2026 China Marketing and Media Review
Now in its 11th year, this 70-page China Marketing and Media Review report is aimed at helping marketing leaders cut through the noise and see Chinaโs marketing landscape with clarity โ so they can build resilient, reality-based plans for the year ahead.
A focus of this yearโs report is on ๐๐ต๐ถ๐ป๐ฎโ๐ ๐๐ฟ๐ฎ ๐ผ๐ณ ๐๐ป๐ฑ๐๐ฟ๐ฎ๐ป๐ฐ๐ฒ โ and how brands must adapt to a market defined by slower growth, shifting consumer sentiment, and widening gaps between winners and everyone else.
The report findings draw on Totem's annual ๐๐๐ฟ๐๐ฒ๐ ๐ผ๐ณ ๐ต๐ฌ+ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ-๐๐ถ๐ฑ๐ฒ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐น๐ฒ๐ฎ๐ฑ๐ฒ๐ฟ๐, plus interviews with industry specialists across agencies, e-commerce, media and strategy.
๐๐ป๐๐ถ๐ฑ๐ฒ ๐๐ต๐ฒ ๐ฟ๐ฒ๐ฝ๐ผ๐ฟ๐:
Brand sentiment, budgets and priorities for 2026
The rise of Chinaโs โ20:80 ruleโ as categories consolidate
The shift toward experiences, feel-good purchases, and athleisure
Navigating involution, price pressure and trading-down dynamics
New directions in social commerce, influencers, activations
Consumer culture, confidence and the emotional drivers underpinning 2026
This annual report is a passion project for us and (we hope) a useful contribution to our industry and community.
