This presentation was adapted from an article I wrote for Fast Company - The 5 insults CMO's must address when they are preparing their brand for entering China.
In general people underestimate how different it is to communicate and market their brands in China. It's scale and complexity requires a very different approach. MOst CMO's don't have enough budget to use TV or OOH in China, so they are more dependant on digital channels to help grow their brand.
They are also dependant on social media and the mobile screen to engage their audience as these are the primary access points to the internet for most consumers in China.