18 June, dubbed as China’s mid-year Black Friday, is the second most prominent ecommerce shopping festival after Singles Day in China. This ecommerce event, as always, creates a huge sales opportunity for consumer brands in China and, given this is the first big event post COVID-19, it is particularly worthy of attention.
Kantar Consulting has released 618 themed whitepaper, China's First Shopping Spree after COVID-19: How Do Brands Breakthrough the Crisis, interpreting the consumer goods market in this post-pandemic period using three dimensions - “people, product and place”, to help decode how manufacturers can embrace business opportunities in post-pandemic era.
People: Insights across eight strategic consumer groups; utilize the fan economy across all consumer touchpoints; leveraging users’ lifecycles for precise customer operation
Product: Explore new needs, embrace new trends
Place: Marketing for the ‘New Normal’ of COVID-19; livestreaming ecommerce; O2O - winning retail model for a new era; exploring new opportunities in ecommerce; social ecommerce
This comprehensive report has a wealth of learnings for brands as to where they need to play to connect with emerging demographics and on what platforms they should be betting for maximum ROI.
Download the report here.
Don’t miss Oceanne’s session at the Retail Realities of COVID-19 virtual event on China’s new consumer value ecosystem.