Staff Reporters
May 11, 2022

How marketers can respond to China's Omicron outbreak

TOP OF THE CHARTS: A new report from Publicis reveals the early impact of China's stringent Covid regulations on brands and consumers.

How marketers can respond to China's Omicron outbreak

As China continues to be impacted by the Omicron Covid-19 subvariant, Edge, an insights team at Publicis Group, has released its latest insight report on the impact of COVID-19 on the market. To date, Omicron has spread across 30 provinces in China with more than 800,000 people infected and 65 million people affected due to strict Covid protocols. Shanghai, which has been at the centre of the latest outbreak, has now started to ease restrictions on businesses to kickstart the city’s economy after weeks of lockdown.

Here are four takeaways from this report for marketers: 

  • Offer 'little luxuries': As consumers move to buy beyond daily necessities, brands with the ability to provide products that help make life in the lockdown better should continue to advertise and explore alternate purchase channels to fulfil consumer demands.
  • Belt tightening to come: While consumers are willing to pay for little luxuries while in lockdown, this will not continue as the long-term impact of a slowing economy may impact consumer confidence.
  • Exposure, exposure: Ad awareness is still impacting purchase intention in such times therefore reducing ad spends may cause brands to shrink mental availability and impact brand consumption post the lockdown.
  • Create new occasions: Help consumers discover new ways of using your product in home, expanding their consumption repertoire.

 
This article is filed under...
Top of the Charts: Key data at a glance

 

 

Source:
Campaign Asia

Related Articles

Just Published

13 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

14 hours ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

15 hours ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

15 hours ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.