Better understand the dragon to set up in China

In China, the French Carrefour, by its lack of innovation, came up against the evolution of the market. STR/AFP

CHRONICLE – Returning to the failures such as the successes of business leaders and multinationals, Dragon Tactics stresses the importance of establishing a strategy in China for China.

A certain number of heads of companies or multinationals are still asking the question. Why did they fail in China when others were successful? Amazon thus left the field in 2019, four years after its arrival, say Sandrine Zerbib and Aldo Spaanjaars in Dragon Tactics. The tactics of Chinese entrepreneurs to better lead in uncertaintypublished by Dunod.

The adaptation of the e-commerce champion to the desires of Chinese consumers has been “too slowly” and he imposed “a uniform model from its global headquarters”. Amazon clung to “minimalist graphic codes when its Chinese competitors resort to colors without restraint” and allow customers to observe from every angle, in images, the coveted products.

Same failure for the French Carrefour, which lacked innovation to adapt to the evolution of the market. Conversely, the fast food chain Kentucky Fried Chicken or the sporting goods manufacturer Adidas…

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