DTC and the disruptor: The marketing advantage for China’s brands

The importance of direct-to-consumer or DTC marketing in China is growing, but Qumin’s Arnold Ma says cutting out e-commerce platforms completely is risky.

This article is part of a Spotlight series on what marketers can learn from DTC disruptors in China. Read more

Direct-to-consumer (DTC) marketing is playing a bigger role in China’s marketplace as brands address the need to develop a closer relationship with their customers. By cutting out the middleman and owning their channels, brands can gain direct access

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