Spotlight: Growth challenges for Chinese brands going global

Jenny Chan

This bilingual edition of Spotlight China looks at how the country's ambitious outbounders join the ranks of high-profile, high-spending companies in 2024, but have some way to go before becoming impenetrable brand vaults in their own right.
  • Having an exclusively sales-oriented or product-led mindset is no longer sustainable; outbound marketers must move on from deploying a variety of Chinese-style techniques in pricing and sales promotion.
  • The barriers to overseas expansion are manifold, including the constant stigma and hostility in the West, the over-reliance on low-price advantages, a generally steep learning curve in Europe and developed markets, and a skewed media mix & budgeting approach.
  • Outbound Chinese aspirants can gain invaluable insight by localizing the product-market fit for target audiences, getting rid of flawed assumptions, and restarting with a beginner’s mindset....

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