Chinese consumers, brands and the MNC learning curve

Tom Doctoroff

A decade ago, local brands essentially did not exist in China. Today, they control more than 50% of the shampoo market, 30%of mobile phones and are making inroads in mid-tier automobiles.

Chinese consumers, brands and the MNC learning curve

Tom DoctoroffJWT

Prior to the late 1990s, local brands – three-dimensional entities carrying intangible equity – did not exist. Of course, local trademarks littered (state-owned) supermarkets and corner stalls. But today, they are an increasingly high-powered threat, one that multinational competitors ignore at their peril. They now control more than 50% of the shampoo market, 30% of mobile phones (albeit mostly in secondary and tertiary cities) and are even making inroads in mid-tier automobiles (Cherry, for example). Tactically ruthless, they are a school of piranhas smelling blood in the water and...

WARC subscribers can sign in to keep reading

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