ABSTRACT
The digital revolution has redefined the way business is done and marketing is performed. Unlike radio or TV, the Internet is not just a media. It is a new and complete eco-system that affects every aspect of the marketing practice. It has reshaped the relationship between the sellers and the buyers. As a result, many companies or even industries have become obsolete; companies whose products only provided linear functions were easily replaced by smart devices, while industries that could not cope with the advancement of technology and customers’ changing lifestyles faced severe disruption. Disruption, however, has opened the doors for market players who are more agile and able to respond to consumer concerns with innovative, efficient solutions. Furthermore, the emergence of social networks has empowered consumers by allowing them to form an unspoken alliance against the manufacturers. Their unison of voices and actions can make or break any organization regardless of its size and background. In the digital age, China leads the development of e-commerce both in terms of magnitude and innovation. Brands that treat China as an integral part of their global strategy will gain an upper hand in an ever-evolving operating environment. Additionally, COVID-19 has further disrupted the market and forced corporations to rethink their business and brand strategies with all their stakeholders, both internally and externally. Brands that can embrace the new normal will weather the storm and continue to endure and prosper.
