A Western consumer goods company is finding strong success among China's social-media shoppers, according to the Wall Street Journal's US Business coverage. The company's results show how a shift in sales tactics can reshape performance in a demanding market.
The key driver has been a change in Reckitt's sales approach in China. That change has delivered 12 consecutive quarters of double-digit sales growth in the country, a remarkable run for a multinational operating in one of the world's most competitive consumer markets.
China's social-media platforms have become central to how many consumers discover and buy products. Brands that adapt to live-streaming, influencer-led promotions and direct-to-consumer engagement can reach shoppers in ways traditional retail channels often cannot. Reckitt's experience illustrates how a global consumer company can tailor its approach to local digital habits rather than relying solely on its established playbook.
The results also highlight the broader pressure facing Western firms in China, where local competitors move quickly and consumer preferences change rapidly. Sustained growth over three years suggests that the company's revised tactics have resonated with shoppers, offering a model that other multinationals may study as they seek to compete in the Chinese market.
Source: Wall Street Journal US Business · Summarized by HeadlinesBriefing