Commercial excellence in China: Lessons from the top CPG companies
What does it take for consumer-goods manufacturers to succeed in the fast-growing—and increasingly competitive—Chinese market? Our latest survey yields some answers.
The dizzying pace of change in China’s retail and consumer landscape has kept consumer-packaged-goods (CPG) manufacturers on their toes. In the past few years, demand for their products has grown rapidly in China, but success is far from guaranteed in this evolving and wildly competitive market. The behavior and preferences of Chinese consumers are shifting, aggressive new online and omnichannel players are emerging, and the regulatory environment is becoming trickier to navigate.
Against this backdrop, what constitutes commercial excellence? What are the most successful CPG manufacturers doing that aspiring companies should emulate? McKinsey – Read more…