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Understanding The Chinese Consumer
China's consumer goods market, stimulated by rapidly rising incomes, is growing quickly. Multinational companies are competing against one another and an array of increasingly sophisticated Chinese players to serve the mass market, but doing so cost-effectively is becoming more difficult.
The take-away: Procter & Gamble is the top multinational consumer products company in China, but leadership hasn't come easily and isn't a foregone conclusion. P&G's president for Greater China describes the company's "long learning journey" in an interview about lessons learned, tailoring products to local preferences, and what it takes to succeed in China.
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© 1992-2003 McKinsey & Company, Inc
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