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The one-size-fits-all China playbook is dead
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The one-size-fits-all China playbook is dead
For years, the playbook for doing business in China was scale. Likely driven by eyes charmed by the enormous numbers in population, disposable income, GDP growth, brands would pick a hero SKU, find a celebrity, roll out their offerings nationally and watch their own numbers stack up. It was never that simple, but in the old, accelerating market, it was simple enough to work. Come 2025, and the logic has collapsed. In the post-Covid market slowdo…
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