The 2022 CHINAMARKETING&MEDIAREVIEW highlights a year of significant changes in China's digital landscape, driven by government initiatives towards structural reorientation. These changes include anti-trust actions, bank failures, and negative sentiment over various media and cultural activities, shifting the rules of the game for digital platforms and brands. Direct-to-consumer strategies are gaining favor among brands that have been reliant on China's "super apps" until now. Despite rising levels of uncertainty, marketers remain positive about growth, with our annual survey of ENABRORKELING leaders showing that brands will continue to maintain or increase marketing budgets in 2022. However, the report also notes that China's economy faces similar challenges to the rest of the world, such as rising inflation and concerns about asset markets. The report concludes that China's economy could go either way, with 2-3% growth, 1.4 million new consumers, and rapid growth in the middle class and lower-tier cities suggesting momentum for China. However, China has been heavily reliant on exports, and with the trend towards deglobalization, that part of the economy has slowed significantly.
