Perspective

Go-to Brands: China

Executive Summary

In today’s world, building a winning brand is harder than ever. But for those who get it right, the prize is bigger.

Creating brands these days is both easy and cheap. Reaching your target audience is not the challenge that it once was. A good hotel with a more obscure brand will pop up on Ctrip if the customer reviews are good. But creating a winning brand is a different story.

In China, where nearly 80% of e-commerce transactions happen on Taobao/Tmall and JD, even successful brands with satisfied customers are being intermediated; they have to pay to get their customers’ attention on the big platforms. We have found that only a few brands are sufficiently front of mind — or front of phone — to be sought out directly. And it means big rewards for those that are. 

Learn more in our report.

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