From data to culture: How international brands are trying to crack the code on the fickle Chinese consumer

From data to culture: How international brands are trying to crack the code on the fickle Chinese consumer


Key Points
  • The allure of the world’s second-largest consumer market is forcing Western companies to adapt in the face of growing competition from Chinese brands.
  • In the last two years, adapting to the local social media ecosystem of Xiaohongshu and Douyin has become a path to quick success, according to Stephy Liu, founder of a local marketing agency.
  • Another important factor in many companies’ strategies is access to hordes of data on what consumers in China are buying.



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