IKEA in China: Cultivating an omnichannel home décor shopping experience
Over the years, Chinese consumers have become increasingly willing to purchase home decor as a means of improving their standard of living. Thus, IKEA in China has risen from the opportunity provided by China’s growing furniture market. In 2020, the Swedish furniture brand made its largest investment in the PRC of RMB 10 billion for […]
Achieving harmony when entering the Chinese market: Brand localization vs. Brand consistency
Matthieu David, CEO and Founder “Entering China is to start again” Localize too much, and you may lose your brand’s authenticity. Fail to localize enough, and the product may not be to Chinese tastes. Foreign companies walk a fine line between localizing and keeping their international image. Though this is the case in all industries, […]