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When brands hit a wall in developing Asia

Fewer than 20% of brands outgrow their categories in this high-growth region, according to research. Here are 5 common pitfalls.

China has 1.3 billion mobile phone subscriptions, and the six largest countries in South-east Asia now boast a total of more than 200 million digital consumers.

WITH their huge and expanding consumer population and rising incomes, Asia's developing markets may be the most promising place on Earth to sell fast-moving consumer goods (FMCG). But for too many brands, the region has become a quick place to fail. The game is changing at an ever-increasing...

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