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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