Letter from America: The China syndrome – big challenges for US brands
Allyson Stewart-AllenInternational Marketing Partners Ltd
US brands looking to succeed in China must learn to listen and localise or risk damaging losses.
For many US brands, growing in China is high on their agenda. While the opportunities are very tempting, US brands may fall into the many traps of selling into a country so different from home.
According to the latest figures, China's import market is worth $1.95 trillion and has surged fivefold over the past decade, an indication that its historically closed markets are opening up...