What made the Chinese obsessed with black sugar water from Coca-Cola?
How can they be convinced to eat McDonald’s hamburgers? In a country with no coffee culture, why is Starbucks growing at such a rate? Why do the Chinese want to drive a German car like Volkswagen, or assemble Swedish furniture from IKEA? Who convinced them to try Swiss-made Nestle chocolate or Italian-made Ferrero? When there are cheaper local options, why would they look to Johnson & Johnson and Kimberly-Clark for brands for their families? And just as importantly, what could we all learn from local companies such as Bank of Communications and Lenovo that might give us insights into effective marketing practices?
This is the story of marketing in China today.
Right from the horse's mouth.