Just showing up is no longer enough for global brands to win in China

Just showing up is no longer enough for global brands to win in China
China's Nio takes on Tesla

Western brands are having to work harder to win over customers in China.

Where American or European companies could once expect to find an enormous market hungry for their products, changing tastes and the challenge from new Chinese rivals are forcing them to adopt new strategies to succeed in the world’s second biggest economy.

The sterner challenge facing big names such as Starbucks (SBUX) and Apple (AAPL) has nothing to do with the trade war. At least, not yet. It’s about new competition and increased wealth.

“It doesn’t work to just show up anymore,” said Benjamin Cavender, a Shanghai-based analyst at consulting firm China Market Research Group, referring to brands that are household names in the West. “Chinese consumer tastes are evolving rapidly.”

Coca-Cola (CCE) is one of the top…

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