Skip to main content

Crocs Is Crushing It in China

The foam clogs are in high demand with young Chinese consumers.

  • Higher Education
  • Blog
  • Understanding Business
  • Chapter 1 Taking Risks & Making Profits
  • Chapter 2 Economics
  • Chapter 3 Globalization
  • Chapter 13 Marketing
  • Chapter 14 Product & Price
  • Chapter 15 Distribution
  • Chapter 16 Place & Promotion
  • Bonus Chapter B
  • Video

With more than 260 million Gen Z consumers, China is home to one of the world’s most lucrative markets for global brands looking to connect with young people. But as tensions rise between the Asian nation and the U.S., many American brands are struggling to succeed. That’s not the case with Crocs, though. The video below shows how the shoe brand took inspiration from KFC and McDonald’s by appealing to local tastes, which has sent Chinese sales soaring. 

Questions:

  1. How has appealing to local tastes helped companies like Crocs and KFC succeed in China? 

  2. Do you think more American brands will struggle to connect with Chinese consumers in the future? Why or why not?

Related Content: