I love it when a brand “gets China right.”
I’m talking about the case of a (now well known) foreign beauty brand who went from “0” to “1” in less than a year in #China. While overnight success in China is almost unheard of, this “unicorn” became wildly successful using a simple strategy that many other brands can replicate for themselves.
They didn’t try to go cheap… but that doesn’t mean they overspent either.
I would argue that obtaining a leadership position within your category (or sub-category) is underrated. You almost can’t invest enough in obtaining that top 5 position, because once you have it you own the #traffic.
#Success is not incremental in China. It takes a long time to turn an impression into a preference and then a sale, but it can be accelerated. By investing the right resources consistently and patiently, you can drive response and create desire while building credibility with your target consumers.