For western companies such as Coca-Cola, Maybelline and Nestlé, century-old brands have long offered a formidable advantage over local rivals in China.
But these established groups are increasingly being threatened by Chinese start-ups whose growth has been turbocharged by savvy social media marketing and optimised supply chains.
That shift was underscored during this month’s “618” ecommerce festival, China’s second-biggest annual shopping event, as local brand Babycare outpaced Procter & Gamble’s Pampers in terms of sales volumes, according to data released by internet group Alibaba.
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