB90,000).This number of high-income cities is projected to rise to a total of 82 by 2025.These top income cities will account for between 47%(in 2020)to 58%(in 2025)of national GDP.Source:(China)National Bureau of Statistics(NBS)202310,000 CNYShanghaiBe

68、ijingZhejiangTianjinJiangsuGuangdongFujianShandongChongqingLiaoning24681.811.931.712.332.552.582.573.143.4542.862.923.063.543.934.034.074.986.176.37Disposable income/capitaExpenditure/capitaDISPOSABLE INCOME PER CAPITA BY CITIES/REGIONS(PER ANNUM)POPULATION OF CONSUMER GENERATIONSSource:China Nation

69、al Bureau of Statistics(NBS)2023&BCG analysisGENERATIONAL TIERSAS THE ECONOMY SLOWS,THE NARRATIVE AROUND TARGETING IS LIKELY TO SHIFT AWAY FROM CITY TIERS,MORE TOWARD GENERATIONAL TIERS.WHERE DISCOUNT AND VALUE BRANDS CAN CONTINUE TO PUSH INTO LOWER TIER CITIES,LEADER BRANDS WILL NEED TO FOCUS MORE

70、ON GENERATIONAL TIER POSITIONING AND TARGETING.WHILE BOOMERS AND GEN-X HAVE ENJOYED DECADES OF GROWTH,GEN-Z ARE STRUGGLING WITH INCALCULABLE YOUTH UNEMPLOYMENT RATES.WHILE BOOMERS ARE SITTING PRETTY,GEN-Z ARE LAYING FLAT.THIS PUTS GEN-X AND GEN-Y AS CHINAS CORE DRIVERS OF CONSUMPTION-AS WELL AS BEIN

71、G THE MOST LIKELY TO TRADE-UP AND PREMIUMIZE.The saving grace of younger generations in China is the fact that they often have a basic level of financial support from parents and grandparents.So,while they might not be able to develop inspiring careers of their own,they do have a safety net and,in s

72、ome cases a free pass on having to grind through the career ladder.Pre-1949BoomersGen XGen YGen ZGen A250M120M330M320M230M170MBoomers,Gen X,Gen Y and GenZ account for 80%of Chinas population.GENERATIONAL SEGMENTING,INTERESTS&ATTITUDESSource:China National Bureau of Statistics(NBS)2023&BCG analysisGE

73、NERATIONAL TIERSBY TARGETING GENERATIONAL TIERS,BRANDS WHO ARE NOT CURRENTLY WELL DIFFERENTIATED,CAN BECOME THE GO-TO BRAND FOR A SPECIFIC GROUP.AND,WHILE IT IS STILL POSSIBLE FOR BRANDS TO LEAD ACROSS ALL GENERATIONAL TIERS,TARGETING-BY-TIER SIGNALS A MORE MATURE APPROACH TO WINNING IN CHINA,WHERE(

74、FOR INSTANCE)BEING THE LEADER AMONG 330 MILLION GEN-X IS FORMIDABLE.Sophisticated brand strategies will allow for blending targets across generational tiers,having a core brand identity which works across all tiers,buttressed by an array of more nuanced messages designed for different generational t

75、iers.The challenge for many brands in this context will be to build a master brand identity while creating specific appeals across generations,tapping into subtle differences in attitudes and interests with messaging.CRM and private traffic capabilities will be critical in supporting these positioni

76、ng objectives.Gen ZGen YGen XBabybommerMedical aestheticsTheme parksHome AppliancesLife hacksGarage kitsBinge WatchingVenture investmentMilitarySlasherHome AppliancesHome theatreSnowbirdShutterbugYogaCountry lifeFashionACG danceRunningHealthy eatingHealthy eatingConsole gamingRV TripsHealth insuranc

77、eHealth insuranceACG eventsGolden oldiesPrudent investmentCPC historyNiche sportsCasual gamesRunningSquare dancing Independent&Confident Redefine Success Pursue value of money Respect rules Trust professional brands Focus on Results&Efficiency Value social belonging;follow current events Seek conven

78、tional success Buy from famous brands for self-gifting Conversation;adhere to rules Stay true to themselves and pursue their own interests Buy from famous brands for self-gifting HighBELIEFS&ATTITUDESPreference LevelLowINTERESTSSEE THE FULL REPORTTOTEMLink to the complete 122 page report or scan the

79、 QR code to Totems Website.CONTACT US Email: TOTEMMARKETING INSIGHTS Totem has a mission to support and provide the insights that C-Level marketers need 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 encoun

80、tered at the leading edges of marketing.The 70+reports created by Totem have been viewed over a million times by global marketing leaders.Totem reports cover topics on the frontlines of digital innovation,offering in-depth insight into the future of marketing,including;China and Asia trends,global D

81、TC strategies,new market analyses and AI for brands.TOTEMDETAILED DATA AND DETAILS ON THE ECOMMERCE AND SOCIAL MEDIA LANDSCAPE ACROSS ASIA.PERSPECTIVES ON REGIONAL GROWTH.INSIGHTS,ANALYSIS AND GROWTH FRAMEWORKS FOR DIRECT-TO-CONSUMER BRANDS-WITH GLOBAL AND U.S.FOCUS PLANNING AND GROWTH FRAMEWORKS FO

82、R 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 TOTEMEmail: LESTER NGBRAND STRATEGY-ASIACHLOE JIANGINSIGHTS&PLANNING-CHINACHRIS BAKERBUSINESS STRATEGY-GLOBALDAVE WONGBRAND CREATIVE-ASIARON WARDLEBUS

83、INESS ADVISORY-ASIAPAIGE NICREATIVE(ART/DESIGN)GARFIELD WANGSTRATEGY-CHINA/GLOBALKAREN LEEBRAND PLANNING-CHINASUMMER FENGINSIGHTS&PLANNING-ASIAJANE LANINSIGHTS&PLANNING-CHINATotem works with a range of brands in Asia,China and Globally.Projects for our clients address critical marketing and growth i

84、ssues 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