The huge Chinese consumer market has been appealing international firms from a couple of decades already. More and more international brands have tapped into China, looking for opportunities for a lasting growth. However, many of them have been confronted with an underlying problem: how to truly conquer Chinese consumers?

Once upon a time…when it came to consumer products Disney was synonymous for Mickey Mouse T-Shirt and cute merchandising featuring cute, Disney cartoon characters.

Well, it seems like this will not be the case for much longer.

Nowadays, if you have a walk along the crowded street of Shanghai, or any another Chinese city, you cannot help but notice that the distinctive "omini" logo that Kappa prints on its apparel are all over the place. Yet, it has not always been like this. On the contrary, when Kappa first entered the Chinese market, it met no warm welcome from local consumers. Looking at how successful the brand is today, we decided to look at its development in the country in order to bring forward a practical example of a foreign brand that overturned its fortune in China by investing in branding...