If You Know How!
Chinese consumers do switch brands frequently, but if they are presented with a brand that suits their needs expert say that they will remain fiercely loyal to that brand.
In order to succeed in mainland China, companies must define their image and relate to their customers. One solid approach that seems to be working for brands like Yum Brands and Omega is to target China’s younger generation. The younger Chinese have the product knowledge and, more importantly, the disposable income, to be loyal consumers that will stay with a brand for years to come.
To relate to its customers, L’Oreal specifically used Korean movie stars to launch its male cosmetic line, Biotherm in China. The style and look of the Korean stars appealed to Chinese men and women alike.
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