The recent unprecedented growth of Chinese brands, most of them being start-ups, has become one of the hottest topics in business and marketing. The growth of Chinese brands is starkly contrasting when compared with other global categories such as western brands in China. There is no doubt that China is one of the most exciting markets in the world. The sheer size and number of people living there make it very difficult for a foreign company to enter. For domestic brands, it's even harder to compete with their sophisticated and vast technological and geographical advantages. But all this is changing fast and we are seeing more Chinese companies making inroads into other countries and regions. One of the biggest trends we are seeing at the moment is how they are transforming themselves from traditional Chinese brands into global players by leveraging their knowledge, technology and scale to penetrate new markets like the west.

This episode of The Negotiation is the second part of our conversation with Louis Houdart, Founder of Creative Capital. He is also an entrepreneur, business and investment coach, board member, and advisor to many start-up companies. The Creative Capital China team has worked with European companies in China as well as pushing little-known brands in Western markets. By establishing pre-eminent international brand awareness and strong brand relationships, Creative Capital is one of the only firms in China that focuses on widening awareness of Chinese companies beyond their home market.

In today's episode, Louis shares insights on how the world is truly changing from a geographical and category angle when it comes to Chinese brands, especially in the West. He highlights why better-positioned product categories are necessary for Chinese brands to succeed in the west. The podcast also explores brand loyalty, The relationship between the success of Western brands in China and Chinese brands' increasing competency over the whole product life cycle is also explored in detail. Why are Chinese brands successful in places where it is least expected in the world like Indonesia? Louis also discusses the startup and entrepreneurial ecosystem in China, among other topics. Enjoy!

Topics Discussed and Key Points:

• How the world is truly changing from a geographical and category angle when it comes to Chinese brands, especially in the West.
• Chinese brand perception.
• Louis’ updated viewpoint on brand loyalty.
• What lessons should the West take away from the East and China?
• Why better-positioned product categories are necessary for Chinese brands to succeed in the west.
• The relationship between the success of Western brands in China and Chinese brands' increasing competency over the whole product lifecycle.
• Why Chinese brands are successful in places where it is least expected in the world like Indonesia.
• Chinese startup and entrepreneurship ecosystem.
• Chinese entrepreneurs make sacrifices that the West is renowned to indulge in and enjoy.
• Why are Chinese consumers so demanding and what drives them to be so?