A second honeymoon: Rekindling the romance with the Chinese consumer (Landor Perspectives 2009)

The advantage that multinational brands first had in China is receding, as indigenous Chinese brands become more sophisticated.

Landor Perspectives 2009 – A second honeymoon: Rekindling the romance with the Chinese consumer

Frank H. Vial is strategy director in the San Francisco office of Landor Associates.

When multinationals started selling to wealthy consumers In China more than a decade ago, there were clear advantages In being seen as foreign and premium. China had a history of offering relatively poor product choices and quality, so many Chinese consumers felt that any International brand, whatever Its category, had to be better than any competing Chinese brand. For a long time, this perception was based on reality and worked to...

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