I'm CONSTANTLY Answering This Tough Question...
It depends on many factors.
For example, we have a #client in outdoor safety, a global top five. Enthusiasts in China love them. Their reputation is gold. Brands like this can often launch on a dime and have a healthy P&L after a short ramp up.
Bottom line? Stronger brands have an easier time while the rest may find it #costly or time consuming. Where you fall in the spectrum of awareness, positioning, price, structure and platform support determines expenses.