Survey of Brand Leaders in China 2024
This mini report (we’ve been running for 9+years) is part of our annual China Marketing and Media Review to bring China’s marketing and branding landscape into sharp focus - for marketing leaders.
In this report, we explore the budgeting, strategic & media selection priorities of marketing leaders in China through the Totem’s 2024 brand survey results.
2023, in China, was a year of wait-and-see for marketers and consumers alike. As the year inched along, confidence was slowly chipped away at, as the anticipated return to heady times never materialized. This erosion of confidence is reflected in the results of Totem’s 2024 brand survey.
For this year’s survey, we had 90 senior brand leaders provide insights on where they see the market and the plans they are putting in place for 2024. The report explores:
- Three key takeaways from the brand survey
- Business outlook
- Shift in spend
- Tactics & Channel focus
- KOL
- Livestreaming
- Mini-program
- CRM
Click here for the full 2024 China Marketing and Media Review. It covers the big picture on China consumer market, 10 key considerations for China Marketing, survey of brand leaders in China, China’s media & marketing environment, and Framework for Growth in China. For brands already in China, we hope to provide the necessary insights to stay a step (or two) ahead. For brands not yet in China, it should provide a framework to evaluate growth possibilities. And, for brands considering a pivot to Asia, some perspective on China’s important place in the region.
