What if the time had come for Chinese luxury brands? What COM strategy to remove consumer barriers? How to internationalize a national brand? The We Are COM team had a green tea with Michel Chevalier, luxury and brand expert in China. Banza! Hello Michel ! Chinese brands begin their conquest of the West (and not only). How do you view this phenomenon? You should know that there are many very powerful Chinese brands. We are not necessarily yet exposed to it in Europe because for the moment, they have chosen to devote their communication strategy to the Chinese market. But to get an idea of their potential, we can say that their strike force is commensurate with the Chinese domestic market, and more broadly with mainland China (including Taiwan and Hong Kong). That is to say very very...
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