Why it matters

Western brands often struggle to succeed in China, because they lack a deep enough understanding of the local market. There’s no substitute for the work involved in doing that properly, but observation of what domestic brands are doing gives some pointers.


  • Brand purpose is different in China; western brands have much to learn about local cultural nuances and how these can translate to the field of marketing.
  • In a huge market, Chinese brands do segmentation incredibly well and are also adept at reinventing themselves as the need arises.
  • Key opinion consumers will be more important in future as people become sceptical of the claims of key opinion leaders.
  • Don’t bother with a brand presence on a social media platform unless you have the resources to keep up with the constant innovation.