If we ask, ‘what is media’, the first options that come to mind would typically be television, outdoor advertising or ‘the Internet…’ These are true but they are also just a fraction of what is ‘media’ today. In China today, the media that consumers are spending their time with are led by mobile, with apps covering everything from platforms that empower social interactions, apps for fashion bloggers, game vlogger or foodies. Digital has empowered China’s consumers to create and influence their peers. People are now their own media too. How we use ‘media’ to build awareness and engagement has never been more interesting, or as complex. So with this redefined context in mind we’ve set out to explore what ‘media’ means for consumers and brands. The rules of the game have changed. We are in the era of reversed influence. Here’s how to play to win.