The FMCG market in China is among the world's most rapidly changing, with almost everything about how products are marketed, sold, and purchased changing at a blistering pace.
56.1% of post-90's consumers report being the primary deciding force in their household's shopping and purchase habits. Seeing other people's shared content on social media (54.6%) and looking at recommendations and reviews on e-commerce platforms (50.9%) are the main ways to get to know the products online.
Advertising and marketing channels
While TV and billboards remain important advertising channels in China, they have been supplanted by smartphones, computers, and tablets as the primary channel through which brands interact with consumers. When viewed by age group, post-85 consumers form a sort of mid...
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