Nike in China: A tale of community engagement and women’s empowerment
Nike first entered the Chinese market in 1981, and its growth was characterized by a unique approach. Instead of directly introducing its products, Nike in China opted to support sports clubs and athletic events. A pivotal moment occurred during the 2008 Beijing Olympics when Nike proactively sponsored multiple sports teams, effectively extending its brand presence across […]
Comparing foreign vs. domestic brand approaches to cosmetics marketing in China
Foreign cosmetics brands have historically taken a larger market share in China; in 2018 they took 70% of the cosmetics market. However in 2020, Chinese domestic cosmetic brands are giving foreign brands a run for their money. In fact, when it comes to amount of attention received from cosmetics fans, seven of the ten top […]
MONTAGUT: The Next Pierre Cardin?
MONTAGUT, a French fashion brand, seized an excellent opportunity and entered into China market together with Pierre Cardin when China reform and opening up policy started in 1970s. At that time, Chinese even didn’t understand what fashion was, neither did they have much possibility to access various styles and designs. Filled with local products, China […]