The “Headquarters Knows Best” Syndrome is DANGEROUS
I’ve worked with countless #foreign brands over the years. One of the most DANGEROUS and COMMON pitfalls is what I like to call the “headquarters knows best” syndrome.
“Our HQ said…”
“Our HQ wants…”
“We’re still waiting for our HQ to…”
“Our HQ wants…”
“We’re still waiting for our HQ to…”
#China operates at a pace that’s far faster than anything most #Western brands have ever experienced. You simply can’t wait around. You need to be willing to act at a moment’s notice or you’ve missed the #opportunity.
On top of that, China is incredibly nuanced.
Your #assets need to be #localized. Using the same handful of stock photos that may work well in Western markets simply won’t cut it in China. #Consumers expect to see products from every angle, high quality product videos, and endorsements from #KOLs (influencers) and peers they trust.
Don’t fall prey to the “headquarters knows best” syndrome.