I recently had to break some bad news to a Western brand. While they were lovely people, they were doomed to fail in China.
They were trying to pedal a run of the mill, “me too” product. While the product was “ok,” it had no unique features to differentiate it from the hundreds of other similar items already saturating the China market.
The market is simply too competitive to support copycats.
If you want to be successful in China, you have to differentiate yourself. You need a hero product that’s unique enough to ignite a word of mouth response.
If you’re new to the market, it needs to be good enough to be something that your brand will be KNOWN for.
Think unique features, being made of interesting materials, top of the line quality, etc. You need SOMETHING to set you apart from the pack, or you WILL be doomed to fail in China.