China represents an immense and often attractive market for European companies. With more than 1.4 billion consumers and a rapidly expanding middle class, the potential can appear obvious. However, many companies underestimate one essential factor: local consumption habits differ significantly from those in Europe

Why European companies often fail before they even begin When European companies think about entering China, they often imagine a massive, unified market with over a billion consumers behaving in similar ways. This is one of the biggest strategic mistakes you can make. China is not one market. It is a continent-sized economy made of multiple distinct sub-markets , each with: its own consumer behaviors its own income levels its own cultural preferences its own distribution ch