What Marketers Can Learn From Chinese Brands’ Approach to Covid-19

From contactless delivery, app-based communication and a centralized customer database

white hands holding small red flags with yellow stars in the corner (chinese flags)
China offers inspiration on going digital. Getty Images

China is approximately three months ahead of the rest of the world in its Covid-19 recovery journey. As its economy begins to open up, companies that have been resilient during the peak of the crisis share one key characteristic: They have made digital a focal point for every touchpoint of their business. This has equipped them with the ability to communicate effectively with their employees and customers, roll out products and services quickly, cocreate and collaborate on ideas and solutions, mobilize parts of their supply chain and, most of all, respond to data.

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Greg Paull is the principal and co-founder of R3.