The Rise of Guochao

The era of blindly betting on Western brands to tap into China’s burgeoning consumer market is over. Once considered no-brainers, global titans like L’Oreal, Nike and Starbucks are finding their footng increasingly precarious. Despite the allure of its growing middle class the dynamics at play are more nuanced than ever.

New generation of Chinese consumers are flexing their economic muscle. No longer in favour of the imported brands that once dominated their preferences they have rotated towards domestic brands that speak to their cultural identity and nationalist pride.