While Starbucks, KFC and Apple have done well to win over China's consumers, cultural and biological differences have highlighted the plight of some notable failures
Mon, Feb 05, 2018 - 5:50 AM
Deodorants - a hard sell in China. Less than 10 per cent of China's population uses deodorant. To many Chinese, the traditional thinking is sweating is good because it helps people detox; perspiration is a natural part of metabolism that should not be blocked.
PHOTOS: GIULIA MARCHI/NYTIMES
UNILEVER brought its Rexona deodorant to China a decade ago, dreaming of a market with 2.6 billion armpits. Wages were rising, consumers were spending and the run-up to the 2008 Beijing Olympics was making Chinese people feel more cosmopolitan. More of them, it stood to reason,...