2023年中国营销的三个关键要点 Chris Baker Totem的年度中国展望报告是其第8年,作为帮助品牌重组的模板,并在中国经过三年的新冠疫情严格控制后终于重新开放后,为中国和整个亚洲地区制定了新计划。 Consumer sentiment Influencers, KOLs Local communities Middle-class consumers Direct to consumer (D2C) E-commerce & mobile retail Omnichannel retail Metaverse Brand growth Customer relationship management Marketing budgets Digital media planning & buying Livestreaming Social media planning & buying Greater China Advertising expenditure & forecasts Channel planning, media mix selection Cultural influences & values Strategy