Online is leaving offline in the dust. How can it catch up?
Offline efforts by brands in China need to expand if they want to catch up with online investments. As it currently stands, brands heavily overbalanced on the digital side of things. With 80-90% of budgets allocated to digital (vs only 67% of user time), digital has become over- inflated.
Offline is ripe for (affordable) investments when you consider:
1. Out-of-home was down more than 30% in 2022.
2. The property market is soft (as in cheaper), with vacancy levels at all-ime highs in key cities.
Openings are there for brands to create memorable, high-impact experiences offline to support brand and customer acquisition initiatives.
For deeper insights, analysis and trends relating to digital marketing, brand growth and China’s media landscape, check out Totem Media’s China Marketing & Media Trends 2023 Report.
And find out more about wider digital and brand marketing trends in Asia, China and global DTC business in our Reports section.
