Modernization does not equal Westernization. This is the fundamental lesson that global brands are slowly (and sometimes painfully) learning as they attempt to build popularity in China today. Global brands often conflate the two concepts, and the missing link is a deep cultural understanding of consumer purchase motivations.
Well-established global brands often underestimate the importance of this. Decisions are driven by a lingering temptation to rest on the laurels of legacy, yet the path to success in China necessitates humble acceptance that the company is entering the market on the back foot.