Achieving harmony entering the Chinese market: Localization vs. Maintaining product and brand consistency | Daxue Consulting
“Entering China is to start again” Matthieu David, CEO and Founder 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, […]
Marketing research: Maybelline in China
Maybelline was the invention of an American chemist, T.L.Williams, who named the product after his sister Mabel and the word Vaseline. In 1917, Maybelline Cake Mascara, the world’s first eye makeup, was born. Now, it has developed into a legendary global cosmetics industry pioneer. In over 90 countries and cities in the world, Maybelline has […]