The Drum: What Marketing Trends Will Shape China in 2019?
What marketing trends will shape China in 2019?
For The Drum magazine's February issue, we ask marketers in China which trends, innovations and strategies are set to play out in the country this year.
Sam Bradley, The Drum, February 1, 2019
Nicky Wang, managing director, WE Red Bridge
Firstly, services will become more personalized, backed up by data. With the availability of one-to-one level data available from social platforms like WeChat and payment platforms like AliPay and WeChat Pay, social CRM data will increasingly be used to drive deeper offline engagement.
Secondly, cross-border e-commerce will inform long-term entry into the Chinese retail space. Given the significantly lower level of investment needed to run an e-commerce store on a third-party platform, more brands will trial cross-border e-commerce to test the market and gather consumer intelligence before establishing a long-term retail strategy.