Shaun Rein
Sep 19, 2012

BOOK EXCERPT: What to do and what not to do in China

While other branding experts tiptoe around the edges of China, Shaun Rein - author of The End of Cheap China cum managing director of the China Market Research Group (CMR) - delivers straight, incisive, practical talk on do's and don'ts for foreign brands as China shakes off its reputation as the factory of the world.

Do Not Underestimate Domestic Chinese Brands’ Quality

Western executives often foolishly scoff that Chinese brands could never compete with Western ones on anything but price. “They do not have the branding ability or focus on quality like the Japanese have,” one global executive told me. He is underestimating the competitionnever a smart thing to do.

Not only has the day arrived when many Chinese firms offer products that are as good...

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