Moremultinationalsareusingthe4DmodeltobeatChinesecompaniesattheirowngame.ByBrunoLannes,WeiwenHan,andJoannaLuHowtoBehaveLikeaChineseBrandCopyright©2022Bain&Company,Inc.Allrightsreserved.1HowtoBehaveLikeaChineseBrandAtaGlanceThe“4D”approachtogrowinginChina(DesignforChineseconsumers,DecideinChina,Deliverat“Chinaspeed”inaDigitalway)isakeyfactorinthesuccessofmultinationalssellingfast-movingconsumergoodsinChina.4Denablesmultinationalstothinkandactlikelocalcompanies—andalllocalcompaniesaretakingtheircuesfromtheChineseinsurgentsthatarerewritingtheplaybook.China’snew“unicorns”—fullydigitalnative—cantest10ideasatthesametimeandrapidlyrollouttheonesthatwor...
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