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Western brands need to be careful about how they use Chinese social media marketing, as Dolce & Gabbana found out this month. Backlash on social media in China saw the luxury fashion brand cancel a planned event as users—including celebrities and influencers—took to social media to criticize their ad campaign featuring a Chinese model struggling to eat Italian food with chopsticks.
China today attracts many companies. If several years before everything was produced in China, today many companies would like to produce for Chinese customers. Mikhail Belousov, Co-founder and General manager to Market Entry Atelier, shares his experience on entering China market.
Lots of foreign companies in China have to take a decision about personnel, whom to employ. Nowadays, more often the first preference is to recruit local candidates who are bilingual and who have experience of working in multinational corporations.