The contradictions across Chinese culture can be frustrating, annoying and incomprehensible at times, but they can also be beneficial if you know how to cope with them. We all want to be seen in a positive light by consumers in China, much of which we can control, but there are and will be times when an issue with your brand or product becomes highly visible in China and takes centre stage.

Reacting quickly is a necessity in China, because culturally this is what is required, even if you feel that you need time to make the best decision. In China a decision can always be changed soon afterwards. If by reacting, you are able to announce your move in public, attention will begin to wain often as quickly as it appeared. From this point onwards, you are now back in the driving seat, and you can then control your subsequent profile, and eventually spin opinion back in your favour.….

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