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When it comes to brand strategy, many Chinese companies adhere to the following approach: focus on the quality of their products, but not the stories behind them. And they are always seeking ways to explain why people should trust them.
For example, mobile phone companies tend to emphasize how valuable their phones are in terms of price, function and quality. But consumers don’t learn how these brands work to create a product that enriches their (mobile) lives. Today, the general approach of Chinese brands tends to be highly rational, functional and focused on product specifics versus stories.