Best Practice Report

From Dominance To Decline: Global Brands Are Losing In China

Best Practices Beyond Just “Go Big Or Go Home”

February 27th, 2024
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
With contributors:
Dane Anderson , Dipanjan Chatterjee , Mike Proulx , Julie Ask , Janis Teo , Bill Nagel

Summary

Global consumer brands enjoyed rapid growth in China for decades before the pandemic. However, they now face increasing competition from domestic players as consumer preferences evolve amid slower economic growth, cultural confidence, and national pride. B2C marketing executives leading global brands can use this report to optimize their marketing strategies in China and learn from leaders’ successful practices.

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