Chapter 7 How to survive in China, the eight major brands compare directly

In the Chinese market, international brands have undoubtedly become the most important commercial force, but have they really adapted to this oriental country with a unique culture and a long history?This is still a questionable question.And whether they know what kind of rationality and peace of mind they should have to face this vast market is another question.For an international brand, it is not too late to enter China today, because this market has just started, but if he does not learn from the experience and lessons of the first movers, he may encounter countless embarrassing situations if he strides into it rashly .This book provides eight brand stories, from four one-to-one positive and negative cases. In terms of methodology, right and wrong are often just a thin line, and right and wrong are just a difference in the CEO's mind.

1. Why was Megamin frozen by Unilever?And Yue Sai was promoted by Laiya? 2. McDonald's has beaten KFC to nothing in the North American market, but why does it always rank second in China? 3. In the face of public doubts, why are the encounters between SK-II and Contec so different? 4. Why did SONY, the "commercial symbol of the new Japanese spirit", be defeated by Samsung, which was still a little bit unremarkable more than ten years ago? These are exciting questions from which learners can draw their own conclusions.Only in the face of these problems can the experience and lessons of the first attackers become a lesson for others.