The prospects for local brands in China

Alistair Watts

The common assumption of globalisation, that the brands of current global players will dominate many packaged goods markets, may be open to challenge in China.

the prospects for local brands in china

An examination of the relative performance of local vs. multinational brands in China

Alistair Watts AC Nielsen

Background

Collectively, brands owned or marketed by foreign or foreignlocal joint ventures in China have been losing share to purely local brands in a number of packaged goods categories over the last threeplus years. It appears that this trend is more marked in the categories that are considered to be better established (such as shampoo) than in what are considered the newer categories in the China context (such as Infant Milk Formula, for...

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