Sector Insights: Consumer Brands


Helmuth Hennig, Group Managing Director, Jebsen & Co. Ltd, discusses his recommendations on bringing consumer brands into the Chinese market.


References

Strategies:

Industries:

Key points

  • If the product is interesting to the world, then it will be of interest to China.
  • Pricing depends on the positioning of the product; if you are looking at a premium product then it must be reflected in the price.
  • You need to be true to your core values in China as cutting corners can have a very detrimental effect on the brand.
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