Historically, imported brands enjoyed a significant edge in China as they were frequently among the first to market in their respective sectors. From food and beverage brands to cosmetics, wholesale buyers frequently made purchasing decisions based on brand popularity in markets outside of China. The objectives of brand marketing are to increase company awareness, expand the brand’s consumer base, and increase brand loyalty. Social media and digital marketing take this a step further by enabling firms to engage with Chinese consumers where and when it suits them.