Those brands that have been in China for many years and have many stores in many cities are already well known to the Chinese consumer, which can be considered as a positive or a negative. From the positive standpoint, one could argue that they have a place in the people’s hearts and minds that limits access to newcomers. Looking at the fact from the negative angle, one might argue that these brands have become to common, to boring or matter of fact. The Chinese consumer with their naturally short attention span may become bored of them.

The positive for brands new to China or those wanting to reach the travelling Chinese is that these people are enthusiastic for something new, more personal and that says something about them personally. …

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