Why Foreign Brands Have To Figure Out China All Over Again

Thirty years later, it’s impossible to use the adjective “slow” for any aspect of Chinese urban life; speed and change define China. It’s the world’s second-biggest economy, and its 1.36 billion people are the biggest market for everything from cars to shoes to smartphones. China is full of globalized shoppers who took more than 100 million trips out of the mainland last year. Its middle class buys imported baby formula, feeds its dogs Purina and splurges on luxury handbags—in short, it’s the more mature market that multinationals have been waiting for all along. And yet for marketers, it hasn’t been an easy adjustment. Read more at Advertising Age.