1、More multinationals are using the 4D model to beat Chinese companies at their own game.By Bruno Lannes,Weiwen Han,and Joanna LuHow to Behave Like a Chinese BrandCopyright 2022 Bain&Company,Inc.All rights reserved.1How to Behave Like a Chinese BrandAt a Glance The“4D”approach to growing in China(Desi

2、gn for Chinese consumers,Decide in China,Deliver at“China speed”in a Digital way)is a key factor in the success of multinationals selling fast-moving consumer goods in China.4D enables multinationals to think and act like local companiesand all local companies are taking their cues from the Chinese

3、insurgents that are rewriting the playbook.Chinas new“unicorns”fully digital nativecan test 10 ideas at the same time and rapidly roll out the ones that work.Chinese companies have taught us that local speed is paramount,as it leads to scale.Global scale does not necessarily lead to local scale,and

4、sometimes,global scale can be an obstacle to local scale if it slows things down.Three years ago,we wrote about the mounting threat that fast-growing local insurgent companies posed for multinational consumer goods companies in China.In our Bain Brief“Consumer Products:Nows the Time to Double Down i

5、n China,”we explained how,increasingly,the foreign companies that were able to gain an edge against this hot competition were using a 4D approach:Design for Chinese consumers Decide in China Deliver at China speed.in a Digital way Since then,the 4D model has shifted the fortunes of a select class of

6、 foreign brands,generating interest in how to adopt the 4D mentality.While a procession of multinationals in both the retail and consumer products sectors have beat a retreat from China,others are staying and surfacing as winners in the worlds largest and most important consumer market.As the succes