Foreign Dairy Brands vs. China's Domestic Giants: How to Milk the China Opportunity
Mark will share data and insights into both foreign and domestic dairy brands from the China Skinny Dairy Tracker to highlight what is working, and what isn't in the China market. He'll use data from 2016 until now to illustrate the areas where foreign dairy brands' performance has improved, and where work still needs to be done, incorporating interesting tidbits and best practice examples from the category.
Mark Tanner is the founder and managing director of Shanghai-based China Skinny. He has provided China-market growth strategies and research to around 200 brands including Nike, Tourism Australia, Colgate, Fonterra, Reckitt Benckiser, IKEA, Woolworths, Coles, SAIC Motors and IHG. His views on China have been quoted in more than 200 international media outlets including Bloomberg, Reuters, FT, WSJ and Forbes, where he is a columnist. Tanner authors the most-read newsletter about marketing to China, and is a regular keynote speaker addressing audiences around the globe. Prior to moving to China, Mark rode his bike across Canada solo in the middle of winter, hunted for ancient viking treasure in Iceland and led the first unbroken journey from the source of the Blue Nile to the sea.