Totem：2024年中国经济增长框架报告（英文版）.pdf

2024

FRAMEWORKSFORGROWTHINCHINA

MINI-REPORT#5

FRAMEWORKS

FORGROWTH

STRATEGIESFORBRANDPOSITIONINGDURING

RECESSION,BRANDPLANNINGTEMPLATESCASES.

POSITIONINGFORRECESSIONINCHINA

Goingintothepandemic,therewasagreat

dealofexpectationforarecession.But,the

downturndidn’thappenatthattime.Infact,

forawiderangeofconsumerbrands(selling

physicalproducts),itwasamassiveboom.

Atthattime,whenpeoplewerelocked

down,demandforphysicalproducts,was

pulledforwardduringthepandemic.Online

gainedfurthergroundduringthistime,

leavingphysicalretailandservices,travel

relatedconsumptionstepsbehindthetrend.

Withageneralre-opening,wearenow

seeingapull-backindemandformanyof

thebigwinnersfromthepandemic.Demand

hasbeenshiftingtowardservices,

entertainmentandtravel.Offlineretailhas

regainedsomesalesbackfromonline.

WithrecessionstartingtobiteinChina(asin

othermarketsglobally),brandswillneedto

takeacarefullookatpositioning,pricing,as

wellasoverallcompetitivesustainability-as

strategiestoenduremuchtighterconditions

withconsumers.

POSITIONINGFORRECESSION

STAGE1

Thereisadown-shiftinconsumerdemand(andsales

volumeforbrands).Marginalplayers-withweak

positioningand/orfinancials-maydropoutoftheCONSUMERPRODUCTSDEMANDGROWTH

market,togetherwithawaveofconsolidation(MA).Aggregateconsumerspendingonretailconsu