Best Buy opened 6 stores throughout China. But in 2014, after spending billions of dollars, they completely exited the Chinese market. Why? Best Buy’s marketing was targeted at the middle class but pricing was suitable for only the elite.
Clash of Clans, the #1 mobile game in the world, released in China. However, they underestimated the complexity of the Chinese app store market. CoC didn’t monetize on its first 600,000 users due to payment integration errors.
Tesla saw poor sales in China. Critics say they misjudged the priorities and concerns of their target high-income urban customers.
These stories of failure share a common thread– a lack of appreciation for how radically different every component of a business, including marketing and branding, must be in China.
With a strong consulting background, Oniix has brought many Western apps into China. We believe that any app or brand requires a customized and thorough Chinese market entry strategy.
Deep domain knowledge as well as a creative approach are required.