Nine out of ten foreign brands that are successful in China end up this way by accident.

Don’t get me wrong, I’m not implying that they aren’t successful organization know how to run a brand. It simply means that the techniques and methods they use to build their brand overseas also work in China.

As a brand, how do you achieve that “accident”? There are a couple options…

We have a European client with physical locations in several areas that are popular with Chinese tourists. In this way, he leveraged the Daigou community, the cross border professional shoppers who are shopping for their friends and family in China. Within a five year period, the brand exploded. They recently did something like 130 million in sales…and all of it came through this type of accidental activation.

Alternately, I’ve seen brands “stumble” into success in China by working with key influencers OUTSIDE of China.  It works because of a very simple axiom…people follow people who follow brands. The key influencers in China follow other key influencers outside of China…and word of hot products trickles down. This puts marketing dollars spent abroad to work INSIDE China.

Once you start to see the commonalities, perhaps success in China isn’t so accidental at all…