CIIE Focus Group: Localization key for global brands seeking Chinese consumers

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As more global brands enter the Chinese market, how will these foreign brands localize their products and services to win the hearts of Chinese consumers? And what are the opportunities and challenges ahead for globalization and localization?

Thanks to globalization, we can drive cars from different countries, and enjoy different brands of food and beverages, but how do these foreign brands explore and succeed in the booming Chinese market?

Yin Jiang, an English teacher said he was impressed by Starbucks. This American coffee brand is now promoting a lot of tea drinks in Chinese market, and Wendy, another interviewee, also said Starbucks has made its moon cake brands for Chinese consumers.

Starbucks and KFC are two examples for global brands' localization. /CGTN photo

Lucas, an entrepreneur from Switzerland mentioned KFC has prepared Doujiang and Youtiao, which are some of the most popular breakfast items in China. Yi Qian, the deputy manager of Alibaba's online-shopping platform Tmall Global told CGTN that aside from established brands, many small foreign brands also localize their products for Chinese consumers and made a hit.

Most countries around the world have benefited from globalization. Chinese consumers suggest foreign brands to do some homework before entering Chinese market.

China hopes to do more businesses with global companies through China International Import Expo. /CGTN photo

Many say hosting the first China International Import Expo (CIIE) has sent a clear signal that Chinese enterprises want to do more businesses with global companies. But as more foreign brands enter the Chinese market, competition will make consumers become more picky and rational.