In a fast-moving market like China, brands are more likely to embrace emerging technologies and digital innovations to achieve market segmentation and win consumers. There will be more brands that will try Metaverse and NFTs in their marketing campaigns, either partnering with digital platforms like Alibaba, Tencent, or with the help of digital agencies to launch branded campaigns themselves. As the Metaverse is still currently in its early stages, thus it's expected that brands will only be experimenting with marketing campaigns without large capital investment.
When a new technology or marketing strategy emerges, brands that gain first-mover advantage will attract more consumers and media attention, and create greater value in public relations. In addition, consumers are more likely to view these brands as innovative brands. It is also important for brands to consider corporate social responsibilities, such as respecting consumer data privacy and implementing ethical marketing even in virtual environments.
After all, the goal of the brands should remain the same, which is to capture the hearts of consumers whether in the real world or the virtual world.