Chinese Millennials are set to drive China’s consumption over the next 10 years—but not all brands are successfully appealing to them. Recently, Victoria Secret learned the hard way how not to market to the group when their presentation of dragon-themed lingerie was deemed ‘distasteful and tacky,’ since dragons are a sacred symbol. Nike, on the other hand, has successfully addressed Chinese Millennials’ ‘internal tension’ between respecting their culture and their desire to rebel, with an ad that motivates them to seek out their authentic selves. (Forbes)
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