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Financial Times

Tough battle to bring western brands to Beijing

Tough battle to bring western brands to Beijing

A confidence that China's increasingly wealthy middle class would be ready-made consumers of all western brands has proved misplaced.

  • January 27, 2020
  • min read

Financial Times

Tough battle to bring western brands to Beijing

"Four years ago everyone thought [buying foreign brands and bringing them to China] was the best thesis but a lot of people got burnt," said Kiki Yang, the partner leading Bain & Company's Greater China private equity practice. "It's not easy to bring something with no brand awareness to China. In reality, the success rate is very low."

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