Brand Marketing
Chinese Brands Under the Pandemic: Who Has Been Held Back?
The recurring COVID-19 pandemic has added variables to the reshaping of the brand landscape in the consumer industry. The outbreak in 2020 and its continuation have changed the consumption concepts and shopping behaviors of the new generation, directly impacted supply chains and sales across online and offline channels, and impacted primary market financing for new consumption. New consumer brands have been hit hard by this 'force majeure.' Meanwhile, established brands have readjusted their positioning and products, launching strategic counterattacks against new brands. Under the pandemic, what will be the outcome of the battle between new and old brands?
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