Building blocks for brand success in China

Low Lai Chow

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Lifestyle upgrade is on the rise in China, according to Kenneth Ho, CEO and founder of business connector platform BEAM.

“The general wave is that people are getting richer, and they are upgrading their lifestyle,” he said, speaking at a recent General Assembly event.

Chinese consumers are more likely to acquire premium or pricier products than the mass-produced ones compared to their counterparts from other emerging markets, based on Credit Suisse Research Institute’s 7th Emerging Consumer Survey findings last year.

“Basically, you consume stuff, but you upgrade and consume– (for example,) from coffee up to Starbucks,” said Ho.

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