Q: Can we use our current brand assets?

A: No. The current assets aren’t appropriate for selling to Chinese consumers in your category. It will be a waste of time and money.

If you sell something that touches the skin, the journey is deeply personal: Chinese want something that mirrors and reflects who they are. If they can’t see themselves in it, they bounce.

More telling is the positioning: your images are geocentric. They don’t reflect either a global or regional trend, and the models aren’t the right fit.

Looking at successful competitor collections (apples to apples) and even parallels (same consumer, different category), they localize or have universal appeal. This is a fact.

Product market fitness is about more than design. You have to get the image and brand positioning right FIRST. Everything else is secondary.

#Personalize #Marketing #China #eCommerce #Tmall