Is there a future for international brands in China?

Producció científica: Article en revista no indexadaArticle


China is now at a new stage in which it has become one of the major players in the global economy. While on the one hand, Chinese consumers have become the target customers for international companies, on the other, Chinese companies have begun to compete in international markets. On several occasions, government spokespersons have stated that growth should come from the mass market and rural areas where the government is investing in infrastructure. Yet the natural market for Western companies is still the top of the pyramid of the urban population: the middle class, upper middle class and naturally, the upper-class. This market segment continues to show a preference for quality and brands. In order to reach these segments, where the margin rather than the volume is important, the challenge lies in enlisting the cooperation of commercialization channels.
Idioma originalAnglès
Publicació especialitzadaChina International Business
Estat de la publicacióPublicada - 1 de maig 2010


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