For most brands in the world, Chinese people are one of, if not THE most important customer segment, and have been for decades. However, with the increase of recent geopolitical tensions, local competition, and cultural shifts – western brands’ sales have been flatlining or declining. In this presentation, we will cover the reasons behind this. More importantly, we will reveal how brands can leverage these new cultural and consumer shifts to turn them into a positive and maximise sales in China.