From a marketer’s vantage point the consumer brands in China can be segregated into two groups: those with domestic and those with international heritage. This distinction is important for the brand’s familiarity with multi-cultural markets and its capability to compete successfully with global brands in its home territory or abroad.

During an era of export-driven growth that was principally fuelled by its comparative production advantage, China’s economy had developed a fast growing an increasingly affluent middle class with demands and spending powers on their own.

Many international brands that came to China initially for its production advantage are now targeting the lucrative middle class as an emerging market with higher growth and lesser competition than more mature markets. This new and comparatively younger demographic appears to have an insaturable appetite for choice and innovation. And, they seem to be willing to spend the premium it takes to live the dream that the global brands and media had implanted in their heads through sophisticated marketing concepts and messages. more..

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