Four factors in China that contributed to faster mobilisation and recovery against COVID-19

Being the first country to mobilize against this pandemic, China is approximately three months ahead of other nations who are only now grappling with measures needed to keep people safe.
  • Factors that contributed to faster recovery are: more reliance on online customer communities rather than in-store interactions or experiential marketing; a digitally-optimised ecosystem ensuring that every touchpoint is available to be actioned online; a clear marketing process of accountability due to streamlined creative, production, and approval measures; innovative products and services have contributed to revenue during difficult times, from customized menus to contactless solutions.
  • Brands like Starbucks, Yum, and Apple that acted quickly to fill gaps in the market gained new customers and strengthened existing relationships....

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