Read Helen's ColumnHelen Wang CCTV to discuss how Western brands can succeed in targeting Chinese consumers. [...]
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Burger King must correct its missteps, re-invent the Chinese menu to include exotic dishes, target young and trendy, as well as sophisticated customers, and recoup its China strategy. [...] China needs a new dream. But it’s not Xi Jinping’s version of the Chinese Dream. [...] As Chinese consumers come of age, they become more sophisticated and more loyal to their favorite brands. However, mass consumers in smaller cities still focus on functional benefits in products. Above all, they are value seekers. [...] The Chinese middle class is approaching half a billion and how American companies can seize the opportunities. [...] |
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