Ellen Hou
Oct 4, 2017

Chinese startups falling into trap of 'safe' branding

Identifying their convictions and sticking to them is something many of China's startups are failing to do. Carat's Ellen Hou gives a brand-building lesson.

Ellen Hou, CEO of Carat China

In the current bike-sharing craze in China, we are seeing new startup brands emerging one after another. Recently, the competition has escalated to territorial fights for capital and wars of words between the brands.

But while each model is a different colour none of these brands' efforts amounts to real brand-building. I do not see any conviction in their attempts to change the mode of transportation for mankind, or see any real meaning for...

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