What are consumer tribes, and why are they important for brands in China?

China’s consumer market has always been marked by its vast size and striking diversity, encompassing a range of incomes, regional cultures and consumer preferences. Increasingly however, savvy brands are looking beyond simple demographic characteristics to build deeper connections with consumers. Consumer tribes are networks of consumers who share an interest, passion or emotional state. They may also follow the same influencers or connect via the same social media platforms. These…