Caixin OnlineBusiness & IndustryTop Stories Industry Samsung Slipping in China Market, 20 Years On
10.08.2012 11:50

Samsung Slipping in China Market, 20 Years On

China's love affair with the culturally aware South Korean consumer goods giant may be cooling
By staff reporter He Chunmei

(Beijing) – Business executive Tan Hong joined Samsung Group's China home appliance division in 1995 and was immediately impressed by the South Korean behemoth's culturally sensitive interest in Chinese consumers.

Tan warmed to the appliance and electronics manufacturer after he was initially assigned to run a charity-brand awareness project that focused on donating second-hand computers to poor students in the remote mountains of Hebei Province.

We hope you have enjoyed your free articles for the month
REGISTER to get 5 more free articles, or SUBSCRIBE to get full access to Caixin
Already a subscriber? Log in now
Sign up to receive our free daily newsletter