Social media agents help Chinese brands outperform foreign rivals
For western companies like Coca-Cola, Maybelline and Nestlé, the brands of the century have long offered a huge advantage to local Chinese rivals.
But these established groups are increasingly threatened by Chinese start-ups, which have been turbocharged by social media marketing experts and optimized supply chains.
This change was highlighted at this month’s “618” e-commerce festival, China’s second-largest shopping event of the year, as local brand Babycare surpassed Procter & Gamble’s Pampers in sales volumes, according to data released by Alibaba internet group.
It wasn’t a surprise: Genki Forest, a Chinese beverage company, surpassed Coca-Cola and Pepsi in online sales last year. “Individual Day”, Is a billion-dollar curiosity, the biggest shopping holiday in the country.