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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.
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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.
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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.
