The ~20 page report includes some thoughts on the stages of recession, how different types of businesses should prepare and some tactics/channels which are useful to the shifting consumer landscape.
Having spent the last month traveling around China, meeting with a wide range of people, there is a pretty common understanding that we are moving in the direction of recession.
Some brands are still doing very well ...while others are really seeing a slowdown. Leading brands, value brands and discount brands are generally in OK shape. Many middle-of-the-pack brands (what I call "aspirant" brands) are feeling the pinch.
Recessions are part of a regular business cycle. But, China hasnt seen a recession in >20 years. Even during 2008, China growth just kept plugging along.
So, for marketing peeps in China who havent seen a recession, hope this deck serves up some insights on how to adjust marketing as things slow.
At the same time, it appears that China wont be alone with being in recession, as multiple other markets seems to moving in the same direction right now. So, might also be worth reading if you are operating in other regions too.
