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 ever increase of recent geopolitical tensions, local competition, and cultural shifts – western brands’ sales have been flatlining or declining. In this talk, we will cover the reasons behind this. But more importantly, we will reveal how brands can leverage these new cultural and consumer shifts, to turn them into a positive, and maximise China sales.