Foreword: China - the next phase of growth

Businesses in China are turning away from hiring staff for their English-speaking skills in favour of more Chinese speakers.

Foreword: China - the next phase of growth

Matthias HartmannGfK

BBC Radio 4 in the UK recently reported that, in China, businesses are turning away from hiring staff for their English speaking skills, and placing more emphasis on having Chinese speakers. This is a direct reflection of the recent major shift in the focus of the Chinese market.

China rose to international importance due to its exports, and therefore saw English speakers (English being the primary global business language), as vital to any company that wanted to trade globally.

But now China has a whole new focus, turning its...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands