Many people are discussing the impact of COVID-19 on consumer behaviors in Mainland China and offering suggestions as to how brands can adjust their China marketing strategies to adapt to the new reality.
But what about Chinese consumers living abroad? Historically they have been a key consumer segment for many brands, universities and destinations. In these confusing times, this is not the moment to leave them hanging, but to show support and empathy. Brands need offer a high-touch customized services and messaging via WeChat especially during this time as offline channels have yet resumed.