When Louis Vuitton chief executive Yves Carcelle cut the ribbon on the luxury group’s first store in Mongolia last October, he said he had noticed many Vuitton bags “on the arms of elegant women” in trendy Mongolian nightspots.
In an industry with almost no above-the-line advertising, social media would seem to offer exciting marketing potential. Indeed, the mass of pharmaceutical information being shared online — both official and unofficial — is increasingly necessitating a presence from pharmaceutical companies in the space.
A number of Chinese brands that began as copycats have shaken off that stigma to become successful in their own right. But where do they go next?