I’ve met with brands big and small, and no matter the size… they just don’t like the economics of China.
So often they come in with the expectation that #China is a magic box. Like it’s like some kind of bottomless ATM machine. You put your card in and mountains of cash spit out.
In reality, China is the opposite. You put your card in and you don’t even know if you’re going to get it back.
There’s a complete disconnect between brand’s expectations and the reality of doing business here.
If your #brand is already activated in the market, you stand a good chance of being successful right out of the gate.
But otherwise, it’s an exercise in ice skating uphill. #success is not incremental in China.
It’s always tough. And it can take a long time.
Like boiling water. For what seems like forever, it just sits there with nothing happening. Then you see some bubbles… and the next thing you know it’s boiling over.
It’s the perfect analogy for how success happens in China.
BUT, each brand’s boiling point is different. Each category is slightly different in terms of its #competitiveness, positioning, etc.
You have to be willing to #commit for the long haul. There are no shortcuts.