ShanghaiZhan:   All Things China Marketing, Advertising, Tech & Platforms cover image

Opening the Mailbox: Branding, Retail, Livestreaming, Media & More: Stephen Drummond

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

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Balancing Branding and Sales in E-Commerce

This chapter explores the delicate balance between maintaining brand identity and driving immediate sales in competitive markets, particularly in the context of social e-commerce. It emphasizes the significance of creative messaging tied to performance metrics, while advocating for sustained brand visibility during economic downturns. The discussion includes effective media strategies, experimental approaches, and the integration of commerce in branding within the fragmented Chinese market.

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