These global brands have built outstanding localization strategies in China by rethinking their marketing offers and tailoring content to their regional consumers. Image courtesy of Gucci
These Western brands are winning China’s local markets
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Retail | No 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","iv":"d761224c645ebdec3b91d9afe4b8c1e2","s":"714b11958dccb707"}