The rise of new consumer brands is one of the most notable phenomena in the Chinese business landscape in recent years. These new brands have rapidly developed by targeting high-demand markets that established brands have overlooked and gaining a foothold in the market.  For example, the cosmetics brand Perfect Diary (完美日记) went public on the

China has grown to be one of the largest economies in the world. With a population of 1.4 billion, consumer brands in China are growing at a fast pace and shortening the time to the maturity stage compared to traditional brands that have been developing for decades. But there are changes in core customers, purchase