Nike in China: A sportswear giant’s journey back to the top
Nike is in a battle to reclaim its leadership in China, a market fundamental to its global identity and future growth. For years, the Nike Swoosh ruled with its international star power and deep roots in Chinese sports. But the game has changed, a massive wave of homegrown pride, the “Guochao” movement, accelerated local rivals […]
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 […]