Brands in China are adapting to prevalence of omnichannel media

Brands operating in China are becoming more sophisticated in their social media marketing due to the complex media landscape and the widening generational gap, according to the China Social Media Landscape Report 2019 by global consultancy Kantar's Media Division.

The report noted that the prevalence of omnichannel media, which refers to platforms that allow users to perform a variety of functions such as search, network, game and purchase products, have compelled marketers to think hard about where they kick off promotions and how they can differentiate themselves across different channels.

"We identify WeChat, QQ, Alipay and Taobao as the most representative omni-media platforms. This is quite unique to China," said Kantar Media Division's China CEO Coolio Yang.