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Competing against c beauty - how can international beauty brands remain successful in the Chinese market
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| 2.15 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The complexity and dynamics of the Chinese beauty market require international companies to
adapt to its specificities, in order to be relevant for local consumers considering the growing
competition from domestic brands. This study explores strategies for international brands to
compete effectively with Chinese brands and win over Gen Z consumers in China. Key insights
from qualitative interviews highlight the importance of authenticity, cultural respect, and
localized messaging. The study proposes a dual adaptation strategy, emphasizing product
localization and culturally tailored communication, to increase brand engagement,
consideration, and market share.
Descrição
Palavras-chave
Beauty Industry Chinese brands Strategy CEMS MIM