The game is not over for global brands in China, here’s how MNCs should futureproof themselves
Rogier Bikker and Dixi Chern
The international environment is complicated, and inflation and supply chain shocks needless to say. At this time, if you are from an international brand, and you may have already laid the foundation in the Chinese market, you have to make new forecasts or cut your budget, and at the same time, you also see foreign executives starting to leave the market. Obviously, confidence alone is not enough. Not a good solution. A new set of guidelines is needed to withstand the stress amidst the changing landscape of the broader economy. This article draws insights from the marketing actions of multinational brands in the recent period, and gives the rules for the continued success of multinational brands.
This article is part of a series on Spotlight China Focus: The Economic Repercussions of the "Long Epidemic" Era. Click to go to the topic page to read more about it.
Succeeding in the complex and ever-changing Chinese market has always been one of the...