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  • Western brands like Nike are generally seen as superior quality to Chinese ones
  • Western brands like Nike are generally seen as superior quality to Chinese ones
    Jonathan Kos-Read, Creative Commons (2010) ©
REPORT

The role of foreign brands in China

Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands? We spoke to marketing professor Lily Dong to find out.

Location China

Scope
Three decades ago, four in every five people in China lived below the poverty line. [1] Cycle companies were the connoisseurs of luxury transport, and burning coal was the only way to stay warm or cook food. Fast-forward to 2013, and a cultural and economic revolution has permanently altered this landscape, with less than 15% now living in poverty. [1]

Central heating has become the norm. There are a billion mobile subscribers, and in 2012, more than 15 million cars were sold. [2][3] The Chinese middle market has garnered ...

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