China’s premium strategy

Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Chinese brands are increasingly focusing on premiumising their offer, both domestically and internationally.
  • Haier is a Chinese export success story which has become the world’s biggest retailer of domestic appliances.
  • The company’s IoT ecosystem is making a major contribution to its brand value and encouraging consumers to stick with the brand.
  • Brands that want to premiumise need to focus on both consumer perceptions and their own behaviour to build trust and reputation.

Everyone knows China is getting...

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