Multinational company brand in China - the game is not over, how to win the future

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 toughest challenges for global brands. This year, multinational corporations and their Chinese executives have endured tremendous pressure amidst hardships and turmoil, and the degree of difficulty of success has once again increased. In the cooperation with Burberry Burberry, Marriott, Anheuser-Busch InBev and many other international brands, we deeply feel that multinational companies need a...

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