In this invited essay on the celebration of the official launch of Journal of Marketing Science in China, I share some thoughts on the challenges and opportunities faced by marketing science researchers as the results of the changing technological, social and business environment. The discussion then moves on to the latest developments and the emerging trends in the field as observed by the author, as well as the concerns regarding the future success of quant marketing research. The essay ends with a few suggestions on the paths to the highly expected innovations and research contributions by the academia of marketing science in China.