Rising patriotic fervour amid trade war and boycotts has pushed Chinese millennials toward home-grown brands at the expense of foreign retail icons.

Chinese patriotism is new sales octane as millennials embrace home-grown brands at the expense of foreign icons

  • Trade war, boycotts stir nationalistic fervour, drives sales of guo huo, or home-grown brands, against foreign icons
  • Outpouring of support for local cosmetics makers, apparel manufacturer and snack food producer will endure: McKinsey
Topic |   US-China trade war
Rising patriotic fervour amid trade war and boycotts has pushed Chinese millennials toward home-grown brands at the expense of foreign retail icons.
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