Any foreign company that comes to China and says, ‘There’s 1 1/2 billion people here, goody goody, and I only need 1 percent of that’ … [is] going to get into trouble. You have to understand how the consumer operates at a really detailed level.
Lorna Davis, Global Biscuits Category Head at Kraft
Planet Money’s piece Rethinking The Oreo For Chinese Consumers provides an interesting view into the experience of one of the best known American brands stumbling, recovering and then dominating it’s market in China. It’s a fun read.