You are here

Foreign brands that misfire in China

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

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.


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,...

BT is now on Telegram!

For daily updates on weekdays and specially selected content for the weekend. Subscribe to