Shaun Rein Interviewed by FT on the Rise of Chinese food brands

China-based Brand strategist, Shaun Rein, interviewed by Tom Hancock on how Chinese food brands are moving up the value chain & outcompeting foreign food giants like Nestle.

Take a look at the snippet below of Shaun’s  interview for the Financial Times:

Shaun Rein, of Shanghai-based consultancy China Market Research Group, said Nestlé fell behind in China’s bottled water market by positioning its offering more lower-end than that of local rivals, while Unilever’s flagship ice-cream was “too cheap and too small”.

“They wanted to be a mid-level product for Chinese, but because of quality people were willing to pay a premium for foreign brands,” he said.

The consumer divisions of multinationals can be hampered by “silos” with key decisions made outside China, he added. “The power tends to be Europe or the US.”

Shaun Rein

Shaun ReinShaun Rein is the Founder and Managing Director of the China Market Research Group (CMR), the world’s leading strategic market intelligence firm focused on China. He works with Fortune 500 and leading Chinese companies, private equity firms, SMEs, and hedge funds.

Shaun is also a prolific writer. He is the author of the international best-sellers “The End of Cheap China” ( one of the top 10 business books for 2012 by Publishers Weekly) and the “End of Copycat China”. Shaun is also often published in the Wall Street Journal, Fortune, The Financial Times and The New York Times.

Additionally, he frequently appears on MSNBC, CNBC, Bloomberg, BBC, and CNN. Shaun Rein formerly taught executive education classes for the London Business School and is currently focusing on speaking engagements all over the world.

Shaun Rein has delivered keynotes in South Africa, Australia, the United States, France, Canada, Thailand, Singapore, Vietnam, Japan, South Korea, Hong Kong and China for clients like Estée Lauder, Adidas, P&G, Morgan Stanley, HSBC, JP Morgan, Credit Suisse, KPMG, Macquarie Bank, Mizuho Bank, Nomura Securities, Hard Rock International, TFWA, Baird Private Equity, AT Kearney, Deloitte, Jefferies, Global Sources, Citywire, Radius Travel, Abacus, Crain Communications, HKDC, CeBIT, Barry Callebaut and Nestle.

Shaun graduated from Harvard University with a master’s degree focused on China economy and a BA Honours from McGill University. He sits on the St. Paul’s School Asia Council.  

Contact us  to engage Shaun Rein for your next corporate function.

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