The DTC business model: Reshaping the China market and consumer behaviour

The term “direct to consumer” or DTC may have been coined by Western brands it is not an entirely new concept in China where DDB China Group’s Laura Liang says the mature e-commerce scene has produced pioneer brands that have been following the DTC business model.

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

Marketers interested to find out how young Chinese Gen Zs consume content and products online and offline are finding it increasingly difficult to predict their behaviour – especially in recent times.

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