date:Aug 14, 2014
ilities shopping, particularly in complex product categories such as health and beauty.
Chinese packs often feature a balance of Chinese vs. Global branding (and messaging)
Often, we see that packaging directly reflects marketers attempts to leverage the power of global brands (such as Budweiser and Coca-Cola), while also conveying relevance to Chinese shoppers. Here, it is difficult to generalize, as the right strategy often varies by brand.
We can offer the following reminder: it