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...