Future Proof: What can brands learn from China?

We ask Oceanne Zhang and Walker Smith about the cross-industry impact of COVID-19 in China, and what brand managers should do next.
31 March 2020
covid in china
oceanne zhang

Director of Consulting, Ecommerce, China

J Walker Smith
Walker Smith

Knowledge Lead, North America

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The spread of coronavirus is disrupting brands from every industry, across the world. But we’ve been through disruption before, says Walker Smith, Chief Knowledge Officer at Kantar, and can learn some lessons from the past. We can also learn from China, where research shows the promise for certain categories, channels and marketing strategies, in the face of this global pandemic. Oceanne Zhang, Director of Consulting at Kantar in China, talks us through some of her team’s findings: new consumer attitudes and mindsets, product innovation by the more agile businesses, and creative approaches to retail. They discuss the importance of staying close to customer needs, building relationships, and the areas your brand should be focused on if it wants to see growth in the longer term.

Hosted by Felipe Thomaz, Associate Professor of Marketing, Saïd Business School.

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Editor's notes

Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

Listen to all the episodes wherever you get your podcasts.

Get in touch