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  1. Chinese brands will find it as difficult to break though in the West, as western brands are finding it to penetrate in the Chinese market. However, there are a lot of similarities between the “invasion” of Japanese brands in Europe and the US in the seventies and eighties and the Chinese brands moving west now. All they need to do is invest in the quality of their product, customise & localise the customer experience and invest in their brand. The latter is not the same as paying Lionel Messi a few million dollars to show him using WeChat. Consumers are too smart to fall for cheap tricks like that…

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