Slower growth of the grocery channel, intense competition among brands, and thriftier shoppers mean that marketers can no longer grow a brand by riding on a category wave. The challenge is compounded because consumers are increasingly adopting online shopping, as the Chinese are more willing to use their smart phones and PCs to make purchases.
As Chinese shopper behaviors continue to evolve, both Chinese and multinational marketers have to adapt quickly. FMCG players have to continue building brand awareness and preference through the most relevant touch points. They must identify innovations that have the highest potential to win shoppers. And they must invest adequately in in-store assets at point of sale.