Beyond Covid-19: B2C Marketing Strategies

This podcast examines how brands are adapting to trends in the Chinese market as a result of the Covid-19 virus. We explore media campaigns and digital strategies that have proved successful at reaching China's consumers and how they have changed since Covid-19. 

This podcast covers topics such as:

• How digital marketing and e-commerce is being used to maximise revenue and increase customer loyalty
• The shifting psychology of consumers
• How brands are utilising technology to reach customers
• Which marketing campaigns have been successful during the crisis

 
 Key takeaways:

• Technology and the use of mini-programmes are critical to brand success.
• Distinct market segments are emerging due to consumer anxieties and emotional responses.
• Brands should align themselves with consumers, remain needs-based and community orientated rather than profit focused
• Successful media campaigns have focused upon empathy and solidarity to increase market share.
• Organisations should seek to offer increased value through their supply chain and networks rather than discounts and price reductions.

Panel of speakers:

HOST: Richard Seymore, Senior Marketing Manager, Britannica International School: Richard has previously managed global accounts and marketing for Sage China, and is a former associate lecturer within the department of economics and international business at Oxford Brookes University Business School.

Mark Tanner, Founder & MD, China Skinny: Mark has provided China-market growth strategies and research to around 200 brands including Nike, Tourism Australia, Colgate, Reckitt Benckiser, IKEA, Woolworths, Coles, SAIC Motors and IHG. His views on China have been quoted in more than 200 international media outlets including Bloomberg, Reuters, FT, WSJ and Forbes, where he is a columnist.

Jimmy Chang, General Manager, Scape Creative Communications: Jimmy is the founder and current General Manager of Scape Creative Communications, a brand communications agency specializing in creative branding, marketing communications and events planning and management.

Kirsten Johnston, Founder & CEO, JWDK: In China, JWDK specialises in strategic brand positioning and brand development in China. Kirsten hails from London and founded her firm there in 2003, later expanding her business to China and Hong Kong in 2014.

If you would like to get in touch with any of the speakers, please contact janet.jiang@britishchambershanghai.cn

This podcast is conducted in English and was recorded over a call. We apologise that the quality of the audio is compromised in parts.

Chapters

• 1:05 How have brands adapted to the recent changes (Mark)
• 5:53 What should Marketers know about changes in customer segments during a downtown turn? (Kirsten)
• 8:54 What should brands look out to see how their customers changing? (Jimmy)
• 10:08 How do you see the PR and brand image is shaped for International brands? (Jimmy)
• 10:57 How is technology being used to reach customers during a lockdown? (Mark)
• 13:58 Have there been any communication strategies that have been notably effective? (Mark)
• 15:43 What should B2C marketers be focussing to maximise their business? (Jimmy)
• 19:10 What opportunities are there for brands to strengthen their customer base? (Mark)
• 21:13 How should companies shape their post-virus marketing strategies and what can be learnt from China? (Kirsten)