Brands must localise and adopt a local flavour in order to succeed in China

Brands such as P&G and Unilever are struggling in China because the organisational structures do not enable localisation, according to Kantar Consulting’s North Asia managing director Bernard Wessels.
Wessels told The Drum, the brands that will succeed in China are those which adopt a local flavour or localise elements of their marketing or branding but also maintain the nuances of western brands, such as Starbucks or Coca-Cola.
“The China market has come full circle over the las