Jay Xie is a digital marketing veteran in Shanghai and Hangzhou who is helping European brands to start in China through his company Agency China. With an education in the Netherlands, he understands the mindset of European companies and is therefore able to guide them better in China. Listen to this interview where he shares valuable insights: - I have a very strong belief that especially in the nutrition, food and food supplements and beauty products from Europe have a lot more superior products that can still find great spaces to scale up in the China market - Forget about what you have obtained or achieved back in the outside world or your own ecosystem because all the game rules in China are so different - The target consumer has been changing over the time (…) from post 70’ and 80’ to the millennials, post ‘95 or the generation Z. They react differently to commercials. They are going to become the mainstream target audience and their behavior has a lot of common things such as liking more tailored services And also why foreign brands will remain popular in China, what the entry level for Western brands is in China to test the water, if Chinese consumers pay attention to the sustainability aspect of products and also his experience being an entrepreneur

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