Totem：2024中国市场营销与媒体评论报告（英文版）.pdf

2024

CHINAMARKETINGMEDIATRENDS

ABOUTTHISREPORT

Feb2024

2024BRANDMARKETINGMEDIAPLANNINGOUTLOOK

China’seconomyisstuckinaholdingpattern,confusedaboutapost-Covidrestartthatdidnthappenin2023.And,whileChina

hashadadistinctbiastowardoptimismandgrowth,theeconomyisstuckinthemiddleofadeflationaryrecessionand

consumersareturningnegative.MarketinginChinaiswitnessinganinflectionpointinto2024.

Giventhiseconomicbackdrop,marketerswillneedtoadjusttonewframeworksforgrowthinChina,andanenvironmentwhere

consumersaremorecautious,moreconsideredandmuchmoreselective.Theheadydaysofwildgrowthandimpulsepurchases

aregone-tobereplacedwithmorerational,cautiousandconsideredbuyingdecisions.

Despitethegrowingairofnegativity,thisenvironmentpresentsrealopportunityforbrandstomoveahead.Asweakerplayers

areexposed,crippledorretreat,morewellmanagedcompaniesshouldbeabletofindbreathingspace.Onacategory-by-

categorybasis,ChinahasbeenthemostcrowdedandcomplicatedmarketintheWorld,oftenhaving10-50xthenumberof

competitorspercategory(whencomparedwithmorematuremarkets).Thescaleofcompetitioncouldeaseastheresultofa

prolongedmarketcontraction.

Thetricktocomingoutaheadishavingaclearperspectiveonthetiming,depthofthedownturn…aswellasinternalplansfor

howtopositionandpriceaccordingly.

Positioning