Matthew McKenzie on the challenge with China

China; It's one of the most crowded and competitive marketplaces in the world. How do you stand up to a challenge like that? To say Matthew McKenzie, cofounder and director at The Export Group, is a man with a passion for Asian business would be a complete understatement. And with an impressive record working across Australia and Asia for some of the world's biggest brands, he knows what it takes to make or break it in the Chinese market. This episode of The CMO Show takes a deep dive into the world of launching new brands to market in one of the most crowded places in the world: China. It's recognising the sheer size and volume of competition across the many markets within China that sets successful brands apart, says McKenzie. "If there is no history of your product and your brand and in many instances there's not a long history of the category in China, you really need to be thinking quite differently," he told CMO Show hosts Mark Jones and JV Douglas. "It's an exceptionally fragmented marketplace from a brand perspective and every brand, regardless of their size and scale back in their home market, comes up here as a junior." Tune in as Mark and JV discover what it takes to redefine yourself from market leader to market challenger, how to understand Chinese market demographics, and why to think about these things before you attempt to break in. All that plus plenty of cultural anecdotes!