There’s nothing quite like a global pandemic to test the value of a brand. Some brands have increased in value by virtue of their category; others have become more valuable by adapting swiftly to changing consumption priorities, differing usage occasions, and shifting customer journeys. Yet in this untravelled COVID-19-influenced world, the underlying trust and connection that consumers have in brands has never been more important.

$200 million. That's what China's fastest growing and second-most popular ecommerce platform Pinduoduo (PDD) invested in appliance and electronics retailer Gome last week.

While some of our readers outside of China will be looking as beautiful or handsome as ever, many of you are likely to be a little unkempt, sporting a COVID-cut and just off a video call wearing your pyjama pants. That was the situation for many in China during its lockdown too.

Back in 2017, China's ¥30 billion ($4.3 billion) premium coffee scene was unique among major categories in China. Whereas most categories were fragmented with dozens of domestic and foreign brands vying for a share of wallets, one company accounted for 80% premium coffee sales. That company was Starbucks.

Most in China think that the worst is behind them. Yet that sentiment remains tempered by concerns about the spread of the virus in the rest of the world, in addition to asymptomatic cases and a second wave of COVID-19 infections driven by imported cases.

Every crisis drives the need for creative solutions to solve newfound issues. COVID-19 has provided many examples where businesses have been forced to re-think their go-to-market strategy. The most agile businesses, who have done what they can to look after their employees and customers, are likely to come out ahead when this is all over.

China's economic data for January and February was released on Monday and it wasn't pretty. Retail sales were down 20.5% from a year earlier, following 8% growth in December. Fixed-asset investment dropped 24.5%, property development investment sunk 16.3%, government-driven infrastructure investment plunged 30.3% and value-added industrial output fell 13.5%.

The situation continues to improve in China with no new cases outside of Hubei Province for two days on Monday and the lowest infection rates in China since 20 January. President Xi Jinping visited Wuhan yesterday in a major show of confidence that China has turned the corner on the coronavirus.

It has now been over a month since the city of Wuhan was locked down and the world learned about the coronavirus COVID-19. As the extraordinary measures continue in Wuhan and other cities such as Harbin, and cases outside of China accelerate, the risk is far from over. Yet there are some positive signs that much of China is returning to relative normality - albeit wearing face masks.

Join Kerr for an honest view of what's been happening in Jing'An District in Shanghai on Monday 24 February.

Take a tour of Hema (Fresh Hippo) supermarket in Shanghai at 5pm on Monday 24 February as the coronavirus outbreak still looms. Despite the customers wearing face masks and hand sanitisers throughout the store, there is plenty of activity in the shop.

If you're selling massage chairs in China, things are likely to be uncomfortably rosy at present. Online sales of chairs that mimic the hand motions of a massage therapist have shot up 436% from a year ago. From that chair, there's a good chance your customers are passing away the days indoors playing a lot more mobile games, flicking through short videos and watching about 42% more TV than they were a month ago.

Most big and established brands in China have been doing their best to be respectful and connect with Chinese consumers since the coronavirus outbreak. Well-publicised initiatives include thoughtful campaigns and large donations.

It's incredible to think that the majority of China's 1.4 billion people were housebound last week, and many continue to be so. For a large number, it is self-enforced. Most Chinese are already health-focused and the real time coronavirus updates whirling around social media haven't inspired many to take a trip to the cinema or gym.

“450 million Chinese trips were expected to occur during 2020 Chinese New Year,” according to Ctrip forecasts in the beginning of the year. Due to the sudden outbreak of the novel coronavirus, the majority of Chinese citizens were grounded, taking refuge in their homes in hope of staying safe.

Happy Year of the Rat, although it hasn't started off too cheerful in China. This year's Lunar NY holiday won't be remembered for the usual festivities of red envelopes, feasts, fireworks and badgering sons and daughters for not bringing home a potential spouse.