The past 15 years is China’s high investment period. Over 40% of China’s GDP came from investment. Despite of a contradiction of high investment efficiency and low industry efficiency, which means investment cannot efficiently transform into real economy, some newer FMCG brands do emerge. Unlike most of the western countries of which the early success of many companies became market prototype for the others to follow such as McDonalds in fast foods, most of China’s success stories are quite peculiar and accidental rather than showing a general and prototypical trend.

China’s consumer companies heavily rely on sales channels and marketing/branding. This normally happens in a market where products, categories, business models, and production are already mature. It is like a manufacture in control of upstream supply chain supply the products to a bunch of sales allowing them to repackage whatever the way they wish, and sell.

Because of globalization and China’s commercialization and significant growth, the world's products are flocking to China, which factually becomes global products’ megastore and experimental outlet. Thus, China has been a high degree of brand and product proliferation not in accordance with market demands and affordability but more as a pageant contest. At the same time, for China’s consumption polarization, low per capita spending and the scattering of high-income consumers leads to much higher marketing and consumer-acquisition costs. China is like a meat grinder of products and brands, and the success become highly incidental. Even for success’s, because of low entry points, vicious competition is almost inevitable. After all, China is famous for cultivating sales and copy-cat, and the market maturity of developed countries lower China’s entry barrier for all. Abundant and opportunistic investment even renders international corporates losing their competitive edge. Once a while a new sales channels emerges, there will be some successful brand stories to follow, and then the new sales channels very soon become too expensive for brands. On parallel, China never stop creating all kinds of sales gimmicks from fabricated brand stories, beautification of packaging, another new foreign concept or product, and on and on.

Therefore, this kind of marketing-oriented and sales-channel-oriented industrial model is destined to have low industrial efficiency, and there are few that can have enough time to establish an industrial chain to improve efficiency and to mend consumer demands.