Old tricks don’t work anymore. Brands’ advertising ROI in China have been tumbling down to subzero levels in the past years. What was once the El Dorado of marketers is becoming a blood red ocean. New channels pop up every day for the pleasure of Chinese consumers and the headaches of brands trying to reach them. For each channel in the West, twenty can be found in China.

Chinese consumers are maturing faster than in any other markets in the world. Differentiation, particularly in first-tier cities, is becoming a major consumption drive. A study by McKinsey reveals that by 2020 discretionary spending will nearly double compared to 2000.

Also, Chinese consumers are at the forefront of technology, leading the global market of mobile payment among others. That means marketers cannot use the same old tricks that they were before.

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Junse Lee

Junse lives in the future. She is interested in new rules and ethics technology will bring into people's lives.