How to successfully expand your brand into China

The Chinese market is one of the most appealing for brands looking to expand into new territories. And it’s clear why — the ecommerce market in China is $2.7 trillion, four times the size of the US ($843 billion), and is growing twice as fast. What’s even more exciting is that the share of ecommerce sales to total retail is expected to be at about 52.1% in 2021, growing from 44.8% just a year before. While this is promising, I’ve found that there’s a widespread delusion among many executives that since there are 1.4 billion people in China, they’ll definitely…

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